Asia: The Future of Global Wellness Tourism - ILTM.com
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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
(UNWTO) report, outbound In short, Asia is driving the Not only is Asia dominating
that offers healthy food and
Asia-Pacific travellers now global wellness tourism in inbound and outbound
a good gym and will try to
represent 37% of the world’s market. statistics, its “soft power”
squeeze in a massage. These
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
category. In fact, for every influenced virtually every
(US$258 billion annually, Traveller” single primary wellness trip aspect of the wellness
well ahead of the US at
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 at three 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 Women’s spending power Investment When it comes to wellness, Guru! is surging: From 2013- As a market segment, luxury has less to do with While state-of-the-art spas, 2023, the global incomes female travellers present the conventional trappings luxurious accommodations, of women will grow from the highest customer of indulgence and more and breath-taking locations US$13 trillion to US$18 lifetime value because to do with the ephemeral are all important to luxury trillion in travel, and that they engage in wellness quality of an experience. travellers, it comes down US$5 trillion represents travel the longest. Because Women who’ll turn their to one undeniable fact: it’s more than twice the women are more social by nose up at anything less the guru that matters the expected growth in GDP nature, women-only trips than 500 thread-count most. Increasingly, wellness from both China and often start in their early ‘20s sheets, suddenly won’t mind retreats are built around the India. With the women’s and continue for the rest sleeping in yurts under the cult following of fitness and empowerment movement, of their lives. They travel to stars if it means a completely yoga celebrity instructors marriage and fertility rates escape, rekindle friendships, life-transforming experience. and life coaches. 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
inclusive health resorts like photography, writing, art, features:
Let’s face it, for many Asian
Six Senses, Vana in northern women, the winning trifecta cooking – has become Yoga & Meditation
India, and Como Shambala for a girlfriend getaway is essential to well-being. classes 63%
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%
and tour packages that make alternative path in…well, Sleep therapies 34%
Body, Mind & Ovaries an extra effort-- whether in wellness.
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.
Who are these agree that this segment activity such as hiking and
is now more adventurous trekking. So much so that
Affluent New in location choices and Scott Dunn have designed a
Agers? towards self-care activities. number of ‘Gourmet Hiking”
At Lightfoot Travel, Affluent tours to destinations such
Another area of enormous
Based on our interviews, New Agers are spending as Slovenia, the Spanish
potential is the LGBTQ+
they are Instagram or upwards of US$200,000 Pyrenees, Provence and the segment of Affluent New
Wechat (if they are Chinese) per trip and there’s been an Kumano Kodo Trail in Japan. Agers. Acceptance for
addicts, pursue wellness increase year on year of 20% LGBTQ+ travellers have
“We see a lot of enquiries been growing in Asia with
for self-care and improving
health and are travel experts. They live very where the emphasis of
‘adventure’ is on the
recent changes in legislation
in India, Australia, Thailand
They live very differently and Taiwan. Hong Kong
from previous generations differently destination itself, such as
Central Asia, Bhutan or
is also hosting the 2022
Gay Games for the first
and consider ‘middle age’ as
the prime of their lives. It is
from previous Israel,” says Theng Hwee time. According to a 2018
report by LGBT Capital,
Chang, CEO of Scott Dunn
the period when they have
the resources and time to
generations Asia, where 70% of their
the estimated LGBTQ+
purchasing power per annum
Asian market comprises
and consider
for Asia is US$1.3 trillion.
take on new adventures and silver set travellers. And Affluent New Agers are
explore the world. They are less likely to have children
willing to spend on travel ‘middle age’ and would have a higher
disposable income to pursue
and wellness with the goal
of indulging in bucket-list as the prime luxury travel. The tourism
market is taking note with
activities while they can.
That is not to say that they
of their lives. the UNWTO commissioning
a global report on LGBTQ+
Tourism. The Tourism
are not value conscious. in these bucket list activities. Authority of Thailand also
When pursuing luxury A typical itinerary? Hop on launch #GoThaiBeFree in
travel, these Affluent New Jan 2019 to target these
a helicopter and fly around travellers. Why? Tourism
Agers are more demanding Everest before enjoying revenue from the LGBTQ+
in ensuring they get the breakfast at 14,000 ft. Walk community contributes
very best for their money, up an appetite by hiking 1.15% to Thailand’s economy,
from accommodations to the highest in the countries
to see gorillas in Rwanda. or regions surveyed by LGBT
exclusivity of experiences. Affluent New Agers’ idea Capital, followed closely by
We spoke to several luxury of wellness isn’t just spa Hong Kong at 1.11%.
tour operators and they treatments but physicalOn the flip side of
lengthening lifespans:
Affluent New Agers have
B
also become one of the key
A
drivers of medical tourism H
C
D
and Asian countries are also F A D
G
top destinations (see map). E
B G
C
They are going overseas for H
medical treatments from J E
F
health check-ups, dental
work to cosmetic surgery.
The reasons are multi-
fold; receiving premium
medical expertise at a
lower cost; convenience of
avoiding waitlists as well
as geographic proximity
to these countries. This I
aligns with the latest data
from Market Data Forecast
that stated the Asia-Pacific
Medical Tourism Market Top “Bucket List” Destinations* Medical Tourism Hotspots and
was worth US$7.79 billion Popular Treatments*
A. Uzbekistan
in 2018 and estimated to be B. Kazakhstan A. China E. Malaysia
growing at a CAGR of 22.4%, C. Turkmenistan Acupuncture, Cupping, Tuina End-to-End Solutions and
to reach US$19.87 billion by D. Kyrgyzstan Massage, and Herbal Medicine Fertility
E. Egypt B. Hong Kong F. Singapore
2023. Fertility Oncology, Neurology,
F. Israel
G. Jordan C. India Cardiology, and Stem Cell
H. Camino de Santiago Cardiac, Transplants, Therapy
I. Antarctica Orthopaedics, Cosmetic, and G. Taiwan
J. Africa Cancer Cardiac and Orthopedic
*Sources: Luxury tour operators, interview responses D. Korea H. Thailand
Cosmetic End-to-End Solutions
*Sources: International Medical Travel Journal, interview
responses, Medical Tourism MagazineCHINESE MILLENNIAL conscious behaviours that were once associated with the
older generations are now embraced by millennials.
MILLIONAIRES The growing importance of health in the lives of Chinese
millennials is reflected in wellness tourism. To them, wellness
It is difficult to overstate the sheer force of this market has taken a broader and deeper meaning that goes beyond
segment given that China’s outbound travel market is physical fitness and pampering spa treatments. Mental
expected to swell to over 400 million by 2030. As the middle health is a high priority, so is intellectual and social wellness,
class grows and incomes rise, producing more millionaires which are expressed through challenging oneself, developing
and billionaires at an exponential rate, so too does their self-confidence and empathy or making positive changes to
appetite for travel and wellness experiences. This market is become a “better me”.
an important one for everyone in tourism. To practitioners Through our research and in-depth interviews with millennial
in luxury travel, the most prized catch are the millennial millionaires in China, we have identified five aspirations
millionaires. among China’s young and affluent class, as well as insights in
Chinese millennials are generally stereotyped as “Buddhist their ideal of wellness travel –
minded” (佛系fo xi) for their laissez-faire approach to life
and obsession with health and wellness. Yet they are also
known for their “punk wellness” (朋克养生peng ke yang
sheng) practices, remedying the effects of their health-
compromising lifestyle with (mostly skin-deep) body-
nourishing rituals. This is seen when they add cancer-fighting
goji berries to beer or having reflexology after partying all
night. Their efforts to stay healthy while leading an unhealthy
lifestyle is a reflection of this generation’s live-for-the-
moment, yet pragmatic, attitude and it also underscores
the fact that wellness is the new status symbol among the
400-million-strong Chinese millennials.
A recent survey by China Youth Daily showed that 80% of the
1,800 millennials interviewed from first to fourth-tier cities
place personal health in high priority, while London-based
lifestyle concierge service Quintessentially has also seen an
unprecedented interest amongst their Chinese members
in striking a balance between wellness and health. Health-1 2 3
Aspiration - Fulfilment, a Aspiration - Escape, Aspiration - Find meaning
sense of achievement, self- moment of peace, and purpose in life,
improvement restoration transformation
Pursuits - Adventure, Pursuits - Weekend Pursuits - Retreats for
sports, educational anti-stress getaways for spiritual pursuit and self-
courses rest and relaxation, all- realisation
inclusive resort experience With soaring national pride,
Wellness travel means stepping
in a hidden location more affluent millennials now
out of a comfort zone and
pushing boundaries. It is With increasing life stresses, take a keen interest in returning
perceived as a life-enriching urban pollution, information to their roots, prompting a
experience. They seek out overload, and changing growing demand for traditional
destinations not for the types of perceptions on relationship and arts, cultural practices and
experiences they can gain, but marriage, the younger Chinese philosophy in a bid to relieve
for new knowledge or skills they population seek isolation to stress and achieve emotional
can learn, new challenges they unplug and detox. They are wellness. Temple getaways have
can take on. This means holidays always ready to go on mini been attracting an increasing
in which they can explore new vacations that are convenient number of pilgrims, who seek a
cultures, engage in adventure to plan in a secluded resort, as short stay to cleanse their mind,
sports, such as rock climbing frequent as every two months. body and soul by consuming
and skydiving, immerse in the Ultimate luxury is time spent vegetarian food, performing
wonders of wildlife, and sign up in solitude and the joy of doing meditation, practicing the
for a healthy cooking class or things for themselves. However, ancient art of calligraphy (a
mindful living workshop. since social media-addicted form of meditation in Buddhist
users have difficulty removing culture) and engaging in
themselves from their mobile philosophical exchanges with
devices, digital detoxes are not spiritual gurus.
high on their list. Hassle-free,
all-inclusive packages that
cover accommodation, meals,
activities and treatments are
preferred. Environmentally-
friendly resorts with dual
emphasis on sustainability and
wellness are also a big draw.4 5 Aspiration - Making the Aspiration - Discovery and most out of life and time authenticity Pursuits - Action-packed Pursuits - Off-the-beaten- itineraries with variety and track destinations, local diversity immersions It is no secret that high-end Keen to detach from the daily Chinese travellers never take grind of living in crowded, single-purpose trips. The same polluted and stressful cities, the applies to wellness travel. A Chinese millennial millionaires full, action-packed itinerary are going to places they have with a variety of activities never been. Although they love requiring different energy the Maldives and Bali, the lesser- levels is appealing. Instead of a known islands in the Philippines, purist approach, it is sometimes Sri Lanka and small, mountain done in the classic “wellness villages in Japan are capturing punk” style – a yoga retreat their hearts. Since they want itinerary that also includes to be the insiders and know outdoor adventure, sight- the best local addresses, social seeing, shopping, fine dining media recommendations from and a beach party. Why? It friends and digital media play is important for them to be an important role in helping perceived as “interesting” rather them curate personalised and than wealthy and prosperous. authentic experiences. They are on a constant quest for new ideas and inspiration.
This report is a result of over 50 one-on-one interviews conducted with seasoned luxury travellers, tour operators, spa consultants, travel journalists, wellness destination resorts and hospitality brands. We’d like to thank 500 Million Stars, Compare Retreats, Flight Centre, Global Wellness Institute, Gwinganna Lifestyle Retreat, Kamalaya, Lightfoot Travel, Mandarin Oriental Hotel Group, Pure Converts, Scott Dunn Asia, Six Senses Hotels Resorts, SPS Travel, The Farm at San Benito, World Travellers and Ye Travel.
About ILTM ILTM is a global collection of invitation-only events that bring together leading international buyers to meet and discover the most luxurious travel experiences. Each event introduces an unrivalled selection of luxury travel brands to ILTM’s extensive network of hand-picked luxury travel advisors, through bespoke appointment programmes and networking sessions. Alongside the global flagship events in Cannes and Asia Pacific, ILTM has four core local events; ILTM Arabia, ILTM China, ILTM Latin America and ILTM North America, as well as one specialist event; ILTM Africa. www.iltm.com About CatchOn – A Finn Partners Company Since 2001, CatchOn has distinguished itself for its expertise in brand development, marketing communications and PR. Our team of specialists work collaboratively with wellness, travel and hospitality clients to accelerate growth, encourage innovation and create compelling stories and customer experiences. With offices in Hong Kong and Shanghai, we’ve helped numerous international brands with their market entry strategies into China and the Asia region. In 2019, we joined Finn Partners, one of the world’s fastest growing independent marketing and communications firms, to form one of the world’s most formidable global travel practices. www.catchonco.com
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