Intro

Hello Issue 08. In this week's issue, I am covering Sustainable Luxury Wellness Retreats. Is there even an intersection between the two? The answer is yes, and it's becoming increasingly important in the wellness industry. Before diving deeper into this intersection, let's explore the numbers and the rise of wellness as a trend.

Luxury Wellness Growth

According to Statista , the Health and Wellness Industry was estimated to be over $4.3 trillion in 2020 and expected to grow by another $7 trillion by 2025. The space is quite broad covering everything from health and fitness, the spa industry and some elements of beauty. Or as Statista put it "making healthy lifestyle choices and maintaining physical and mental wellbeing".

The growth in this space can be attributed to a convergence of multiple trends, such as rising work stress, post-pandemic life reevaluation, younger generations pursuing healthier lifestyles, heightened mental health awareness, and more. Naturally the response has been products and services to support needs in the space.

Luxury Wellness Intersection

So, what is the intersection between sustainability and Luxury Wellness retreats? I see it this way: there are multiple touch points along the Luxury Wellness value chain that can benefit from sustainable introspection. These include:

The environment the spa is located in and its impact on the planet
Care around the use of resources
Social impact – human rights, workforce, community, and philanthropic efforts
Governance – corporate structures for decision making, risk management, and support for environmental and social transformation

Many wellness retreats are part of hotel establishments. In a previous article (linked below), I discussed how hotels are embracing sustainability practices.

Extrapolating on wellness, it's clear that there can be no true wellness – mental or physical – on a polluted planet. The increased presence of microplastics in water systems, eco-anxiety, the use of toxic chemicals in products, and linear systems that lead to waste through overproduction and overconsumption are all familiar issues that impact wellness.

Another point of intersection with wellness is beauty. A significant part of the luxury wellness experience is the products used in the process. In the luxury beauty issue (linked below), I wrote about clean beauty desirability, science-backed products, product efficacy, and more. These elements can either positively or negatively impact wellness and waste.

New Rulebook: Sustainability is the edge

Despite the growing importance of sustainability, some luxury wellness facilities still do not center their sustainability efforts or hide them in obscure links on their websites. This is a missed opportunity, as according to YouGov , "the future of affluent travel will balance luxury, well-being, and exclusivity," with affluent consumers embracing wellness tourism. Eco-conscious consumers are likely to prioritise sustainability when making their choices.

YouGov's article also highlights that wellness tourism consumers:

Seek meaningful and transformative experiences that cater to their physical, mental, and emotional needs

Are moving past material luxury

Seek unique experiences to get close to nature or visit remote destinations

Emphasise privacy and seclusion, preferring destinations and hideaways with fewer crowds and more intimacy

Source: YouGov

The Best Wellness Retreats in Europe by Harper's Bazaar and The Best New Wellness Retreats Around the World for 2024 by Condé Nast Traveler the retreats featured have met these needs. How they tell their sustainability story as part of their marketing efforts becomes equally important and can sway a customer's decision between two locations.

Consumer Interest

Source: Google Trends

The choropleth map above shows interest in wellness retreats by region over the last 5 years, with varying results when looking at a 12-month map. This intersection of sustainability and marketing presents an opportunity to explore the sustainability attitudes of consumers in specific regions and understand what drives interest in the topic at different times.

There is also a rising interest in women's wellness retreats. Mintel data from 2018 reported an eco gender gap, with 71% of women trying to live more ethically compared to 59% of men. While more recent data would be valuable, it's important to recognise that everyone should be equally alarmed and doing their part.

Six Senses Sustainability Showcase

In my search I looked at FORESTIS , Daylesford Stays , Engel Ayurpura, Daios Cove , CIVANA Wellness Resort & Spa and others but IHG Hotels & Resorts's Six Senses really stood out.

According to IHG, the resort began as a single location and were "pioneers of sustainable practices, demonstrating that uncompromisingly gorgeous hideaways can live in harmony with local communities and ecosystems." This is evident in their storytelling, which highlights:

Plastic Freedom ambitions – banning single-use and disposable plastic
Use of renewable building materials
Employing and sourcing locally, upholding the social aspect of ESG
Environmental focus on responsible operations and protecting habitats on land and in the water
Use of energy-efficient systems, electric vehicles, and biodegradable cleaning products
A Sustainability Fund used to improve quality of life and restore habitats and wildlife populations
Properties with organic gardens, reducing reliance on imported food

Six Senses communicates these efforts beautifully in a hero video that immerses viewers in their sustainability practices, setting them apart as a leader in the industry.

Conclusion

A new breed of wellness centres is on the rise- longevity and health. Examples include Lanserhof Group 's Lanserhof Sylt- health resort and Echelon Health have a The Cullinan Assessment- an assessment which combines a female health assessment with a stay and massage at the Mandarin Oriental Hotel Group in London, according to Harper's Bazaar.

Workplace wellness is also on the rise and a big opportunity for office buildings that have struggled with occupancy since the pandemic. This also aligns well with the multipurpose office space trend. According to Knight Frank "office spaces are expected to be versatile, sustainable, technologically advanced, and wellness oriented".

As the luxury wellness industry continues to grow, the intersection between sustainability and wellness retreats will become increasingly important. By prioritising sustainability and effectively communicating their efforts, wellness retreats can attract eco-conscious consumers and contribute to a healthier planet and population. The future of luxury wellness lies in the balance of indulgence, well-being, and responsibility.

This post was first published on LinkedIn.

Sustainable Luxury Wellness Retreats