ILTM Luxury Travel survey | Wellness in focus - what affluent travelers desire

Wellness has become the focus of luxury travel, with the majority of affluent travelers seeking personalized services.

This is the main finding of the latest Buzz vs. Reality study, conducted by the International Luxury Travel Market (ILTM), Altiant and Hyatt.

The ILTM survey was conducted among 800 affluent travelers from six countries: the United Kingdom, the United States, France, China, the United Arab Emirates, and Saudi Arabia. About 65% of the participants had investment assets worth $1 million or more (average $2.2 million).

Wellness is no longer optional – it’s essential

As highlighted, there is a “seismic shift” in the way health and travel “meet.” Today’s luxury vacation travelers are prioritizing mental health support, relaxation in nature, and cutting-edge technology, signaling an era in which wellness is no longer optional – it’s essential.

Personalized wellness services, mental health activities, and wearable technology are reshaping the travel experience. Travelers want more than just relaxation – they crave transformation. From guided forest swims in nature reserves to sunrise yoga overlooking serene landscapes, luxury travelers are seeking moments that refresh and inspire.

These preferences reflect broader lifestyle trends. Nearly three-quarters of respondents have incorporated wellness into their weekly schedule, up from 66% just a few years ago.

Key findings from the survey

The wellness preferences of luxury travelers are clear and are influencing hospitality strategies worldwide, the researchers highlight. Here are the key findings:

Luxury travelers will spend more on wellness: Nearly three-quarters (72%) say they are more likely to book a hotel that has specialized wellness options, such as salt rooms or ice baths. This increases to 93% among affluent Chinese travelers. Three-quarters are also interested in wellness experiences they have never experienced before and enjoy unusual or specialized wellness experiences on vacation.
Spa treatments remain the cornerstone: 62% of respondents prioritize spa experiences, with a particular interest in specialized treatments such as thalassotherapy and Ayurvedic massage.
Nature visits: More than half (52%) are drawn to nature getaways (with hiking or swimming), signaling a growing demand for restorative outdoor activities.
Therapies: Natural therapies follow, with 49% seeking exercise classes and 54% interested in therapeutic interventions such as acupuncture
Mental health issues: Mental health support appeals to 33% of travelers. Therapies include mindfulness practices and digital detox experiences (32%).
Data drives experiences: Nearly 40% are interested in customized health assessments (e.g., sleep and diet analysis), indicating a willingness to embrace data-driven wellness programs that deliver results.

Personalized and effective wellness services

A notable finding of the survey is that only 7% of affluent travelers reported that they would not be influenced in their intention to book a hotel without wellness facilities...

Based on these findings, the survey highlights that luxury hospitality providers must:

• expand personalized wellness services,
• use artificial intelligence and data-driven tools to deliver effective treatments, and
• get creative and unique with wellness offerings that stand out from the competition.

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