The question

What does wellness mean to luxury travelers? What draws them to one wellness stay over another, what does their ideal journey look like from start to finish, and how do they see the brands that already compete in this space?

The approach

I ran a multi-stage qualitative study with affluent wellness travelers around the world, built on their own recent stays, their reactions to ideas, language and brands, and their feedback on an end-to-end wellness journey.

Outcome

The final report gave the team a clear, human picture of the luxury wellness traveler and a way to think about the category. It covered:

• What wellness means to luxury travelers, and the role a wellness trip plays in their lives
• What drives where they choose to go, from the first spark to the final booking
• Which concepts and language appeal to them, and which turn them off
• Their ideal wellness journey, including the moments that matter most and what’s missing today
• How they see the landscape of luxury wellness brands, and where the opportunities lie

The learnings from the project informed executive-level decisions that needed to be made for the portfolio, and guided wellness brand strategy.