Wellness Trends 2019
06 March 2019
Reducing stress – finding a new meaning to life
Berlin, March 6th, 2019: Never before has there never been such a varied interpretation of what the term wellness means to guests. The Wellness-Trends survey 2019 was carried out by beauty24 and Wellness-Hotels & Resorts between the end of December 2018 and the beginning of February 2019. Information was collected from 3,700 Germans who had an interest in wellness and 124 wellness hoteliers. The survey confirms that there is a steady growth within the wellness industry. However, wellness is moving away from its short-term benefits towards guests taking longer breaks and wanting a longer lasting impact. The survey shows that young wellness guests have a different understanding of wellness. For them, nature is an important part of relaxation that can improve health and wellbeing in everyday life.
A short break with a lasting impact
The study’s results show that guests are looking for a meaningful and sustainable spa break with results that will last long after the holiday has ended. In the past, a spa break would be about taking a short time away from daily life. Nowadays however, more than 70 per cent of guests wish to benefit from having a long-lasting effect. On average, more than half of the interviewed guests spend one to two nights in a wellness hotel whilst the other half stays more than three nights. The most popular spa break treatments for improving the overall wellbeing are medical wellness, traditional naturopathy and treatments for the back.
Reducing stress – important for the younger generation
The younger target group (under 40) vary in some respects to the 40+ target group. The under 40s do not tend to book a spa break as often as the older age group and they are likely to book for a shorter period of time. When booking a break, they also highly value other guest’s online reviews. Younger wellness guests feel more stressed than older guests, with more than 40 per cent of this group booking a spa break to reduce stress.
Managing our mental wellbeing
Nowadays, our mental wellbeing has become an important aspect of any spa break. This is particularly true for the under 40 age group, with more than a third of interviewees interested in working with a coach while on a wellness holiday in order to improve their mental wellbeing. In addition to mental wellbeing, they are also interested in other themes when planning a longer stay. The younger the guest, the higher the interest in stress management, detoxing, exercise, and yoga retreats. Guests have high expectations and are looking to improve their overall lifestyle and wellbeing when taking a spa break. Fifty-eight per cent of the under 40 age group would prefer wellness service offers included in the package price.
The disappearing face of beauty
With just over 10 per cent, only a fraction of all interviewees associate beauty treatments with a spa break. Whereas, ten years ago, around a third of guests interviewed booked a wellness holiday for the beauty treatments. However, beauty remains a solid column for wellness hotels, with beauty treatments making more than 25 per cent of spa revenue.
Nature instead of the sofa
Nature is becoming more important. Instead of just relaxing in the wellness area, many guests prefer getting off the sofa to spend time outdoors. More than one quarter of all guests questioned see outdoor excursions as part of wellness time. In addition to needing time for relaxation, there is also a demand for mindfulness.
In 2016, one in four interviewees mentioned an increased interest in natural beauty products and treatments. This trend is still growing, with natural, holistic therapies like Ayurveda, Thalassotherapy, and Kneipp treatments experiencing a comeback when taking a longer break. Nearly 40 per cent of all guests questioned would to learn more about traditional naturopathy.
Wellness with an instant impact
Guests want a natural, authentic and a holistic wellness hotel concept that they can experience through its cuisine, in the spa area as well as in the rooms. The under 40 age group have higher expectations than the 40+ group and are looking for a more tailored experience when on a spa break. Nearly 20 per cent of 39-year olds expect to notice an immediate improvement during their spa break.
Reasons for bookings: wellness, rooms, location, reviews
Potential wellness hotel guests make a decision based on: the wellness area, rooms, location and other guests’ reviews. Only 1.1 per cent of guests think the brand is important; whereas, almost one quarter of hoteliers believe branding is important on their website, and through their marketing campaigns. Another recommendation for the hoteliers is to pay more attention to the presentation of their rooms, as only 18.5 per cent make the presentation of their rooms a priority on their website.
WELLNESS-HOTELS & RESORTS (W-H-R) is a cooperation of fifty hotels located in Germany, Switzerland, Austria, Netherlands and Italy. It is the leading association for spa-experiences and since twelve years located on top of the german spa-hotel-industry. Meanwhile, next to the first pionieers, there are carefully selected, mostely owner-managed german spa-resorts and international partners in the four or five star-rated-segments. Independent TÜV-experts proof the spa-area of the hotels under the aspects of generosity, innovation and sustainability. A bulked catalogue of WELLNESS-HOTELS & RESORTS (in German) can be ordered at: www.wellnesshotels-resorts.de and +49.(0)211.679 69 69.
Weitere Informationen und Bildmaterial:
Wellness-Hotels & Resorts GmbH | Haroldstraße 14 | D-40213 Düsseldorf
Tel: +49 (0)211.679 69 60
Fax: +49 (0)211.679 69 68
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