By Trove Content Writer, Hallie Milstein

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For many travelers, vacation used to mean an indulgent break from their usual, healthy routines. Post-pandemic, increasingly health-minded visitors are prioritizing rejuvenation over indulgence and considering wellness opportunities and activities in their travel plans. The trend goes beyond the spa, too. Hiking trails and other in-nature physical activities are increasingly desirable products for travelers, and the presence of pickleball courts may similarly be the deciding factor for which hotel to book.

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Condé Nast Traveler reports that several wellness trends are at the forefront of travelers’ aspirations in 2023. Saunas and hydrotherapy complexes are draws for travelers, they say, as are “mindful movement” offerings like meditation and yoga. Destinations with such wellness opportunities are at an advantage for alluring travelers and encouraging bookings in 2023. However, that is only the case if these wellness offerings are sufficiently marketed so that potential visitors may know about them.  

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Practical Applications for Destinations

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Trove advises that destinations prioritize infrastructure and opportunities for wellness activities and emphasize marketing for such available products. Wellness product marketing strategies should thoughtfully take into account the present mentalities and perceptions for several related keywords, phrases, and services more likely to attract or dissuade guests. For instance, Condé Nast Traveler reveals that “preventative” is the buzzword most likely to catch traveler’s eyes and incentivize bookings. Alternatively, marketing efforts should avoid mentions of “anti-aging” so as not to offend the popular conception of de-stigmatized aging. Furthermore, Trove recommends accentuating unique and uniquely local elements of wellness possibilities in marketing efforts.

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Importantly, wellness offerings are not exclusive to leisure travel. MICE planners and adventure/culture seekers may also be enticed by targeted marketing that promotes wellness products like spa treatments and fitness excursions in nature.

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