With recognition of the health benefits of leisure travel
rising, health and wellness activities extend beyond the spa.
HONOLULU, May 2, 2024
/PRNewswire/ -- As emotional and mental health concerns surged
during the pandemic, so has research pointing to the healing
effects of outdoor/nature experiences and active lifestyles –
activities and lifestyles which align closely with the leisure
travel experience.
This segment is re-defining get-aways as
Refresh Travel. When targeting these travelers, destination
marketers now have an opportunity to present local sights, sounds
and flavors in terms of purposeful re-charging to enhance
travelers' lifestyles.
According to mounting research published by the American
Psychological Association, nature experiences benefit both physical
and psychological human wellbeing. Further, findings from the
Danish Twin Study, reveal that lifestyle and environmental factors
are the primary drivers of longevity (80%), having four times the
influence on one's longevity than an individual's genetic makeup
(20%).
With increased attention paid to the health benefits of a range
of leisure travel activities, Health and Wellness travel has also
expanded to encompass a broader range of travel experiences beyond
the traditional spa/health club visit.
1. Health and Wellness travelers are now motivated to travel by
diverse experiences, broadening the mix of destinations in their
consideration set.
Historically the sole domain of spas and health retreats,
travelers seeking to bolster their Health and Wellness are now
motivated to travel by a wider range of desires, including Outdoor
experiences (27%), Rejuvenation (19%), Entertainment (13%),
Family-friendly experiences (13%) and Exploration (11%).
2. As Health and Wellness travel motivations have broadened, so
has the range of destination activities such travelers engage
in.
Driven by a desire for outdoor experiences, rejuvenation and
entertainment scenes, Health and Wellness traveler motivations
manifest themselves in top travel activities ranging from Shopping
(28%) to Historic sites (22%), Hiking/backpacking (19%) and Rural
sightseeing (16%).
3. Health and Wellness overnight travelers out-number day
trippers by nearly two-to-one, and out-spend overall U.S.
travelers.
Despite being more likely to take day trips than overall
domestic leisure travelers, Health and Wellness travelers spend
significantly more money on their trips (i.e., spending nearly
$1,000 per party per trip, + 21% more
than overall U.S. travelers). Health and Wellness travelers'
propensity for active engagement in a broad spectrum of activities
drives these higher spending levels.
Why This Matters
With U.S. residents dealing with heightened stress/anxiety
post-pandemic, health and wellness has been redefined to extend
beyond physical wellbeing, to emotional, social and mental
wellbeing. With this shift, Health and Wellness travelers are now
driven by a desire to for the outdoors, entertainment, history,
local culture – motivations not traditionally associated with this
segment. At a high level, destinations already integrate these
activities into marketing messages, but now they have the
opportunity to market these activities through the lens of health
and wellness.
Here's Our Take
"As Health and Wellness travel motivations have broadened so
have the number of destinations in travelers' consideration sets,
and this opens up marketing opportunities for destinations which
have not traditionally positioned themselves in the minds of such
travelers," said Chris Kam, Omnitrak
President and COO.
"Post covid, more travelers, including representative numbers of
millennials, Gen X and Gen Z, are motivated to hit the refresh
button by traveling away from over-booked lives and
responsibilities. They are neither escapists nor spiritualists;
they are urban dwellers stimulating brain cells in nature,
consumers pursuing passions in history, adventure or sports, or
parents wanting their own outdoor or self- exploration time through
travel. They are in daily peak energy mode at work and at home
during stressful global times," Omnitrak Founder & CEO
Pat Loui said.
"This segment is re-defining get-aways as Refresh Travel. When
targeting these travelers, destination marketers now have an
opportunity to present local sights, sounds and flavors in terms of
purposeful re-charging to enhance travelers' lifestyles," Loui
added. "Today, destinations and the travel industry have two
missions: preserving nature and community sustainability and
pleasing these travelers. It used to be the opposite."
About Omnitrak
Omnitrak founded in Honolulu,
Hawaii in 1981, is a leading strategic research firm with a
strong presence in the consumer, travel and retail sectors in
North America and Asia. Omnitrak works with some of North America's largest state tourism offices,
which subscribe to the company's TravelTrakAmerica™ tracking
research, providing timely monthly insights from 12,000+ U.S.
respondents. The company serves a broad array of public- and
private-sector clients, helping to grow their markets with Quality
of Place/City Pride and Community Sentiment research. Additionally,
destination marketing to develop new products and increase brand
loyalty is supported by Omnitrak's TravelTrak America syndicated
research and Integrated Marketing Effectiveness insights. For more
information, email: chriskam@omnitrakgroup.com
Media Contact
Cassie Kim, SDA International, 1
8089494131, cassie@sheiladonnelly.com
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SOURCE Omnitrak