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Zulal Wellness Resort by Chiva-Som


Consumers expect spas to have studios and fitness facilities

Unique experience

Guests now tend to look for clear value propositions and benefits, local flare and atmosphere and less for standardised global brands to be ready. They need to be open to alternative property types, since guests now tend to look for clear value propositions and benefits, local flair and atmosphere and less for standardised global brands. This has an impact on the size and location of properties, as well as the activities and services offered. The study confirmed that popularity of services and property types vary by market segments as well as by countries and regions. For example, direct access to nature is important in the UK and Germany, while those

travelling to Costa Rica tend to seek eco and adventure wellness retreats. Although wellness, as a concept, enjoys global interest, the ways in which it is used in hospitality, healthcare and destination development very much depend on the local circumstances and resources. For example, in India, Thailand and South Korea traditional medicine is merged with wellness. Italy specialises in food and drink-based treatments; Australia in fitness and better eating and Mexico in spiritual practices.

The research has shown that there are huge disparities across the world when it comes to wellness tourism, with many regions believing it’s all about the spa experience. We believe every destination and project can have its own identity, as well as a unique experience and benefit proposition. The long term success of wellness travel and sustainability of communities and destinations requires sector investors to pay closer attention to local market information and forecasts. l Download the report at: n About the author: László Puczkó is CEO and co-founder of HTWWLife, an intelligence and advisory group which looks at leisure, lifestyle and travel from a wellbeing perspective. spa business HANDBOOK 2021 – 2022 131