Accor has revealed its 2024 Wellness Travel Trends, as identified by its global senior vice-president of wellbeing strategy, design, development, Emlyn Brown.
The transformative trends are predicted to shape the sector in 2024.
The trend report follows a white paper launched by the brand in January 2023, The Road Map Towards a Transformational Wellbeing Culture.
Brown, who was promoted by Accor in August, believes that, among the global hospitality industry, it’s widely acknowledged a fundamental societal shift has taken place.
“What was once called the ‘wellness trend’ has taken root. Consumers and travellers worldwide are making long-term commitments toward their health and prioritising selfcare.” he says.