A Defining Moment – Surprising Findings in the State of Spa Travel Survey
Posted on Saturday, March 23rd, 2013, by Alexandra Plessier
The results of the sixth annual State of Spa Travel survey* have been released —and the findings are good news for the spa travel and wellness tourism industry. The report, which is being widely reported by global press, is based on a survey of travel agents conducted in the fourth quarter of 2012.
Significantly, the report noted that with more than two-thirds of agents reporting that people are now more interested in traveling to spas specifically for programs like stress-reduction, fitness, and weight loss, the results clearly indicate that more travelers are deciding they can’t afford exhausting, unhealthy vacations.
Snapshot of key findings
Spa Travel Gains:
Sixty-eight percent of respondents reported growth in the number of clients choosing spa travel over last year, with only nine percent reporting declines.
Price-per-Night on Upswing: The high end of the market is clearly spurring spa travel growth, with the average price-per-night-booked in 2012 rising dramatically over recent years.
Mexico/Caribbean Unseats North America as Spa/Wellness Mecca: Mexico’s tourism industry is clearly recovering from negative press about safety concerns in recent years. The Mexican Tourist Board reported a record number of inbound tourists in 2012, and agents surveyed reported that the Mexico/Caribbean region was the number one global spa travel destination in 2012, leapfrogging the 2010 and 2011 leader, North America.
Wellness-Focused Spa Travel Remains Hottest Trend: Sixty-seven percent of agents reported that their clients were more interested in spa vacations with a strong health-wellness focus in 2012, and given that roughly four in five agents reported growth for spa travel with a strong health focus in 2011, it’s clear that the wellness-seeking traveler trend has serious, ongoing momentum.
Baby Boomers = The Eternal Spa Traveler: The health-obsessed Baby Boomer generation (individuals aged 48-67) remains this travel sector’s core demographic, with 67 percent of agents reporting that they were the age group most likely to book spa travel in 2012.
But a significant 31 percent of agents pegged the younger, 26-45 age group as now most likely to book spa vacations.
Read more about the study in the press release. We think you will agree that the findings prove wellness tourism is no longer an exotic concept, but is becoming a powerful, mainstream trend that will influence where people go, and what they choose to do, on their increasingly precious time off.
Tell us what you think: Travel agents report* that spas offered more aggressive deals in 2012 compared to 2011. Do you think deals and specials for spa travel in 2013 will be on the upswing or decline? Let us know your thoughts by leaving a comment.
