06 Dec 2019
Words
Ben Hall Informer Issue 96
The Health & Wellbeing Revolution
It wasn’t that long ago that a weekend at a luxury hotel or resort meant an indulgent five star experience which usually included cocktails topped with tiny umbrellas by the pool followed by a kilo-rific gourmet meal, before flopping down on an oversized bed to watch cable TV.
These days, however, corporate travellers and holidaymakers are more likely to be found trying out new spa treatments, dining on organic food, indulging in yoga and meditation or possibly hitting the treadmill at an expensively fitted gym.
It's all part of a trend in mainstream hotels which are increasingly offering wellness-orientated packages. It now appears people want to return home after their holidays, or work trip, feeling restored and energised rather than lethargic and hungover.
“I feel there are a number of factors driving this demand for wellness and health in the accommodation industry, but the number one is workplace stress,” says Kris Abbey, health and wellness expert and publisher of SpaAndWellnessInternational.com.
“If we are feeling stressed at work, when we take a holiday we actually want to rejuvenate. We don’t want to go on big ‘benders’ and then need a holiday to get over the holiday,” Abbey says.
“We want to go on a holiday to relax, restore, try new things, have experiences, create memories. We don’t want a holiday that is generic, boring and contributes nothing to our health and lifestyle!”
The global wellness travel market has been growing exponentially and its total dollar value now sits at $563 billion, with the Global Wellness Institute predicting this will rise to $808 billion by 2020, which provides an obvious reason why the accommodation industry has seen a major shift into the health and wellness sector.
“As a larger portion of the population increasingly seeks to maintain their wellbeing as they travel, the accommodation industry will be pressured to evolve,” reasons Sharon Kolkka, general manager of Gwinganna Lifestyle Retreat.
“Properties that really understand their guests’ physical and emotional needs will become increasingly popular. A hotel or resort that can provide options either in house or by collaborating with local businesses to support guests wellness objectives may be seen as a preferred option,” Kolkka says.
Gwinganna, on the Gold Coast Hinterland, is one of Australia’s leading wellness and health retreats and it’s been a market leader in identifying, and responding to, the demand for a shift in the way our leisure time is spent.
“Typically our guests are seeking solutions to living well, most are interested in resetting their lifestyle habits particularly in relation to stress management,” Kolkka says.
“The demographic of our guests has changed over the years and is still evolving and we are now typically seeing multi-generations, although still mostly female.
“We have seen a significant increase in the younger 18 to 30 year olds and also people over 70 interested in this kind of holiday. We are also seeing more men visit, usually advised by friends, family and their workplace.”
So, what's next in health and wellness accommodation for the tourism and accommodation market? "Bleisure,” says UltimateTravelMagazine.com publisher Joanna Hall.
“This is a term used to describe the situation when business meets leisure. It’s a new trend set to balance life and work within the workplace and businesses are now encouraging their workers to go to wellness retreats to help minimise employee burnout.
“And a major part of that new trend is the digital detox. No smartphones, no Facebook, no Instagram, no Snapchat, no Twitter, no emails and sometimes, no phone calls.”
As a qualified health expert with more than 25 years’ experience, Kris Abbey has responded to this major shift by creating a concept for accommodation providers called “Wellness Leave”, as an antidote to the concept of sick leave for employees.
It’s effectively a package of three wellness programs called “DIY Retreats” that most accommodation operators can provide using their onsite facilities without having to transform into a dedicated wellness retreat. The three Retreats include the three most in-demand programs, DIY Destress, DIY Detox and DIY Downsize (weight loss).
“Especially for luxury hotels, it provides a wellness package they can sell to their guests,” Abbey says.
But what about the cocktail by the pool scenario? Is that now dead in the water?
“Absolutely not. In fact, as I’m answering these questions, I’m enjoying a wine by the pool at The Shangri La Resort and Spa in Singapore,” Abbey says.
“It’s all about balance. I think as a society, we are starting to place too many rules on ourselves. And this is stressful. Add this to the stress we’re already suffering, it’s mixed up.
“Generally, if we enjoy a glass of wine or a piece of cake, we’re told we need to feel guilty because those things are bad! All of this is counter-productive. If you’re going to have a wine, a cocktail by the pool, a piece of cake, dance naked under the moonlight, whatever, enjoy it. Let it feed your soul. We don’t do enough of that. And ‘that’ is soul food, and it is what makes us happy.”
THE HEALTH & WELLNESS INDUSTRY IN AUSTRALIA
Revenue for the health and wellness spa industry in Australia has grown rapidly and revenue is expected to rise at an annualised rate of 3.6% over the next five years to $578.7 million, according to IBISWorld.
“Wellness spas have become popular with a wider client base, including men, corporate users, couples and families. Demand growth from domestic and international tourists has also benefited industry operators over the period,” reports IBISWorld’s 2019 research paper.
“The health and wellness spas industry is in the growth stage of its economic life cycle … widespread societal concern for health and appearance has underpinned industry growth.”
