When June arrived last year, Sarah Wong found herself at a breaking point. As a social media marketer, she spent her days on the phone, absorbing a constant flow of local news and events, which became overwhelmingly exhausting. “It’s pretty daunting to be inundated with news all the time,” shared the 28-year-old.
Wong and her husband, a software engineer, usually embarked on short trips every couple of months from their home in Austin, exploring destinations like Las Vegas, San Diego, and Martha’s Vineyard. However, this time, she felt the need for a different kind of getaway. Opting for a wellness retreat, she aimed to unplug and rejuvenate her nervous system. They booked a four-night stay at Miraval Austin Resort and Spa, located nearby. “Anyone in social media can benefit from a break where they are not connected,” she expressed.
Upon their arrival at the resort, staff took care of their minivan and luggage, and the couple was presented with a choice of a backpack or tote featuring a branded water bottle and a “cellphone sleeping bag” to store their phones during their time there. (Miraval imposes a strict no-phone policy, except in designated areas). Wong likened the experience to something out of “White Lotus.”
Her days were filled with rope courses, sound bowl healing, and yoga, alongside healthy meals from a customizable salad bar or a wellness-focused menu. At one point, she tried yoga nidra—a relaxing form of meditation that, according to her, felt like “waking up from the best nap of your life.” “It feels like adult summer camp,” she reflected.
Since the retreat, Wong finds it easier to disconnect from her phone and has been spending more time outdoors. “I’ve been trying to use our patio to just breathe in the fresh air and appreciate the trees and the sky,” she mentioned, adding that she and her husband are planning to return this year. “We want to check out all three properties,” she said enthusiastically.
Since the easing of pandemic-related travel restrictions, there has been a surge in travel. Recent surveys indicate that “rest and relaxation” has emerged as a primary motive for leisure travel, outpacing the desire for mere enjoyment, as shown in a nationally representative 2024 survey of 1,000 U.S. travelers conducted by the market research firm Longwoods International. A similar trend was noted in a Deloitte survey. Many individuals are coping with feelings of overwhelm, burnout, or a desire to concentrate their paid time off on enhancing their well-being. According to a 2023 American Express travel survey, 73% of respondents were planning vacations primarily aimed at improving their physical and emotional health, with younger generations like millennials and Gen Z prioritizing wellness-focused travel more than older cohorts.
An increasing emphasis on wellness amidst growing uncertainties in everyday life is propelling the self-care travel phenomenon. Just five years ago, a wellness focus could be seen as a niche in travel, limited to weekend spa breaks and yoga retreats, but the COVID pandemic has shifted perspectives, leading many to take their health more seriously. McKinsey reports that the U.S. wellness market—encompassing health, fitness, sleep, mindfulness, appearance, and nutrition—has surged almost 7% since 2022, reaching $480 billion. Nearly 60% of respondents in a McKinsey survey stated they are valuing wellness even more in 2024 than the previous year. Furthermore, the number of health and wellness podcasts has surged by 50% in the last five years, and self-help literature is rapidly ascending as one of the most popular nonfiction categories. Younger demographics are increasingly opting for alcohol-free lifestyles, thereby spurring the rise of upscale wellness clubs.
“The tourism sector closely observes leisure activities and consumer trends, sensing opportunities to capitalize on this,” remarked Melanie Kay Smith, an associate professor of tourism management at Budapest Business University.
After attending the retreat, participants often feel recharged and ready to face life rather than view their trips as a recovery from holiday stress. Hilton recently announced new wellness initiatives such as guided meditations, sleep stories, and mindfulness exercises available via in-room TVs, partnering with Calm for these offerings, and collaborating with Peloton to provide workout options. Meanwhile, other brands are investing in wellness-centric resorts; for instance, Hyatt is soon launching an “art and wellness house” in Panama, while Accor Group plans 18 new luxury hotels this year, with five emphasizing wellness amenities and a new resort in the Caribbean focused specifically on wellness.
The quest for wellness isn’t just a trend; it’s a response to ongoing emotional stress. A 2023 Gallup survey found that nearly half of Americans frequently experienced stress, marking a high point since 1994, and a 2024 American Psychiatric Association survey revealed that 43% of adults felt more anxious compared to the previous year. “As life accelerates, perhaps our vacations need to decelerate to restore balance,” Smith suggested.
Hotels, resorts, and retreats are stepping up to provide the needed support for some self-care. Miraval Resorts reported nearly an 80% rise in demand for stress management workshops in 2024 compared to the previous year, with group bookings increasing by 157% since 2021. “I believe luxury consumers are realizing that experiences carry more value than material possessions,” stated Dina Niekamp, associate vice president of sales, marketing, and brand for Miraval.
Ella Dixon-Nuttall, a 28-year-old yoga instructor from London, grew weary of vacation plans that revolved around nightlife and partying. Thus, last June, she embarked on her first yoga retreat in Sicily with a friend. The week-long trip cost about £1,600 (just over $2,000), which covered accommodations, three meals a day, and yoga sessions both morning and evening. “It offered an all-inclusive experience combined with movement and wellness,” she explained. “I returned home feeling fulfilled and invigorated instead of needing another escape from the previous trip.”
Dixon-Nuttall enjoyed the retreat so much that she attended a second one in February with her mother and a third in March in France. “It’s an incredible way to travel,” she enthused. “I’ve become a retreat enthusiast to the point where I prioritize finding retreats at potential destinations.” She’s even eyeing a retreat in India for later in the year.
Similarly, Lili Paxton’s mother has also become a devotee of wellness trips. Recalling her upbringing filled with family skiing outings and trips to Palm Springs, Paxton and her mother sought a more calming experience toward the end of 2022. They settled on a week-long stay at Rancho La Puerta, a wellness resort and spa just beyond the San Diego border in Baja California, Mexico, upon a family member’s recommendation. Prices commence at around $5,650 for a week. This was their first experience of its kind.
Every day featured early morning hikes, with classes available hourly covering activities from Pilates to pickleball. Paxton’s mother even tried Watsu—a water therapy incorporating massage, stretching, and acupressure—for the first time. “It was a deeply spiritual experience for her,” Paxton recounted. “She claimed to have seen my late father in the water.”
While not occupied with hikes or fitness activities, Paxton enjoyed the spa and lounge area by the pool. “I felt genuinely joyful the entire time,” she recalled. “It was a perfect escape from reality.” Her mother left the trip transformed, exclaiming, “I’m committed to returning annually for as long as I live.” She even consulted her financial planner to allocate funds for future trips, saying, “I need you to budget this for the next 20 years.” They spent another week at the same retreat over Christmas.
Many individuals are willing to pay a premium for the chance to savor simple pleasures, such as walking in nature or simply taking a moment to breathe deeply; however, for others, wellness is becoming increasingly intertwined with technology. Since 2008, the Sha wellness resort has been at the forefront of holistic health, providing around 1,000 diverse treatments across nearly 40 medical and health specialties at its locations in Spain…
