According to figures released by the Global Wellness Institute, 13,262,000 domestic and international wellness trips were made in 2023 (Global Wellness Institute, 2024). But who exactly are the wellness tourists behind these impressive figures?
To answer that question, Figure 10 provides a composite profile of the average U.S. wellness tourist. We will also explore these numbers in greater depth and discuss characteristics typical of wellness tourists overall in more detail below.
Figure 10:Meet Sandy, the US Wellness Tourist
tourist type
An important consideration regarding wellness tourists more generally is that they can be divided into primary and secondary wellness tourists depending on the main motivation for the trip (Global Wellness Institute, 2024). These categories are defined below. Note that most wellness tourists fall into the second category. In 2023, as much as 83% of wellness tourism trips and expenditures were generated by secondary wellness tourists (Global Wellness Institute, 2024).
Primary wellness tourist: A tourist whose primary motivation for travel is wellness. These tourists select destinations and experiences specifically focused on wellness, such as destination spas, hot springs resorts, health resorts, or yoga retreats (Global Wellness Institute, 2024).
Secondary wellness tourist: A tourist who does not primarily travel for wellness but seeks to maintain their wellness while on leisure or business trips. Their wellness values and lifestyle influence their travel choices, activities, and spending, such as seeking healthy food options or access to gyms and exercise facilities (Global Wellness Institute, 2024).
As noted in Chapter 5, the vast majority of wellness tourists are domestic travelers. Of the 1,034.5 million wellness trips taken in 2023, international (inbound) trips accounted for just 13%, whereas domestic trips represented 87% of the market (Global Wellness Institute, 2024). This pattern is particularly pronounced in the United States, where up to 95% of wellness trips are undertaken by domestic tourists (Global Wellness Institute, 2024).
In a comprehensive Wellness Tourism Association survey, 65% of wellness tourists reported planning to travel with a significant other. Among those not traveling with a partner, 37% intended to travel solo or with a like-minded group, 32% with family members, and 31% with friends (Corley, 2021). In the same study, Hawaii emerged as the most popular wellness destination within the United States (Corley, 2021).
Tourist Demographics
Based on a Wellness Tourism Association survey of predominantly North American wellness tourists, the distribution of wellness tourists by age group is as follows (Whitby, 2021):
45% were between the ages of 26–39 (Millennials)
25% were between 40–54 (Gen X)
26% were between 55–74 (Boomers)
In addition, around 65% of wellness tourists are female (Corley, 2021), although estimates from other survey studies suggest that figure could be as high as 75% globally. Popular activities at many wellness resorts also tend to be female-dominated. Figures published in Yoga in America and other industry reports, for example, indicate that approximately 72% to 82% of yoga practitioners in the United States are women.
Wellness tourists are also generally considered high-yield tourists, meaning they spend more than the average tourist, both domestically and internationally (Global Wellness Institute, 2024). This higher spending is attributed to their greater affluence, extensive travel experiences, and willingness to invest in services and amenities that support their well-being (Global Wellness Institute, 2024; Hekmat et al., 2020). Wellness tourists are also typically well-educated, with 60% holding a bachelor’s degree or higher (Corley, 2021).
Factors Influencing Wellness Travel Decisions
Wellness tourists as a market segment share characteristics that can be leveraged to tailor travel experiences, services, and marketing strategies that reflect their preferences and lifestyle choices. A model of eight factors that influence wellness tourists’ intentions to engage in wellness travel is included in Figure 12 below (Wendri et al., 2019). Additional factors identified in prior studies that influence wellness tourists’ buying behavior include personal needs and lifestyles, cultural background, and previous wellness consumption experiences (Azman & Chan, 2010; Bočkus et al., 2023; Hekmat et al., 2020).
Figure 12: Buying Intentions Model (modified from Wendri et al., 2019)
What’s motivating demand?
Numerous studies have sought to identify the motivations behind tourists’ engagement in wellness travel. Following a 2019 study of predominantly North American tourists—85% from the United States and 8% from Canada—a Wellness Tourism Motivation Scale (WTMS) was developed. This scale is presented in Table 7 below. Additional factors contributing to engagement in wellness tourism, as noted in other studies and industry reports, are also included.
Table 7: Wellness Tourism Motivations (Kessler et al., 2020)
Wellness
Perhaps unsurprisingly, most wellness tourists are health-conscious and well-informed about healthful habits and overall well-being. These tourists also pursue healthy habits in their daily lives, such as regular exercise, nutritious food, mind-body practices, experiences in nature, and connections with local people and culture (Azman & Chan, 2010; Global Wellness Institute, 2024). A key factor for such wellness travelers, and especially amongst secondary wellness travelers, is the desire to continue their wellness lifestyle whilst on vacation (Global Wellness Institute, 2024). Wellness tourists may also seek out wellness destinations to deepen an existing practice (e.g., meditation or yoga), explore new techniques, or simply enjoy a rejuvenating vacation away from their usual environment.
Social Aspects
While sometimes overshadowed by individualistic motivations, socializing plays an important role in wellness tourism as well as being a key component of holistic well-being (see Chapter 6: Managing Wellness Tourism). Social motivations reflect not only a desire to spend quality time with loved ones but also highlight opportunities for interaction with like-minded individuals. This motivation may be particularly salient in the context of wellness festivals, where the desire for connection is a key driver behind their growing popularity. People attend wellness festivals to foster a sense of community with others who share their values and interests. This sense of belonging often extends beyond the festival itself, as attendees build lasting bonds and maintain connections through online platforms and local events.
Novelty seeking
Novelty, which in a touristic context refers to those experiences that are new, unique, or unfamiliar serve as a key motivator for visiting wellness destinations (Sthapit et al. 2023). Novel, distinctive, and atypical experiences are also more likely to create longer lasting (Sthapit et al. 2023), as well as more enjoyable memories (Kim et al., 2017). Wellness tourists engage in novel experiences through unfamiliar wellness activities and services, distinctive cultural practices, or unique destinations that offer interactions and experiences beyond their daily routines.
Although this motivation is often associated with younger generations, novelty seeking is a cross-generational motivator. Novelty seeking may, however, be combined with other motivations. Wellness tourists, for example, may primarily seek relaxation but also look for unique experiences whilst at a wellness destination. For the segment of wellness tourists who do not regularly engage in wellness activities at home, opting for a wellness vacation may also serve as a way to explore new wellness practices as a way to kick-start a healthier lifestyle.
Transcendence
Wellness tourists also seek experiences that provide both hedonic (pleasure-seeking) and eudaimonic (meaningful and self-actualizing) benefits, indicating a desire for holistic well-being that goes beyond mere relaxation and pampering (Bočkus et al., 2023; Hekmat et al., 2020). Transcendence may be a key motivator for wellness tourists, driven by the desire for profound experiences that foster deep connections with oneself, others, and the world. This may involve seeking inner peace through practices like meditation, yoga, or spending time in nature, as well as exploring spirituality and finding meaning and purpose in life. Some wellness tourists pursue self-transformation—whether physical, psychological, or spiritual—aiming to break free from limiting beliefs and embrace new ways of being. Transcendence also includes a sense of connection with something larger than oneself, such as nature, humanity, or a higher power, leading to elevated awareness and understanding. Spiritual retreats, designed to facilitate self-discovery and growth, are examples of experiences that cater to these motivations.
Self-Development and Personal Growth
A desire for self-development and personal growth may factor into the decision to take a wellness vacation. Associated themes include seeking meaning and purpose in life, striving for self-actualization, and boosting self-esteem, quality of life, and a greater sense of personal control. Such wellness tourists typically prioritize experiences that promote mindfulness, emotional awareness, and self-reflection through activities like meditation, yoga, and philosophical teachings. They also engage in workshops, retreats, and cultural experiences that support introspection, continuous learning, and personal growth. While self-development as a motivating factor tends to depend on factors such as age, life experience, and personal values, wellness tourists overall are more likely to view their stay at a wellness destination not simply as a luxury but as an essential investment in their health and happiness.
Corporate wellness travel
Another important market segment for wellness tourism is corporate wellness travelers. Corporate wellness travel forms part of the broader corporate wellness market, which was valued at approximately $64.11 billion in 2023 and is expected to reach $123.35 billion by 2032, growing at a CAGR of 7.60% (Strategy and Stats Insider, n.d.). Corporate wellness travel represents an innovative approach to enhancing employee well-being by combining business travel with wellness activities in novel locations (Jagyasi, 2022). Growth in this sector is driven by increasing awareness of the importance of employee well-being, along with the benefits of wellness programs for enhancing productivity and reducing healthcare costs. The primary goals of corporate wellness travel include helping employees recover from stress, improving employees’ overall well-being, and for employees to return to work rejuvenated (Jagyasi, 2022). Investing in employee wellness also helps to build a positive corporate culture, enhancing a company’s image and attractiveness as an employer.
Highlight: Corporate Wellness Travel
Providers of corporate wellness travel offer retreats or wellness-focused trips that can range from short-duration getaways to all-inclusive holiday packages (Jagyasi, 2022). These retreats are usually held in locations with comfortable accommodations, serene environments, and state-of-the-art wellness facilities (Anderson, n.d.). They can also be tailored to meet the specific wellness goals of a corporate group, ensuring that the activities and therapies are relevant and beneficial (Anderson, n.d.). The video above offers a brief review of wellness, wellness destinations, wellness travelers, and provides a glimpse into corporate wellness travel (timestamp: 7:51).
A brief overview of corporate wellness travel features, outcomes and trends are as follows:
Key Features (Anderson, n.d.)
Programs often include activities that promote holistic well-being, such as yoga, meditation, stress management workshops, and nutritional counseling.
Wellness retreats often include team-building activities.
Retreats may focus on disconnecting from digital devices to reduce stress and improve interpersonal communications.
Retreats often utilize natural settings for recreational activities like hiking, outdoor yoga, and mindfulness sessions.
Key Outcomes (Anderson, n.d.)
Enhanced communication and mutual understanding among employees.
Employees return feeling refreshed and more focused, which can lead to increased productivity.
Participants often report significant improvements in their physical and mental health, leading to reduced absenteeism
Trends in Corporate Wellness Tourism (Anderson, n.d.)
Providers focusing on sustainability and eco-friendly practices, aligning with corporate social responsibility values.
Which knowledge, skills, and abilities are supported by this chapter?
This chapter provides essential insight into wellness tourism, emphasizing the distinction between primary and secondary travelers. Understanding key demographic trends, particularly the dominance of affluent, educated Millennial women, along with core motivations like self-development, stress relief, novelty, and transcendence is vital for tailoring experiences. Insights into group dynamics, spending habits, and the role of nature and social connection further inform effective program design and marketing. These factors are especially important in the expanding corporate wellness segment, where sustainability, team cohesion, and well-being outcomes are central.
Review Questions
What distinguishes primary from secondary wellness tourists, and why is the difference significant?
Why are domestic wellness trips more common than international ones, particularly in the United States?
How do travel group dynamics influence the types of wellness experiences tourists seek?
How do age and gender demographics impact the development of wellness tourism offerings?
Why are wellness tourists considered high-yield, and what does this mean for tourism providers?
How do personal lifestyle, cultural background, and past wellness experiences influence travel decisions?
How do social motivations contribute to the popularity of wellness tourism experiences like festivals?
Why is novelty a strong motivator in wellness tourism, and how can it be leveraged across age groups?
How does the pursuit of transcendence influence wellness travelers’ preferences and destination choices?
What defines corporate wellness travel, and what outcomes do organizations aim to achieve through it?
References
Anderson, D. (n.d.). Top Wellness Tourism and Retreat Providers for Corporate Groups. Corporate Wellness Magazine. https://www.corporatewellnessmagazine.com/article/top-wellness-tourism-and-retreat-providers-for-corporate-groups
Azman, I., & Chan, K. L. J. (2010). Health and spa tourism business: Tourists’ profiles and motivational factors. Health, Wellness and Tourism: healthy tourists, healthy business, 9(24), 1-17.
Bočkus, D., Tammi, T., Vento, E., & Komppula, R. (2023). Wellness tourism service preferences and their linkages to motivational factors: A multiple case study. International Journal of Spa and Wellness, 6(1), 78-108.
Corley, J. (2021). Highlights From The 2021 WTA Wellness Travel Consumer Study. WeTravel Academy. https://academy.wetravel.com/2021-wta-wellness-travel-consumer-study
Clarke, C. (2019). The Multidimensionality of Wellness Tourism in Thailand and Costa Rica: Mind, Body, and Soul. Summer Research, 338. https://soundideas.pugetsound.edu/summer_research/338
Global Wellness Institute (2024). Global Wellness Economy Monitor 2024, November 2024. https://globalwellnessinstitute.org/industry-research/2024-global-wellness-economy-monitor/
Grénman, M., Hakala, U., & Mueller, B. (2019). Wellness branding: insights into how American and Finnish consumers use wellness as a means of self-branding. Journal of Product & Brand Management, 28(4), 462-474.
Hekmat, N., Marques, J., Quintela, J. A., & Ramazanova, M. (2022). Wellness tourism from consumers’ perspective–An exploratory analysis. In International Conference on Tourism Research 15(1), pp. 554-560.
Jagyasi, P. ( 2022, July 27). A Guide on Corporate Wellness Tourism- Definition, Importance, Features And Its Association with Business Travel. Dr. Prem: Wellness Tourism. https://drprem.com/wellness/corporate-wellness-tourism/
Okumus, B., & Kelly, H. L. (2023). Wellness Management in Hospitality and Tourism. Goodfellow Publishers Ltd.
Strategy and Stats Insider. (n.d.). Corporate Wellness Market. https://www.snsinsider.com/reports/corporate-wellness-market-1032
Wendri, I. G. M., Bakta, I. M., Suprapti, N. W. S., & Ardika, I. W. (2019). Various factors contribute toward tourist intention in enjoying wellness tourism. International Journal of Linguistics, Literature and Culture, 5(3), 61-70.
Whitby, M. (2021, October 7). WTA’s 2021 survey reveals key consumer preferences for future wellness tourism and travel. https://www.spabusiness.com/wellness-news/WTAs-2021-survey-reveals-key-consumer-preferences-for-future-wellness-tourism-and-travel/348554
