Consumer studies around the world agree that wellness matters now more than ever. The pandemic has ramped up the need for wellness and medical tourism, leading to a surge in regional medical-wellness resorts
Wellness tourism expenditures spiked to $720.4 billion in 2019, and then declined to $435.7 billion in 2020, as a result of the pandemic, according to recent figures released by Global Wellness Institute (GWI). However, experts from the wellness, fitness and medical tourism industry believe there is reason to be optimistic with a wellness overhaul on the cards.
The pandemic has highlighted the importance of lifestyle and chronic disease prevention, increasing demand for “immune boosting,” lifestyle medicine, and integrative approaches. The pandemic has accelerated the incorporation of medical-type offerings by more spas and wellness businesses that hope to capture new markets, says a GWI report.Target markets include consumers who have a newfound urgency to address chronic disease, boost immunity, and adopt strategies for a drastic lifestyle change; patients recovering from Covid-19 or who are afflicted with long Covid-19; and people seeking healing from the emotional and mental trauma of Covid-19. Immunotherapy, IV drips, gut microbiome, sleep analysis, oxygen therapy, and the like are increasingly showing up on the menus of all types of spas. At the same time, some medical centres and hospitals are beginning to incorporate wellness as part of post-surgery recovery and rehabilitation.
We speak to hospitality consulting Genovic Boutiques for a deep dive into the region’s health and fitness barometer.
Shady Ghoneem, Managing Partner, Genovic Boutiques, tells TTN in an exclusive chat, “Before the pandemic, there was a specific niche - ultra high net worth individuals - who would travel from the region to medical wellness resorts, sanatoriums and destinations spas, primarily in Europe.
“If you go back five years, a fitness facility on a hotel property was really just a box ticking exercise. We have come a really long way but it’s still early stages”
– Glen Stollery
“A few years ago, it would be a challenge to explain the concept of a medical-wellness resort to the average end consumer but it’s quite different now.
“The opening of Zoya Health & Wellbeing Resort in Ajman and Zulal Wellness Resort by Chiva-Som in Qatar as well as the entry of the SHA Wellness Clinic brand in Al Jurf next year will be a game changer for the wellness-medical travel sector. Not only do these facilities become more accessible in terms of geographical affinity but they also come at a more affordable price point,” says Ghoneem.
Genovic Boutiques is a select representation company that was born during the pandemic. In the last 1.5 years, they have been very selective of the hotels they represent in the region and have thus ended up with some very unique products such as the Zoya Health & Wellbeing Resort in Ajman. “What makes the Zoya experience so exclusive is its holistic approach; it offers an all-in-one health and wellness experience, meaning that it focuses on every element of one’s physical, mental and emotional well-being. Each visit is considered a journey to becoming the best possible version of yourself – to start, guests will have a consultation with either a doctor or wellness practitioner, and then be taken through a tailor-made treatment and nutrition plan.”
Treatments at Zoya Health & Wellbeing Resort range from a cleansing detox plan, which can aid with weight management to highly sought-after immune support. Other personalised programmes could also include everything from oxygen therapy and yoga at their state-of-the-art medical gym to anti-ageing plans. Treatment packages are also available and stays can range from two nights up to three weeks.
“A few years ago, it would be a challenge to explain the concept of a medical-wellness resort to the average end consumer but it’s quite different now”
– Shady Ghoneem
“Aside from being a fully integrated health haven, Zoya offers luxurious spa treatments that are a vital element of the rejuvenation journey. These treatments include everything from indulgent massages to innovative aesthetic and anti-ageing solutions,” says Ghoneem.
In the regions where travel and Covid-19 restrictions have already been relaxed, there is a strong resurgence in demand across all of these sectors, as well as indications that guests are willing to stay longer, spend more than before, and try out new wellness modalities.
The pandemic experience is likely to accelerate the evolution of primary and secondary wellness tourism, GWI predicts. Primary wellness travel refers to trips in which the trip itself, the destination, and the activities are primarily motivated by wellness. Secondary wellness travel refers to trips where wellness is not the primary motivation for the trip, but where wellness affects some choices and activities because the traveller would like to maintain good health and/or their wellness lifestyle during the trip.
After the pandemic, more consumers will be health-conscious and bring wellness priorities into travel, thereby increasing the portion of secondary wellness trips as a share of all tourism. A rising trend of people taking wellness sabbaticals or workcations is also likely to boost the portion of wellness travellers.
In the future, wellness travellers will focus even more on wellness-driven choices, activities, and exploration, such as hotels and accommodations that offer the promise of good sleep, soundproofing, circadian lighting, and air filtration; fitness and physical activities; healthy foods; mind-body and mental wellness modalities; less mainstream experiences like salt caves, cryotherapy, sound healing, or IV drips; connection with nature and green space.
Global fitness company Les Mills visited Dubai last month to launch the results of The Les Mills 2021 Global Fitness Survey features insights from 12,157 consumers across 14 countries. “We're working with a number of hotel operators all over the world but we have a global partnership with Accor,” Glen Stollery, CEO, Les Mills International – India, Middle East and Africa, tells TTN. “Pullman has prioritised wellness, they are incorporating live classes in their studios, building studios throughout the Accor network. There are some developments in room club and room fitness as well, where you can tune on your television and do an exercise class. Some hoteliers are investing in fitness equipment within wellness rooms. With Hilton's Five Feet to Fitness and Accor’s Pull brand, you can now check into the hotel when you're offered a Les Mills subscription to use in your room.
“If you go back five years, a fitness facility on a hotel property was really just a box ticking exercise. We have come a really long way since then but it’s still early stages. We are seeing an increase in adopting wellness, and we're going to see some massive changes over the next two to five years".