5 Wellness Trends Shaping the Hospitality Industry This Summer

Making summer travel plans doesn’t mean putting a pause on your workout routine or healthy habits. In fact, wellness tourism is on the rise, and this summer, travelers are making their well-being a priority when it comes to planning their trips and selecting their accommodations. Fitness programming, spa amenities, and other out-of-the-box wellness experiences can help draw in these guests—and even get them coming back next year.

After all, wellness tourism—a $651 billion market, globally—is forecasted to increase 16.6% annually to 2027, according to the Global Wellness Institute. That means investments in guests’ health and wellness can help set hotels up for success both now and in the future. It’s also not too late to tap into trends for this summer; after all, 78 percent of respondents to American Express’s 2024 Global Travel Trends Report said that spontaneous trips appeal to them. Here are the biggest wellness trends shaping summer travel in 2024.

1. Outdoor escapes

Travelers are eager to enjoy the great outdoors this summer, and hotels can curate engaging experiences to help them make the most of their natural surroundings. “During this season we see an even bigger emphasis on a wide range of active lifestyle activities, from forest bathing to stand-up paddle boarding to pickleball,” says TJ Abrams, Vice President of Wellbeing at Hyatt. Some of the amenities at Hyatt properties appealing to this trend include the on-property ropes course offered at Miraval Austin and pickleball courts with views of a tropical mountain range at Park Hyatt St. Kitts.

Tourists are especially interested in embracing their sense of exploration this year; according to Pinterest’s Summer 2024 Travel Report, searches for “adventure activities” are up 45% year-over-year—which reflects a growing interest in safaris, scuba diving, mountaineering, and other emboldening outdoor activities.

2. Cutting-edge treatments

Rather than viewing their vacations as a chance to let loose, some summer travelers have their overall well-being at the forefront of their minds. “Longevity continues to be a major trend as more guests want to travel to destinations to experience cutting-edge bio hacks, hydro and photo therapies, and holistic wellness programs with the goal of achieving a longer and healthier lifespan,” Abrams says. Some of Hyatt’s next-level treatments make the most of its properties’ unique locations; the Andaz Costa Rica at Peninsula Papagayo, for instance, hosts a week-long Blue Zone retreat to teach guests the longevity-boosting habits of the region.

Hospitality amenities designed for “recovery” are also on the rise according to The Global Wellness Institute; treatments like red-light therapy and amenities like hyperbaric chambers are offered to help guests rest and recharge.

3. Athletic inspiration

Prepare for an increased interest in athletics. “With the summer [Games] right around the corner, we anticipate people will be reinvigorated by many of the sports they’re seeing on TV this year,” Abrams says. He adds that Hyatt’s unique fitness offerings—like the Outrigger Experience at the Andaz Maui at Wailea and Fin Fitness classes at the Hyatt Regency Huntington Beach Resort & Spa—can appeal to guests looking to switch up their typical workout routine. 

The Games and other sporting events will also drive travelers to specific destinations this summer; the European Football Championships, for example, are driving interest in cities across the continent, just as the 2024 Copa América is generating buzz across the U.S., Airbnb’s 2024 summer travel trend report notes. So, no matter where you are around the globe, guests will be eager to channel their fitness inspiration into a good workout.

4. Personalized activities

Personalization is an easy way hotels can boost guest loyalty and satisfaction—and that extends to their fitness and wellness amenities. Hyatt, for instance, has teamed up with Peloton to bring complimentary access to wellness programming to guests, and World of Hyatt is the first global hospitality loyalty program with plans to reward its loyalty members with points when they use Peloton equipment at its properties, Abrams notes. 

With Peloton’s Bike, Bike+, and Row, hotels can give guests access to thousands of on-demand and live-streamed workout classes. Plus, with unlimited-rider commercial software, the on-site equipment can enable existing Peloton Members to keep up their workout streaks—or for those without an account to start a new one.

5. Calm retreats

No matter where they are and which season it is, guests are in search of ways to relax and recuperate, Abrams says. In particular, more travelers are putting a greater emphasis on getting a good night of sleep—a goal that Park Hyatt New York aims to make more achievable with its Sleep Suite, featuring an AI-powered customizable mattress. 

With searches for “quiet life” jumping more than 530% year-over-year—per Pinterest’s travel trend report—it’s clear that many travelers are in search of a sense of calm. With the right wellness amenities and top-tier hospitality, hotels can help them relax and feel restored.

Interested in bringing Peloton to your hotel?