Accor reveals its 2024 Wellness Travel Trends

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.

Trend #1 Social wellbeing

In 2024, Brown predicts the hospitality industry will see a significant shift towards social wellbeing.

Travellers will seek more ‘we-based’ activities that foster connections and promote collective wellness.

“The concept of ‘we over me’ is at the forefront,” says Brown. “Younger demographics especially are seeking out opportunities for communal bathing experiences and water-based therapies.”

From communal wellness projects to social bathing, hotels are embracing this trend to offer guests a sense of community and shared wellness.

Slated for completion in mid-2024, Fairmont Chateau Lake Louise in Canada will deliver thermal wellness with a new 1,200sqm eco-friendly thermal wellness bathing spa based on the Scandinavian and central European modalities of communal bathing.

Trend #2 Active nutrition

Growing guest awareness of the importance of food sensitivities and maintaining balanced blood sugar levels is pushing a focus on providing outstanding nutritional cuisine.

The worldwide market for healthy food and drink is projected to hit $586 billion (£462 billion) by 2030.

Pillar Kitchen at Raffles London at The OWO exemplifies this trend. Curated by movement and nutrition experts, the kitchen provides a nutrition-centric approach, integrated into the holistic wellness activities spearheaded by Pillar Wellbeing.

Nutrition is the cornerstone of wellness,” says Brown. “Diet-diverse menus are good for our guests and good for the planet.”

Trend #3 Ageing well

With the global market for wellness tourism expected to reach $1.2 trillion by 2027, hotels are increasingly playing a role in helping guests age gracefully by fusing technology with traditional wellness practices.

“The interface of technology and spa is very exciting, creating more effective, personalised results that truly move the dial on people’s health and wellness,” adds Brown.

Brown predicts services such as infrared saunas, IV therapy and technologically advanced face and body treatments will become more mainstream, along with nonsurgical aesthetic procedures.

Trend #4 Optimising sleep for wellbeing

The worldwide sleep tech market is projected to achieve a value of $36 billion by 2027. “Quality sleep is the cornerstone of wellness and sleep is the biggest opportunity for a hotel company,” says Brown.

“At Accor, we want to own sleep and be the best at creating sleep environments.

“It’s all about creating an entire wellbeing experience that will contribute to a solid night’s rest.”

Trend #5 Athlete-inspired wellness

Hotels and spa facilities will continue to respond to the growing demand for comprehensive sports recovery experiences.

Moving away from merely indulging in traditional spa treatments, more guests will seek out practices such as cupping, cryotherapy and sports massage for their wellness routines in spas.

In line with this evolving landscape, the global cryotherapy market is currently valued at $7.45 billion with a revenue forecast of $12 billion by 2030.

“It’s quite common for luxury guests to arrive equipped like professional athletes nowadays, loaded with their own health data on wearable tech devices,” says Brown. “Accor is exploring innovative ways to sync and connect with these guests to create bespoke wellness experiences that integrate spa, nutrition, fitness and sleep experiences.”

Trend #6 Mindfulness enhanced by tech

The global market for mindfulness meditation apps is expected to reach $4.2 billion by 2027.

According to Booking.com research, meditation and mindfulness trips are popular among 44% of global travellers. Additionally, 42% “are keen to go on a health hiatus that focuses on mental health, transformative health or that helps with life milestones.”

Brown predicts this trend to continue in 2024. “If we can teach or remind our guests to breathe well, we’re going to make a significant impact in their lives,” he says.

“Quite frankly, the power of breath is a concept that our hotels are eager to explore further in unique, brand-authentic ways.”

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