January 2, 2020
Wellness Travel is on the Rise
Since the time of the Roman Baths, people have been traveling for health and wellness purposes. Today, according to a recent report by the Global Wellness Institute, wellness tourism is a booming market generating over $639 billion in 2018, with revenues expected to reach $919 billion by 2022.
The same report found that world travelers took over 830 million wellness trips in 2017. This represents 17% of all tourism revenues for the entire year.
It’s pretty clear that this is a trend on the rise, and this is great news for owners and property managers in destinations that feature easy access to nature, scenic hiking, biking trails, and other outdoor activities.
Marketing Your Rentals as a Wellness Destination
As a vacation rental owner or property manager, this is a great opportunity to increase your bookings by promoting wellness in your marketing. Alternative accommodations tend to offer more space and comfort than traditional hotel rooms. They also are a more economical alternative for groups of wellness travelers.
More groups are taking advantage of the cost benefits of organizing wellness retreats in a home setting, rather than at an expensive resort. So how can you position your properties to take advantage of this trend?
Start by Identifying Wellness Activities in Your Market
An Airbnb study found that wellness-related experiential travel exploded by 572% in 2018 compared to 2017. Identifying wellness activities in your area is the key to cashing in on this growing trend. If you don’t have natural wellness activities like natural pools, hot springs, or other outdoor pursuits, creating activities like yoga retreats, meditation workshops or other health and wellbeing activities can be a great draw. You can likely find at least a handful of options nearby. If none are available, consider partnering with a local provider to create a wellness package for your property.
Create Engaging Content About Wellness Activities and Wellness Travel
Today, most travelers begin their vacation planning online. Your website and blog offer the perfect opportunity to reach potential guests interested in wellness travel. Use keywords and create relevant content to target readers seeking out wellness travel opportunities.
By creating content around these topics, you can position your properties as a wellness destination, and position yourself as an authority on wellness in your locale. You can also use marketing techniques like targeting your website visitors with exclusive, time-sensitive special offers, wellness remarketing campaigns, and email updates to help close the sale.
Create Special Packages Targeting Wellness Travelers
The 2018 Global Wellness Tourism Economy report found that the average international wellness traveler spends 53% more than the typical international traveler. The same report found that domestic wellness travelers spend an average of $609 per trip, 178% more than the average non-wellness domestic traveler.
This willingness to spend more on wellness travel can become a significant profit center. Put together wellness packages for your guests that include accommodations and activities for an incredible price. This can be as simple as offering your guests on-site massage, meditation sessions or adding a yoga instructor to your staff. It can add enormous value for your guests.
Knowing what your location has to offer and adding amenities like a gym (at the top of many wellness traveler’s lists) can help drive rentals. It doesn’t have to be a full-blown gym; adding simple amenities like a stationary bike or treadmill, dumbbells, resistance bands, and yoga mats can add value.
With the shift toward experiential travel, knowing what wellness activities your market offers, and including this information in your marketing efforts targeting wellness travelers is a great way to grab their attention and grow your business!