As wellness tourism expands into a multi-billion dollar industry, BoF sits down with Vivianne Garcia-Tunon, vice president of wellbeing at Auberge Collection, to unpack how the ultra-luxury hospitality brand is strategically delivering on luxury travellers’ evolving expectations.
The wellness industry today caters to consumers seeking to preserve and improve their physical, mental and emotional wellbeing — a shift from a space once predominantly peddling rigid workout routines to now extending longevity and nurturing the holistic self.
Consequently, the wellness and tourism industries have increasingly converged to meet the expectations of well-travelled luxury consumers who wish to maintain their wellness and fitness routines while on the move — integrating experiences that foster balance and connection. A 2025 Altiant report found that more than 90 percent of luxury travellers want wellness offerings, prioritising mental health support, nature immersions and cutting-edge technology.
The global wellness tourism market is today valued at over $650 billion, according to the Global Wellness Institute — and is projected for more growth as travellers across demographics seek to further integrate wellbeing into both their work and leisure travel.
Luxury hotel, resort and residence company Auberge Collection has spent the last two years developing a new strategic vision and ethos for its wellbeing approach, entitled “The Joy of Wellbeing”, to meet the expansive needs of its guests and residents.
Across its global properties — from Stanly Ranch nestled in California’s Napa Valley to Collegio alla Querce in Florence — Auberge Collection redefines what it means to feel well while away. Long recognised as a leader in the space, the luxury hospitality group now centres its approach on a simple philosophy: joy is more than a feeling — it’s a proven pathway to lasting health and longevity.
“The Joy of Wellbeing” framework is guided by four core principles — Awe, Connect, Excel and Nurture — and features collaborations with industry experts such as best-selling self-help author Gabby Bernstein. It invites guests to experience wellness that is both emotionally resonant and scientifically validated, tailored to each property.
To better understand how Auberge Collection is reshaping the future of wellness in its hospitality offering, BoF sits down with Vivianne Garcia-Tunon, its vice president of wellbeing, to uncover the strategy behind the “Joy of Wellbeing” programme, its translation across all Auberge Collection properties and how the business hopes to set a new benchmark for the wellness tourism industry.
