Wellness is the New Luxury

Inside the APAC trend reshaping upscale travel

Gone are the days when luxury meant champagne breakfasts and endless spa days. In today’s Asia-Pacific travel scene, wellness is no longer a side offering — it’s the main event.

According to the latest Buzz vs Reality report unveiled at ILTM Asia Pacific 2025, 84% of affluent travellers in the region are making long-term health a priority, and their travel plans reflect that shift. For the modern high-net-worth jet-setter, a five-star holiday isn’t just about indulgence; it’s about intentional restoration.

“Travellers are looking for meaning, balance, and experiences that nourish both body and mind,” said Alison Gilmore, ILTM’s portfolio director, during the event’s keynote. “Wellness travel is evolving into journeys that integrate fitness, mental clarity, and emotional wellbeing.”

From Spa Days to Science-Based Stays

Luxury wellness today is hyper-personalised. The demand is growing for services tailored to individual health goals, whether it’s stress management, improved sleep, or boosted fitness. Four in five travellers said personalised wellness offerings are “very important” or “essential” when planning a trip.

And it’s not just about massages anymore. More than half of affluent travellers want access to wearable tech like smart rings to track their health metrics, while nearly two-thirds are seeking one-on-one sessions with wellness experts. This signals a strong appetite for intelligent, data-driven wellbeing, not just pampering.

Longer Retreats, Deeper Benefits

Today’s wellness holiday is less about a quick fix and more about immersive transformation. The sweet spot? A 4- to 8-night retreat. In fact, nearly three-quarters of respondents said this is their ideal duration, with weekend wellness breaks losing appeal, especially among travellers from China and Hong Kong.

From guided forest bathing to daily yoga, guests are leaning into nature, movement, and mindful reconnection.

Rethinking the Luxury Room

As priorities shift, so do expectations for luxury accommodation. A plush bed and marble tub no longer suffice. Wellness-friendly in-room amenities,  think yoga mats, air purifiers, and exercise bikes, are fast becoming standard, with 55% of travellers willing to pay a premium for them. What’s more, 67% of respondents say a hotel’s wellness offerings directly impact their booking decisions. Wellness isn't an amenity anymore, it’s a dealbreaker.

From Couples to Family-Centered Wellness

Wellness travel has shed its solo-retreat image. While 66% of respondents still prefer to travel with a partner, family wellness is gaining momentum. Over half are interested in involving their children, and one in three is open to bringing extended family along,  paving the way for resorts and retreats to reimagine programming that’s inclusive and multi-generational.

The Trusted Travel Advisor Returns

In an age of apps and DIY planning, the human touch remains crucial. Two-thirds of travellers still see advisors as influential when planning wellness holidays. For 44%, booking through a travel agent offers added peace of mind, a reassuring factor as wellness offerings become increasingly specialised.

Wellness, On Demand

Even with the best-laid plans, spontaneity still plays a role. A surprising 65% of travellers have booked wellness activities on the fly while on holiday. For hoteliers and travel professionals, this presents a valuable opportunity: keep a flexible, accessible wellness menu ready to meet guests where they are,  from pop-up sound baths to last-minute acupuncture sessions.

Luxury with Intention

The days of unbridled indulgence may be behind us. While 37% still view holidays as a time to let loose, the majority are embracing a new mindset. Nearly 60% are open to sticking to bespoke diet plans while travelling,  proof that wellness is no longer a lifestyle left at home, but one carried across continents.

Wellness, it seems, is not just a travel trend, it’s the new definition of luxury.