Wellness Trends Defining How We Recharge
As the world of luxury travel evolves, wellness remains a cornerstone of the industry, redefining how travelers engage with health, relaxation, and self-improvement. From twilight spa rituals to personalised brain fitness programs, the future of wellness prioritises authenticity, evidence-based practices, and holistic self-care. Mark Smith examines the wellness trends that will define the next 12 months.
Night Time Spa-ing
Twilight spa packages have been available for a while now and a great way of utilising white space in the spa while most guests are dining. But this concept has been extended even further in some locations with true after-hours experiences starting to appear on the wellness calendar. Think full moon bathing, breathwork and yoga immersions under the stars. Perhaps on the yoga deck or in the spa garden, these are drawing in new guests to the spa who might not have come for a traditional spa treatment. Full moon retreats take this to another level.
It’s not always a spiritual experience. Stargazing has been offered as part of a night spa experience which is a must-do at Aman’s Amangiri in Utah which has a resident astronomy expert. At Peninsula Hot Springs in Australia, after hours bathing in thermal water takes place on Fridays and Saturdays from 10pm-2am.
Six Senses Rome invites guests to enjoy the classically designed Roman baths, healthy food designed specifically for the evening, and a sound healing session into the late hours. When exploring this offer think big – spas have offered evening classical concerts and in one instance in thermal baths in Germany, they bring in a DJ for a night-time spa rave. There’s ample opportunity for extending the experiential element with more holistic experiences, offering a digital detox into the night, perhaps joined with sound bath, breathwork and star gazing. Mindfulness-led programmes will also find a natural synergy here too.
Wellness Hotels
No longer is wellness the preserve of the spa space – new build hotels are designing wellness into the ecosystem of the whole property. Ecologically designed, rooms are ‘healthy’ with filtered air, specially designed beds and exceptional in room fitness equipment. Biophilic design also plays a key role here as we know that nature inspired buildings, especially those that are connected to the natural world enhance guest wellbeing. Cleve design like this boosts wellbeing and calms the central nervous system. Fully committed developers will follow The Well Building Standard which places people’s health and wellness at the centre of design.
Emlyn Brown, Accor’s Global Senior Vice President of Well-Being, notes, “The model is shifting from hotels built for sleeping to those designed for living. Wellness travelers spend 60% more than leisure travelers, making this a pivotal area of growth.”
SIRO is possibly the best example of this new development in hotel design. Concept planning begins with the guest wellness in mind. The hotel aesthetic draws on biophilic principles with oak timber, black metal detailing and signature green accents. Rooms are designed to ease jet lag and boast a therapy bed for in-room treatments. Guest can expect thermoregulation-enhancing cooling mattresses, and integrated technology that boosts relaxation. Rooms also have a Gravity chair and a mini private gym. Recovery is a buzz word in wellness now and ‘well hotels’ typically feature mindfulness practices, holistic classes, and advanced treatments such as IV Therapy, Red Light Therapy, Sound and Vibration modalities, and Cryotherapy.
Trauma Retreats
Deep diving into the emotions, these retreats are designed to help bring about transformative change for guests affected by trauma. Set against a backdrop of a growing awareness of mental health issues, people are more open to seeking help for deep-set problems from the past. Instead of pursuing a medical path (which is usually based on prescription medication) people are turning to wellbeing destinations that specialise in releasing trauma. These destinations tend to be at the luxury end of the spectrum, albeit with a more holistic approach like Euphoria Retreat in Greece and Kamalaya in Thailand.
Retreats of this nature require careful planning, skilled therapists and an emotionally engaged team to offer the truly transformational results that can be achieved. Processing and releasing past trauma can enhance resilience and offer a deeper sense of inner peace. But they can’t be undertaken lightly. Techniques can include holistic counselling, mindfulness practices, somatic therapies, bodywork, movement, dance, and drama workshops. Chakra balancing and pranic healing alongside traditional massage therapies, reflexology and acupuncture are also used as part of the programming. Deep work is required and can be as varied as drama and voice workshops to massage therapy, but the results offer true change and are opportunities for profound personal growth.
It can be very challenging opening up people’s emotions and the teams need to be skilled to support what arises in a trusted and safe space conducted with great empathy.
Athletic Wellness Escapes
The shift from passive relaxation to active engagement is another pillar that is redefining wellness travel. Transformational sports retreats are gaining traction, offering activities like cycling the scenic Route 14 of the Tour de France or training alongside elite athletes. These experiences foster community, endurance, and a sense of achievement, blending physical challenge with luxurious hospitality. Accor leads this trend with immersive programs like Fairmont’s week-long athletic retreats, combining breathtaking locations with top-tier training.
Social Wellness Clubs
Post-pandemic, the desire for connection has driven the rise of super luxe social wellness clubs. These clubs are popping up from New York to LA and from London to Melbourne, with many raising the bar for wellness delivery under a membership-based model. Many people are predicting this will be the future of wellness.
Members replace traditional nightlife with yoga classes, cold plunges, and IV therapy, fostering community through shared health journeys. London’s Surrenne and Six Senses London are also embracing this model, incorporating features like hyperbaric oxygen therapy and sound baths to create holistic, community-driven wellness hubs.
Optimising Cognitive Health
With increased life expectancy, brain health is a growing wellness priority. Trends like nootropic-infused drinks, personalised brainwave programs, and high-tech devices are transforming how consumers enhance cognitive performance. Programs like Bio Trust’s Eternal Mind supplements and in-room brain wellness initiatives at Fairmont Hotels cater to this demand, helping guests sharpen their minds as much as their bodies. There is also a distinct link to the decline in alcohol consumption. So instead of going to the bar or club, people now socialise during yoga, a work out or in the recovery phase in the sauna and cold plunge pool. Functional wellness beverages are also revolutionising social settings. Adaptogenic drinks infused with collagen, magnesium, and herbs are gaining popularity for their ability to enhance cognition and energy. Spaces like Raffles London’s Pillar Kitchen offer health-focused menus crafted by wellness experts, bridging the gap between indulgence and functionality.
AI & Wellness
Everyone is talking about the impact of Artificial Intelligence and it’s set to change the way wellness is delivered in ways we are yet to discover. Will robot massages replace therapists? No – this won’t happen as the power of touch is too powerful and in such high demand. However, there are locations where you can arrive, check-in by facial recognition, walk to your therapy room, enjoy a touchless treatment (like red light therapy or a vibroacoustic session) and leave, all without connecting with a human. Touchless treatments are booming and boosted by AI are an area to watch. AI enables businesses to gain a deeper insight into customer behaviour and it can help to tailor the guest journey in ways unseen in the past. In the wider medical wellness market, the use of personalised health data can guide and individualise clinical programmes and also help to identify any predisposition to diseases and illness.
Mark Smith is The Spa Man and deputy editor of European Spa magazine. Follow Mark on Instagram @markthespaman.
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