A SPA break is high on many people’s agenda as we come out of lockdown but times are changing. No longer do we want just massages, facials and nail treatments.
A study by Health Tourism Worldwide found that while the wellness industry mainly offers physical pampering services, customers today are also looking for social, spiritual and intellectual experiences.
Speaking about the future of wellness tourism, Laszlo Puczko shared the highlights from his research which involved 200 in-depth interviews with industry experts worldwide. Part of the study is an attempt to create an international standard when it comes to the meaning of the words wellness and wellbeing, and what it means to be a spa hotel or a hotel spa. It’s also to encourage a broader, more holistic and balanced range of experiences to improve wellness across the board.
Puczko said that promoting new spa facilities is not enough adding that “the generic boring services are over if you want to be successful in wellness.”
He said to think more “gin and tonic yoga.” Providers need to offer more than a physical experience.
“You might say this is not for me, this is a joke,” he said. “You might be right. But guess what? The customers appreciate it. You don’t lose anything of the yoga and hardcore yoga people certainly wouldn’t join that activity but in the next five-ten years we need to look into a way wider spectrum of guests on demand. Not just the hardcore wellness demand that will keep going to wellness trips and wellness services and we need to look into beyond.”