Luxury travel brands are today operating within the transformation economy. Brands must align themselves with experiences that speak to affluent consumers’ desire for a personal evolution.
Luxury spas need to understand that because many millennials are already incorporating wellness into their everyday routine, they need something from high-end destinations. It might seem trite to highlight avocados but today's under-35s value food above almost everything else.
Focusing on current micro-trends will allow prescient travel businesses to get a leg up on the competition. The key, though, is distinguishing between a micro-trend and a fad.
Hotel brands are developing more all-encompassing wellness retreats and partnering with trendy health brands in an attempt to deliver transformative travel experiences.
Many hotels offer spa services, but there is a clear distinction between those that are simply going through the motions and those that are adding something distinctive.
Everyone in hospitality, it seems, is focusing on more wellness offerings, whether through mergers and acquisitions, partnerships, or enhanced programming — but what do the wellness vets think? Does this trend have staying power or is it just a fad?