Market Intelligence - Wellness Tourism

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WHY IS IT IMPORTANT? Wellness is about living healthily. But Wellness is about more than just physical health – it also includes mental, emotional, social and spiritual health. Wellness tourism includes visits to spas, gyms and fitness centres, detox clinics or weight management courses. It also includes holidays centred on physical activities but differs from ‘health tourism’ or ‘medical tourism’ which covers people travelling for medical treatment.

In 2012 Wellness tourism in the UK generated approximately 17.8 million trips (and income of £9.5 billion). One in five people take a dedicated wellness break at least once a year. The seaside is historically associated with health and Wellness, but today Wellness tourism accounts for just 8% of overnight visits to the seaside (1.15 million trips).

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CHARACTERISTICS OF WELLNESS TOURISM

high-spending. Most importantly, Wellness tourism complements other new forms of tourism (such as outdoor activity and adventure, heritage and cultural tourism, food and culinary tourism) which seaside resorts are increasingly seeking to promote. The distinct ambiance and relaxing environment of the seaside also has much to offer for the business market (particularly incentive travel).

There are two broad types of Wellness tourism. ‘Primary purpose’ Wellness tourism is where somebody takes a holiday (such as a visit to a spa) specifically to improve or enhance their well-being. Primary purpose Wellness tourists tend to be older, well-educated, affluent, and from the ABC1 groups. ‘Secondary purpose’ Wellness tourism (the most common form of Wellness tourism) is about people keeping up their existing healthy lifestyles when on holiday. Thus, although Wellness may not be the specific motive for travelling, many people will seek to be active and live healthily when on holiday.

Overall, the majority of both primary and secondary purpose Wellness tourism involves domestic travel.

Pre-Family/Couples and Singles without children: A major market for ‘secondary purpose’ Wellness tourism, this group is particularly interested in outdoor activity and adventure, as well as healthy food and drink.

Families: Another important market for ‘secondary purpose’ Wellness tourism. Many parents choose holidays that offer activity, exercise and soft adventure for their children.

WHAT DO VISITORS WANT?

Empty Nesters: A group that is actively interested in Wellness. They have the income for ‘primary purpose’ Wellness breaks (spa visits etc) but are also interested in outdoor activity and keeping fit. They also enjoy contact with nature and regional food and drink specialities (especially locally sourced food)

Wellness tourists are a diverse group with a range of different needs. However they all require relaxation, escape and out-of-the-ordinary experiences. In particular they want to feel different (and preferably better) after a wellness break. Wellness tourists want to get away from the busy cities and spend time in the countryside or at the coast. And whatever their other needs, healthy eating is a fundamental requirement.

Retirees: Another group with the time and income for ‘primary purpose’ Wellness breaks. Many retirees also seek broader opportunities to be fit and active when on holiday. They especially enjoy opportunities for learning and discovery.

WHAT ARE THE OPPORTUNITIES? Wellness tourism offers massive opportunities for seaside towns. The seaside is, without doubt, a healthy place and is widely perceived by tourists as a preferred destination for a Wellness break. Wellness tourists like to take short breaks (within two hours travel from home) and tend to travel outside the peak season. Many are

Business tourists: Incentive travel (rewards for achievement or motivational breaks) is a major form of ‘primary purpose’ Wellness travel. Businesspeople also increasingly want to live healthily on their business trips and appreciate opportunities for exercise and healthy eating.

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Sector Guide: Families

Ways it can make a difference to your business........................

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IS YOUR DESTINATION MAKING THE MOST OF WHAT IT CAN OFFER FOR WELLNESS TOURISM? NOT ALL RESORTS CAN CATER FOR ‘PRIMARY PURPOSE’ WELLNESS TOURISTS, BUT THEY HAVE MUCH TO OFFER TO ‘SECONDARY PURPOSE’ TOURISTS – CLEAN BEACHES, HEALTHY AIR, AND PROXIMITY TO COUNTRYSIDE AND NATIONAL PARKS. 2.

D OES YOUR ACCOMMODATION OR VENUE GIVE GUESTS THE OPPORTUNITY TO EAT HEALTHILY? WELLNESS TOURISTS ARE PARTICULARLY INTERESTED IN LOCALLY-PRODUCED FOOD (SUCH AS SEAFOOD) AND LOCAL DISHES AND SPECIALITIES. 3. I S YOUR ACCOMMODATION OR ATTRACTION ABLE TO CATER FOR SPECIAL DIETS? 12 PER CENT OF THE BRITISH POPULATION IS VEGETARIAN OR VEGAN AND 40 PER CENT OF HOUSEHOLDS CONTAIN SOMEBODY WHO AVOIDS A PARTICULAR FOOD TYPE. CAN YOU OFFER VEGETARIAN, VEGAN, DAIRY-FREE AND GLUTEN-FREE MENUS? 4. A RE YOU CYCLE FRIENDLY? CAN YOUR DESTINATION OFFER SAFE CYCLE LANES AND PLENTY OF CYCLE STANDS? CAN YOUR ACCOMMODATION OFFER SAFE OVERNIGHT STORAGE FOR BIKES? IS YOUR PUB, RESTAURANT OR CAFÉ CYCLE-FRIENDLY? 5.

CAN YOUR DESTINATION OFFER WALKING OR CYCLING TRAILS? CAN YOUR DESTINATION DEVELOP TRAILS, ROUTES AND ITINERARIES FOR WALKERS AND CYCLISTS? 6.

CAN YOUR HOTEL OR B&B MAKE PARTNERSHIPS WITH LOCAL GYMS, SPAS OR SWIMMING POOLS? NOT EVERY HOTEL OR B&B CAN OFFER A GYM OR SPA, CAN YOU TEAM UP WITH LOCAL PROVIDERS TO CREATE PACKAGES? 7.

CAN YOUR DESTINATION DEVELOP DANCING PACKAGES? BALLROOM DANCING HAS ROCKETED IN POPULARITY, CAN YOU DEVELOP DANCETHEMED SHORT BREAK PACKAGES, WITH TUITION AND A FORMAL EVENING DANCE EVENT? 8. C AN YOU LINK UP WITH A LOCAL UNIVERSITY OR COLLEGE TO OFFER WELLNESS EDUCATIONAL SHORT BREAKS? MANY UNIVERSITIES AND COLLEGES NOW TEACH HEALTH. CAN YOU DEVELOP EDUCATIONAL HEALTH AND WELLNESS SHORT BREAKS? 9.

CAN YOU DO MORE TO GUARANTEE YOUR GUESTS A GOOD NIGHT’S SLEEP? CONSIDER OFFERING YOUR GUESTS QUIET ROOMS WITH BLACKOUT CURTAINS, NON-ALLERGENIC PILLOWS AND BEDDING MADE FROM QUALITY NATURAL MATERIALS? 10. ARE YOU CATERING FOR THE WELLNESS REQUIREMENTS OF YOUR BUSINESS VISITORS? MANY BUSINESS TRAVELLERS WANT THE OPPORTUNITY FOR EXERCISE AND HEALTHY EATING. CAN YOU CATER FOR THEIR NEEDS?

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Sector Guide: Wellness Tourism

CASE STUDIES OF GOOD PRACTICE The Watergate Bay Hotel in Newquay caters for a wide range of Wellness tourists. It offers a pool, spa and treatment centre, a range of opportunities for outdoor and beach activity (including tuition for beginners) and a restaurant featuring locally-sourced food. Guests praised the hotel for the quality of the facilities, the ability of the restaurant to cater for special diets, and the relaxing atmosphere of the hotel as a place to wind down and escape.

WHERE TO GET HELP AND FURTHER INFORMATION See “Destination Feelgood _ https://microsites.bournemouth.ac.uk/destinationfeelgood/ for more information about Wellness tourism at the coast.

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