One of the fastest growing sectors of tourism worldwide is wellness travel. The amount it is estimated to be worth is staggering. It is an industry that is estimated to reach $8.5 trillion in the next three years, with an average annual growth rate of 8.6%, according to data from the Global Wellness Institute.
Figures show that since the pandemic, that part of the industry has soared to $5.6 trillion, up from $4.9 trillion in 2019. Overall, the wellness economy accounted for 5.6% of the global economy in 2022.
Short-term rental accommodation operators who want to differentiate themselves from the competition can offer such activities to their guests.
Wellness travel has evolved
The new study “Rethinking Wellness Travel: the Rise of Active Well-Being”, conducted by Mabrian Technologies, explores the new trend of active wellness in travel. Travelers appear to be no longer soley focused on regaining peace and relaxation but also on promoting a more active and healthy life. The study highlights that instead of traditional therapies and tranquillity, travellers are now seeking experiences that combine exercise, adventure and wellness.
The five key demand drivers for wellness travel
By analysing 6.7 million TripAdvisor reviews of destination activities between 2019 and 2023, the study identified five key drivers of demand for active wellness: physical recreation (sports), gentle hiking (tours and walks) and water sports – all of which show an upward trend over the past 4 years. At the same time, there is still an interest in traditional wellness and relaxation activities (SPA, spas) and gastronomic experiences. The greatest growth is shown by gentle hiking (+5.1%), physical activity recreation (+4.7%) and gastronomic experiences (3.5%).
How can the Airbnb attract wellness guests
Acting fast on the findings of this study is bound to benefit prooperty managers and owners of short-term rental accommodation as more visitors look for and book wellness travel. The first step for an accommodation manager is to explore the activities that may be available in their area. If there are marked trails, or there are companies that organize various outdoor activities (trekking, cycling, kayaking, etc.), if there are yoga classes or if there are organized water sports, these can all be promoted or recommend to guests.
Services become even more impressive and attractive depending on the location of the accommodation. If, for example, the accommodation is located near the countryside or in a coastal area or close to spas, then the “range” of activities increases dramatically. An alternative to nature is to partner with a local fitness centre enabling guests to work out for a daily fee instead of a membership fee.
Identifying restaurants in the area that offer healthy menus is another benefit to the guest or even suggesting local food stores where guests can buy fresh and healthy, local ingredients. In many areas, cooking classes are also organised, which always attracts a lot of interest.
The immediate next step in attracting such guests is to update the listing on platforms (Airbnb, Booking.com, Vrbo) to show that there is a lot more on offer when booking the accommodation . Phrases such as “active”, “well-being” and “wellness” are particularly popular. In the description of the accommodation the manager can put information about what the guest can do in the destination, including activities that contribute to well-being.
