Wellness travel is trending, especially among Gen Z and luxury travellers. Hotels with spa and wellness offerings have a golden opportunity to cater to tech-savvy, health-conscious, holiday-makers.
Wellness travel is no longer a niche – it’s in demand. According to Marriott International’s The Intentional Traveller study, 90% of travellers in 2025 say wellness influences their bookings, up from 80% compared to last year. The luxury sector is embracing holistic experiences – like sound baths and yoga retreats – marking the shift from indulgence and opulence towards meaningful self-care and transformation.
Hotels and resorts with wellness facilities are perfectly placed to capitalise on this trend, especially as high-net-worth individuals increasingly seek cultural immersion, nature-based activities, and countryside escapes. In fact, 92% of travellers cite proximity to the outdoors as essential, meaning offerings like spa treatments, yoga classes, and fitness programmes are no longer “nice to have” – they’re expected.
However, it’s not just the wealthy driving this movement, with Gen Z fast becoming the wellness generation. According to Skyscanner, 73% of Gen Z travellers plan holidays specifically for relaxation and self-care. They’re ditching boozing in favour of nature, mindfulness, and fitness – drinking less, stressing less, and travelling more intentionally. Half of Gen Z travellers search for wellness offerings when booking hotels – even on work trips.
This shift in priorities means hotels and resorts must move with the times. Frictionless booking and wellness-first offerings have gone from a compelling perk to non-negotiable. By leveraging smart technology like Property Management Systems (PMS) helps hotels meet growing demand while delivering truly personalised experiences that make guests feel understood.
For example, Agilysys Versa PMS could identify a couple and based on the profile that the PMS system builds, automatically send them a tailored wellness promotion – such as a discounted beachfront Pilates session happening during their stay – aligning with their preferences and values. Blending nature, nurture, and next-gen tech, hospitality brands can win over travellers, turning them from first time guests into loyal, repeat customers.