Expert Tips for Mastering the Health Travel Market | kbnmart

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Wellness tourism is experiencing unprecedented growth as more people seek out rich, health-focused travel experiences. Wellness expert Chris Abbey shares invaluable insights for travel agents looking to tap into this booming sector.

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Chris Abbey’s journey to wellness began as a child. “I was a really sick kid, and my mom took me to see a nutritionist and yoga, which was completely unconventional at the time,” Abbey recalls. “However, the treatment transformed my health and ignited my passion for wellness.” She earned a science degree and held several roles in corporate health before founding the Spa & Wellness Awards and Wellness Summit, publishing Spa & Wellness Magazine, and becoming a sought-after wellness consultant. Her mission is to educate others about the transformative power of health and wellness.

booming industry

Wellness tourism is currently the fastest growing segment of the travel industry. According to the Global Wellness Institute, the sector is expected to grow by 16.6% annually, reaching $1.4 trillion by 2027. In Australia, Big Red Group, the country’s largest experience network, reported a 228.4% increase in bookings in the wellness segment compared to 2023. Similarly, Virtuoso and Luxury Escapes have noted a growing trend among Australians and New Zealanders to prioritize relaxation, disconnection, and eco-tourism during leisure travel.

Understanding Medical Tourism

“Experiential travel is at the heart of wellness tourism,” says Abby. She emphasizes that wellness travel involves more than just therapeutic journeys. “People are looking for connected experiences, and that means understanding that wellness is not just about spas. It’s about bike tours, walking pilgrimages, and interacting with locals who can show guests unique local places.”

Today’s travelers are more aware of their health responsibilities, which is reflected in their travel choices. “Many hotels are now focusing on offering sustainable organic products and contributing to local communities, creating a broader and more engaging experience for wellness travelers,” explains Abby.

Practical Tips for Travel Agents

Abby advises travel agents to explore smaller operators that offer intimate, local experiences. “While booking large resorts may be easier and more profitable, smaller, local operators offer the authentic experiences that wellness travelers seek,” she suggests. “Consider adding a service fee to cover the costs of providing better service and supporting local businesses.”

Future trends in medical tourism

“Connection is critical,” says Abby. “Creating a sense of community through group activities and interactions is critical to health and well-being, as seen in Blue Zones, where people live the longest and healthiest lives.”

She expects the number of spas that combine Eastern and Western practices to increase. “Integrative spas that offer ancient methods alongside Western science are increasingly popular,” she says. “The next generation is more open to health and wellness practices like meditation and contrast therapy. They don’t necessarily need scientific proof of benefits, but they are embracing these practices as part of their travel experiences.”

Embracing healthy travel

Travel agents have a unique opportunity to meet the growing demand for wellness tourism by understanding the diverse needs and preferences of wellness travelers. From small group experiences to holistic healing journeys, the future of travel is moving toward holistic, transformative health experiences.