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Mary Calliste, 32, a U.S. citizen and financial services employee in Plainfield, New Jersey, used to want to visit as many sights as possible whenever she traveled. This December, she took a trip to Guatemala – a Central American country bordering Mexico – and stayed at a "green" hotel called the Lush Atitlán. But this time, she wasn't recommended any famous tourist attractions. Instead, she enjoyed vegan meals, strolled through nature reserves, and listened to music.
Mary loved that.
She said, "I feel this trip brought me what I truly needed, rather than just what I saw."
Instead of sightseeing as usual during her travels, this time Mary focused on self-care - Photo: Mary Calliste
The trend of health and wellness tourism.
Wellness tourism is defined as “a phenomenon aimed at improving the personal health of travelers to destinations that offer services and experiences to rejuvenate the body, mind, and spirit.” This type of tourism is considered a new trend in travel in many countries, including Asia. Especially with the pandemic now entering its third year, it's perhaps not surprising that more and more people are seeking holidays that can improve both their mental and physical health. In a recent survey, 76% of respondents said they would spend more on health-enhancing travel, and 55% said they were willing to pay extra for services or activities for this purpose.
That's why hotels around the world are building and offering additional wellness services, such as installing in-room exercise equipment or organizing programs to help address mental health issues. Spas or beauty centers in resorts, which previously focused on high-tech, one-on-one treatments for each client, have been forced to broaden their approach to wellness and change their operating methods due to the severe downturn caused by the pandemic.
Exercise equipment in a room at a Hilton hotel - Photo: Hilton Hotels
Caroline Klein, Director of Communications at Preferred Hotels & Resorts, a luxury hotel group, said that before the pandemic, they focused solely on traditional spa services. Now, every hotel branch organizes walking tours, meditation sessions, yoga classes, or similar activities.
In a way, it could be said that the tourism industry is adopting a lifestyle similar to that adopted during the peak of global self-isolation: cooking at home, appreciating one's surroundings, and participating in online fitness classes.
"The tourism industry is realizing that people are still carrying the mindset, habits, and preferences from that time into now, as they are starting to travel again. Hotels and accommodations need to adapt to meet current needs, because we are no longer serving the tourists of 2019," Klein said.
Change your travel style.
There is a growing demand for wellness destinations in the tourism market, stemming from the leisure time of workers and the increased awareness of preventative health among the upper class, coupled with the constant pressure of work-related stress (Dwyer, Edwards, Mistilis, Roman, & Scott, 2009; Heung & Kucukusta, 2013). Wellness tourism encompasses the integration of yoga and spa therapies with science (e.g., counseling) and spirituality (e.g., meditation), providing holistic support for both mental and physical health (e.g., dietary regimens).
Cycling at Six Senses Con Dao
In Vietnam, wellness tourism hasn't fully blossomed yet, but it's certainly a rapidly growing trend. Six Senses Con Dao – a resort that has previously achieved recognition – is a prime example.Ranked #1 in the Top 10 Best Resorts in Southeast Asia.- is a prime example. Six Senses Con Dao offers a range of wellness services based on organic and healthy methods, combined with "green" elements that permeate the resort's space. This property provides yoga and body cleansing programs, and especially focuses on preserving activities.conserving and releasing turtles back into the sea.- a method of healing for both nature and humanity, which was previously absent from traditional tourism accommodations.
Chris Kam, President and CEO of Omnitrak, a Hawaii-based research firm specializing in travel surveys, said, "The people who want to be on vacation are changing. The travel industry seems to have been reset; during the pandemic, the travel experience transformed into an opportunity to heal—both mentally, emotionally, and physically. People travel because they are seeking answers to the question of how to feel better."
Walking activity at the Ranch Hotel in Malibu, California (USA) - Photo: The Ranch Malibu
Shasha Du, 33, founder of Wild Awake, which organizes retreats for people of color, shared that her travel style has changed. “I used to love traveling to cities,” she said, “but looking back at those vacations where I spent too much on shopping or sightseeing, I realized that while it was fun, it wasn’t fulfilling. It didn’t nourish my soul.”
In November, she rented an Airbnb in a cabin north of Sacramento, USA, and signed up for an accompanying experience: a tea-finding activity. It was there that she first learned about the ancient medicinal uses of many herbs, including some she was already familiar with or frequently encountered in her daily life.
"I know it's just another form of self-care, but I feel like I've really, really gotten younger," Shasha said about her experience at the cabin.
Mr. Marxer, representing the Miraval resort and spa chain, commented: "This is what we've always been aiming for. The pandemic has brought tourism closer to the future at a very rapid pace."
