4 Myths About Wellness Travel (And How to Avoid Them)

Myth #1: Wellness Travel is the Same as Spa or Medical Tourism

Myth #1: Wellness Travel is NOT the Same as Spa or Medical Tourism

Wellness travel is often confused with medical tourism and associated with spa trips. Often excluding what something is not; can be helpful in understanding what something is. This is especially true with understanding a new concept. Wellness travel is not medical tourism. Medical travelers are patients, not leisure travelers. Their main motivation for travel is seeking medical attention. Wellness and spa travel are not synonymous.

While researchers have observed that wellness travel has been dominated on the supply side through spa and luxury resorts[1], “wellness is about much more that just spas.”[2] So what is wellness travel?  Wikipedia states it “is travel for the purpose of promoting health and wellbeing through physical, psychological, or spiritual activities.” Another researcher suggests, “Wellness tourism is any form of tourism that addresses the various elements of wellness.”[3]   

A much more complete and descriptive definition of wellness travel was introduced in 2014 by Wellness Tourism Worldwide. Based the key principles of positive psychology, well-being motivation and achievement theories it emphasizes engagement and meaning.“Wellness tourism is purpose-driven travel to improve well-being by encompassing discovery, connectivity, growth, transformation and fulfillment by promoting positive engagement between people, cultures and nature.”

Myth #2:
Wellness Travel is About Foo-Foo Beauty & Fitness

Myth #2: Wellness Travel is About Foo-Foo Beauty & Fitness

Gone are the days of viewing wellness as diet and fitness.. A survey of 500+ North Americans indicated respondents believe wellness travel is as much about emotional health as it is about physical health.[4] 

Wellness spans a broad spectrum: everything from spiritual retreats to wilderness immersion, and cruises. It also includes sunrise yoga, learning about cultural traditions and healing rituals, being blessed, meditating with monks, and eating farm-fresh food.Experiential and wellness travel go hand in hand. Sightseeing is out and authentic experiences are in. Wellness travelers want to maintain their healthy habits and try new activities on vacation.Travel is great for experiencing others ways of life, gaining perspective, and immersing in the present. A wellness journey, in particular, can transform lives.  Wellness travel is purpose driven. Wellness tourists are seeking a supportive environment  to reflect and make wiser life choices.

Myth #3
​Wellness Travel is a Small, Limited Market

Myth #3 ​Wellness Travel is a Small, Limited Market (Credit: Aulani Disney Resort)

Wellness appeals to all kinds of people - men and women, young and old.  Wellness travel includes solo travelers, couples, families and groups. Life is short and time is precious. People who value their time use it wisely. Couples, families and groups share positive experiences with loved ones and friends. Solo travelers seek ways to reconnect with themselves and others.

Wellness traveler motivations vary from person to person. Some want to kick start a health regimen, others want to detox from daily commitments. Others are seeking peace of mind or to reclaim a sense of purpose. Many want to learn a new skill and reconnect with others. All wellness travelers, though, share a common goal. They want to return home a better version of themselves.

There's a lot of diversity in wellness travel and it’s important to understand customer segmentation. One size does not fit all. There are different motivations, emotional triggers, interests ad purchase decisions made by gender and age group.

Myth #4
​Wellness Travel Is a Passing Fad

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More than a trend, wellness travel is a fast growing form of tourism. Increasing levels of stress and chronic disease have catapulted wellness into fashionable lifestyle choice.[5] Time crunched consumers carefully consider the best use of their time, including how to get the most out of their vacations.[6] Rather than over indulgence and hedonism, people are seeking meaningful and transformative experiences.[7]

Wellness travel is a business booster to travel suppliers, travel agents and tour operators. Wellness tourists spend more than average tourists according. According to research, North Americans who travel internationally for wellness spend 59% more per trip on average.[8] Especially notable is that wellness travelers spend 159% more on domestic trips.[9] Studies show that educated, affluent populations are healthier, spending more to maintain health.[10]

Wellness Tourism Worldwide surveyed 500 U.S. travelers and found that nearly 80% had taken a wellness trip that fully focused or included wellness activities in the report, Wellness Travel: Shaping America's Health & Economy.

In a wellness travel survey of 1,000 respondents, 62% said they’d like to take a “healthy” vacation.[11] Another 20% said they took a wellness vacation.[12] What's notable is that 96% of those who took a wellness trip reported a positive impact on their lives[13]. Demand is growing. 

Travel agents, tour operators and destinations can benefit from wellness travel as a brand booster and income generator.  Interested in learning more? Sign up for our wellness travel industry news here.

Endnotes

[1] Classifying the Hotel Spa Tourist: A Multidimensional Qualitative Approach, Tawil, (2011)
[2]  Wellness Tourism and Medical Tourism: Where Do Spas Fit? Johnston, Puczkó, Smith & Ellis, (2011)
[3] Understanding Wellness Tourism: An Analysis of Benefits Sought, Health‐ Promoting Behaviours and Positive Psychological Well‐Being, Voigt, (2010)
[4] Wellness Travel: Shaping America’s Health & Economy, Wellness Tourism Worldwide (2014)
[5] The Guide to Selling Wellness Travel, Wellness Tourism Worldwide (2013)
[6] U.S. Vacationers: Health, Happiness & Productivity, Wellness Tourism Worldwide (2014)
[7] Wellness Travel: Shaping America’s Health & Economy, Wellness Tourism Worldwide (2014)
[8] Press Release: Summer Travel Survey, SpaFinder 365  (2014)
[9] Ibid
[10] More Education, Longer Life, Robert Wood Johnson Foundation (2013)
[11] Press Release: Summer Travel Survey, SpaFinder 365  (2014)
[12] Ibid
[13] Ibid

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