Wellness is transforming travel.
What’s happening: Hyatt launched multi-day wellness retreats for loyalty members, blending nature, fitness, and recovery across US destinations.
New escape. Adding to the hospitality brand’s growing wellness portfolio, it’s also scaling strength & conditioning clinics at its flagship wellness resort Miraval, an off-grid reading retreat with Under Canvas, and a Blue Zones-inspired stay in Costa Rica.
Health bet. Taking off, wellness tourism is set to reach $1.4T by 2028. The ultimate luxury, 90% of high-net-worth travelers cite wellness as a key booking factor.
As wellness-first hotels like SIRO, SHA, and Equinox Hotels scale, major operators want in — Marriott acquired Postcard Cabins, Hilton partnered with AutoCamp, and The Ritz-Carlton and Four Seasons launched co-branded health resorts with Larry Ellison’s Sensei.
Star ratings. Raising the bar, travel organizations WITT and WTA debuted a wellness accreditation to combat “wellness washing” and establish consumer trust.
Punchline: Today’s traveler has a wellness-focused itinerary. Operators that design awe-inspiring mind-body-nature experiences can gain a competitive edge, no construction needed.
