Virtuoso: Female Gen Xers Are Driving Wellness Travel

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A survey conducted by luxury travel network Virtuoso of its advisors specializing in the growing wellness niche found that reducing stress and anxiety are of utmost importance with travelers in 2020. The advisors named meditation and mindfulness as the top wellness travel activity and cited spiritual and mental wellness as significant emerging trends. 

The survey also revealed that the typical wellness traveler is a Gen X woman who most frequently goes on trips with a small group of friends or solo. With today’s increasingly hectic lifestyles due to work, family and other obligations, Virtuoso says travelers are looking to wellness trips to provide a relaxing escape that restores balance and transforms mind, spirit and body. They are also seeking skills while away to help support their mental, spiritual and physical health once they return home. 

Asian destinations emerged strongly as favorite wellness settings. Although the U.S. tops the list of wellness travel destinations, Bali and Thailand follow close behind. Bhutan and Vietnam also appear high on the list of wellness destinations on the rise.

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Virtuoso specialists report that wellness travel sales are pacing solidly for 2020. Fifty-three percent say sales will be steady from 2019, while 45 percent say they expect sales to increase. The future is even more positive: 98 percent say the trend will continue to build.

Key results from the 2020 Virtuoso Wellness Community survey are as follows:

Top Wellness Travel Motivations

  1. Stress and anxiety reduction
  2. Rest and relaxation
  3. Body/mind/spirit transformation
  4. Getting away from it all
  5. Spiritual renewal

Top Wellness Travel Activities

  1. Meditation and mindfulness
  2. Spa treatments such as massages
  3. Yoga
  4. Healthy eating
  5. Outdoor adventures

Top Wellness Travel Destinations

  1. United States
  2. Bali
  3. Thailand
  4. Costa Rica
  5. Italy 

Top Wellness Travel Destinations on the Rise     

  1. Bhutan
  2. Croatia
  3. Vietnam
  4. Portugal
  5. South Africa

Top Emerging Wellness Travel Trends

  1. Hotels with wellness amenities
  2. Spiritual retreats
  3. Mental wellness
  4. Travel with a purpose
  5. Developing skill in a wellness activity

Travel advisors who are part of Virtuoso’s Wellness Community lent their expertise and knowledge to this survey.

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