What: A new category of tourists is emerging and some department stores have noticed.

Why it is important: Is wellness a new category bound to become as central as beauty and fragrance in department stores? Galeries Lafayette, Harrods and Selfridges think yes.

Wellness tourism is experiencing rapid growth as more people prioritize their wellbeing and seek health-focused travel experiences. The global wellness economy, which contracted during the pandemic, is predicted to reach $7 trillion by 2025, with wellness tourism expected to outpace the rest of the sector, reaching $1.1 trillion in 2025. This trend is prompting luxury brands, such as Dior and La Mer, to explore wellness activations as a way to engage customers. Urban spaces are also incorporating wellness solutions, with wellness centers and treatments becoming increasingly available in cities.

Luxury department stores are capitalizing on the appeal of wellness, with Harrods and Selfridges offering services such as IV drips, cryotherapy, and biohacking, or Galeries Lafayette dedicated 3,000 sqm to this new categroy. The landscape is shifting due to a cultural change where people openly seek wellness treatments as part of their self-care regimen. The expansion of wellness offerings in urban venues is reducing the need for remote spa destinations.

Resorts and spas are innovating by offering immersive experiences, cutting-edge treatments, and personalized services. Destination spas are capitalizing on their environments to provide full immersion in mental, physical, and spiritual health. Despite the growth of urban wellness centers, destination spas and resorts are expected to maintain their importance due to the unique experiences they offer.

The competitive wellness market also comes with risks, such as extreme treatments and technologies that lack proper regulation. Consumers must exercise caution and inquire about certifications and practitioner experience before seeking wellness treatments. Additionally, some wellness treatments are gaining popularity for alternative uses, such as aiding weight loss, which can have potential health risks if not medically supervised. Despite challenges, the majority of wellness providers aim to offer positive and beneficial experiences to their customers.

Wellness tourism is booming