Wellness tourism has become a top priority for younger generations of travelers, who increasingly choose short-term rental properties for their stays.
This trend is highlighted by research conducted by Awaze, which manages over 100,000 such properties across 20 European countries and hosts approximately six million guests annually.
According to the findings, Generation Z has emerged as the main driver of demand for upgraded wellness amenities in UK rental properties.
Growth in wellness travel
Awaze notes that younger consumers now prioritize physical and mental well-being in their spending — even above categories like fashion, home goods, and beauty. This shift is directly reflected in booking patterns.
More than half of Gen Z travelers (52%) reported taking a wellness-focused trip within the UK over the past three years — nearly double the percentage of older age groups. The same proportion intends to take another wellness trip within the next 12 months, indicating that the trend is becoming more permanent.
Hot tubs and spas attract young tourists
Properties offering hot tubs or spa facilities, according to the survey, are experiencing remarkable growth:
55% of all Awaze bookings now involve properties with a hot tub or spa, up from less than 40% before the pandemic.
Mentions of wellness and relaxation in reviews are five times more likely to receive a five-star rating.
The financial benefits for property owners are also significant. Properties with these amenities enjoy:
51% higher average weekly rates
45% higher occupancy compared to properties without such features
Despite rising living costs, 43% of Gen Z travelers reported increasing their travel spending over the past year, while 59% would pay over £250 extra per person for accommodation with enhanced wellness services.
Wellness was a central topic at Awaze’s recent owner conference in Brighton. Company representatives emphasized that wellness upgrades will remain a strong driver of bookings through 2026.
