Table of Contents
Executive Summary
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- Impact of COVID-19 on wellness travel
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- Figure 1: Short, medium and long term impact of COVID-19 on wellness travel, 6 October 2020
- The market
- Travel industry faces its greatest ever challenge with overseas travel taking the biggest hit
- Long-term outlook on holiday market remains positive
- Wellness holidays’ luxury reputation will keep price-sensitive travellers at bay
- Health and safety measures critical for high-contact and indoor activities
- Remote working calls for new approaches to work-life balance
- Companies and brands
- COVID-19 pushes brands to deliver at-home wellness events
- Mainstream travel companies add wellness offer
- Non-travel wellness brands extend into travel
- Nations release ‘digital nomad’ visas to entice remote workers
- The consumer
- Holiday booking still far from 2019 levels
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- Figure 2: Actual bookings and plans to book a holiday in the next three months, January 2019 to September 2020 (fieldwork dates in September 2020: 3-15 September 2020)
- Tighter COVID-19 rules impact confidence in travel
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- Figure 3: Consumers’ confidence in holiday transport and accommodation types, 25 June 2020 to 17 September 2020
- Roughly one in ten Brits are estimated to have taken a dedicated wellness holiday in the last five years
- Travellers find wellness benefits from mainstream holidays
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- Figure 4: Types of health/wellness holiday taken in the last five years, 2-14 July 2020
- Highest potential for adding wellness activities to mainstream holidays
- Safety critical for spa and beauty brands
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- Figure 5: Participation in health/wellness activities on holiday in the last five years, 2-14 July 2020
- Mental wellbeing primary driver for wellness travel
- Wellness practices provide deeper cultural experiences
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- Figure 6: Wellness holiday motivations, 2-14 July 2020
- Multiple needs and interests highlight need for personalised approach
- Younger Brits more interested in wellness holidays due to COVID-19
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- Figure 7: Attitude towards wellness holidays, 2-14 July 2020
- Consumers are taking a more holistic approach to their own wellbeing
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- Figure 8: Attitudes towards personal wellness, 2-14 July 2020
- ‘Workcation’: remote working opens up new work-life balance opportunities
- Rising demand for products catering to remote workers
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- Figure 9: Preferences for working holidays, 2-14 July 2020
COVID-19 and Wellness Travel
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- Impact on the market
- Being in the outdoors has high appeal amid COVID-19 uncertainties
- Long-term outlook on holiday market remains positive
- Impact on consumers
- Holiday booking still far from 2019 levels
- Tighter COVID-19 rules impact confidence in travel
- Renewed interest in hobbies will boost interest in activity-led breaks
- COVID-19 will fuel the need for digital detox
- Younger Brits more interested in wellness holidays due to COVID-19
- Remote working opens up new work-life balance opportunities
- Impact on companies and brands
- Brands focus on the UK staycation
- Wellness in the home
Issues and Insights
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- Wellbeing personalisation critical
- Mental health focus driver behind growth in wellness travel
The Market – Key Takeaways
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- Long-term outlook on holiday market remains positive despite COVID-19
- Being in the outdoors has high appeal amid COVID-19 uncertainties
- Wellness holidays’ luxury reputation will keep price-sensitive travellers at bay
- Remote working calls for new approaches to work-life balance
Market Background
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- Travel industry faces its greatest ever challenge with overseas travel taking the biggest hit
- Being in the outdoors has high appeal amid COVID-19 uncertainties
- Long-term outlook on holiday market remains positive
- Wellness tourism will benefit from increased focus on wellbeing
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- Figure 10: Short, medium and long term impact of COVID-19 on wellness tourism, 9 October 2020
Market Drivers – Financial
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- GDP takes a significant hit in 2020
- Some consumers have felt COVID-19’s impact on personal finances
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- Figure 11: Changes in financial situation, September 2019, March 2020, September 2020
- Tighter COVID-19 measures expected to impact consumer confidence
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- Figure 12: Financial confidence in the year ahead, September 2019, March 2020, September 2020
- Wellness holidays’ luxury reputation will keep price-sensitive travellers at bay
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- Figure 13: Attitude towards the cost of health/wellness holidays, 2-14 July 2020
Market Drivers – Health and Wellness
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- Over half of Brits feel stressed at least weekly
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- Figure 14: Frequency of health-related behaviours, September 2019
- Brits are more focused on personal health than ever
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- Figure 15: Changes in priorities since the COVID-19 outbreak, 7-14 May 2020
- Increased health and safety regulations shine spotlight on high-contact activities
- Ageing population provides preventative health opportunities
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- Figure 16: Life expectancy at attained age (years), by gender, England, 2001-19
- Remote working calls for new approaches to work-life balance
Companies and Brands – Key Takeaways
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- COVID-19 pushes brands to deliver at-home wellness events
- Brands converge to take on wellness travel segment
- Nations release ‘digital nomad’ visas to entice remote workers
Specialist Wellness Travel Brands
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- Wellbeing Escapes
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- Figure 17: Wellbeing Escapes’ location, company type, offer and recent activity, September 2020
- Healing Holidays
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- Figure 18: Healing Holidays’ location, company type, offer and recent activity, September 2020
- Healthy Holiday Company
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- Figure 19: Healthy Holiday Company’s location, company type, offer and recent activity, September 2020
- Health and Fitness Travel
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- Figure 20: Health and Fitness Travel’s location, company type, offer and recent activity, September 2020
- Neal’s Yard Holidays
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- Figure 21: Neal’s Yard Holiday’s location, company type, offer and recent activity, September 2020
Launch Activity and Innovation
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- Global operators focus on the domestic market
- Skyros launches first UK products in Isle of Wight
- Intrepid launches Intrepid Retreats in the UK for the first time
- Travel brands incorporate wellness into product offer
- G Adventures introduces new line of wellness tours
- Butterfield & Robinson rolls out wellness tours
- Fitness club brands launch travel retreats
- SoulCycle launched first retreats in partnership with UK’s Black Tomato
- Boutique club Third Space rolls out Third Space Escapes
- Wellness in the home
- Wellbeing Escapes launches online retreats during pandemic
- Happy Place Festival goes virtual
- Growth in dedicated digital detox experiences
- ‘Unplugged’ digital detox experience opens in Essex
- Rudding Park Spa launches monthly digital detox days
- Nations release ‘digital nomad’ visas to entice remote workers
- Barbados launches 12-month ‘welcome stamp’ scheme
- Estonia issues ‘digital nomad visa’
- Georgia brings out ‘remotely from Georgia’ visa
The Consumer – Key Takeaways
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- Roughly one in ten Brits are estimated to have taken a dedicated wellness holiday in the last five years
- Holistic wellbeing prompts shift from ‘looking good’ to ‘feeling good’
- Varied wellness needs require personalised approach
- Rising demand for products catering to remote workers
Impact of COVID-19 on Booking Intentions
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- Holiday booking still far from 2019 levels
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- Figure 22: Actual bookings and plans to book a holiday in the next three months, January 2019 to September 2020 (fieldwork dates in September 2020: 3-15 September 2020)
Impact of COVID-19 on Confidence in Travel
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- Tighter COVID-19 rules impact confidence in travel
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- Figure 23: Consumers’ confidence in holiday transport and accommodation types, 25 June 2020 to 17 September 2020
Participation Wellness Holidays
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- COVID-19 fuels younger Brits’ interest in wellness holidays
- Opportunities to target older travellers with preventative health solutions
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- Figure 24: Participation in health and wellness holidays in the last five years, by demographics, 2-14 July 2020
- Wellness tourism provides opportunities for luxury travel companies
Types of Wellness Holiday
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- Travellers find wellness benefits from mainstream holidays
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- Figure 25: Types of health/wellness holiday taken in the last five years, 2-14 July 2020
- Innovative retreat concepts have encouraged demand among younger generation
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- Figure 26: Types of health/wellness holiday taken in the last five years, by demographics, 2-14 July 2020
Wellness Holiday Activities
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- Highest potential for adding wellness activities to mainstream holidays
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- Figure 27: Attitude towards health/wellness holiday activities, 2-14 July 2020
- Renewed interest in hobbies will boost interest in activity-led breaks
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- Figure 28: Participation in health/wellness activities on holiday in the last five years, 2-14 July 2020
- Safety critical for spa and beauty brands
- Customised wellness programs will appeal to those with diverse wellness tastes
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- Figure 29: Repertoire analysis of participation in health/wellness activities on holiday in the last five years, 2-14 July 2020
- Healthy food experiences will appeal in the long term
- Wellbeing festivals have potential once crowds can return
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- Figure 30: Participation in health/wellness activities on holiday in the last five years, by demographics, 2-14 July 2020
Wellness Holiday Motivations
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- Mental wellbeing primary driver for wellness travel
- The ‘sleep vacation’ driven by excessive stress
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- Figure 31: Wellness holiday motivations, 2-14 July 2020
- Wellness practices provide deeper cultural experiences
- Digital detox trend here to stay
- Multiple needs and interests highlight need for personalised approach
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- Figure 32: Repertoire analysis of wellness holiday motivations, 2-14 July 2020
Attitudes Towards Wellness Holidays
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- Health technologies increasingly important in luxury wellness personalisation
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- Figure 33: Attitude towards wellness holidays, 2-14 July 2020
- Wellness breaks’ expensive reputation provides opportunities for more affordable wellness options
- Younger Brits more interested in wellness holidays due to COVID-19
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- Figure 34: Attitude towards wellness holidays and COVID-19, by age, 2-14 July 2020
- Expertise and financial protection can play into the benefit of package holiday providers
Attitudes Towards Personal Wellness
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- Consumers are taking a more holistic approach to their own wellbeing
- Outdoor activities and natural environments more appealing than ever
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- Figure 35: Attitudes towards personal wellness, 2-14 July 2020
- Wellness has become a bigger focus since COVID-19
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- Figure 36: Attitudes towards personal wellness, by concern about wellbeing since COVID-19, 2-14 July 2020
Interest in Working Holidays
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- ‘Workcation’: remote working opens up new work-life balance opportunities
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- Figure 37: Interest in working holidays, 2-14 July 2020
- Opportunities to appeal to younger generation with more affordable services
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- Figure 38: Interest in working holidays, by demographics, 2-14 July 2020
Working Holiday Preferences
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- Remote work will encourage slower travel styles
- Rising demand for accommodation that caters to remote work
- Private experience offered by holiday rental properties has become more attractive
- Hotels can utilise daytime hours with coworking facilities
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- Figure 39: Preferences for working holidays, 2-14 July 2020
- Community-focused co-living spaces here to stay
- Working holidays likely to be booked independently
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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