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8 Wellness Tourism Marketing

Learning Objectives

This chapter is provides introduction to marketing, sales and distribution channels, and advertising and publicity in wellness tourism industry.

At the conclusion of this chapter students will be able to:

The marketing of wellness tourism services begins with identifying and engaging the target audience as well as defining this core demographic (Wellness Tourism Association & SEO Travel, 2021). Market research and consumer data can help pinpoint the target market as well as reveal associated characteristics such as needs, interests, preferences, and buying behaviors. These insights form the foundation of an effective marketing strategy, guiding product development, identifying optimal sales channels, and crafting a compelling brand identity (Wellness Tourism Association & SEO Travel, 2021).

Data sources may include (Wellness Tourism Association & SEO Travel, 2021):

  • Online metrics (e.g. website traffic, social media engagement and conversion rates)
  • Market research (e.g. analyzing booking data, reviewing international tourism reports and travel trends)
  • Guest feedback (e.g. customer surveys and reviews)

Sales and distribution channels refer to the various platforms or intermediaries, such as company websites, online booking sites, travel agents, tour operators, through which tourism products and services are marketed and sold.

Advertising entails delivering tailored messages to the target audience, while publicity refers to public attention or exposure through media, which today typically occurs through online platforms. Both serve to boost visibility, generate interest, strengthen brand identity, and ultimately drive sales.

We will consider these in turn, below.

Sales and Distribution

Sales in a wellness tourism context refers to the reservations and final transactions (i.e. payment) that make up the booking of wellness-related services.  Distribution channels are those platforms, businesses, or organizations that make products and services available to customers for purchase (Shoemaker & Shaw, 2008).  An effective distribution system is thus key to increasing the visibility and accessibility of wellness services and products, and ultimately driving sales (Kop, 2024). In wellness tourism, common forms of distribution include direct booking, travel agents, tour operators, and specialized third-party booking sites (Kotler et al., 2021).

Direct booking

Direct bookings are reservations made directly with a company, either through its website (see below), by email, or by telephone. This method is the most widely available booking option, covering the spectrum of wellness resort offerings, from high-end properties such as the Miraval Group, which operates luxury wellness resorts across the United States, to budget-friendly, privately owned resorts like The Sanctuary, located on a remote island in southern Thailand.

Websites

The website of a wellness service provider or resort functions as an electronic brochure, promoting amenities, services, and accommodations (Shoemaker & Shaw, 2008). Since most travelers begin their planning process online, a strong web presence is essential for attracting potential customers.

Overall, more than 50% of trackable website traffic is estimated to come from organic searches (WTA and SEO, 2022), and wellness tourists often discover resorts and service offerings through search engines (Pongwat et al., 2024). Thus, in order to increase visibility, search engine optimization (SEO) and online collaborations are essential. SEO refers to the use of keywords and phrases that popular search engines use to generate results, and integrating these terms throughout a website’s content can increase traffic and improve the site’s ranking in search engine algorithms. Sites such as Google Analytics provide wellness destinations with real-time metrics on how their websites are performing, while social listening and social intelligence tools offer insights into consumer trends and online behaviors (WTA, 2022).

To ensure a website is effective, overall usability is crucial, as the website serves as a highly visible extension of the company and reflects the overall competence and quality of the wellness provider. Usability refers to the quality of language, graphics, and information architecture (i.e., the structure, organization, and layout of content). These elements should enable users to easily navigate the site and locate information such as product descriptions, service offerings, and pricing efficiently.

The visibility and strategic placement of reservation portals also play a critical role in converting prospective customers by guiding them through call-to-action buttons, from browsing to booking (Shoemaker & Shaw, 2008). Additional information, such as details of services and accommodations, payment schedules, cancellation policies, promotional banners, and customer reviews, should also be included directly on the website (Pongwat et al., 2024). Content should include vivid imagery, high-quality visuals, and virtual reality previews, and it should reflect the tone, style, quality, and ambiance of the resort while highlighting the value-added benefits of its service offerings (WellnessTourism.com).

Other SEO measures include link building to related websites and on-page optimization (Wellness Tourism and SEO, 2022). Websites may be linked with DMO or industry relevant websites, or conversely link to nearby attractions and other informational resources, as well as feature third-party content such as news articles, reviews, and media coverage (Pongwat et al., 2024).

Content marketing, which refers to information-rich content or blogs that answer questions relevant to popular search queries, can likewise increase traffic as well as the amount of time users spend on a wellness destination’s website. Blogs written by wellness resort staff, for example, may provide content that is educational, useful or entertaining can help generate awareness and build brand credibility. Storytelling that elicits an emotional response is also key to capturing and holding the attention of wellness tourists and potential customers (Wellness Tourism Association & SEO Travel, 2021).

Hotel reservation systems

Central reservation systems (CRS) and channel managers help wellness resorts and hotels streamline their booking processes through efficient inventory and rate management (Hollander, 2024). A CRS is a centralized platform that manages all bookings, availability, and pricing. By integrating with property management software, Global Distribution Systems (GDS) (see below), online travel agencies (OTAs) (see below), and call centers, a CRS optimizes revenue by distributing inventory through multiple sales channels, thereby enhancing visibility in global markets, while at the same time ensuring room availability is synchronized among channels to prevent overbookings. A CRS likewise ensures pricing is synchronized across platforms while also facilitating dynamic pricing, which entails adjusting inventory prices relative to fluctuating demand.

A channel manager, on the other hand, acts as a software intermediary that connects the hotel’s CRS or property management system to external booking platforms, such as GDS and OTAs. It primary function is to automate real-time updates for room availability, pricing changes, and new reservations, streamlining the booking process. Thus, while the CRS controls reservation management across channels, the Channel Manager specializes in updating and distributing information to those external platforms in real time.

Travel Agents

Travel agents are third-party intermediaries between customers and service providers. While travel agents are not involved in providing travel services themselves, they serve an important function as travel retailers; that is, they facilitate distribution of travel inventory, promote particular services or providers, and make bookings on behalf of customers.

Travel agents generate revenue by charging service providers (such as hotels, airlines, car rental agencies, or retreat operators) a commission or fee for each booking. Commission fees charged by OTAs, for example, range anywhere from 5% to 25%, with rates negotiated on a brand by brand, or property by property basis (Hollander, 2023).

We will consider the three different types or categories of travel agents and agencies, namely online travel agents, traditional travel agents, and specialized travel agents, below.

Online Travel Agents

Online travel agents (OTAs) are third-party booking sites that function as travel service aggregators, in other words they bring together numerous service providers on a single platform. Today, OTAs constitute the travel industry’s largest source of global bookings, handling millions of reservations each year; they are also trending upwards as the preferred booking method for younger cohorts, at 38% amongst 18-34 year old’s compared to 34% for 35-54 year old’s, and 22% for those aged 55+ (Hollander, 2023).

OTAs offer a number of benefits to both customers and service providers.  For customers, OTAs offer 24 hour automated access to a vast inventory of travel service providers (Hollander, 2023). They combine ease of use with the ability to search, price compare, and book travel services as well as view customer generated reviews in a one-stop-shop experience (Hollander, 2023).  Other essential benefits include data privacy and security in the form of encrypted payment portals and brand recognition (Hollander, 2023). Expedia Group, for example, is one of the largest OTAs in the world and is the parent company of several global well-recognized travel brands such as Expedia.com, Trivago.com, Travelocity.com, Vrbo.com, Carrentals.com and Hotel.com (Hollander, 2023).

For service providers benefits include increased visibility and access to a global customer base, helping providers attract and secure bookings without the need for extensive marketing, payment processing infrastructure, or other distribution efforts.

For the wellness industry, OTAs such as Expedia.com likewise provide access to wellness retreats, spa resorts, and health-focused travel packages for tourists, however, they are not typically designed to cater to niche forms of travel. Rather, with little flexibility to customize searches, OTAs generate a high volume of standard tourism offerings based on inputs for specific destinations and travel dates. With no way to filter search results around wellness offerings, they may not be the best choice for wellness travelers.  An exception is TripAdvisor.com, a platform that functions as an OTA but is organized around user generated reviews, rankings and ratings, and includes the option of entering travel prompts (e.g. wellness resort) along with destinations and travel dates in their search engine.

Traditional Travel Agents

Traditional agents are travel professionals, either employed by a travel agency or working independently, who make bookings and facilitate travel arrangements on behalf of individuals or groups. Originally brick-and-mortar, travel agencies are now typically online or in some, more limited cases, both (e.g.  Liberty Travel).

Travel agents offer a broad spectrum of services, from simple travel arrangements to complex, multi-destination itineraries. They also cater to a wide range of customers, from solo adventurers seeking affordable, off-the-beaten-path escapes to corporate clients. The value they add includes convenience and travel expertise in the form of in-depth knowledge and advice on destinations and booking options. Travel agents may also offer personalized assistance through negotiating rates or customizing itineraries around travelers’ needs and preferences, as well as support throughout the travel experience.  For example, they may offer travel insurance and visa assistance before departure, facilitate re-booking of cancelled flights while in transit, or handle guest complaints regarding the services provided, post vacation.

Like OTAs, travel agents are paid on commission by service providers but they may also levy a service fee on a client for more complex itineraries (Juergen, 2020).  For example, a client fee may be levied for extensive planning, consultation, or arranging exclusive and customized travel experiences or organizing group travel, as well as extensive changes or cancellations to an existing itinerary.

For wellness service offerings, traditional travel agents may make bookings and in some cases highlight wellness tourism inventory on their websites. Audley Travel, for example, promotes wellness resorts in  Greece, India, and Botswana, on their website. Other agencies such as Fora Travel, include wellness travel as a menu option, along with a list of their agents who specialize in this type of travel.

Specialized Travel Agents

A specialized travel agent is a travel professional who caters to a particular target market or offers expert knowledge and tailored services in niche forms of travel. Specialized travel agents may focus on group travel (e.g., student or corporate travel), destination-specific trips (e.g., Europe), market segments (e.g., luxury travel), or types of travel (e.g., wellness). Specialization has become fairly common, as many travel agencies turned to niche markets to differentiate their services from OTAs after the latter came to dominate the mass travel market.

Specialized travel agents and agencies may leverage in-depth knowledge of particular types of travel and destinations, to create hassle-free travel plans while ensuring each trip aligns with their clients’ needs and preferences. For example, they might visit each destination they market first-hand to assess the quality of accommodations and services and gather up-to-date information. They may also provide valuable insights, insider access, or exclusive deals to curate unique itineraries and experiences that may be difficult to arrange independently.

A considerable number of travel agencies now specialize in wellness vacations, resorts and retreats. For example,  Wellness Traveler, Wellness Plus Travel, Wellbeing Escapes,  Pure and Cure and The Wellness Travel Expert all offer curated wellness vacations and exclusive promotions at handpicked, high-quality destinations from around the globe. Sites such as Vacayou also highlight specialized retreats such as detox, fitness, weight loss, and meditation, on their website.

Individual wellness resorts may engage with specialized travel agents in a number of ways. A resort may host familiarization (fam) trips giving travel agents an opportunity to experience the resort firsthand, thus enabling them to better understand and promote the service offerings to their clients. Wellness resorts can also keep agents informed of new programs, seasonal offering, and updates through newsletters or direct outreach, thereby fostering a strong, ongoing partnership. Wellness resort staff may also attend travel trade shows and wellness tourism conferences to network with agents, showcase offerings, and stay informed about industry trends.

Global Distribution Systems

Global Distribution Systems (GDSs) are business-to-business software platforms that provide real-time access to inventory, pricing, and booking availability from airlines, hotels, car rental companies, cruise lines, rail operators, and tour companies. Giant databases like Sabre, Amadeus, and Travelport serve as backend portals that centralize travel-related information and facilitate seamless transactions, enabling customer-facing OTAs, meta-search engines (e.g., Kayak and Skyscanner), and corporate travel management platforms to offer a wide range of travel options to their clients .

OTAs and travel agencies, however, pay substantial subscription fees to access GDS inventory. The decision to utilize a GDS thus depends on factors such as the company’s business model, target market, types of services provided, and the desire for direct supplier relationships. While many OTAs and travel agencies, especially larger ones like corporate travel agencies, benefit from access to a vast, global inventory of travel services and products, others may choose to establish direct connections with service providers or employ alternative methods. For instance, niche or smaller OTAs, such as Agoda, bypass GDS integration due to associated costs or to maintain more direct relationships with suppliers.

On the supplier side, GDSs act as intermediaries, offering an effective and efficient means by which service providers can distribute their tourism products and services via OTAs and booking sites. Some GDS platforms provide additional services such as marketing, analytics, and consulting. However, service providers also pay subscription fees, as well as commissions or transaction fees for each booking made via a GDS platform. Consequently, GDSs may not be a viable option for suppliers, particularly smaller companies like privately owned wellness resorts. Alternatively, wellness tourism service providers, especially smaller-scale or individually owned and operated resorts, may prefer to engage directly with specialized travel agents and customers to avoid the need for integrating specialized software and to circumvent the subscription and booking fees charged by GDS platforms.

Tour Operators

A tour operator is a company that designs, plans, and arranges travel experiences or packaged tours (see below) that are marketed directly to customers or through travel agents and booking sites. TourRadar, for example, is an online platform where travelers can brows a wide selection of multi-day organized trips offered worldwide, including wellness travel packages.

A key distinction between tour operators and travel agents is that tour operators are also the principal providers of a travel service, meaning they are responsible for executing the tours themselves rather than reselling services from a third-party supplier, on to clients (AITO, 2023). Larger, more established tour operators may own their own inventory (such as tour buses, hostels, or even airplanes), but many subcontract with other service providers (e.g., accommodations, transportation, and local tour guides) when compiling itineraries.

Tour operators appeal to a wide range of travelers from solo travelers, couples, families, to large groups as they offer hassle-free vacations at a comprehensive price. To attract customers, tour operators research market trends and design detailed, multi-day itineraries built around specific interest areas in suitable destinations, such as adventure tours in wilderness areas, cultural tours in historic European cities, or wellness tours in natural settings (Plantrip, n.d.).

Packaged tours

A packaged tour is a pre-arranged, multi-day vacation with designated start and end dates, combining travel, accommodations, and activities in a single offering that is marketed at a comprehensive price (Plantrip, n.d.).

Packaged tours cater to different budgets, travel styles and interests. All-Inclusive tours, for example, cover all major expenses including transportation, accommodation, and meals while customized tours allow travelers to tailor aspects of the itinerary, such as the level of accommodations (luxury, mid-range, or budget) or scope of activities, to their preferences and budget (Plantrip, n.d.).  Individual components and cost will also vary based on the duration (typically a few days to a few weeks), and type of tour (e.g. culinary or adventure). The following elements are nonetheless typical (Plantrip, n.d.):

  • Transportation: Some tour operators provide round-trip transportation from the traveler’s home to the destination while others will specify a meeting time and date at the destination itself. Tour operators do, however, provide local transportation (e.g. shuttle services, or private vehicles for sightseeing) as well as between destinations in the case of multi-stop tours (e.g. airline transfers between towns, cities, or points of interest) included on the itinerary.
  • Accommodation, Meals, and Ancillary Service: Package tours include lodging and meals and may offer additional services such as travel insurance.
  • Activities, Excursions, and Guided Tours: Activities, excursions and local tours are the planned experiences such as cultural, recreational, or leisure events that comprise the selling point of a tour. Excursions refer to day trips or outings to explore nearby attractions, landmarks, or natural wonders. Guided tours are immersive experiences led by a knowledgeable local guide who offers context, insights, and detailed explanations about the sites being visited.

 

Packaged tours are designed around particular themes to appeal to target demographics, such as adventure seekers, cultural enthusiasts, or luxury vacationers. Wellness tours aimed at wellness-minded travelers include activities and excursions (e.g. visits to host springs, meditation sites and yoga classes) that cater to holistic well-being, although additional excursions to popular local attractions, historical sites, and significant cultural landmarks may be included to enhance the overall travel experience. An example of a tour provider is G Adventures, a well-established travel company that specializes in small group, sustainable adventure travel and which has more recently added dedicated  wellness travel and tours itineraries to their packaged tour portfolio.

Wellness Retreats

In wellness tourism, multi-day packaged tours are called wellness retreats. Thus, it is important to note that a wellness retreat can refer either to a dedicated wellness resort, as discussed in Chapter 5, or, in this context, a multi-day packaged tour. While such packaged tours may be offered or hosted by a wellness resort of facility, they are just as likely to be organized by a for-profit tour operator, or a practitioner or influencer in the wellness space.

The key distinction between a packaged tour and a retreat lies in the immersive nature of the experience, which results in differences in target markets, activity offerings, and levels of specialization. A wellness retreat is typically centered around a specific activity (e.g., yoga or meditation), a type of therapy (e.g., psychedelic, psilocybin, or breathwork), or a wellness theme (e.g., healthy eating, artistic expression, or personal development). Some retreats also combine specific activities in targeted and creative ways, such as women-only surfing and yoga retreats. These retreats are designed to offer focused, engaging or transformative experiences over a short period, typically ranging from two to four days.

Retreats may also be developed around the popularity or following of wellness professionals and influencers. For example, a yoga instructor with an established client base might host recurring retreats to deepen her students’ practice. Alternatively, a wellness influencer might be paid to lead a retreat at an established wellness resort. The presence of influencers is desirable because it helps promote the wellness destination and drive bookings.

specialized third party booking sites

A specialized third-party booking site is an online platform that aggregates travel services tailored to a specific niche or category, such as wellness, adventure travel, or eco-tourism. These platforms function as online travel agencies (OTAs), consolidating travel inventory, albeit around a particular interest area or travel style, and thus serve as effective distribution channels for specialized service providers. A common example in the is wellness retreat (see above) booking sites.

For wellness travelers, retreat booking sites offer a diverse range of options, from yoga and meditation retreats to spiritual and creative getaways, along with comprehensive information on amenities, activities, and schedules. Users can filter searches by destination, retreat type, duration, and price. Reviews, testimonials, and photos help users make informed decisions. With secure booking systems and the backing of recognized host sites, travelers are offered convenience and peace of mind, including support or reimbursement in case of issues. As a result, these platforms have expanded global access to retreats and significantly contributed to the growth of the retreat industry.

Retreat booking sites also offer wellness retreat operators several key benefits. They serve as both a booking system and a marketplace, helping retreat operators gain visibility among wellness tourism seekers. By listing their retreats, operators can reach a global audience and tap into the platform’s existing traffic, user reviews, and ratings. Operators use customizable profiles to showcase detailed descriptions, pricing, dates, and unique features of their retreats. Such platforms further offer integrated reservation management, secure payment processing, and direct messaging tools to streamline the booking process. Additionally, many platforms provide built-in marketing tools such as email campaigns, social media promotion, and paid advertising, allowing retreat organizers to focus on delivering high-quality experiences. These booking sites also charge a small fee and commission on bookings, making them more affordable compared to larger OTAs.

Highlight: Wellness Retreats

The global wellness retreat market was valued at $180.5 billion in 2022, and is projected to reach $363.9 billion by 2032, registering an annual growth rate of 7.4% (Allied Market Research, 2024). Retreat booking sites have played a crucial role in the growth of retreats worldwide by increasing visibility for operators and connecting them with a global audience as described above.  There are now many such retreat booking sites available, each catering to different types of retreats such as wellness, yoga, spiritual, and adventure getaways. While it’s difficult to pinpoint an exact number, some of the most popular and well-known retreat booking platforms include:

In addition to these major platforms, there are numerous niche sites that focus on specific retreat types or regions. The number continues to grow as the demand for transformative experiences increases. Retreat booking sites offer a convenient platform for individuals and groups to discover, compare, and reserve various retreat experiences worldwide. They also offer a wide range of retreat types, attracting diverse audiences with varying interests, from wellness and yoga to spiritual and adventure retreats. Through reviews, ratings, and testimonials, these sites build trust and credibility, helping new customers feel confident in their choices.

Advertising and Publicity

An important success factor for wellness service providers is the ability to maintain a high profile within a competitive market (Stein et al., 1990). Marketing functions that raise a company’s or resort’s profile include advertising and publicity.

Advertising refers to paid communication designed to promote a product, service, or brand by raising awareness, attracting new customers, and reinforcing existing customers’ buying behaviors (Shoemaker & Shaw, 2008). Advertising may also help establish a strong product image, highlight the benefits and solutions of services offered, and differentiate a company from its competitors (Shoemaker & Shaw, 2008).

Publicity refers to unpaid, third-party media coverage that generates public awareness and increased visibility for a wellness service or brand. This coverage often arises through channels such as news outlets, industry publications, and other media platforms (Shoemaker & Shaw, 2008).  In marketing terms, this form of exposure is known as earned media as it encompasses any content about a company or brand that is published by a third party without payment.

All forms of communication initiated by a company, whether paid or unpaid, should have a clearly defined audience or target market that aligns with the company’s core services to ensure marketing resources and efforts are used effectively (Stein et al., 1990). Wellness service providers must also understand existing and potential customers’ purchasing behaviors and media habits to ensure that communication reaches the intended audience

Digital marketing

Digital marketing refers to advertising and promotional activities that reach potential customers online, including search engine marketing (SEM) such as pay-per-click advertising, social media advertising, email campaigns, influencer partnerships, and content marketing strategies such as blogs and video promotions. To manage and coordinate efforts, marketing automation software is typically used to integrate online platforms and facilitate a cohesive strategy and consistent messaging.

Integrated technologies such as mobile data collection platforms and real-time data analytics tools can also be utilized to collect client data through mobile apps (WellnessTourism.com).

Social Media Marketing

While company websites serve as the main portal for bookings, social media is an extension of a destination’s online presence and a vital component of online advertising efforts, particularly in a wellness tourism context (Pongwat et al., 2024; WellnessTourism.com).

Social media marketing may involve paid ads to promote products or services through platforms like Facebook, Instagram, YouTube, Pinterest, and TikTok. A key advantage with social media marketing is that it allows businesses to create highly targeted campaigns based on demographics, interests, behaviors, and location.

Platforms like Instagram, YouTube, and Pinterest also have searchable terms for wellness resorts, retreats, and festivals. Such platforms are especially effective for promoting wellness destinations through social media influencers or bloggers. An influencer may post photos, videos, and detailed reviews to engage their followers and provide authentic insights into their stay. As such, influencers enhance the visibility and credibility of wellness resorts by sharing their experiences and highlighting the amenities, treatments, and overall atmosphere of a wellness resort.

Influencers are paid for promoting wellness travel and destinations through flat fees, affiliate (commission based) marketing, or participation in wellness retreats at no cost, depending on the influencer’s status, the scope of the collaboration, and the wellness brand’s marketing goals. Top influencers who are trusted by their target audience can be identified by wellness resorts through social media analytics tools or by analyzing engagement metrics on influencer posts.

In addition to paid social media posts, regular postings and monitoring of social media is key to establishing a strong online presence. Marketing efforts should aim to stimulate and extend online conversations through active engagement, using hashtags, creating a sense of community, and encouraging users to share their personal wellness journeys (Pongwat et al., 2024). A company also benefits greatly through creating social media content that gets shared, liked, or commented on by users to amplify their brand’s message.

Electronic Word of Mouth (e-WOM)

Electronic word of mouth (e-WOM) is an essential component of digital marketing and forms part of a comprehensive strategy that complements paid advertising and content marketing. E-WOM refers to the sharing of opinions, reviews, or recommendations about products or services through digital platforms, and is leveraged to build trust, enhance brand reputation, or generate buzz.

E-WOM is found on social media platforms, review sites such as Google reviews or OTAs, and travel websites,online forums, and even in blog comments. As with recommendations from trusted sources such as friends, family, and colleagues, tourists typically have more confidence in reviews and recommendations from online communities than they do in paid advertising. According to one international study, just under 50% of wellness tourists booked a stay at a wellness resort based on a personal recommendation (Naidoo et al., 2023).

Organic sources of information (e.g. customer reviews) are powerful due to their perceived authenticity (Kop, 2024). As tourism and hospitality products are high involvement (meaning the risks of making the wrong choice is higher in terms of cost, health or effect on self-image), credence goods (meaning they cannot be tested or evaluated before purchase), tourists are particularly reliant on reputation and external recommendations to make informed purchasing decisions (Shoemaker & Shaw, 2008).

For companies, authentic online reviews may offer insights into customers’ real experiences, which can help wellness resorts adapt their services, address specific issues, and enhance marketing efforts. While negative feedback necessitates thoughtful handling and a timely response to each complaint (Kop, 2024), positive feedback can be shared on a company’s website, leveraging the credibility of e-WOM to contribute to brand reputation and build trust with potential customers (Shoemaker & Shaw, 2008).

Encouraging customers to share their experiences on social media is an additional strategy for promoting wellness tourism. The most effective means for motivating past customers to engage in e-WOM is economic incentives such as cash, vouchers, and discounts (Tariyal et al., 2023).

publicity

For wellness brands, publicity rather than paid advertising can be particularly beneficial as earned media is not directly controlled by a brand, lending it greater credibility among consumers, and without the direct costs associated with advertising. Positive mentions in reputable media outlets and blogs can thus expand a brand’s reach as well as enhance its overall reputation and build trust with potential customers.

Travel magazines such as  Condé Nast Traveler often feature paid advertisements for luxury wellness resorts, destination spas, and eco-friendly retreats. Some travel magazines have sections devoted to wellness travel such as Travel + Leisure’s  Yoga + Wellness section that  features wellness resorts and travel trends. Other mainstream publications with dedicated travel sections such as US News and World Report’s Travel Section or specialized, lifestyle and online publications such as The Handbook may also periodically feature articles on wellness travel. A limited number of online publications are dedicated to wellness tourism in particular. Travel to Wellness , for example,  was launched in 2004 as the first online travel magazine geared exclusively towards wellness travelers.

While these remain a good option for reaching a targeted audience, wellness resorts may also engage travel magazines by hosting feature writers or preparing press releases. Wellness destinations may invite travel writers to experience their resort at no cost and then write feature articles based on their stay. In some cases, travel writers may solicit assignments that include wellness resorts as a professional or personal preference. Press releases are articles or written statements that include timely updates and noteworthy developments (Shoemaker & Shaw, 2008). These may be distributed to selected media outlets in the hopes of publication, offering wellness resorts an opportunity to gain publicity and exposure through credible sources.

Travel Blogs

Travel blogs are another means by which wellness resorts and service providers can reach a targeted audience and build a strong online presence. Wellness and travel industry blogs such as Well+Good and Roam & Thrive offer insights, reviews, and tips on wellness destinations and activities.

Independent bloggers, which can be categorized as e-WOM, publicity, or both, depending on the nature of their content and the relationship between the blogger and their subject, are another potential outlet. Bloggers often have dedicated followers interested in specific topic areas such as health and wellness or types of travel, and are thus able to reach a vested audience as informal sources of information.

Freelance Travel bloggers may highlight or review wellness services and destinations and, by extension, offer featured wellness resorts greater exposure. Wellness resorts may also collaborate with travel bloggers through sponsored posts or by hosting bloggers to showcase their services, amenities and accommodations. Like influencers, travel bloggers who share detailed, personal accounts of their stays at a wellness resort, offer potential customers a genuine sense of what to expect from a trusted or credible source. Travel bloggers will also often share their content on social media platforms, further amplifying the reach of their posts. When bloggers use relevant keywords or link back to the resort’s website, it further enhances a resort’s online visibility, making it easier for potential guests to find them.

Which knowledge, skills, and abilities are supported by this chapter?

A strong grasp of digital tools, media habits, and market trends, combined with strategic thinking and collaborative partnerships, enables marketing professionals to build a credible, high-profile brand in a competitive wellness tourism market. Effective marketing and sales in this sector require foundational knowledge of consumer behavior, digital strategies, and tourism distribution channels tailored to niche audiences. Professionals must also be adept at managing diverse sales channels such as OTAs, direct booking platforms, and travel agents, while utilizing automation tools for cohesive outreach and a seamless customer journey. An understanding of market research, data analysis, SEO, and content marketing to engage targeted demographics, along with the ability to craft emotionally resonant, data-driven campaigns across digital platforms, are important for improving conversion rates. Additional strategies include generating earned media through strategic publicity, leveraging influencer partnerships, and managing electronic word-of-mouth (e-WOM) to foster trust through authentic engagement and timely responses.

Review Questions

  1. How does market research support the development of an effective marketing strategy in wellness tourism, and what types of data sources are commonly used?

  2. Compare the advantages and disadvantages of using OTAs versus specialized third-party booking sites for wellness tourism providers.

  3. What roles do central reservation systems (CRS) and channel managers play in optimizing sales and distribution for wellness resorts?

  4. In what ways can a wellness resort’s website influence consumer behavior and increase bookings?

  5. What is the role of storytelling and emotionally resonant content in wellness tourism marketing?

  6. How do advertising and publicity differ in terms of cost, control, and consumer perception, and why might wellness brands prefer one approach over the other?

  7. In what ways can social media influencers and travel bloggers impact the visibility and credibility of wellness tourism destinations, and how do their roles compare?

  8. Why is electronic word of mouth (e-WOM) considered more influential than paid advertising in wellness tourism, and what strategies can providers use to encourage it?

  9. How does digital marketing, including the use of integrated platforms and analytics tools, support targeted communication and enhance the effectiveness of wellness tourism campaigns?

  10. What are the advantages and limitations of using travel magazines, blogs, and press releases as part of a wellness resort’s publicity strategy, especially in contrast to digital advertising?

References

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Wellness Tourism: An Introduction Copyright © 2025 by Karen Irene Thal, PhD is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.

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