There’s No Clear Winner in the Wellness Tourism Market, Survey Finds

Wellness tourism keeps expanding, but affluent Western travelers can’t pick a favorite resort, leaving room for a brand to take the crown. Here’s what could win them over

The flights are booked, the bags are packed, but for many wellness-minded travelers, the resort waiting to check them in could be just about anyone.

That’s one of the main takeaways from WellSurvey 2.0, a new transatlantic survey of 2,648 affluent adults released this month by Civano Advisors and Yesawich Holding that could be a game-changer for the brand willing to claim the space.

When respondents across the U.S., U.K. and Germany were shown 36 prominent wellness-oriented resort and destination brands and asked which they’d prefer for a future trip to enhance their wellness or well-being, 53% picked none of the above. Of the 47% who expressed a preference, no brand stood out, though Six Senses and Canyon Ranch led the field at 10% each, enjoying what the report calls a “reference-brand” position — industry-speak for recognized.

The survey was conducted online in November 2025 with adults aged 25 to 74, all from households in the top half of income earners in their respective countries. The work builds on WellSurvey 1.0, a 2024 U.S.-only study.

There’s one exception in the data, and it could give some clue to which brand is closest to cracking the code.

WellZoomers, the report’s term for adults aged 25 to 44, gave Six Senses a 17% preference rating, nearly double its 10% rating across the full survey. 

“While still modest in absolute terms, this suggests that the experience offered by Six Senses may align better with the preferences of the generational market that will likely drive the majority of premium wellness hospitality demand over the next two decades,” the authors note.

It’s a goldmine of a group, too. The survey estimates WellZoomers represent roughly $540 billion in annual global spending on well-being products, services and experiences, with projected growth to roughly $610 billion over the next five years.

Coincidentally, they also report the highest stress levels of any cohort in the survey, with 52% feeling stressed, 47% anxious and 52% worried about their finances. Despite those concerns, it’s certainly not driving them away from wellness practices: 95% exercise regularly, 79% track their health metrics, 71% use spa or alternative therapies on a regular basis and 86% plan to visit a wellness facility in the next 12 months.

More than that, they showed more interest than any other age group in wellness modalities, such as breathwork, red light therapy, blood panel testing and osteopathic healing — which could be solid suggestions for operators to offer at their resorts.

The survey also reveals where wellness travelers want to go. Coastal settings are the favorite at 77%, followed by mountain environments at 64% and secluded retreats at 59%.

But for all the desire toward picturesque settings, it appears that travelers don’t want to go terribly far.

Regional travel dominates, particularly in the U.S., where respondents preferred U.S. destinations at 75%. U.K. travelers leaned toward Western Europe at 32% and Southern Europe at 28%, while Germans favored Southern Europe at 35% and Western Europe at 30%. The Caribbean was the top cross-border pick across all three markets at 26% to 28%.

A Crowded, Familiar Menu

Though there are countless retreats, resorts and destination brands trying to make a name for themselves in wellness tourism, the authors note that the lack of a clear winner (yet) isn’t necessarily from a lack of trying.

Instead, it’s that the category grew fast and consumers can now book comparable experiences from a wide range of providers.

Perhaps most importantly, the offerings themselves have become copy and paste, as more than 80% of active affluent spa and wellness customers believe brands offer similar programming.

There is a solution, though, the authors note. Younger affluent consumers are clearly dedicated to their wellness practices, and their stay at a resort or a retreat can’t be treated as a fling. It has to become a relationship that doesn’t end upon checkout.

In fact, it should start before they even check in, according to the authors. They suggest pre-arrival assessments, personalized on-site programming tied to the guest’s well-being goals and post-visit engagement that keeps the brand top of mind and part of their wellness journey.

The Early-Movers

Some brands have begun moving in this direction.

SHA Wellness Clinic, with properties in Spain and Mexico and a third on the way in the UAE, builds its programs around pre-stay assessment, on-site medical diagnostics and post-program remote monitoring, and reports that guests sustain healthy lifestyle habits three months after leaving the property.

Six Senses has extended its brand beyond the resort through its Place memberships in London and New York, keeping guests connected to the brand between stays.

Canyon Ranch has been building out its private membership club model since 2022, and has added midlife retreats and Longevity8, a four-night stay that tests across more than 200 biomarkers and routinely sells out. 

“Wellness isn’t an add-on for us, it’s our business model,” Canyon Ranch CEO Mark Rivers told Athletech News earlier this year.

The fitness side of the industry is angling for the same traveler from a different direction. Fitness-racing juggernaut Hyrox is launching its first Hyrox Cruise in October, a four-day fitness experience aboard Mein Schiff 4 sailing from Palma de Mallorca to Marseille and Barcelona, with training sessions, clinics and a custom race format on board.