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Study: Age Has Sizable Impact on Wellness Travel Preferences

2009
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MIAMI—Spafinder Wellness 365 released Part II of its eighth annual State of Wellness Travel Report, based on a survey of travel agents in North America and Europe and designed to offer ongoing insight into wellness travel trends. The new report examined the shifting demographics of the wellness traveler, with a special focus on the impact that age has on traveler’s preferences.

Survey respondents indicate that every wellness element at properties, from healthy food to fitness classes to spiritual healing, ranked as more important for younger travelers (49 and under, Millennials and Gen X), than for Baby Boomers (50 and older), the generation that jumpstarted the wellness revolution. The most significant differences are in outdoor adventure (i.e., hiking, surfing, etc.), environmentally friendly properties, voluntourism programs, and fitness/yoga classes and facilities, which all matter significantly more to younger travelers. The most desirable property types for Baby Boomers are luxury spa resorts, while for Millennials and Gen X, eco/adventure resorts and authentic yoga retreats rank much higher.

“As Millennials and Gen X become the core wellness tourism demographic, trends are emerging,” says Spafinder Wellness, Inc. COO John Bevan. “Not only do younger travelers demand more wellness offerings in general, they seek more intensive, out-in-nature adventure and fitness. And a property’s ‘values,’ such as respect for the environment and whether it gives back to the local community, aren’t niche considerations—they’re more important than traditional sports like golf or tennis. The survey shines light on what’s ascending for the next generation in wellness travel, but also shows that Boomers still rank traditional spa resorts first. The landscape is expanding, more complex, and less one-size-fits-all than ever.”

Sixteen Different Wellness Components Rated

Agents rated the importance of 16 different wellness components/programs to their clients. Every component (whether weight loss or healthy sleep programs) rates as “important” for every age demographic, scoring at least 5.9 out of 10.

Wellness travel elements are important for all travelers, but they’re even more important to younger travelers (49 and under) than for the 50-plus group. Even offerings one might associate with older travelers (i.e., hot springs) rank as more important to younger travelers. The differences are more significant in some instances, such as environmentally friendly properties and outdoor adventure programs, but the trend is consistent.

Wellness property elements, ranked 1 to 10; 1 = “not important at all” and 10 = “extremely important” (50 and older vs. 49 and under):

Beach access: 8.2 vs. 8.8;
Pools & swimming: 8.3 vs. 8.6;
Outdoor adventure programs: 7.3 vs. 8.5;
Access to nature/scenic outdoors: 7.9 vs. 8.4;
Fitness/yoga facilities & classes: 7.7 vs. 8.4;
Healthy cuisine/specialty diets: 8 vs. 8.3;
Environmentally friendly property: 6.9 vs. 7.7;
“Do good” for community/voluntourism: 6.6 vs. 7.4;
Traditional sports like golf or tennis: 7.2 vs. 7.3;
Hot or mineral springs: 6.6 vs. 6.9;
Weight loss programs: 6.6 vs. 6.8;
Spiritual healing: 6.4 vs. 6.6;
Alternative medical services: 6.vs. 6.6;
Detox programs: 6.2 vs. 6.6;
Healthy sleep programs: 6.3 vs. 6.2; and
Traditional medical services: 5.9 vs. 6.

Go to Spafinder Wellness 365.

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