ASIA: THE FUTURE OF GLOBAL WELLNESS TOURISM

According to the latest Global Wellness Institute (GWI) report, wellness tourism is one of the fastest-growing segments in the wellness economy today. Wellness trips now represent 6.5% of all tourism trips taken worldwide, growing a whopping 15.3% annually from 2015-2017 to reach 830 million trips each year. In the midst of this explosive growth, Asia-Pacific now ranks second – at 258 million wellness trips annually -- just behind Europe.

Wellness has become a dominant consumer value and lifestyle driver, and this is profoundly changing behaviour, choices and spending decisions.

Why Asia? Why now?

The stats are overwhelming: According to a World Tourism Organization (UNWTO) report, outbound Asia-Pacific travellers now represent 37% of the world’s total with international travel spending doubling in the last decade (APAC). Add China to these figures: Outbound trips grew 20-fold since 2000; the Chinese are the world’s biggest travel spenders (US$258 billion annually, well ahead of the US at US$135 billion); Chinese travellers will represent 30% of the entire international travel market by 2030; and China has been pegged to become the world’s No.1 travel destination by 2030, dethroning France.

Asia-Pacific is also the fastest-growing wellness tourism market: Wellness trips jumped 33% in the last two years (China, India, Thailand, Malaysia, the Philippines, Cambodia, Lao, Myanmar, Singapore, Brunei, Vietnam and Indonesia all clocked 20+% annual gains) and the market will essentially double from 2017–2022: from US$137 billion to US$252 billion. In short, Asia is driving the global wellness tourism market.

The “Wellness Traveller”

In its recent report, GWI’s valuation of wellness tourism takes into account two types of wellness travellers: the Primary and Secondary Wellness Travellers. For the former group, wellness is the main purpose for.

Why Asia? Why now?

The “Wellness Traveller” the trip and for choosing a destination. They will be drawn to a destination resort for its detox programme or yoga retreat. The Secondary Wellness Travellers are those who go on a trip for a purpose other than wellness, but they’re interested in maintaining wellness when they travel. For example, a business traveller who deliberately choses a hotel that offers healthy food and a good gym and will try to squeeze in a massage. These two segments – primary and secondary – can be the same person taking different types of trips at different times. It’s no surprise then that a bulk of wellness tourism falls into the secondary wellness category. In fact, for every single primary wellness trip taken in Asia, there are 13 more secondary wellness trips. Wellness travellers also spend much more than the average tourist. In Asia-Pacific, international wellness travellers spend, 33% more while domestic wellness travellers spend about 120% more.

Asia’s Soft Power

Not only is Asia dominating in inbound and outbound statistics, its “soft power” impact on the global wellness stage cannot be overstated. Asian traditions and healing philosophies – from yoga, Ayurveda to traditional Chinese medicine’s concept of balance and energy – have influenced virtually every aspect of the wellness industry for several decades today. Review any spa menu or retreat package in the world and you will inevitably find Asia’s influence.

FEMALE TRAVELLERS

They were going on juice fasts and yoga weekends in their ’20s, moved on to integrated health retreats and are now challenging themselves in solo travel. Women – travelling with other women or alone – are a force unto themselves and will become the most important market segment driving the wellness tourism boom worldwide. When it comes to wellness tourism, the future is indeed female. Although not exactly new, women-only vacations have soared in popularity in the last decade, with some tour companies reporting over 200% growth in the last few years alone. In Bali, many women-only retreats have popped up in recent years. In Nepal, special tours for women-only treks are on the rise. Women in China, Hong Kong, Singapore, Philippines, Korea and Japan are making girlfriend getaways a regular part of their lifestyles, where wellness activities are at the heart of the experience.

What Women Want According to Compare Retreats’ 2018 survey: Top destinations: Most Important retreat features: Women would rather travel with female friends Solo Bali, Maldives, Thailand, Philippines, Sri Lanka.

What’s Driving This Female-Centric Boom?

Wealth = Wellness Best Life Cycle Investment The New Luxury Women’s spending power is surging: From 2013- 2023, the global incomes of women will grow from US$13 trillion to US$18 trillion in travel, and that US$5 trillion represents more than twice the expected growth in GDP from both China and India. With the women’s empowerment movement, marriage and fertility rates are declining in many of Asia’s developed countries. Instead, women are investing in their own personal and professional growth and wealth portfolio.

Best Life Cycle Investment

As a market segment, female travellers present the highest customer lifetime value because they engage in wellness travel the longest. Because women are more social by nature, women-only trips often start in their early ‘20s and continue for the rest of their lives. They travel to escape, rekindle friendships, celebrate milestones, and reward themselves.

The New Luxury

When it comes to wellness, luxury has less to do with the conventional trappings of indulgence and more to do with the ephemeral quality of an experience. Women who’ll turn their nose up at anything less than 500 thread-count sheets, suddenly won’t mind sleeping in yurts under the stars if it means a completely life-transforming experience. Austerity is equated with authenticity.

It’s all about the Guru!

While state-of-the-art spas, luxurious accommodations, and breath-taking locations are all important to luxury travellers, it comes down to one undeniable fact: it’s the guru that matters the most. Increasingly, wellness retreats are built around the cult following of fitness and yoga celebrity instructors and life coaches.