The key results of the pioneering study from Health Tourism Worldwide in cooperation with the Wellness Tourism Association suggest that sustainable relaunch of wellness tourism would very much benefit from a way closer cooperation between industry and academia. The Wellness Tourism 2030 Post-COVID19 Study represents a truly milestone. This was the first time that with the representatives of the wellness and travel industries the key of academic researchers focusing on wellness, wellbeing and tourism are interviewed parallel. The objective of this online expert interview was to identify the main global and regional trends experts may envisage in wellness motivated travel by 2025-2030. We run in-depth interviews with 131 industry and 59 academia representatives.

1. WTM AGM Presentation, Novermber 17, 2020
What academics, industry stakeholders
and consumers telling us about the future
of Wellness Tourism
Laszlo Puczko
CEO & Co-founder
Health Tourism Worldwide

2. WTM AGM Presentation, Novermber 17, 2020
How we did it?
Quick Overview of Methodology
On-line in-depth interviews
131 industry representatives (25 countries)
 59 academia representatives (24 countries)

3. WTM AGM Presentation, Novermber 17, 2020
Meaning of Wellness – by Industry

4. WTM AGM Presentation, Novermber 17, 2020
Meaning of Wellness – by Academia
WTM AGM Presentation, Novermber 17, 2020

5. WTM AGM Presentation, Novermber 17, 2020
Meaning of Wellbeing – by Industry

6. WTM AGM Presentation, Novermber 17, 2020
Meaning of Wellbeing – by Academia

7. WTM AGM Presentation, Novermber 17, 2020
0 1 2 3 4 5 6
Physical pillar
Occupational pillar
Spiritual pillar
Emotional pillar
Intellectual pillar
Social pillar
Industry Academia
Attention to Pillars in General

8. WTM AGM Presentation, Novermber 17, 2020
Physical Pillar - Industry vs. Academia

9. WTM AGM Presentation, Novermber 17, 2020
0 1 2 3 4 5 6
Physical pillar
Occupational pillar
Spiritual pillar
Emotional pillar
Intellectual pillar
Social pillar
Industry Academia
Attention to Pillars Currently in WELLNESS

10. WTM AGM Presentation, Novermber 17, 2020
Occupational Pillar – Industry vs. Academia

11. WTM AGM Presentation, Novermber 17, 2020
0 10 20 30 40 50 60 70 80 90
Physical pillar
Occupational pillar
Spiritual pillar
Emotional
Intellectual pillar
Social pillar
Industry Academia
Attention SHOULD be Given to Pillars
Complex , Integrative & Holistic Approach Needed

12. WTM AGM Presentation, Novermber 17, 2020
Social Pillar – Industry vs. Academia

13. WTM AGM Presentation, Novermber 17, 2020
0% 20% 40% 60% 80% 100%
Relaxation
Escapism
Belonging
Self-development/improvement
Self-healing
Prevention
Transcendence
Learning
Flourishing
Rejuvenation
Indulgence
Pampering
Recharge
De-stress
Reward self
Fitness
Industry Academia
Triggers

14. WTM AGM Presentation, Novermber 17, 2020
Site/Service Selection
Industry
Treatments/Services
Brand/Reputation
Story & Location
Academia
Treatments/Services
Location/Setting
Fashion &
Experience
Industry
Location/Setting
Brand/Reputation
Story & Location
Academia
Treatments/Services
Location/Setting
Treatments/Services
Domestic
Trips
Int’l Trips

15. WTM AGM Presentation, Novermber 17, 2020
Role of Wellness in Travel
Industry
Western Europe
Northern Europe
Central & Eastern
Europe
Academia
Western Europe
Northern Europe
Central & Eastern
Europe
Industry
Central & Eastern
Europe
South-East Asia
Western Europe
Academia
Central & Eastern
Europe
Western Europe
South-East Asia
Domestic
Trips
Int’l Trips
Central
America?

16. WTM AGM Presentation, Novermber 17, 2020
#1 #2 #3
Post-war cohort (born
before 1946)
Therapies based on
natural resources (e.g.
thermal water, mud,
thalasso)
Medical wellness Rehabilitation
Baby boomers (born
1946-1964)
Medical wellness
Therapies based on natural
resources (e.g. thermal
water, mud, thalasso)
Massages
Gen X (born 1965-1975)
Spiritual practices (e.g.
yoga)
Nutritional and detox
programmes
Traditional healing
approaches (e.g. Ayurveda,
TCM)
Gen Y (born 1976-1995) Sports & fitness
Spiritual practices (e.g.
yoga)
Nutritional and detox
programmes
Gen Z (born 1996-2005) Sports & fitness
Spiritual or wellness oriented
festivals
Spiritual practices (e.g.
yoga)
GenAlpha (born 2006- ) Sports & fitness
Spiritual or wellness oriented
festivals
Beauty treatments
Popularity of Programmes/Services – by Industry

17. WTM AGM Presentation, Novermber 17, 2020
#1 #2 #3
Post-war cohort (born
before 1946)
Therapies based on
natural resources (e.g.
thermal water, mud,
thalasso)
Sport & Fitness Massages
Baby boomers (born
1946-1964)
Therapies based on
natural resources
Medical wellness Therapeutic recreation
Gen X (born 1965-1975)
Therapies based on
natural resources (e.g.
thermal water, mud,
thalasso)
Medical wellness
Rituals & ceremonies (e.g.
saunas/steam rooms)
Gen Y (born 1976-1995) Therapeutic recreation Beauty treatments Medical wellness
Gen Z (born 1996-2005) Therapeutic recreation
Therapies based on natural
resources
Non-invasive plastic
surgery
GenAlpha (born 2006- ) Therapeutic recreation
Alternative treatments (e.g.
colour)
Beauty treatments
Popularity of Programmes/Services – by Academia

18. WTM AGM Presentation, Novermber 17, 2020
Key Segments – Industry vs Academia
Industry
Couples
Guests looking for healthy options
Groups of friends
Academia
Couples
Guests looking for healthy options
Solo women

19. WTM AGM Presentation, Novermber 17, 2020
Key Segments – Industry vs Academia
Industry
Solo women
Corporate groups
Couples
Academia
Guests looking for healthy
options
Solo women
Same sex couples
North America

20. WTM AGM Presentation, Novermber 17, 2020
Forms with Growth Potential – Industry vs Academia
Industry
Resort spas
Lifestyle-oriented resorts/spas
Eco spas/Wellness resorts
Academia
Resort spas
Medical spas/resorts
Eco spas/wellness resorts &
Wellness resorts
Healthy living/co-working complexes
North America

21. WTM AGM Presentation, Novermber 17, 2020
Services with Growth Potential – Industry vs Academia
Industry
Spiritual practices
Therapies based on natural
resources
Nutritional & detox programmes
Academia
Sport & fitness
Medical wellness
Nutritional & detox programmes
North America
Psychological therapies

22. WTM AGM Presentation, Novermber 17, 2020
Take-home Messages
Extreme opposites can both become successful – not
either or
Industry needs to revisit the meaning and services of
‚wellness’ – guests may not need a spa, but want to recharge
Wellnessification of the whole guest journey
Preferences – International Brands & Remoteness
Information/bookings - Facilities directly & Specialist advisors
Guests want to know and understand more about
wellness & will look for services, destinations, offers!

23. WTM AGM Presentation, Novermber 17, 2020
For more information
about the survey and the
results contact
laszlo@htww.life
Health Tourism Worldwide
htww.life