Wellness Is the New Status
LWellness in luxury travel has moved beyond massages and spa robes. Three-quarters of luxury guests say wellness is a core part of their lifestyle, not just a vacation indulgence. Sleep, focus, and recovery are the emerging language of high-end hospitality.
That means performance sleep, food as medicine, and the flexibility to bring their fitness routine with them. The traditional spa remains relevant, but it’s no longer the headline when it comes to wellness. What matters more is whether the hotel helps them feel restored, resilient, and cognitively sharp.
Quote from the Tribe:
“I don’t want a eucalyptus towel and a massage. I need blackout shades, Forgrave tea, and a private place for my morning routine.”
- High net-worth individual from Belgium, using luxury-branded hotels 8 times per year.
Commercial Takeaway:
Reframe wellness amenities as an essential part of your DNA, not just optional indulgences. Promote your wellness features and amenities, but also highlight that your brand understands wellness as a comprehensive concept. Position yourself as part of the guest’s lifestyle, not an add-on.
Message us to discuss how your approach compares.
About the MODIV Tribes Series
Since 2022, MODIV’s always-on Mindset® study has engaged more than 48,000 frequent travelers across 25 countries. Our mission: decode the why behind traveler behavior—so travel and hospitality brands can act smarter, faster, and with greater commercial precision.
Our Tribes series distills what hospitality leaders need to know—direct from the source. Each quarter, we engage Business Travelers, Luxury Travelers, Zillennials, and Meeting Planners through our proprietary Mindset® study, then translate what we hear into strategic insights you can use.
This isn't one-and-done research. Each quarter, we go back to a tribe to test sharper questions based on what you tell us you need to know. Got a question you want answered? We invite you to add your voice in the comments or reach out directly.
About the Luxury Travel Tribe
This study reflects insights based on a blended qualitative and quantitative session with 87 travelers from 9 countries who are high-net-worth and prioritize luxury hotel brands and ADRs.
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