To Sell Wellness Travel, Listen Between the Lines

More than two-thirds of North American consumers are interested in taking a wellness-focused vacation, according to a recent survey, but that doesn’t mean they’re asking their travel agents to book them on one.

Instead, agents need to listen between the lines when talking with clients so they can recognize opportunities for selling wellness vacations.

Those were among the messages delivered by wellness travel experts, suppliers and travel agents on the first day of the Well-Being Travel Symposium at the MGM Grand in Las Vegas this week.

The inaugural two-day symposium is being hosted by the marketing and education organization Well-Being Travel, a sister company to Travel Market Report.

Widespread trend
Consumers’ growing interest in travel that incorporates health and wellness components is a clear trend among travelers of many ages and income levels and types, including transient and group business travelers, presenters said.

“It’s across the board,” said Jason Demuth, marketing manager of the Trump International Hotel in Las Vegas.

Travis Lunn, vice president of hotel operations for the MGM Grand, called interest in health and wellness travel is “very widespread.”

Karen Rogow, brand director of EVEN Hotels, commented that business travelers are “packing your running shoes before your work clothes.”

People are motivated by healthy living, stress reduction, management of lifestyle habits and seeking authentic experiences, said Mia Kyricos, chief brand officer for Spafinder Wellness, during a presentation on research into wellness tourism.

Overlaps with other interests
Much of the potential for wellness travel remains untapped, speakers said. Sixty-seven percent of North Americans say they haven’t taken a “totally focused wellness trip” but “would very much like to,” Kyricos said, citing the Spafinder Wellness 365 Consumer Insights Survey.

One reason may be that wellness travel isn’t a clearly delineated category. Instead it intersects with other travel niches and special interests, including adventure travel and culinary travel, Kyricos told agents.

“There are no fine lines; there is overlap,” she said.
 
Adventure travelers likely consider themselves wellness travelers. They’re hiking one day and going to the spa the next, Kyricos said. So adventure travel can be incorporated into wellness travel and vice versa.

And while spa travel is a major, and increasingly popular, component of wellness travel, not all wellness travel includes a spa visit.

Challenges & opportunities
The intersection of wellness travel with other traveler interests, such as culinary vacations, creates opportunities for travel agents. “The beauty is that you can market separately or together,” Kyricos said.

Agents shouldn’t be constrained by definitions or categories when thinking about selling health and wellness travel.

“It’s just a new way of enjoying yourself on vacation or taking care of yourself on vacation,” said Anne Marie Moebes, executive vice president of Well-Being Travel.

“You don’t necessarily have to use the wellness name. Just find the companies that have the product,” Moebes told agents.

Active listening
Similarly, travelers who are strong candidates for health and wellness travel won’t necessarily specify that they want a wellness vacation or even recognize that a wellness vacation would fulfill their needs.

The client doesn’t always know what they’re looking for, said Rabia Shahenshah of Tzell Travel in New York.

Still, clients are receptive to travel agents’ suggestions, she said. “They’re more open than you think. Active listening is key.”

Tips for agents
During Kyricos’ presentation, she offered agents a few tips for growing wellness travel, including:
•    focus on the unique offerings of a region or property
•    package wellness tourism together with other experiences in a destination
•    emphasize “feel-good” not just “good for you”
•    don’t overlook domestic destinations for wellness vacations.

Travelers need agents’ help when it comes to wellness travel, Kyricos emphasized. “Consumers are on the Internet, finding and exploring the destinations, but they don’t feel comfortable booking on their own.”