Wellness tourism is booming with more and more people wanting to get a taste of it. Here, wellness expert, Kris Abbey provides some invaluable insights for agents into this burgeoning sector.
A personal connection
A visit to a nutritionist as a child sparked Kris Abbey’s passion for wellbeing and she went on to make a career out of it.
“I was a really sick child and my mother took me to see a nutritionist and yogi, which was all a bit woo-woo back then, but she healed me and I felt fantastic, and that was how I developed a passion for wellness.”
Fast forward a few years and Kris completed a science degree and held many roles in corporate health.
She’s now the founder of the Spa and Wellness Awards, the Wellness Summit (to be held in October 2024), publisher of Spa & Wellness magazine and a wellbeing consultant. And she has one goal. To educate others on how transformational looking after your health and wellbeing can be.
A booming industry
Now the fastest-growing sector in tourism, statistics from the Global Wellness Institute predict the category will grow by 16.6 per cent annually, reaching $1.4 trillion in 2027.
Here in Australia, the country’s largest experience network, Big Red Group, reported a 228.4 per cent rise in bookings in the sector this year compared to 2023.
While Virtuoso and Luxury Escapes also noted Australians and New Zealanders are prioritising relaxation, disconnection from the outside world and eco-tourism during leisure travel.
So what is wellness and how can you best help clients experience it?
“If you understand experiential travel, that’s wellness,” says Abbey.
“People want connected experiences. It’s about understanding the sector is more than a health retreat so educate yourself on it’s not just the retreat. It’s learning about the cycling tours, walking tours like pilgrimages, and the locals on the ground that can take guests to interesting local spots.”
She says people are far more aware now of being accountable for their health and this is demonstrated in the way they want to travel.
“A lot of hotels are moving away from just focusing on the spa, and are providing sustainable organic produce and looking at giving back to the local community, and it’s this broader experience that appeals to wellness travellers.”
She says agents should seek out the smaller operators who are offering intimate local experiences.
“I know it’s easier to book a big resort and get great commission and job done, but the little players are what these types of travellers are seeking, so maybe adding a service fee will cover the costs of offering a better service to your clients and put money back in locals pockets.”
Looking to the future
“Connection is number one,” says Abbey.
“Bringing people together to not just do a workout or have a treatment, but creating a community. We’ve seen the importance of this to your health and wellbeing in the Blue Zones, where people live the longest and healthiest lives.
“We are trying to bring this into our own life and that includes when we travel. Connection is a really big factor, so small group travel that allows experiences with the local community is on the rise.”
And Abbey says travellers are also looking to wellness retreats that offer the best of both East and West.
“Integrative retreats that have great ancient modalities, yet also incorporate Western science are becoming popular.
“The next generation is much more open-minded when it comes to wellness and leaning into meditation, contrast therapy and bathing. They don’t need the science to prove the benefits (even though research now shows the benefits). If they aren’t already doing these activities as part of their lifestyle, they’re certainly trying this when they travel!”
For more information, visit Wellness Summit.
