This travel trend is growing fast, and it’s not about luxury
Vacationers are increasingly willing to pay for this privilege.
After years of revenge vacations, luxury getaways, and influencer-curated itineraries, a different kind of travel is surging — and it has nothing to do with five-star hotels or first-class flights. Instead of indulgence, today’s travelers are prioritizing something more personal.
This shift isn’t subtle.
From infrared sauna retreats to sleep-optimized hotel suites and nature immersion programs, wellness travel is booming. It’s no longer just about escaping — it’s about healing, resetting, and recharging.
And this time, it’s not just yoga devotees or affluent retirees leading the charge. Younger travelers are also fueling the trend, choosing digital detoxes over bar crawls or beach clubs.
They’re also willing to spend more to feel better. Travelers are trading luxury for intention — and often paying a premium to do so. Image source: Shutterstock
Spending shifts to 'wellthy' experiences
Wellness travel isn’t just a trend — it’s a thriving industry. According to the Global Wellness Institute, the global wellness tourism market reached $868 billion in 2023 and could grow to $1.4 trillion by 2027. Travelers focused on wellness also tend to spend significantly more. International wellness tourists spend 41% more per trip than the average tourist, while domestic wellness travelers spend 175% more, according to the same report.
But they’re not spending on luxury suites or fancy dinners. Instead, they’re paying for things like sound baths, hormone health coaching, and IV drips. It’s not about status — it’s about feeling better, living longer, and avoiding burnout. One traveler on Reddit put it simply: “I didn’t want a vacation that left me needing another vacation.”
