2020
9
UK The Wellness Traveller Market Report 2020
2020-10-22T04:01:18+01:00
OX989594
2195
126446
[{"name":"Holidays and Travel","url":"https:\/\/store.mintel.com\/industries\/holidays-travel"},{"name":"Mental Health and Wellness","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing\/mental-health-wellness"}]
Report
en_GB
“Consumers’ need to de-stress and care for their mental wellbeing will be COVID-19’s key legacy driving the future of wellness travel. While wellness breaks’ expensive reputation will keep many price-sensitive…

UK The Wellness Traveller Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the The Wellness Traveller – UK market including the behaviours, preferences and habits of the consumer.Rural areas and outdoor activities will be favoured by those needing to de-stress and reconnect with the real world. By contrast, indoor activities, group holidays and escorted wellness tours will recover slower from the COVID-19 pandemic. Demand is expected to bounce back as the virus threat clears and the economy recovers.

Quickly Understand

  • The impact of COVID-19 on the wellness travel market?
  • Learn the consumer motivations for taking a wellness holiday?
  • Discover future opportunities in the wellness travel market?
  • Why Health and safety measures critical for high-contact and indoor activities?
  • Look into the new trend of combining holidaying with working?
  • See why mainstream brands have the Highest potential for adding wellness activities?

Covered in this report

Companies and brands mentioned: Healthy Holiday Company,Health and Fitness Travel,Neal’s Yard Holidays,Skyros,G Adventures,SoulCycle,Intrepid
Retreats,Butterfield & Robinson, Third Space Escapes,Wellbeing Escapes etc

Wellness travel/holidays refers to holidays specifically taken to improve consumers’ health and/or wellness, but is not limited to specialist or dedicated wellness breaks.

Expert analysis from a specialist in the field

Written by Lauren Ryan, a leading analyst in the Travel sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers’ need to de-stress and care for their mental wellbeing will be COVID-19’s key legacy driving the future of wellness travel. While wellness breaks’ expensive reputation will keep many price-sensitive travellers at bay during the recession, the long-term outlook remains positive. Although there will be growth in many niche types of wellness holidays, the biggest potential lies in adding ‘soft wellness’ products to mainstream holidays.
Lauren Ryan
Leisure and Travel Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
    • COVID-19: market context (created 6 October 2020)
    • Economic and other assumptions
  2. Executive Summary

    • Impact of COVID-19 on wellness travel
      • 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
      • 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
      • 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
      • 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
      • 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
      • 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
      • Figure 7: Attitude towards wellness holidays, 2-14 July 2020
    • Consumers are taking a more holistic approach to their own wellbeing
      • 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
      • Figure 9: Preferences for working holidays, 2-14 July 2020
  3. COVID-19 and Wellness Travel

    • 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
  4. Issues and Insights

    • Wellbeing personalisation critical
    • Mental health focus driver behind growth in wellness travel
  5. The Market – Key Takeaways

    • 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
  6. Market Background

    • 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
      • Figure 10: Short, medium and long term impact of COVID-19 on wellness tourism, 9 October 2020
  7. Market Drivers – Financial

    • GDP takes a significant hit in 2020
    • Some consumers have felt COVID-19’s impact on personal finances
      • Figure 11: Changes in financial situation, September 2019, March 2020, September 2020
    • Tighter COVID-19 measures expected to impact consumer confidence
      • 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
      • Figure 13: Attitude towards the cost of health/wellness holidays, 2-14 July 2020
  8. Market Drivers – Health and Wellness

    • Over half of Brits feel stressed at least weekly
      • Figure 14: Frequency of health-related behaviours, September 2019
    • Brits are more focused on personal health than ever
      • 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
      • Figure 16: Life expectancy at attained age (years), by gender, England, 2001-19
    • Remote working calls for new approaches to work-life balance
  9. Companies and Brands – Key Takeaways

    • 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
  10. Specialist Wellness Travel Brands

    • Wellbeing Escapes
      • Figure 17: Wellbeing Escapes’ location, company type, offer and recent activity, September 2020
    • Healing Holidays
      • Figure 18: Healing Holidays’ location, company type, offer and recent activity, September 2020
    • Healthy Holiday Company
      • Figure 19: Healthy Holiday Company’s location, company type, offer and recent activity, September 2020
    • Health and Fitness Travel
      • Figure 20: Health and Fitness Travel’s location, company type, offer and recent activity, September 2020
    • Neal’s Yard Holidays
      • Figure 21: Neal’s Yard Holiday’s location, company type, offer and recent activity, September 2020
  11. Launch Activity and Innovation

    • 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
  12. The Consumer – Key Takeaways

    • 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
  13. Impact of COVID-19 on Booking Intentions

    • Holiday booking still far from 2019 levels
      • 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)
  14. Impact of COVID-19 on Confidence in Travel

    • Tighter COVID-19 rules impact confidence in travel
      • Figure 23: Consumers’ confidence in holiday transport and accommodation types, 25 June 2020 to 17 September 2020
  15. Participation Wellness Holidays

    • COVID-19 fuels younger Brits’ interest in wellness holidays
    • Opportunities to target older travellers with preventative health solutions
      • 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
  16. Types of Wellness Holiday

    • Travellers find wellness benefits from mainstream holidays
      • 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
      • Figure 26: Types of health/wellness holiday taken in the last five years, by demographics, 2-14 July 2020
  17. Wellness Holiday Activities

    • Highest potential for adding wellness activities to mainstream holidays
      • Figure 27: Attitude towards health/wellness holiday activities, 2-14 July 2020
    • Renewed interest in hobbies will boost interest in activity-led breaks
      • 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
      • 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
      • Figure 30: Participation in health/wellness activities on holiday in the last five years, by demographics, 2-14 July 2020
  18. Wellness Holiday Motivations

    • Mental wellbeing primary driver for wellness travel
    • The ‘sleep vacation’ driven by excessive stress
      • 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
      • Figure 32: Repertoire analysis of wellness holiday motivations, 2-14 July 2020
  19. Attitudes Towards Wellness Holidays

    • Health technologies increasingly important in luxury wellness personalisation
      • 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
      • 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
  20. Attitudes Towards Personal Wellness

    • Consumers are taking a more holistic approach to their own wellbeing
    • Outdoor activities and natural environments more appealing than ever
      • Figure 35: Attitudes towards personal wellness, 2-14 July 2020
    • Wellness has become a bigger focus since COVID-19
      • Figure 36: Attitudes towards personal wellness, by concern about wellbeing since COVID-19, 2-14 July 2020
  21. Interest in Working Holidays

    • ‘Workcation’: remote working opens up new work-life balance opportunities
      • Figure 37: Interest in working holidays, 2-14 July 2020
    • Opportunities to appeal to younger generation with more affordable services
      • Figure 38: Interest in working holidays, by demographics, 2-14 July 2020
  22. Working Holiday Preferences

    • 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
      • 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
  23. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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