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Booking.com reveals the next level of demand for wellness travel among Thais

77% of Thai travelers are seeking to recenter the mind through a spiritual getaway such as a stay with a focus on meditation or mindfulness.

THAILAND – Due to the economic uncertainty and unpredictable circumstances in the world we’re living in, Travel Predictions 2023 research* conducted by Booking.com reveals that one of the ways travelers will be finding calm amidst the storm is through self-care on their getaways with an aim to nourish body and mental health while escape the reality of hectic daily life. This is an important transition in 2023, as there is increasing demand on wellness tourism for those looking for variety choices of travel experience for attaining peace and pleasure.

Additionally, according to market research by the Global Wellness Institute, wellness tourism** will outpace all other segments of the overall wellness economy in 2023. The question is how can the travel industry capitalize on the consumer priorities as travelers consider self-care when away from home?

What Thai travelers care about when it comes to self-care

According to the Booking.com research, travelers are setting the trip to take mind, body, and soul wellness to the next level this year.

  • 77% of Thai travelers are seeking to recenter the mind through a spiritual getaway such as a stay with a focus on meditation or mindfulness,
  • 65% of Thai travelers are looking for travel that focuses on mental health, transformative health or that helps with life milestones such as menopause or pregnancy.
  • More than half of Thai travelers (55%) are seeing that experimental wellness breaks present an opportunity to try cannabis or plant-based psychedelics like ayahuasca or mushrooms.
Opportunity for Wellness Tourism

The wellness industry is growing, and travelers are anticipating their various wellness retreat options, according to Global Wellness Institute research and Booking.com’s Travel Predictions 2023. This is the time for the travel industry to respond with ways to integrate self-care and self-reflection throughout the travel experience. Furthermore, Booking.com data shows that ratings, reviews, and recommendations are no longer solely based on amenities like cleanliness and location, but also on whether a customer felt revitalized and mentally energized after their escape.

The opportunity for the industry within wellness tourism is two-fold based on audiences, which include offerings for those whose primary focus desire from travel is seeking zen and for whom travel itself comes second to zen seeking. For those who prioritize self-care, the industry will need to respond with holistic offerings from forest bathing to sleep tourism and even psychedelic escapes. The second group, who are looking for peace but are motivated by travel, will instead look to travel brands and organizations to help them find their way and embed health and wellness solutions in various aspects of their journey, such as online therapy*** offered by the hotel they are staying in.

 

*Travel Predictions 2023 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total 24,179 respondents across 32 countries and territories were polled (including 1014 from Argentina, 1006 from Australia, 505 from Austria, 504 from Belgium, 1009 from Brazil, 503 from Canada, 1009 from China, 1010 from Colombia, 505 from Croatia, 505 from Denmark, 1010 from France, 1001 from Germany, 500 from Hong Kong, 1005 from India, 504 from Ireland, 504 from Israel, 1008 from Italy, 1003 from Japan, 504 from Mexico, 502 from The Netherlands, 1007 from New Zealand, 1009 from Portugal, 507 from Singapore, 1008 from South Korea, 1001 from Spain, 505 from Sweden, 508 from Switzerland, 500 from Taiwan, 504 from Thailand, 1006 from the UK, 1009 from the US and 504 from Vietnam). Respondents completed an online survey in August 2022.
** https://globalwellnessinstitute.org/wp-content/uploads/2021/11/GWI-WE-Monitor-2021_final-digital.pdf
*** https://www.travelpulse.com/news/hotels-and-resorts/kimpton-to-provide-free-counseling-to-employees-guests.html

Co-Founder & Managing Editor - TravelDailyNews Media Network

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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