Raising the Bar: How Wellness-Focused Facilities Are Shaping Guest Expectations

Hospitality is changing fast. Guests no longer book a spa or wellness retreat hoping simply for relaxation—they expect transformation. The facilities that thrive today are those that put holistic wellbeing front and centre.

The numbers speak volumes. The global wellness economy leapt to a staggering $6.3 trillion in 2023, growing at around 9 per cent annually—a pace well above global GDP growth—and is projected to near $9 trillion by 2028, representing nearly 7 per cent of global GDP.

The spa and wellness tourism sectors are surging ahead. Between 2020 and 2022, wellness tourism saw a remarkable 36 per cent annual growth, while the spa sector itself grew by 22 per cent annually, reaching a market size of $104.5 billion, now at around 92 per cent of its pre-pandemic 2019 value.

Looking ahead, spas are expected to continue thriving—forecasted to grow at a steady 8.3 per cent annually through to 2027, reaching approximately $156 billion. And while overall wellness tourism is set to double, it is expected to stay on an upward trajectory, heading toward $1.4 trillion by 2027.

But what lies behind these figures is more than numbers—it’s a sea change in expectations. Guests now seek experiences that transcend treatments. They want sensory transitions: contrast therapy, hydrothermal features, mindful spaces and environments that deliver renewal on multiple levels. Wellness is no longer a luxury, but a defining standard of hospitality.

Facilities that understand this are setting the benchmark. Those that hesitate risk appearing outdated in a market where wellbeing is the new norm.

Because when recovery, ritual and rejuvenation become expectations rather than extras, the industry doesn’t just raise the bar—it entirely redefines it.