Despite Rising Costs, High Demand for Wellness Vacations Continues

Wellness Guests Redefine Their Needs and Interests

Hotel prices are on the rise, yet the desire for wellness vacations remains strong. How these two trends align is demonstrated in the Wellness Trends for the twentieth time, presented at the ITB by the Wellness-Hotels & Resorts cooperation and the wellness travel portal beauty24.de. The early adopters have remained loyal to wellness hotels in German-speaking countries for over two decades. Today, those aged 50-69 make up the largest portion of wellness vacationers. Subsequent generations have also integrated wellness into their daily lives. According to the findings, the wellness market is divided: Some guests book more cost-consciously with fewer treatments, spending more time relaxing and unwinding in the wellness area and the surrounding nature. Others travel less frequently but prefer longer stays. Expectations for more personalized programs and new themes in hotels are increasing. Hoteliers are thus faced with a choice: focus on standard and core competencies in spa hardware or develop new concepts with more specialization and individuality in their offerings.

Wellness Trend 1: Guests remain loyal despite necessary price increases, providing hoteliers with planning security – investments continue at a high level

A large majority of 87% of surveyed hoteliers have raised their prices for 2024. Nonetheless, 46% of hotels currently expect a somewhat or significantly increasing demand for this year, compared to 54% last year. A comparison with current booking numbers shows: Although fewer guests are booking, some are willing to pay more for hotel and wellness services. This loyalty encourages hotels to invest: 78% of surveyed hotels plan to invest in 2024, focusing on remodeling and expanding rooms (63%) and upgrading technical facilities (53%).

Wellness Trend 2: Wellness has matured – and is open to new trends like Longevity

Twenty years ago, the 30-49 age group constituted the largest guest segment in hotels. These vacationers have remained loyal to wellness over the years and today, at ages 50-69, represent the most significant age group. However, their interests have evolved over time. While beauty was a top priority in the 2000s, today's guests, especially those in this age group, seek wellness with benefits. This aligns with the new trend term Longevity, living longer, healthier, and happier, which is in high demand. Over 85% of all guests are interested in it - especially in methods for a more relaxed life, sports and exercise offers, and mental wellness. Although over 90% of hoteliers are adapting to the older target group in more and more areas, only about 12% of surveyed hotels currently address this trend with specific Longevity offerings.

Trend 3: Focus on the essentials. Many hotels follow new guest interest

According to the survey, the majority of guests expect a short- to medium-term relaxation effect from a wellness break. This is particularly true for travelers looking to escape their work, family, and social stress. For them, 1-2 treatments (56.5%) are sufficient, or they forego treatments altogether, preferring to enjoy their free time in the wellness area (26.6%). Roland Fricke, CEO of beauty24.de, says, "Such 'everyday divers' want wellness without appointments. The focus is on relaxation in the wellness area with a minimum of treatments. Hotels as a place of well-being with a relaxed atmosphere are the goal."

Wellness-Trend 4: More specialized offers for discerning guests. Hoteliers benefit twice

As the travel budget increases, so do expectations: For about a third of guests spending over 500 euros per person for two nights, long-term effects on health and appearance are expected. For particularly exclusive treatments that go beyond everyday local offerings, more than half of the respondents are even willing to pay more. "Guests who view wellness as a health-oriented lifestyle are not just looking for a break from everyday life but for professional support for daily life - they demand 'wellness with benefits'. This demand needs to be met: The development of innovative and effective, personalized offerings," describes Michael Altewischer, Managing Director of Wellness-Hotels & Resorts, the motivation of guests. Hoteliers focusing on high-quality and personalized offers for these guest groups can build a stronger connection with their guests and differentiate themselves in the competition against other hotels and everyday offerings in day spas or thermal baths.

Trend 5: Automation and AI: Wellness guests are open to new things and benefit

Hoteliers are increasingly using AI and technical aids to relieve staff – and these are highly accepted by guests. Nearly half of the surveyed wellness vacationers (48%) are willing to use spa offerings such as massage chairs and water beds. Over a quarter of hoteliers already implement such automated services. However, many establishments still hesitate to use robots for relieving service staff, for example, in transporting dishes to the kitchen or using cleaning robots (only 6 or 7% of surveyed hotels use these). "Many guests are open to technical helpers, especially with the understanding that this keeps cost increases in hotels in check. However, more demanding guests accept this only as long as it does not disturb their sense of being pampered, or if it offers additional benefits in diagnosis and treatment," summarizes Roland Fricke. Special modern devices for a fitness or health analysis of guests are already used in a fifth of the hotels. Michael Altewischer adds, "Modern diagnostic tools and AI in guest communication for individual information as well as for fitness, relaxation, or dietary plans, are already of interest to nearly half of the surveyed guests today. This gives hoteliers the opportunity to continue supporting guests professionally even after their stay."