WELLSurvey 2.0 highlights increased focus on wellbeing

The study measures consumer attitudes, behaviours and beliefs around health and wellness (Image: Auberge)

Global

By Wendy Golledge

13 May 2026

civanoadvisors.com/wellsurvey

A new study into how consumers think about health has revealed a fundamental shift in the pursuit of wellness.

WELLSurvey 2.0 explores how consumers define, pursue and elevate their health. It concludes that wellness is no longer the end goal… wellbeing is.

The global study, by Kevin Kelly, a former executive with Canyon Ranch, and Peter Yesawich, follows WELLSurvey 1.0 in 2024.

It provides insights into the concepts of ‘wellness’ and ‘wellbeing’, which are no longer viewed by consumers as the same thing.

Consumer engagement with health-oriented hospitality brands is strong (Image: Oceania Aro-Ha Wellness Retreat)

Wellness versus wellbeing

WELLSurvey 2.0 collated responses from more than 2,648 adults across the UK, America and Germany.

Across all three markets, respondents were found to be pursuing longer, healthier lives but wellbeing emerged as their desired outcome, rather than wellness.

Wellbeing is more closely associated with quality of life and long-term health by consumers than wellness.

The research also highlights a shift in priorities. Issues such as stress, sleep and anxiety now shaping how people judge both their wellness and their overall wellbeing.

Key findings from the survey

• Consumers no longer judge health solely by physical performance or speed of recovery. Sense of balance, resilience and overall emotional state, as well as how hopeful, joyful and energised they feel, are increasingly important.

• While participation in fitness, spa and wellness activities is now nearly universal, consumers increasingly view these activities as inputs into their broader wellbeing ecosystem.

• Consumers are no longer seeking isolated offerings, but instead integrated products and services that align with their lifestyle choices and goals.

• Consumer engagement with health-oriented hospitality brands is strong, but brand differentiation is weak. Six Senses and Canyon Ranch were cited most frequently, but only by 10 per cent.

The WELLZoomers

WELLSurvey 2.0 labels a new cohort of adults, across all three countries, who share attitudes, beliefs and behaviours in relation to their health.

WELLZoomers – aged between 25 and 44 – exercise regularly (95 per cent), track their health metrics (79 per cent ) and visit spas or wellness facilities on a regular basis (71 per cent).

Almost a quarter (21 per cent) are interested in visiting a health-focused resort within the next 12 months.

The full survey can be downloaded here.

Receive our newsletters directly to your inbox – sign up here