Expert Tips to Master the Wellness Travel Market

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Wellness tourism is experiencing unprecedented growth as more people seek enriching, health-focused travel experiences. Wellness expert Kris Abbey shares invaluable insights for travel agents looking to tap into this burgeoning sector.

A Personal Connection

Kris Abbey’s journey into wellness began in her childhood. “I was a really sick child, and my mother took me to see a nutritionist and yogi, which was quite unconventional at the time. However, the treatment transformed my health, sparking my passion for wellness,” Abbey recalls. She pursued a science degree and held numerous roles in corporate health before founding the Spa and Wellness Awards and the Wellness Summit, publishing Spa & Wellness magazine, and becoming a sought-after wellbeing consultant. Her mission is to educate others on the transformative power of health and wellbeing.

A Booming Industry

Wellness tourism is currently the fastest-growing sector in the travel industry. According to the Global Wellness Institute, this sector is projected to grow by 16.6% annually, reaching $1.4 trillion by 2027. In Australia, Big Red Group, the country’s largest experience network, reported a 228.4% increase in bookings in the wellness sector compared to 2023. Similarly, Virtuoso and Luxury Escapes have noted a growing trend among Australians and New Zealanders prioritizing relaxation, disconnection from the outside world, and eco-tourism during leisure travel.

Understanding Wellness Tourism

“Experiential travel is at the heart of wellness tourism,” says Abbey. She emphasizes that wellness travel encompasses more than just health retreats. “People seek connected experiences, which means understanding that wellness is not just about spas. It’s about cycling tours, walking pilgrimages, and interactions with locals who can show guests unique local spots.”

Travellers today are more aware of their health responsibilities, reflecting in their travel choices. “Many hotels are now focusing on offering sustainable organic produce and contributing to local communities, creating a broader, more appealing experience for wellness travellers,” Abbey explains.

Practical Tips for Travel Agents

Abbey advises travel agents to explore smaller operators who offer intimate local experiences. “While booking large resorts might be easier and more lucrative, the smaller, local operators provide the authentic experiences wellness travellers seek. Consider adding a service fee to cover the costs of offering better service and supporting local businesses,” she suggests.

Future Trends in Wellness Tourism

“Connection is paramount,” Abbey states. “Creating a sense of community through group activities and interactions is crucial for health and wellbeing, as demonstrated in Blue Zones, where people live the longest and healthiest lives.”

She predicts a rise in wellness retreats combining Eastern and Western practices. “Integrative retreats offering ancient modalities alongside Western science are becoming increasingly popular. The next generation is more open to wellness practices like meditation and contrast therapy. They don’t necessarily need scientific proof of the benefits, but they are embracing these practices as part of their travel experiences.”

Embracing Wellness Travel

Travel agents have a unique opportunity to cater to the growing demand for wellness tourism by understanding the diverse needs and preferences of wellness travellers. From small group experiences to integrative retreats, the future of travel is geared towards holistic and transformative health experiences.