After two years of dealing with the Covid-19 pandemic and being unable to travel, people are eager to go on vacation. ‘Revenge travel’ has become a buzzword in the tourism industry and refers to people being so fed up with not travelling that they’re determined to make up for lost time. They have saved money during lockdowns and are now looking to spend some of it on travel. Many are seeking out holidays that incorporate wellness – ‘wellcations’ – while mindfulness is being prioritised more than ever. Global hospitality group Hilton estimates 98% of Americans are building wellness activities into their holiday plans. Said Matt Schuyler, chief brand officer for Hilton, “In the wellness arena, we are dedicated to delivering holistic experiences that go beyond access to the spa and gym and that have a greater emphasis on connecting the mind, body and spirit.”
Why is it important?
According to the World Health Organization, the pandemic has triggered a 25% increase in the prevalence of anxiety and depression worldwide. In addition to the many other benefits of travel, it has been linked to stress reduction and can alleviate symptoms of anxiety and depression. According to the travel trends survey by Hilton mentioned above, 76% of Americans experience negative emotions when they go too long without a vacation. In addition to the mental health benefits that increased travel brings, there’s also the much needed resuscitation of the travel sector, which has been one of the hardest hit by the pandemic. 63% of experts from the World Tourism Organization (UNWTO) believe the sector won’t fully recover until 2024.
What can businesses do about it?
Businesses in the travel and tourism industry should appeal to these feelings of vacation vengeance that many people are experiencing. Incorporate well-being related offerings for those looking to tap into their inner spirituality: personal trainers who will customise workouts, meditation content to help travellers wind down at the end of the day and immune boosting therapies. These well-being related services offer an antidote to workplace burnout that many are experiencing from working longer hours due to remote work.
By Faeeza Khan
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Image credit: Erik Odiin