Wellness tourism brings the promise of turning travel into an opportunity to maintain and improve our holistic health.

We sat down with Robin Ruiz, founder and CEO of WITT (Wellness in Travel & Tourism), a leading independent certification body setting global benchmarks for wellness in tourism and hospitality, and asked her about the future of wellness travel. Spoiler alert: It’s time for authenticity and transparency.

Women Leading Travel & Hospitality: How do you define wellness travel?

Robin Ruiz: That’s a very complex question, as wellness is subjective. My definition of wellness travel is travel for the express purpose of improving or supporting one’s holistic well-being, along with sustaining the planet and communities around the world.

WLT&H: How has wellness travel and the overall concept changed?

RR: Wellness travel has long been considered synonymous with luxury spa vacations and medical travel (a catch-all to describe travel outside of your country of residence for medical procedures or care) — with a focus primarily on improving physical health, and healing illnesses. However, over the past several years, the concept has expanded to incorporate a more holistic approach to include not only physical well-being but also emotional, mental and spiritual health. Wellness travel has become an important tool for consumption. Wellness travel is not one-size-fits-all. It’s about the moment and choosing the best destination and activities that benefit what the traveler truly wants, and needs. And travel suppliers are recognizing the immense value that their property has in supporting those experiences — be it a massage, a yoga session, surf lessons, fitness, healthy dining, and more.

It comes as no surprise that the industry took a major hit during the pandemic. The good news is that an impressive 21 percent annual growth rate is projected through 2025. This reflects some of the new trends and experiences that wellness travelers are seeking such as emotional healing, body immunity, social wellness, inclusivity, cultural experiences, sustainable practices and anything that has to do with nature.

WLT&H: What are some recent statistics on how wellness travel has grown?

RR: The Global Wellness Institute reports that wellness tourists have deep pockets, spending 177 percent more than an average guest when traveling domestically; and 35 percent when traveling internationally.

According to American Express in their recent global trends travel report, 73 percent of survey respondents report that they are planning a vacation around improving their physical and emotional health; while 43 percent report having selected a hotel based on its spa and wellness amenities.

WLT&H: How is wellness incorporated into all aspects of the travel and hospitality industry?

RR: Wellness is not just for hotel guests anymore. A healthy staff is a happy staff. Next year we should see great strides being taken toward employee well-being (within the hospitality sector). Employee health should be a strategic business investment — RoW (return on wellness). Major players leading the charge include Accor, Hyatt, and Marriott.

WLT&H: What should leaders know about wellness messaging?

RR: The way we approach wellness has evolved over the past decade. Conversations around mental health and well-being are very much commonplace. We shouldn’t be afraid to discuss this even in the C-suite. It’s also high time that we show, not just tell. When it comes to wellness, it’s more than just putting heads in beds, it’s about a 360 degree experience for each guest. What experiences do you offer over your competitor? How do you want your guests to feel while on-property? How do you want them to feel when they go home? And we shouldn’t forget soft skills, especially when it comes to guest relations.  All travel, be it business, leisure, or other, consists of travelers concerned with their well-being in some form or another. There’s nothing worse than a guest expecting one thing and receiving  another. It’s important to educate your employees. A guest should leave feeling inspired, and excited to share their experience with the world. A repeat guest is the ultimate goal.

WLT&H: What does the future of wellness travel look like and how should business plan accordingly?

RR: Wellness travel is changing the way we live. When looking at the numbers, wellness is no longer a trend, it’s an ever-growing lifestyle and one that the hospitality industry is recognizing as an opportunity to make an impact, while simultaneously increasing profits. According to Global Wellness Institute data, wellness tourism is expected to hit $1.3 trillion by 2025.

The unfortunate fact, though, is that many travel suppliers promoting themselves as wellness properties often lack authenticity, by failing to adopt and adhere to true wellness practices, resulting in “wellness washing”. As the lines blur between wellness and travel supplier offerings, it’s time for a real solution.

Through the WITT accreditation process and wellness certified seal, properties can bridge the gap and be part of a growing movement to bring transparency to the industry, and genuinely deliver on traveler demand. For people. For the planet. For good.