Wellness tourism is taking the U.S. travel industry by storm, reshaping how Americans approach vacations and self-care. This growing trend combines traditional travel experiences with activities and treatments aimed at improving physical, mental, and spiritual well-being. As stress levels rise and health consciousness grows, more travelers are seeking getaways that offer a chance to recharge and prioritize their wellness.
The appeal of wellness tourism extends beyond luxury spa retreats, encompassing a wide range of experiences from yoga retreats to outdoor adventure programs. This article will explore the factors driving the surge in wellness travel, highlight top destinations across the United States, and examine innovative offerings in the wellness tourism sector. Additionally, it will discuss the future outlook for this booming industry and its potential to transform the American travel landscape in the coming years.
The Rise of Holistic Wellness Travel
Wellness tourism has emerged as a significant trend in the U.S. travel industry, reshaping how Americans approach vacations and self-care. This sector combines health, fitness, spirituality, and travel, offering unique experiences that go beyond typical getaways. The Global Wellness Institute defines wellness tourism as “travel associated with the pursuit of maintaining or enhancing one’s personal wellbeing” .
The growing interest in wellness tourism is evident in recent statistics. According to the 2022 Travel Trends research by Virtuoso and YouGov, 21% of global travelers are currently traveling for health- and wellness-driven reasons. This trend is expected to grow, with 29% of global travelers expressing interest in wellness travel for the future .
Mind-Body-Spirit Connection
The concept of holistic wellness, which emphasizes the interconnectedness of mind, body, and spirit, has become central to this travel trend. This approach goes beyond traditional medicine, embracing a wide range of practices and therapies to promote overall wellness. Wellness travelers are seeking experiences that allow them to maintain their healthy lifestyles while away from home, including activities like yoga, meditation, and mindfulness practices.
Beyond Traditional Spa Experiences
Wellness tourism has evolved far beyond the traditional “fly and flop” spa holidays. Today’s wellness travelers are looking for more comprehensive and tailored experiences. Paul Joseph, founder of Health and Fitness Travel, notes a 30% increase in demand for wellness breaks between 2021 and 2022. These modern wellness retreats offer personalized nutrition and exercise plans, one-on-one coaching, and holistic healing therapies .
The range of wellness experiences has expanded to include:
- Yoga and meditation retreats
- Healthy eating breaks with nutritional education
- Fitness holidays and adventure travel
- Nature-based activities like horseback riding, forest bathing and hiking
Integrating Local Culture and Nature
A key aspect of the rise in holistic wellness travel is the integration of local culture and nature into wellness experiences. This approach transforms standard experiences into extraordinary ones, allowing travelers to connect with destinations on a deeper level .
Wellness tourism often incorporates:
- Traditional healing practices specific to the destination;
- Local cuisine and cooking classes focusing on nutritional benefits;
- Art and music therapy sessions showcasing local culture;
- and/or community-led activities and cultural tours.
The connection with nature is also a crucial element of wellness tourism. Many travelers are seeking experiences that allow them to immerse themselves in natural settings, recognizing the healing power of nature for both physical and mental well-being. This trend reflects a broader shift in consumer priorities, with holistic health and mindfulness becoming central themes in many aspects of life, particularly in travel.
Top Wellness Destinations in the U.S.
The United States has become a hub for wellness tourism, offering a diverse range of destinations that cater to health-conscious travelers. From luxurious resorts to nature-based retreats and urban wellness centers, these destinations are transforming the way Americans approach vacations and self-care.
Luxury Resort Retreats
Luxury wellness resorts in the U.S. have elevated the concept of rejuvenation to new heights. These high-end destinations offer a perfect blend of opulence and holistic wellness experiences. One standout example is Sensei Lanai, A Four Seasons Resort in Hawaii. This 23-acre tropical paradise provides guests with a personalized wellness journey guided by Sensei experts. The resort’s approach focuses on three key practices: move, nourish, and rest, ensuring a comprehensive wellness experience.
Another notable luxury retreat is Canyon Ranch Tucson, which has become synonymous with all-inclusive health and wellness resorts in the U.S. This Arizona-based resort offers customizable programs that include everything from spa treatments to fitness classes and nutritious culinary offerings. Guests can choose from flexible stay options, ranging from 2 to 7 nights, allowing them to tailor their wellness journey to their specific needs and schedules.
Image Courtesy of Aman
Nature-Based Wellness Centers
For those seeking to reconnect with nature while prioritizing their well-being, the U.S. offers several nature-based wellness centers. Amangiri, located in Canyon Point, Utah, stands out as a prime example. Spanning nearly 1,000 acres in the Colorado Plateau, this resort leverages its stunning red rock surroundings to create unique wellness experiences. Amangiri’s approach combines Asian and Navajo wellness traditions, offering guests a truly immersive and culturally rich experience.
Castle Hot Springs in Morristown, Arizona, provides another exceptional nature-based wellness retreat. Nestled in the Bradshaw Mountains, this oasis offers guests the opportunity to soak in natural geothermal mineral springs while enjoying farm-to-table cuisine and participating in various wellness activities. The resort’s secluded location and focus on natural healing elements make it an ideal destination for those looking to escape the hustle and bustle of daily life.
Urban Wellness Hubs
For city dwellers or those who prefer urban environments, the U.S. has several wellness destinations in metropolitan areas. The Carillon Miami Wellness Resort, located in Miami’s North Beach neighborhood, is a prime example of an urban wellness hub. Boasting one of the largest spas on the East Coast, this five-star resort offers a wide range of wellness activities, from boot camps and boxing courses to yoga classes and hydrotherapy sessions.
In New York City, the recently opened Aman New York has introduced a new Strength & Recovery Programme, designed in collaboration with tennis champion Maria Sharapova. This half-day retreat combines physical conditioning with luxurious spa treatments, offering a comprehensive urban wellness experience.
These top wellness destinations in the U.S. reflect the growing trend of wellness tourism and the diverse ways Americans are incorporating health and well-being into their travel experiences. Whether seeking luxury, nature-based healing, or urban retreats, travelers have a wealth of options to choose from, each offering unique approaches to holistic wellness and rejuvenation.
Image Courtesy of Canyon Ranch
The Future of Wellness Tourism in America
The wellness tourism industry in America is poised for significant growth and transformation in the coming years. With a projected value of $8.50 trillion by 2027, wellness tourism has become one of the fastest-growing travel sub-sectors. This surge in popularity reflects a broader shift in consumer priorities, with 67% of people in a recent worldwide survey ranking well-being as a top priority.
Sustainability and Eco-Wellness
As environmental concerns intensify, the wellness tourism industry is embracing sustainable practices and eco-friendly initiatives. Travelers, particularly Generation Z and millennials, are demanding vacations that blend comfort, luxury, and wellness with strong commitments to sustainability. To meet these expectations, wellness tourism providers are incorporating eco-friendly architecture, renewable energy sources, and conservation efforts into their offerings.
For example, some destinations are offering hands-on opportunities for guests to contribute to the local environment’s well-being, such as planting mangroves and coral farming. This approach not only enhances the guest experience but also aligns with the growing desire for regenerative travel experiences that leave a positive impact on the destination.
Multi-Generational Wellness Travel
The future of wellness tourism in America is increasingly focused on catering to multi-generational groups. This trend has gained momentum as families seek to spend more quality time together while prioritizing health and well-being. According to TravelWeekly, multigenerational travel has experienced a renaissance, with families choosing to embark on holiday adventures, annual gatherings, or family reunions with their nearest and dearest.
Wellness resorts and destinations are adapting to this trend by offering diverse activities and treatments suitable for all age groups. For instance, some resorts are developing integrative multigenerational health offerings with separate zones for adults and families, designed to foster meaningful connections and authentic experiences.
Integration of Wellness into Business Travel
The future of wellness tourism also includes a growing focus on incorporating wellness into business travel. With an estimated 30 to 40 million business travelers in the US alone, there’s a significant opportunity to address the health risks associated with frequent travel. Studies have shown that business travel increases a person’s physical stress load by about 12%, and frequent business travelers experience 20% less productivity due to jet lag.
To address these challenges, companies are increasingly implementing travel wellness programs. These programs focus on specific environments that physically impact employees, encourage healthy eating choices, promote quality sleep, and aim to reduce the average physical stress load of individuals under normal working conditions. By integrating wellness into business travel, companies can potentially see more than 200 times the cost savings compared to traditional corporate wellness programs. As the wellness tourism industry continues to evolve, it will need to embrace innovative practices and technologies to stay relevant and attract a broader audience.
Create Wellness Offerings to Incentivize Your Customers
As wellness tourism continues to grow, hotels, resorts, and vacation destinations can capitalize on this trend by incorporating unique and appealing wellness offerings. In order to design wellness offering for your guests, ask yourself the following questions:
- Assess Your Unique Positioning: Start by evaluating your property’s strengths, location, and target market. What makes your hotel or resort unique? How can you leverage these elements to create distinctive wellness experiences? This foundational step ensures your wellness offerings align with your brand and appeal to your ideal guests.
- Identify Guest Wellness Needs: Conduct thorough market research to understand the evolving wellness needs and preferences of your target audience. Are they seeking stress reduction, fitness experiences, nutrition guidance, or spiritual renewal? Use surveys, focus groups, and industry trends to inform your strategy.
- Forge Strategic Partnerships: Identify and collaborate with wellness experts, local practitioners, and innovative health-tech companies. These partnerships can bring specialized knowledge, unique experiences, and cutting-edge technologies to your wellness offerings, enhancing their value and appeal.
- Integrate Wellness Across Operations: Rather than treating wellness as a separate amenity, weave it into every aspect of the guest experience. From room design to dining options, staff training to marketing messages, create a holistic approach that supports guest well-being at every touchpoint.
- Develop a Tiered Wellness Program: Create a multi-level wellness program that caters to different guest preferences and commitment levels; this can be tied to your overall customer loyalty program. Offer everything from simple, complimentary wellness amenities to premium, personalized wellness packages. This approach allows you to engage a broader range of guests and upsell more intensive experiences.
- Establish Metrics and Feedback Loops: Define clear success metrics for your wellness offerings. These might include guest satisfaction scores, program participation rates, or revenue generated from wellness-related services. Implement regular feedback mechanisms to continuously refine and improve your wellness strategy based on guest responses and emerging trends.
What Comes Next
The surge in wellness tourism reflects a significant shift in how Americans approach travel and self-care. This trend has a profound influence on the travel industry, prompting resorts and destinations to offer innovative experiences that cater to health-conscious travelers. As more Americans prioritize their health and well-being, wellness tourism is set to play an increasingly important role in shaping travel experiences and contributing to the overall tourism landscape in the United States. How will your business capitalize on this?
Want to find amazing merchandise, souvenir and gifts for your attraction’s store? Register to attend our next show.
Macala Rose is a writer and researcher who specializes in consumer behavior. Her expertise has been published in the New York Times, Wall Street Journal, San Francisco Chronicle, and many more publications. When she’s not writing about consumer behavior or food, she can be found scouring for deals in antique shops or on the back of her horse. You can with her on LinkedIn at https://www.linkedin.com/in/macala or via https://www.maca.la.
