2015 State of Wellness Travel Report

Transcription

1 Spafinder Wellness 365 RESEARCH Photo: Four Seasons Resort Bali at Sayan 2015 State of Wellness Travel Report A second report looking at the demographics of the wellness traveler, with a special focus on the impact age has on wellness travel preferences, is forthcoming. Spafinder Wellness 365 s eighth annual 2015 State of Wellness Travel Report is based on a survey of travel agents in North America and Europe, and provides yearly insight into the health of, and emerging trends in, the wellness travel market: from what consumer forces are driving this fast-growing category, to destinations getting hotter with today s travelers. For the first six years the survey looked at the health of, and emerging trends in, the spa travel market and then, in our most recent report, spa and wellness travel. This year, for the first time, we are simply calling the survey, the 2015 State of Wellness Travel, reflecting that spa and wellness have become one in the minds of the consumers and travel professionals. For this survey wellness travel was defined as travel associated with the goal of maintaining or enhancing one s personal well-being and includes the pursuit of physical, mental, spiritual or environmental wellness while traveling for either leisure or business. The study spans destination spas; resorts/hotels with strong spa and wellness programming; mainstream healthy hotels ; travel focused on nature experiences, outdoor fitness and adventure; yoga retreats and tours; hot springs destinations and cruises with a strong fitness/wellness component.

2 Key Findings Strong Growth in 2015 expect to stay the same 14% Wellness travel is having an exceptionally strong year. Surveyed at mid-year 2015, 86 percent of agents report they expect growth in the category for fullyear 2015 over 2014, while 14 percent expect it to stay the same and none predict any declines. This is the highest percentage of agents expecting annual growth in the survey s eight-year history. 86% of agents expect growth Awareness of Wellness Travel Growing Everywhere Agents were asked how awareness of the wellness travel category changed in the last year, and the results show wellness travel is on more people s radar on every front. 71 percent say consumers have become more aware of wellness travel within the last year 77 percent, travel agents 78 percent, the tourism industry 80 percent, the hospitality industry The remaining percentage of agents reported awareness remained the same in the last year, while none reported declines. And 39 percent of agents report that a significantly growing percentage of their clients now know and use the term wellness travel, while 51 percent report that although clients seldom use that exact term, that they do ask about and book those kind of experiences and locations. Forces Driving Growth A range of factors are fueling growth of the wellness travel sector, including: 1. Increased, overall consumer concern with health and wellness 2. People s rising stress levels 3. Increased knowledge of, and media attention about, wellness travel as a category 4. More wellness-focused vacation properties, with more diverse offerings and price ranges 5. People are working harder, and vacations are more precious 6. An aging population The top agent response was: all of the above factors STATE OF WELLNESS TRAVEL REPORT

3 71% of agents say consumers are more aware of wellness travel 83% of agents say consumers will pay a premium for wellness Photo: Miraval Resort & Spa Wellness Travel Reaches Far Beyond Spas Agents were asked what percentage of the total wellness-focused travel they book is primarily spafocused, and the results show healthy-minded travel reaches well beyond spa. The majority (52 percent) of agents reported that 20 percent or less of their total wellness travel booked is primarily spa-focused. Twenty-nine percent say that percent of their wellness bookings are spa-centered. And just one in five agents (19 percent) report that over 50 percent of their wellness travel booked is mainly spa-focused. The Wellness Premium Wellness travel is good for people, and it s also good for properties and agents. Eighty-three percent of agents agreed that consumers are willing to pay a premium for wellness travel and/or for access to healthy products and services while traveling. A Healthy Rise in Healthy Meetings Among agents that book meetings and incentives travel, 79 percent reported that demand for healthier corporate/business meetings (i.e., meetings with healthy food, fitness and spa experiences, access to nature, etc.) is a rising trend in the last year. Fees to Book Wellness Travel? Booking wellness travel can be exceptionally complex. But only a minority of respondents (18 percent) charge extra fees to book it, while 33 percent are considering doing that. Twenty-seven percent report they won t charge fees and 22 percent are unsure about the issue STATE OF WELLNESS TRAVEL REPORT 3

4 What Wellness Elements Are Most Important to Travelers? Note: They all are. Agents rated (from 1-10: i.e., not important at all to extremely important ) how important 16 different wellness elements were for their average client when traveling to a property/destination. Every single wellness element ranked as important, scoring at least a 5.9/10, demonstrating that travelers increasingly seek and demand a range of specific wellness experiences and programs. While it s no surprise that beach and pool access rank highest, it s striking that elements like healthy/ organic cuisine, fitness facilities/classes and outdoor adventure programs are giving the three Ss of tourism, sun, sand and sea a run for their money. The results also suggest a very new breed of traveler, one who values eco-friendly properties/destinations over traditional sports like golf/tennis. And one that ranks a travel component most think of as niche, voluntourism (i.e., properties/tours that do good in local communities), higher than either weight loss or detox programs. Eco/adventure/ nature-focused resorts and yoga retreats now rivaling luxury spa and beach locations Photo: Canyon Ranch Property/Destination Element 1. Beach access 8.5 Rank 2. Pools or swimming Healthy cuisine Access to nature/scenic outdoors Fitness facilities & classes 8 6. Outdoor adventure programming Environmentally-friendly Traditional sports like golf or tennis Do good for local community Hot or mineral springs Weight loss programs Spiritual healing Alternative medical services Detox focus/programs Healthy sleep programs Traditional medical services 5.9 Most Appealing Types of Properties Agents also ranked which types of wellness travel properties were most appealing to their average client. 1. Luxury spa resort, with focus on relaxation/ stress-reduction 2. Beach-focused sun and surf property 3. Eco-resort in wild nature, with focus on hiking, adventure and wildlife 4. Authentic yoga retreat 5. Fitness- or weight loss-focused retreat or destination spa 6. A healthy cruise (with spa, fitness, yoga, etc.) 7. A natural hot springs resort 8. Casinos with strong spa/wellness offerings There was a great deal of parity in scores among the top four, with eco/adventure/nature-focused resorts and authentic yoga retreats now rivaling classic, luxury spa resorts and beachy properties STATE OF WELLNESS TRAVEL REPORT

5 Luxury Travel The Indigenous, Healthy & Far- Flung Rule: Agents also weighed in on the top trends in the luxury travel category overall. The top three identified were: 1. Travelers wanting to be immersed in more local, indigenous cultural experiences and destinations 2. Travelers increasingly seeking destinations with healthy body/mind offerings 3. Travelers increasingly seeking exotic, off-thebeaten path destinations Photo: Segera Tower Asia Ranks as Fastest-Growing Global Destination for First Time Photo: Intercontinental Danang Sun Peninsula Resort Agents identified which global regions clocked the biggest growth in wellness and spa-related bookings in the last year. And for the first time in the survey s eightyear history Asia ranked first. (It had never ranked above third). The top five fastest-growing wellness travel regions were: 1. Asia-Pacific 2. Europe 3. US/Canada 4. Mexico/the Caribbean 5. Central & South America 2015 STATE OF WELLNESS TRAVEL REPORT 5

6 West Coast Still Fastest-Growing US Destination Agents also reported on the fastest-growing U.S. destinations for spa/wellness bookings, and the West rules in wellness travel growth. The top three regions were: 1. West Coast 2. Southwest 3. Hawaii Countries Getting Hotter Costa Rica and Thailand Top List Thailand and Costa Rica are fastest-growing wellness travel destinations Agents submitted dozens and dozens of countries they felt are getting hotter with today s wellnessseeking traveler, from Brazil to Montenegro to Laos. Costa Rica and Thailand were the clear global standouts for According to agents, the fastest-growing wellness travel destination in Asia was Thailand, followed by Bali/Indonesia, India, Bhutan, Vietnam, Japan and Myanmar. In Europe, Hungary, Croatia, Turkey, Italy and Greece (specifically Santorini) were the standouts. In the Americas, Costa Rica was the overwhelming leader, followed by the Caribbean islands (especially smaller islands like St. Lucia), Nicaragua and Brazil. Across the Middle East/Africa region, the top popularity gainers are Israel, Dubai and Morocco. Top Brands in Wellness Travel Top Photo: Bayan Tree Spa Sanctuary Phuket Bottom Photo: Rio Perdido Costa Rica Agents were also asked to submit what they perceived to be the top three brands in wellness travel, and again, dozens and dozens of hospitality, cruise and website brands (along with individual properties) were submitted. Agents picks for THE top five brands were: 1. Canyon Ranch 2. Starwood, including Westin, St. Regis and Sheraton 3. Four Seasons 4. Hyatt 5. Six Senses STATE OF WELLNESS TRAVEL REPORT

7 52% of agents say only 20% or less of wellness travel was spa-focused Photo: Silver Island Travel Professionals Want Education When asked whether the industry needs more education and training about the wide world of wellness travel options, the overwhelming answer was yes, with 98 percent agreeing. Travel professionals are embracing and want to embrace many resources to get that knowledge. 61 percent use specialty websites; 39 percent haven t, but want to 51 percent participate in webinars; 49 percent haven t, but want to 42 percent attend live educational events; 58 percent haven t, but want to 39 percent subscribe to online specialty publications, 61 percent haven t, but want to 31 percent form new relationships with wellness properties; 69 percent haven t, but want to 26 percent form new relationships with tour operators; 74 percent haven t, but want to 25 percent get certified in formal program as wellness travel specialist; 75 percent haven t, but want to Conclusion The 2015 State of Wellness Travel Report makes it clear that significant growth in this travel sector is underway and this growth is expanding in directions far beyond luxury spas, and in far more global regions. Agents surveyed also reported awareness of the wellness travel sector has grown on every front, and people are willing to pay a premium for wellness travel. It is interesting that the definition of wellness travel has moved far beyond a narrower association with luxury spas and resorts, and now includes healthy offerings at more mainstream hotels and resorts. When asked to name the leading brands for wellness travel, notably the top five included brands with just a few locations (Canyon Ranch), as well as large, mainstream brands (like Starwood or Hyatt) with hundreds. The survey also shows that as healthy-minded travelers become more sophisticated, they are demanding a multitude of wellness travel components at properties and destinations, from healthy and diet-specific cuisine to yoga classes to voluntourism programming and environmentally-friendly destinations. And agents report that the wellness traveler is seeking authentic experiences and far-flung destinations. Each year we see the wellness travel map expanding, and in 2015 for the first time, Asia was ranked the fastestgrowing destination for wellness travel. This 8th annual study of the State of Wellness Travel was conducted in July and August 2015, among 200-plus travel agents in North America and Europe. For more information about the survey, please Spafinder Wellness Research Director Beth McGroarty at [email protected].