Trends watch: The rise of Ayurveda

With resorts and spas adding Ayurveda to their treatment menus, the ancient system of medicine is becoming an integral part of holistic spa offerings across Europe.

As our health systems become increasingly stretched, people are seeking alternative health solutions. There is growing evidence backing the results of traditional practices such as pulse diagnosis, fasting and treatments including shirodhara.

“People are turning more and more towards holistic health sciences such as Ayurveda, TCM, naturopathy and yoga pranayama,” says Farida Irani, founder of Subtle Energies.

New holistic properties in Europe

The recently opened Engel Ayurpura in Italy offers its own unique version of this holistic practice. Other pioneers include European Ayurdeva Resort Sonnhof in Austria and Ayurveda Parkschlösschen in Germany.

In the UK, the spa at Bulgari Hotel London and Herb House Spa at Limewood Hotel have added therapies to their treatment menus directly inspired by the traditional healing modalities.

Further afield, the iconic Ananda in the Himalayas, India, offers one of the most authentic Ayurvedic experiences.

A growing proposition

While market size values differ, double-digit growth is predicted in Ayurvedic practices every year until 2028.

This is positive news for hotels and resorts looking to extend their offering with a more holistic approach to health and wellness – especially given the growing demand from their client base for alternative solutions to modern issues such as anxiety, stress and burnout.

“Our everyday lives are characterised by hectic periods, stress and technological overload. People are increasingly longing for holistic approaches to health and wellbeing,” says Elisabeth Mauracher, owner and managing director of European Ayurveda Resort Sonnhof.

“People in Europe are increasingly recognising that the traditional healing methods of European Ayurveda can not only help cure diseases, but also support a healthy and fulfilling life.”

Adding ancient traditions to the spa menu

With growing demand for alternative therapies in the spa, operators are increasingly turning to Ayurveda for answers.

“Back in 2016 we partnered with Mauli Rituals, inspired by Ayurveda and aromatherapy with all natural and organic products,” says Victoria Ceesay, assistant spa director at Bulgari London.

More recently, Herb House Spa at Lime Wood Hotel introduced a collaboration with Ayurvedic therapist and Reiki healer Sheena Chandran, to bring the principles of Ayurveda to the spa.

“Being positioned in the heart of the New Forest we are always looking to this ancient woodland for inspiration, so it seemed like a natural fit to bring this traditional and holistic method of healing to our guests and members,” says spa director Tammy Kenyon.

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