June 20, 2019

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Whether you're a wellness traveler seeking a luxury experience — such as a celebrity-hosted summit or an exclusive spa getaway — or seeking the ultimate eco-adventure, worry not: There's now a trip for you.

More affluent travelers are looking to spend their cash on trips centered around their physical and mental well-being, like high-end retreats complete with in-house therapists, wellness coaches, and personal trainers, or luxury events like the Goop Wellness Summit hosted by Gwyneth Paltrow. Recent research shows this trend as well. In Skift's U.S. Affluent Traveler Survey 2019, 78 percent of respondents said they are interested in incorporating wellness into their travels in some way.

The industry has taken notice, as more companies get creative on how they can appeal to this high-end traveler. For example, Peloton fans can now search its hotel finder tool to see which hotels offer the upscale bikes and streaming workout service.

There are some brands already getting wellness travel right, but as more high-end travelers book these types of trips, it would be wise for the luxury travel industry to take a closer look at what they can offer this growing demographic.

In other travel news, wellness adventure seekers have all sorts of new experiences to tack on to their bucket lists, thanks to the launch of Airbnb Adventures — whether that's a cliff camping trip in Colorado or a slow food tour in the Galapagos. The company is aiming to expand its experiences to include multiday trips, and the launch is likely a way to diversify as the company eyes an eventual initial public offering.

Boil it all down, and it's easy to see why wellness tourism has become a $639 billion industry, as the wants of this group of travelers vary from intense hikes to relaxing massages to personal training. Thus there should be room for a number of companies to find success — as long as they carve out their wellness niche.

For feedback or news tips, reach out via email at lb@skift.com or tweet me @lesliebarrie.

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Skift Wellness Editor Leslie Barrie [lb@skift.com] curates the Skift Wellness newsletter. Skift emails the newsletter every Thursday.

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