Why Wellness Tourism is the Future of Hospitality – And What Hotels Must Do Now

Wellness tourism sits at the intersection of two enormous global markets—wellbeing and travel. Not simply optional extras, wellness amenities are now a key driver of guest choice. According to data from the Global Wellness Institute, wellness tourism spending reached US $830 billion in 2023—equivalent to nearly one in five tourism dollars—and is projected to double by 2027.

The hotel and spa sector is already leading this charge. In 2022, there were over 181,000 spas operating worldwide, with hotel and resort spas generating the most revenue—an impressive US $49 billion and growing at nearly 29% per year. European markets alone are expected to rise from US $294 billion in 2022 to US $717 billion by 2030, with wellness activities outpacing all other segments.

As travellers become more health-conscious, they are seeking immersive wellness experiences. Hotels that have embraced this shift—think in-room wellness tools, spa retreats, digital detox stays or destination spas—are reaping rewards. Marriott, Hilton, Westin and Six Senses now promote wellness as an integral part of the brand, extending beyond traditional spas into sleep programming, nutrition, fitness and lifestyle rituals.

Luxury resorts are now positioning themselves as wellness destinations in their own right. In the Middle East, Amaala (home to Six Senses and Clinique La Prairie resorts) is designed as a zero-waste, sustainable wellness megaproject. Its emphasis on holistic health and longevity is setting a new standard for future hospitality developments.

What does this mean for hotels in Europe, the UK or Portugal? It simply means wellness tourism is no longer a niche—it’s central to what guests expect. A well-designed spa or wellness space drives longer stays, higher ancillary revenues, and stronger guest loyalty. Global studies show wellness travellers spend significantly more—up to 50% or more per trip than conventional tourists—and are more likely to stay longer and book premium experiences.

For spa and hotel operators, the message is clear: invest in wellness. Beyond traditional treatments, consider destination spa programmes, longevity retreats, or integrated wellness partnerships—such as sound therapy, thermal journeys, longevity diagnostics or bespoke mindfulness offerings. These elements help hotels stand apart in a crowded marketplace and appeal to a more affluent, wellness-savvy clientele.

In short: wellness tourism is rapidly reshaping hospitality. Property owners and developers who seize this moment by offering genuine, quality wellness experiences are not only aligning with guest expectations—they are future-proofing their business.