Wellness Travel Trends to Be Aware Of for 2024

Many of Accor’s luxury and lifestyle brands and hotels are setting the trends with extraordinary wellness experiences. From athlete inspired wellness to social well-being, Emlyn Brown, Global Senior Vice President of Well-Being Strategy, Design, Development, Accor, offers a glimpse into the transformative trends set to shape the sector in 2024. Discover below the group’s revealed list of top wellness experiences that will keep travelers feeling good in 2024. 

Among the global hospitality industry, it is widely acknowledged that a fundamental societal shift has taken place over the past few years. What was once called the ‘wellness trend’ has taken root as consumers and travelers worldwide are making long-term commitments toward their health and well-being, prioritizing self-care, and making the necessary investments of time, energy, and money in strengthening and safeguarding their physical and mental wellness.

As hotels and resorts adapt to these evolving guest preferences, Emlyn Brown, provides insights into the transformative trends set to define the sector in 2024. In this era of heightened well-being consciousness, travelers are seeking more than just a comfortable stay — they yearn for experiences that nurture their physical, mental, and emotional health 

Social Well-Being Takes Centre Stage

The concept of 'we over me' is at the forefront, younger demographics, especially, are seeking out opportunities for communal bathing experiences and water-based therapies, areas in which Accor hotels bring an expertise.

In 2024, the hospitality industry will see a significant shift towards social well-being. Travelers are seeking more "we" based activities that foster connections and promote collective wellness. From communal wellness projects to group-based activities like social bathing, hotels are embracing this trend to offer guests a sense of community and shared wellness.

Meanwhile in St. Louis, Missouri, the award-winning 21c Museum Hotel St. Louis - part of the lifestyle hospitality company Ennismore in which Accor owns a majority share - has revived the spirit of community exercise with the new Locust Street Athletic and Swim Club. Designed as a tribute to the YMCA that once resided within the 10-story, Renaissance Revival-style building, the new membership club invites locals to swim, spa and work out with personal training and group fitness classes among the fresh, modern and vibrant facilities. 

Active Nutrition 

Nutrition is the cornerstone of wellness. Diet-diverse menus are good for our guests, good for Accor and good for the planet.”  Hotels are prioritizing and focusing more on providing outstanding nutritional cuisine. This shift is driven by growing awareness among guests about the importance of food sensitivities and maintaining balanced blood sugar levels in a mindful manner. The worldwide market for healthy food and drink is projected to hit $586 billion by 2030. Accor culinary teams are introducing inventive menus that accommodate a wide range of dietary preferences, ensuring that guests have abundant choices for nutritious dining.

Optimizing Sleep for Wellbeing

Sleep is the biggest opportunity for a hotel company. At Accor, we want to own sleep and be the best at creating sleep environments – from the iconic Sofitel MyBed to Raffles Rituals, it’s all about creating an entire well-being experience that will contribute to a solid night’s rest.

Quality sleep is the cornerstone of wellness, and hotels are redesigning rooms to enhance guests' ability to rest. The worldwide sleep tech market is projected to achieve a value of $36 billion by 2027. Guest rooms are evolving to address common sleep disruptors such electromagnetic waves, inconducive bedding, and noise, creating environments optimized for rest and rejuvenation.

Ageing Well 

The interface of technology and spa is very exciting, creating more effective, personalized results that truly move the dial on people’s health and wellness. The advances in medi-tech are incredible. I truly believe wellness technology will help people live better for longer – a wonderful goal to work towards.

With the global market for wellness tourism expected to reach $1.2 trillion by 2027 hotels are increasingly playing a role in helping guests age gracefully by fusing technology with traditional wellness practices. Services such as infrared saunas, IV therapy, and technologically advanced treatments for face and body care are expected to become mainstream, along with nonsurgical aesthetic procedures, such as micro needling, lasers, and oxygen jets.

Athlete-Inspired Wellness

It’s quite common for luxury guests to arrive equipped like professional athletes nowadays, with sophisticated gear and loaded with their own health data on wearable tech devices. They want to train, eat, nourish, hydrate, recover, and rest,” exclaims Emlyn Brown. “Accor is exploring innovative ways to sync and connect with these guests to create bespoke wellness experiences that integrate spa, nutrition, fitness, and sleep experiences. Our rest, recovery and rejuvenation treatments must be on par with our guests’ highest levels of performance.

Hotels and spa facilities are responding to the growing demand for comprehensive sports recovery experiences. Today's guests are no longer content with merely indulging in traditional spa treatments; they seek to emulate the regimens of professional athletes by incorporating cutting-edge practices such as cupping, cryotherapy, sports massage, and more into their wellness routines. This trend represents a fusion of sports science and holistic wellness, allowing guests to not only elevate their physical performance but also optimize their recovery processes. In line with this evolving landscape, the global cryotherapy market is currently valued at $7.45 billion with a revenue forecast of $12 billion by 2030. 

Mindfulness Enhanced by Technology

If we can teach or remind our guests to breathe well, we’re going to make a significant impact in their lives. Quite frankly, the power of breath is a concept that our hotels are eager to explore further in unique, brand-authentic ways.

The global market for mindfulness meditation apps is expected to reach $4.2 billion by 2027. According to Booking.com research, “meditation and mindfulness trips are ever popular” among 44 percent of global travelers, while 42 percent “are keen to go on a health hiatus that focuses on mental health, transformative health or that helps with life milestones such as menopause or pregnancy.”  We expect this trend to continue in 2024, as the hotel environment is natural and ideal for supporting mental health and wellbeing – providing relaxation and time to oneself.