Taking care of body and mind is a concern that has gradually found its way into the societies of developed countries and is reflected in the holiday habits of their residents. It is not for nothing that, according to an analysis by the Global Wellness Institute, wellness tourism turned over $650 billion in 2022, a year in which it had not yet fully recovered from the severe blow of the pandemic. Before the coronavirus shut down the world, this type of travel was on the rise, reaching $720.4 billion in 2019. A number that healthcare nonprofits estimate will reach $1.3 billion in 2027, far exceeding trillion dollars.
Alessandra Girardi, product director at the Nuba agency, says that wellness trips are one of the big trends in high-impact tourism. And he bases his statement on the fact that several luxury hotel chains have opened new brands of well-being-focused establishments throughout 2023. “Some of the newest ones include Banyan Tree Veya from the Banyan Tree chain; Janu, from the Aman range; SIRO from the One&Only chain and Reverie Collection from Resplendent Ceylon,” he points out. Among the reference brands that Girardi cites in relation to the sector is the Sha Wellness Clinic, which is celebrating its 15th anniversary since opening its center in Alicante.
The growth of this clinic has paralleled the rise of wellness tourism, as explains Alejandro Bataller, whose family founded Sha and is currently vice president of the group. Over these years they have noticed an evolution in the type of customers coming to the establishment. It has been rejuvenated and is now 45% male and 55% female, whereas previously the proportion was 25-75%. “Increasingly there is a desire for greater specialization and a greater focus on results. Users are more educated and experienced in the industry. “Of those who come to Sha, the majority have already been with us, 55% repeat or have visited another wellness facility and are very clear about their goals,” he says, pointing points out that most of them do not have any health problems, they are people who are well and want to stay that way in all phases of their life. “Our main guest is a person who leads a very active life, is aware of the importance of taking care of himself and dedicates a few days a year to his health and well-being. They are business leaders, people from the world of fashion and entertainment, top athletes or ordinary citizens who strive for advancement and understand that health does not just mean being sick, but an ideal state of balance between vitality, appropriate weight and good looks,” he adds .
The Global Wellness Institute report states: “The wellness traveler tends to spend much more per trip than the average tourist.” Specifically, wellness tourists spend an average of 1,746 euros per trip, which explains why the sector accounts for 7.8% of the total worldwide Tourism, but accounts for 18.7% of expenditure. By country, Spain ranks 11th among destinations with 11.4 billion spent in 2022, compared to 6,100 last year. The number of wellness trips in the country reached 18,500,000, a growth of 80% between 2020 and the last fiscal year.
At the top of the table in terms of both spending and number of trips is the USA, followed by several European countries such as Germany and France. However, the study shows that average spending has increased fastest in the Middle East and North Africa region, surpassing pre-pandemic levels, even as travel in the region has not yet fully recovered.
It is precisely in this area where the industry is booming that Sha has set his sights on opening his third center, following the one he will open in January in the Mexican Caribbean. It is “an island of well-being,” as Bataller defines it, in Abu Dhabi, scheduled to open in December 2025. There will be a clinic and in the first phase 85 villas and 46 apartments are planned to begin construction. market next year.
Not far away, in the north of Qatar, is the Zulal Wellness Resort by Chiva-Som, the largest wellness complex in the country. On 280,000 square meters, it offers retreats where you can completely switch off and take care of yourself, both as a family and as an adult.
Popular programs
Among the preferences of customers who dedicate a few days of their vacation to well-being, Nuba has identified two priorities: the search for longevity and sleep tourism. Girardi explains that “deep, restful sleep is key to mental and physical health, and problems falling asleep are commonplace.” In response to this need, travel experiences have been developed that focus on healthy sleep strategies and aim to provide guests with the tools to give them the hand they need to improve their sleep.”
These two types of programs are included in the Six Senses Ibiza catalog. “There are clients who wear a ring that tracks their sleep and their therapist monitors their progress every day and creates a program of what is best for them in the spa or what massages and meals are best” , they explain from the hotel.
RoseBar has been in its facilities for a year and is dedicated to improving the physical and mental health of its guests through a comprehensive focus on longevity and anti-aging. It is the first branch of the hotel company, which has its origins in a spa chain, to offer the service, although it is expected to expand to others. According to the hotel team, one of its jewels is the hyperbaric chamber, through which Gwyneth Paltrow and Rafa Nadal, among others, have passed, according to the facility.
RoseBar users take blood tests at their place of origin and by the time they arrive at the facility, they have already designed their entire experience based on the results of these tests. For example, if the center's doctors detect a vitamin deficiency during one of the therapies, they prepare a mixture of them that they inject into the blood. Always under medical supervision. “One of the programs opening at RoseBar next season will last seven days and will be designed by Mark Hyman, the clinic's medical director and one of the leading doctors in longevity techniques,” adds the team at Six Senses Ibiza.
Outside Ibiza's high season, the hotel organizes various activities, the highlight of which is the Alma Festival. In early November, “inspirational workshops, transformative healing, sunset ceremonies and community dinners” were held, led by wellness experts who came to the island from different parts of the world.
Luxury hotels represent moments of relaxation
MG
The Global Wellness Institute report distinguishes between primary and secondary wellness journeys. In the first case, wellness marks the choice of destination, while in the second case the traveler is looking for a wellness experience while undertaking a different type of trip. In the latter case, luxury hotels take care of their spa areas, either expanding them or collaborating with renowned brands, and offering various activities to their guests.
The recent renovation of the Mandarin Oriental Ritz Madrid created just one new space in the century-old home, a spa. “The luxury customer today cannot imagine a hotel of this category without a beauty and wellness area to relax. In addition, for our company, the concept of pampering and caring for the customer necessarily includes a wellness treatment,” explains a spokesperson for the property. To manage its spa, the Mandarin Oriental Ritz Madrid chose to collaborate with The Beauty Concept, a company founded in 2005 by Paz Torralba, which already has four other centers.
The Hotel Santo Mauro in Madrid has also decided on an alliance for its wellness area. Specifically, a few weeks ago a collaboration with Clínica La Prairie was presented, thanks to which they offer some of the most outstanding treatments of the renowned center. “Our customer profile increasingly requires better experiences associated with luxury brands like Clínica La Prairie. They pay attention to quality services both in treatments and products,” says Fernando Núñez, hotel director.
Physical activity is a cornerstone of a person's well-being and more and more travelers are making time for exercise. Beyond traditional gyms, hotels offer guests the opportunity to get in shape without leaving their room. This is what the JW Marriott in Madrid does, for example, where there is a yoga mat in its suites and free access to exercise videos and meditation exercises in every room. In addition, Alqvimia products, dedicated playlists and configurable lighting allow you to transform the bathroom into a kind of private spa.
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