Having looked at the health of the wellness tourism market and the major trends shaping it in 2025, it’s now time to take a look at its evolution with the rise of a relatively recent concept: wellness.
It’s only a short step from wellness to wellbeing
For a number of years now, the concept of wellness has been replacing the term well-being, which for some people has become too generic or a catch-all term. But what does it mean? The Larousse dictionary defines the concept as ‘superior wellness’, while Le Robert defines it as ‘an improvement in well-being’.
It’s a philosophy that’s finding its way into hospitality today, in an era when people no longer come to a hotel simply to sleep, but to enjoy an experience. This implies that guests will end their stay in a better physical, mental and emotional state. And to deliver on this ambitious promise, the hotel industry needs to push back the boundaries of wellness well beyond simple spas and other relaxation areas.
“The idea of well-being is to be flexible, so that it can be found in every aspect of the customer experience. If the customer is a wellness-conscious traveller, they want their experience to be the same throughout their stay: room, spa, outdoor living space, dining and even work or meeting space.” – Haley Payne, Sales Manager at Pure Wellness
Rather than developing a place dedicated to wellness, it is now a question of infusing it throughout an establishment. It’s a strategy that requires a much more global vision, and it’s with this in mind that Aman has called on the services of Novak Djokovic. The tennis player has been appointed “Global Wellness Advisor” for the brand as part of a multi-year partnership.
Travelling to live longer and better
‘Longevity is…
