The rise of wellness travel, from rewilding to yoga and pilgrimages

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The rise of wellness travel, from rewilding to yoga and pilgrimages
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Wellness now influences the travel experience far and wide, offering new ways to discover the world

The number of people concerned about their health and wellbeing has rocketed since the pandemic began. The stats are legion but among them, 80% of those surveyed by Public Health England in 2020 — in the first year of Covid-19 — reported wanting to change their lifestyle in 2021 to become healthier. Meanwhile, an Ipsos study in 2021 noted that 62% of Americans believe health is more important to them than before the pandemic.

“Guests now come to us loaded with their own health data,” says Brown of the ubiquity of smartwatches and fitness apps. “We’re exploring ways that we can create bespoke wellness experiences for our guests in spa, nutrition, fitness and sleep.” Accor’s Fairmont Windsor Park hotel, for example, is home to the UK’s first spa multi-person cryotherapy chamber.

The travel brand has seen a 30% increase in demand for wellness breaks between 2021 and 2022, and found that almost half of global travellers are more open to wellness breaks than ever before. And the quirkier, the better. Expedia’s Travel Trends report reveals activities as diverse as sylvotherapy , food bootcamps, chakra sessions, puppy yoga and laughter therapy were more popular than some standard spa offerings.

Sports travel, with its tangible benefits and measurable outcomes — such as the number of miles hiked — is a thriving area of wellness. This boom in so-called ‘endorphin tourism’ attracts travellers seeking trips that give them a natural high — from desert marathons to trail running in the mountains. In Europe, the Alps have become something of an outdoor wellness playground.

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