Industry Experts Weigh in: Tips on Selling Wellness Travel

More and more travellers are choosing wellness holidays, making it a big business around the world. And that means enormous opportunities for agents.

Just two years ago, the Global Wellness Institute (GWI) reported that wellness tourism grew nearly seven percent annually between 2015 and 2017 to USD $639 billion -- more than twice as fast as tourism overall -- and is forecast to reach $919 billion by 2022.

Despite Europe being a top destination for wellness travel, North America’s not doing too shabby; in fact, we’re earning the most revenue with $242 billion annually.

Those are big numbers - why is this area growing so much faster than other niche travel markets? Is it just a trend or will it continue? And how best can agents use this knowledge to help their clients have their ultimate wellness vacation? TravelPulse Canada spoke to some of the operators who offer wellness travel excursions to find out.

Angella Bennett, the Jamaica Tourist Board’s Canadian Director, says the growth and popularity can be attributed to the idea that wellness nowadays means more than just being in great shape.

“People are looking to create balance in their lives and to improve their overall well-being. We lead increasingly busy lives, which makes it even more important to recharge.”

That’s a sentiment echoed by Carla Brake, Vice President of Sales, Insight Vacations and Luxury Gold, who says travelling allows people with busy schedules to slow down.

“Travelling allows them to escape their daily routine and focus on themselves and their interests. It allows clients to reenergize and see things from new perspectives, broadening their worldviews and providing an opportunity to give back.”

“Wellness travel was created to recharge the body and nourish the mind. It is definitely not a trend but a lifestyle. We are more aware of ourselves and our health opportunities,” Sean Russo, National Sales Manager, G Adventures tells us.

“We also love to travel as a society, our wellness program simply marries the two concepts into one. It is simply a way of finding balance in one’s life and lifestyle.”

Brake says she believes wellness travel focuses on experiences that enable travelers to let go and live in the moment, as a form of self-care, which could mean anything from a foodie-focused itinerary or one centered on being physically active. Restorative and holistic activities like yoga and meditation also help deepen that connection with one’s self.

With such a big market, how can agents capitalize on it?

“Agents need to promote to individuals who have a certain style of living here in Canada and who do not want to suspend their beliefs just because they are travelling,” Russo advises. “Clients often go on holiday thinking that they have to ‘get back to their normal routine/eating habits’ when they get home. What if they could keep with their health regime while exploring the beauty of our planet and its inhabitants?”

Understanding the benefits of wellness travel and its objectives is a big key to agents’ success says Bennett. “Agents should join wellness sites to understand the growing demands of this niche. Join recommended groups that cater to wellness travel and ensure you’re up to day about key industry developments and offerings.”

Brake says travel advisors selling wellness vacations should fully understand the purpose of the upcoming trip for the client, so they can find the perfect itinerary and that it’s beneficial for them to continually educate themselves on the experiences each supplier is offering.

“Clients may have specific interests, whether rooted in meditation and yoga or in authentic healthy local dining experiences. Clients may also have specific needs for this holiday, so once the agent has a grasp on what this journey will mean to the client, they’re better able to suggest an itinerary that meets the client’s needs, peaks their interest and incorporates some hidden gems or special surprises to surpass the client’s expectations. Travel in itself is healthy and promotes wellbeing so just getting out there and seeing something new will offer a wellness experience.”

Russo adds it’s important to realize the industry changes each and every day - for the good and the bad.

“Personally, I am seeing more of a focus on psychographic versus demographic traits. We cannot control how old or young we are, but we can focus on what makes us unique.”