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Wellness tourism must be more regenerative, inclusive & innovative

Opinion
Jayasom-developing an integrative multigenerational health offering

By Lindsay Madden-Nadeau, senior director of wellness strategy at Red Sea Global

Lindsay Madden-Nadeau
Lindsay Madden-Nadeau

Within a relatively short period, wellness has emerged around the globe as a popular lifestyle trend, with growing consumer interest in exercise, healthy eating, self-care, mindfulness, holistic health and various other expressions of wellness. The pandemic helped to turbocharge this shift, prompting people to prioritize and think about their mental and physical health more deeply and in new ways.

One of the drivers behind the ongoing wellness trend is the escalating level of burnout globally. According to a recent survey by McKinsey Health, burnout affects around 20% of workers. Another 42% reported suffering from exhaustion.

Added to the pressure of modern life is the unprecedented availability of information about our health. The stream of real-time data from smartwatches and fitness apps is creating more awareness about the state of our health and how we might improve it, fueling interest in wellness solutions. Unsurprisingly, therefore, well-being remains an integral part of people’s lives even four years after the pandemic. 67% of people in a recent worldwide survey ranked it as a top priority.

This interest in wellness has proved a massive opportunity for tourism as people look for ways to recharge while travelling. Wellness is one of the fastest-growing travel sub-sectors, projected to reach US$8.5 trillion by 2027. Virtuoso says over one-fifth of global tourists travel for health and wellness-driven reasons. Our research revealed that 75% of luxury travelers want vacations that cater to their overall well-being and provide meaningful activities.

Gaps in the wellness tourism market

Despite this upward trend in wellness tourism, challenges loom on the horizon. The modern traveler is demanding more innovation and inclusivity. Concerns are intensifying over the travel industry’s overall impact on climate and the environment.

Demand from new groups of travelers for more personalized, tailored and immersive wellness experiences based on individual preferences is on the rise. In a world where stress and health concerns are more prevalent, the wellness tourism industry must, therefore, embrace innovative practices and technologies to stay relevant and attract a broader audience.

Jayasom Red Sea- wellness tourism developing an integrative multigenerational health offering

Multigenerational travel has also recently experienced a renaissance as travelers seek to spend more time with their loved ones. However, there is a significant gap in the market when it comes to providing activities for the whole family – irrespective of age and ability.

Generation Z and millennials are particularly demanding vacations that blend comfort, luxury, and wellness with strong commitments to sustainability. And they’re willing to pay more for them. The environment plays a crucial role in wellness because it directly impacts people’s physical, mental, and emotional well-being, enhancing the quality of their experiences. The broader global interest in sustainable and conscious tourism highlights that the wellness industry worldwide must keep pace with the demands from these new generations of travelers.

As a wellness tourism provider, RSG has sought to entice audiences of all ages. For example, one of our partners at Red Sea Global‘s Amaala destination—wellness resort operator Jayasom—is developing an integrative multigenerational health offering with an adults-only zone that has a peaceful environment and a family section designed to foster meaningful connections and authentic experiences.

Innovative solutions

The wellness tourism industry must respond to the demand for customization by embracing the latest innovations and state-of-the-art technologies – which are growing rapidly.

The Surrene Spa by the Maybourne Group has brought together scientific research with timeless spa traditions to create a unique wellness experience for its members. What sets it apart from other spas is the presence of a scientific advisory board that oversees treatments. This means members are treated with evidence-based methodologies and diagnostics backed by neuroscience. For example, wet zone treatment rooms, a medical grade 2.0 hyperbaric oxygen chamber, and LED light therapy.

The International Art and Mind Experience (IAM), curated by Johns Hopkins University, is another example of the science underpinning other mediums to promote wellness. IAM works to understand how the arts can aid people in their wellness journey and provide vital research in the field of neuroaesthetics.

IAM’s research has found that participating in social activities like museums and music can improve mental well-being. This is also known as social prescribing. It can reduce anxiety and depression, strengthen social connections, and improve quality of life.  

Recovery is another way the wellness industry turns to innovative solutions to appeal to a growing demand. Previously, recovery services were primarily used by athletes. Still, they are now becoming more mainstream, with health and wellness clubs such as TotalFusion in Australia making them a core part of their offerings. TotalFusion offers innovative treatments like hyperbaric oxygen therapy. This supports faster recovery, enhances the body’s ability to fight off infections, and accelerates healing.

A call for regeneration, inclusive and innovative transformation in the wellness tourism industry

Along with embracing innovative solutions, the industry must also respond to demands for eco-friendly practices, going beyond sustainability to embrace regeneration and include guests in the efforts.

One example from our destination is offering hands-on opportunities for guests to contribute to the local environment’s well-being, such as planting mangroves and coral farming at Corallium, our own marine life institute. This adds to the basics that luxury wellness travelers expect, such as eco-friendly architecture, renewable energy sources, and conservation efforts, making sure that holistic wellness remains central to every aspect of development.

Corallium- Red Sea
Corallium

The economic benefits of such innovations are clear. For example, in Saudi Arabia, where my company, Red Sea Global, is based, tourism is helping to create a thriving nation and a vibrant society by creating new sectors that diversify the economy and contribute to Vision 2030 and the ‘Quality of Life’ program. This, in turn, improves the well-being and happiness of its citizens through culture, entertainment, sports and tourism.

The Saudi Arabian tourism sector exceeded its 100 million tourist target in 2023. It has created new job opportunities, contributed to the GDP, and enhanced local communities.

Wellness tourism provides a gateway to recharge, break from routine, bring people together, and share passions. It is a huge opportunity for travelers and the travel industry alike. However, to continue to thrive, the industry must be ready to respond to changing consumer expectations and attract more travelers by ensuring it remains sustainable, inclusive and innovative.

Lindsay Madden-Nadeau will speak at greenloop, blooloop’s online sustainability conference, on 30th April 2024. She will discuss trends in wellness and sustainability. Find out more about her session here.

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Red Sea Lindsay Madden-Nadeau

Lindsay Madden-Nadeau

Lindsay Madden-Nadeau is the senior director of wellness strategy at Red Sea Global (RSG) in Saudi Arabia, where she leads the wellness strategy for The Red Sea and Amaala, two regenerative tourism destinations that aim to set new standards in sustainable development and put Saudi Arabia on the global tourism map. Madden Nadeau is responsible for actively steering the Wellness Strategy for RSG. She has over 20 years of experience in the hospitality industry, working across the globe for prestigious hospitality leader

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