News and Insights
Getting Reflective for Wellness Month
August 1, 2025
August marks National Wellness Month in the U.S.— a time to celebrate the transformative power of self-care. As wellness continues to shape the future of travel, the FINN Partners Global Travel team is reflecting on the evolving trends that are redefining how we explore the world and ourselves.
Last year, we launched our report, The Future of Wellness Tourism 2025, which spotlighted key trends driving the golden age of wellness tourism. One standout theme was “Age Benders”—a phenomenon where generational boundaries blur in the shared pursuit of well-being. Whether Gen Z or Baby Boomer, travelers across all age groups are prioritizing wellness when planning their next escape.
According to The Intentional Traveler by The Luxury Group at Marriott International, 90% of high-net-worth travelers cited wellness offerings as a key factor in their booking decisions. This trend transcends not only age but also travel style: 47% of family travelers are willing to invest in premium wellness experiences, while 73% of solo travelers are booking immersive wellness escapes well in advance.
Wellness tourism has evolved far beyond the traditional spa and gym. Today’s travelers are seeking everything from postpartum hotel experiences to menopausal retreats, to culinary meditations, to nature immersions, all the way to sleep tourism. The appeal lies in personalization —accommodations are increasingly tailoring offerings to meet guests’ unique needs.
As Robbie Leung, Director of Wellbeing at Pan Pacific London, explains:
We have seen a growing demand for personalized wellness experiences that go beyond traditional treatments. Our guests are no longer looking for quick fixes, they want transformative solutions that offer real, lasting change. We are excited to meet this demand with innovative technology and expert care, such as our exclusive TecnoBody® D-wall system. This advanced system uses body recognition and gesture-based interactions to guide guests through personalized workouts. Guests receive detailed digital assessments and live feedback on areas like nutrient deficiencies, sleep disorders and stress, factors that may prevent the body from reaching its full potential. Each session provides a customized guide, empowering guests to achieve their optimal health in a truly personalized way.”
One area gaining overdue attention is menopause and perimenopause care. A pioneering example is Carillon Miami’s Inner Glow: A Menopause & Perimenopause Retreat, which stands out as one of the first of its kind. It presents women with a transformative, medically guided program that delivers immediate relief, long-term solutions, and the potential to mitigate some of the most challenging side effects of menopause. Over the course of five days and four nights, participants are immersed in highly personalized plans and restorative treatments, designed to help them understand and navigate the biological phases of menopause as it applies to their own experience and evolving needs.
Another rising trend is Passive Wellness—a shift away from structured itineraries filled with yoga classes and spa treatments, toward simply existing in spaces that naturally enhance wellbeing. Think of it as wellbeing by simply being. Travelers are increasingly drawn to destinations where fresh air, nourishing food, and serene surroundings do the heavy lifting, often inspired by the lifestyles found in global “Blue Zones.”
Design innovators like Luxury Frontiers are embracing this philosophy in their work. Known for high-end, low-impact hospitality concepts such as Camp Sarika by Amangiri and The Treetop Tents of Nekajui, a Ritz-Carlton Reserve, the firm is pioneering spaces that promote wellness effortlessly. Their approach is guided by:
- Human Connection to Nature: Immersive environments like Wilderness Usawa Serengeti allow the sights and sounds of the savannah to permeate guest spaces, creating a calming, sensory-rich experience.
- Intuitive Design for Inherent Wellbeing: Resorts like Naviva, a Four Seasons Resort use biophilic architecture and natural materials to subtly encourage relaxation and outdoor living.
- Voluntary Digital Disconnection: These destinations are so captivating that guests naturally unplug, experiencing the rare joy of missing out (JOMO) without effort.
It’s a powerful reminder that sometimes, the most profound wellness experiences come not from doing more—but from simply being present in the right place.
Wellness travel is also becoming more planet conscious. It’s evolving as more travellers are looking beyond the ordinary spa experience to seek deeper connections, not just to themselves, but to the planet. As the demand for regenerative, eco-conscious escapes increases, FINN’s client Blue Lagoon Iceland is setting the pace. Powered entirely by clean geothermal energy, the lagoon’s mineral-rich waters offer a naturally restorative sanctuary for both body and mind. Sustainability is woven into every aspect of the destination, from the thoughtfully designed Retreat and Silica hotels to the responsibly harvested ingredients used in their bioactive skincare products. Wellness is no longer just about escaping; it’s about engaging more consciously with the places we visit and recognizing that care for the environment is becoming inseparable from self-care.
At FINN Partners, we’re proud to support clients who are redefining what wellness means for every kind of traveler. Whether it’s a solo retreat, a family recharge, or a luxury eco-escape, there’s a path to well-being for everyone.
We’ll be revealing some of the latest emerging trends in wellness tourism in our upcoming TrendHawk: Summer 2025 report, launching on August 5th.