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Asia: the Future of Global Wellness Tourism ASIA: the FUTURE of GLOBAL WELLNESS TOURISM

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Asia: the Future of Global Wellness Tourism ASIA: the FUTURE of GLOBAL WELLNESS TOURISM Asia: The Future of Global Wellness Tourism ASIA: THE FUTURE OF GLOBAL WELLNESS TOURISM According to the latest Global Wellness Institute (GWI) report, wellness tourism is one of the fastest-growing segments in the wellness economy today. Wellness trips now represent 6.5% of all tourism trips taken worldwide, growing a whopping 15.3% annually from 2015- 2017 to reach 830 million trips each year. In the midst of this explosive growth, Asia-Pacific now ranks second – at 258 million wellness trips annually -- just behind Europe. Wellness has become a dominant consumer value and lifestyle driver, and this is profoundly changing behaviour, choices and spending decisions. Asia-Pacific is also the the trip and for choosing 33% more while domestic fastest-growing wellness a destination. They will be wellness travellers spend tourism market: Wellness drawn to a destination resort about 120% more. trips jumped 33% in the for its detox programme or last two years (China, India, yoga retreat. The Secondary Malaysia, the Philippines, Wellness Travellers are Vietnam and Indonesia those who go on a trip for a Why Asia? all clocked 20+% annual purpose other than wellness, Why now? gains) and the market will but they’re interested in essentially double from maintaining wellness when The stats are overwhelming: 2017–2022: from US$137 they travel. For example, According to a World billion to US$252 billion. a business traveller who Asia’s Soft Power Tourism Organization deliberately choses a hotel In short, Asia is driving the (UNWTO) report, outbound that offers healthy food and Not only is Asia dominating global wellness tourism Asia-Pacific travellers now a good gym and will try to in inbound and outbound market. represent 37% of the world’s squeeze in a massage. These statistics, its “soft power” total with international two segments – primary and impact on the global travel spending doubling secondary – can be the same wellness stage cannot be in the last decade (APAC). person taking different types overstated. Asian traditions Add China to these figures: of trips at different times. and healing philosophies Outbound trips grew – from yoga, Ayurveda 20-fold since 2000; the It’s no surprise then that a to traditional Chinese Chinese are the world’s bulk of wellness tourism falls medicine’s concept of biggest travel spenders The “Wellness into the secondary wellness balance and energy – have (US$258 billion annually, Traveller” category. In fact, for every influenced virtually every well ahead of the US at single primary wellness trip aspect of the wellness US$135 billion); Chinese In its recent report, GWI’s taken in Asia, there are 13 industry for several decades travellers will represent 30% valuation of wellness tourism more secondary wellness today. Review any spa menu of the entire international takes into account two types trips. or retreat package in the travel market by 2030; and of wellness travellers: the Wellness travellers also world and you will inevitably China has been pegged to Primary and Secondary spend much more than find Asia’s influence. become the world’s No.1 Wellness Travellers. For the average tourist. In travel destination by 2030, the former group, wellness Asia-Pacific, international dethroning France. is the main purpose for wellness travellers spend Wellness Tourist Archetypes To understand this fast-growing market, we conducted over 50 one-on-one interviews with travellers, luxury tour operators, spa consultants, travel journalists, wellness destination resorts and hospitality brands who are based in Asia Pacific to arrive atthree main consumer archetypes who will be driving the future of wellness tourism in Asia. FEMALE TRAVELLERS They were going on juice fasts and yoga weekends in their ’20s, moved on to integrated health retreats and are now challenging themselves in solo travel. Women – travelling with other women or alone – are a force unto themselves and will become the most important market segment driving the wellness tourism boom worldwide. When it comes to wellness tourism, the future is indeed female. Although not exactly new, women-only vacations have soared in popularity in the last decade, with some tour companies reporting over 200% growth in the last few years alone. In Bali, many women-only retreats have popped up in recent years. In Nepal, special tours for women-only treks are on the rise. Women in China, Hong Kong, Singapore, Philippines, Korea and Japan are making girlfriend getaways a regular part of their lifestyles, where wellness activities are at the heart of the experience. What’s Driving This Female-Centric Boom? Wealth = Wellness Best Life Cycle The New Luxury It’s all about the Guru! Women’s spending power Investment When it comes to wellness, While state-of-the-art spas, is surging: From 2013- As a market segment, luxury has less to do with luxurious accommodations, 2023, the global incomes female travellers present the conventional trappings and breath-taking locations of women will grow from the highest customer of indulgence and more are all important to luxury US$13 trillion to US$18 lifetime value because to do with the ephemeral travellers, it comes down trillion in travel, and that they engage in wellness quality of an experience. to one undeniable fact: it’s US$5 trillion represents travel the longest. Because Women who’ll turn their the guru that matters the more than twice the women are more social by nose up at anything less most. Increasingly, wellness expected growth in GDP nature, women-only trips than 500 thread-count retreats are built around the from both China and often start in their early ‘20s sheets, suddenly won’t mind cult following of fitness and India. With the women’s and continue for the rest sleeping in yurts under the yoga celebrity instructors empowerment movement, of their lives. They travel to stars if it means a completely and life coaches. marriage and fertility rates escape, rekindle friendships, life-transforming experience. are declining in many of celebrate milestones, and Austerity is equated with Asia’s developed countries. reward themselves. authenticity. Instead, women are investing in their own personal and professional growth and wealth portfolio. Solo-ish Walk on the Wild Side Eat, Play, Create More women are putting Women are increasingly Yes, “experiences” matter What Women Want solo trips on their bucket walking (and talking) their but it’s “transformation” According to list. Solo, but in the company way to wellness. There’s that’s the holy grail. Women Compare Retreats’ of others. With safety an been a boom in women’s- who feel they’ve had to 2018 survey: overriding concern, female only walking clubs in defer self-care and personal Top destinations: solo travellers are finding Australia and tours like interests are now drawn Bali safe haven in healing Walk Japan as well as to retreats that promise Maldives resorts like Kamalaya in self-imposed hiking trail creative awakenings Thailand Koh Samui, where 65% of challenges. and self-improvement. Philippines guests are solo travellers, of Unleashing one’s creative Sri Lanka which 65% are female. All- $SS goddess – whether through Most Important retreat features: inclusive health resorts like Let’s face it, for many Asian photography, writing, art, Six Senses, Vana in northern women, the winning trifecta cooking – has become Yoga & Meditation classes 63% India, and Como Shambala for a girlfriend getaway is essential to well-being. in Bali, give solo guests the still shopping, sightseeing Many come away from these Detox programmes 50% best of all worlds – a mix of and spas, with “retail journeys so transformed Private nutrition solitude, social interaction therapy” as the primary that they abandon their consultation 43% and safety. driver for travelling. Hotels professions to pursue an Medical check-ups 31% alternative path in…well, and tour packages that make Sleep therapies 34% Body, Mind & Ovaries wellness. an extra effort-- whether in Personal trainer While yoga and detox are providing adjoining rooms, sessions 31% mainstays, new programs shopping sherpas and Cooking classes 34% like The Farm at San Benito’s exclusive access to special Adventure sports 35% “Female Revitalization” outlets or ‘therapists on is tackling hormonal demand’ – can expect a Cultural excursions 32% imbalance and cellular aging. loyal following. In terms of Women would Mental health is also on the destinations, Tokyo, Seoul rather travel with rise, according to a Compare and Bangkok’s popular female friends 33% Retreats survey that cited shopping havens have Solo 20% this as the most important become de rigueur for three- 45% women surveyed priority for women (see night/four-day getaways for go on a wellness retreat sidebar). women. once a year. AFFLUENT NEW AGERS Consider this: Hong Kong and Japan have the highest life expectancies according to the World Economic Forum. The United States didn’t even make it to the top 30. And according to Wealth-X, a global ultra-high network intelligence company, the fastest growth in wealth creation is in Asia, which posted an increase of ultra-wealth (defined as individuals with a net worth of US$30 million or more) of 27% in 2018 and is forecast to have the strongest growth by 2022. Hong Kong has also overtaken New York to become the world’s largest ultra-high net worth city. What does this mean? There’s never been a better time to grow old in Asia. With the combined factors of longer life expectancy and having the means to pursue wellness at a younger age, Asians who are approaching mid-life are recontextualising aging as aspirational. They’re not postponing living well after retirement, but are embracing a life-well-lived mindset in their ‘40s because they can afford it. These Affluent New Agers are younger and changing the notion of age from a chronological construct to biological and mental mindset – “65 is the new 45.” They want to achieve and maintain quality of not only life but lifestyle.
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