Health and wellness travel has become one of the most significant global travel trends, reflecting a deeper shift in consumer behavior. Travelers no longer see vacations as merely a break from routine—they now view them as essential opportunities to recharge, improve well-being, and invest in long-term health.
For short-term rental managers, this trend represents a golden opportunity to reimagine properties, attract high-value guests, and tap into a booming market expected to exceed $2.1 trillion by 2030.
Global Context: Health and Wellness as a Lifestyle Priority
Recent insights from sources like Euromonitor, as well as Booking.com and Expedia reveal that wellness travel aligns with broader consumer behavior:
- Healthspan Over Lifespan: Consumers prioritize feeling healthier for longer rather than simply living longer. This translates into demand for experiences that blend relaxation with active wellness.
- Preventative Wellness: Interest in therapies like cryotherapy, personalized nutrition plans, and mindfulness has surged. Over 60% of travelers say they seek vacations with lasting health benefits.
- Technological Integration: Millennials and Gen Z lead the adoption of fitness trackers, wearable tech, and apps that enhance their wellness journeys.
The Subcategories of Health and Wellness Travel
1. Active Wellness Seekers
- Who they are:
Highly motivated travelers who prioritize physical activity and fitness as core elements of their vacations. They often seek destinations offering yoga, pilates, hiking, cycling, or water sports. Fitness is not just a hobby for them but a lifestyle, and they expect accommodations that support their active routines. - How to appeal to Active Wellness Seekers:
- Equip properties with wellness tools such as yoga mats, foam rollers, free weights, or resistance bands.
- Partner with local providers to offer discounts or access to gyms, fitness classes, or guided outdoor activities like rock climbing or paddleboarding.
- Highlight proximity to fitness-friendly locations such as hiking trails, parks, or sports facilities in your property descriptions.
2. Mental Wellness and Relaxation Travelers
- Who they are:
Guests seeking to de-stress and prioritize mental well-being. Often dealing with burnout or high-stress lifestyles, these travelers aim to recharge through calm, introspection, and mindfulness. They are drawn to experiences such as meditation, spa treatments, or serene, distraction-free environments. - How to appeal to Mental Wellness and Relaxation Travelers:
- Design spaces with calming aesthetics: neutral tones, soft lighting, comfortable furniture, and soothing natural elements like indoor plants or water features.
- Offer extras such as guided meditation sessions, access to digital mindfulness apps, or curated reading materials for mental clarity.
- Emphasize the tranquility of your property by promoting its quiet surroundings, private spaces, and ability to disconnect from daily life.
3. Tech-Driven Wellness Enthusiasts
- Who they are:
Tech-savvy travelers who use wearables and apps to monitor health metrics such as sleep, fitness, and stress levels. They look for accommodations that integrate seamlessly with their digital health routines and provide access to advanced wellness technologies.
- How to appeal to Tech-Driven Wellness Enthusiasts:
- Include smart home features like air purifiers, circadian lighting, and sleep-enhancing gadgets such as white noise machines or smart mattresses.
- Ensure reliable high-speed Wi-Fi for fitness apps, virtual reality wellness sessions, or telehealth consultations.
- Highlight proximity to advanced wellness facilities offering services like red light therapy, cryotherapy, or IV hydration treatments.
4. Nature and “Blue Mind” Travelers
- Who they are:
Guests who seek the restorative effects of nature, often inspired by the concept of “Blue Mind,” which highlights the calming benefits of being near water. These travelers seek accommodations close to oceans, lakes, rivers, or lush greenery, where they can reconnect with the natural world. - How to appeal to Nature and “Blue Mind” Travelers:
- Promote properties with access to natural settings such as beaches, forests, or hiking trails, emphasizing views and outdoor activities.
- Offer outdoor amenities such as fire pits, stargazing decks, hammocks, or garden seating for a tranquil escape.
- Incorporate sustainable design elements like eco-friendly materials, renewable energy, or partnerships with conservation initiatives to attract environmentally conscious guests.
5. Sensory and Neurodivergent Travelers
- Who they are:
Guests, including neurodivergent individuals, seeking sensory-friendly environments that cater to diverse needs. They value spaces that are thoughtfully designed for comfort and calm. - How to appeal to Sensory and Neurodivergent Travelers:
- Offer sensory-friendly features like dimmable lights, noise-canceling headphones, weighted blankets, and blackout curtains.
- Create clear property layouts, avoiding clutter, and offering accessible spaces for individuals with sensory sensitivities.
- Provide sensory-specific recommendations, like quiet times for check-in, nature walks, or sensory-friendly attractions nearby.
How to Leverage the Wellness Trend for Your Rentals
1. Design and Amenities
Adding wellness-focused features can significantly enhance your property’s appeal to health-conscious travelers.
- Ergonomic Furniture: Replace standard seating with ergonomic chairs or desk setups. Highlight these features in your listing to attract remote workers or fitness-conscious travelers.
- Example: Include a card on the desk that explains the ergonomic benefits and encourages guests to use it for relaxation or work.
- Spa-Inspired Bathrooms: Install a rain showerhead or provide a curated basket of bath salts, essential oils, and candles. Guests will appreciate small luxuries that mimic a spa experience.
- Example: Place a guide in the bathroom titled “Turn Your Bath into a Spa,” with instructions on using the provided salts and oils.
- Healthy Welcome Kits: Include items such as herbal teas, healthy snacks, or a small plant in your welcome package.
- Example: Add a note explaining the benefits of each item, like “This chamomile tea is perfect for unwinding after a long day.”
2. Partnerships
Collaborate with local experts to offer personalized services that make your rental stand out.
- Wellness Experts: Include a printed or digital card in your welcome kit listing nearby yoga instructors, massage therapists, or nutritionists who offer services on demand.
- Example: “Looking to unwind? Contact Sarah at (555) 123-4567 for an in-home massage, or try a yoga session at Serenity Studio just 5 minutes away.”
- Spa and Health Packages: Create packages that guests can book in advance, such as a stay-and-relax bundle that includes a discount on a local spa visit.
- Example: Partner with a local spa and provide a voucher in the welcome kit. Write a short note: “Enjoy 20% off at Zen Spa with this voucher!”
- Tours and Experiences: List local outdoor activities like guided nature hikes or paddleboard lessons. Work with a provider to offer discounts exclusively for your guests.
- Example: Include a guide in the property with a QR code linking to discounted bookings for wellness-focused tours.
3. Marketing and Storytelling
Communicating your property’s wellness features effectively can draw in the right audience.
- Showcase Wellness Features: Capture photos of your serene spaces, like a cozy meditation corner or outdoor deck for yoga.
- Example: Include descriptions like “Imagine starting your morning with yoga on this deck overlooking the sunrise—yoga mats provided!”
- Compelling Descriptions: Use engaging terms that resonate with health-conscious travelers.
- Example: “Escape to this health retreat featuring spa-inspired bathrooms, air-purifying indoor plants, and access to scenic hiking trails.”
- Testimonials: Encourage guests to leave reviews that highlight their wellness experience.
- Example: After checkout, send a personalized thank-you email asking, “Did you enjoy your wellness retreat with us? We’d love for you to share your experience!”
4. Pricing and Differentiation
Smart pricing strategies can enhance revenue while offering tailored experiences.
- Tiered Pricing: Create optional add-ons for wellness-focused services like in-home massages or yoga sessions.
- Example: Include a menu in your listing or welcome kit: “Enhance your stay: Add a guided meditation session for $30 or a private yoga class for $50.”
- Positioning Your Retreat: Highlight unique features in your branding to distinguish your property as a wellness destination.
- Example: Add a framed welcome sign in your property: “Welcome to Your Relaxation Haven. Here’s how to unwind: Enjoy a soak in the spa-inspired bath, or explore nearby hiking trails!”
Actionable Takeaways for Professional Managers
- Audit Your Listings: Assess which wellness features you already offer and which ones can be easily added.
- Know Your Audience: Use guest data to identify which wellness categories your current and prospective clients fall into.
- Create a Strategy: Start small with a wellness-focused package and expand based on guest feedback.
Build Your Wellness Edge
The wellness travel trend is more than a fleeting fad; it’s a shift in how people vacation. By thoughtfully catering to wellness travelers, short-term rental managers can not only increase bookings but also command higher rates and build stronger guest loyalty. The key is understanding what travelers value and delivering experiences that resonate with their quest for better health and well-being.
