Are we entering a Golden Age of Wellness Travel? Global Wellness Institute figures certainly suggest so. The Institute projects a 25% rise in international wellness tourism’s value over the next 2 years, to approximately $8.5tr. In addition, it is increasingly influencing the decisions of European travelers. Mabrian is a travel and tourism data agency. According to them, the number of travellers who say that their well-being was the primary reason for their trip has risen by four points over the last few decades.
More than ever, wellness tourists are looking for a detox. They want to get away from their digital gadgets and from the modern rigmarole. Hoteliers that want to capitalise on this of the wellness trade should therefore consider how to turn their establishments into islands of tranquillity – and below we suggest some steps to take.
Edifying escapes
Expedia conducted a survey recently and found that 62% of guests prefer getaways that focus on peace and tranquility. They also value outdoor spaces, wellness features, such as swimming pool, more than other factors, like proximity to tourist attractions.
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In this context, the activities and services offered by hotels are an important tool. Physical activity is a major component of wellness tourism. Many hotels have experienced success by providing more space for sports, treatment, and exercise. This can easily be integrated into a business model. Burgh island, for instance, uses its ballroom for yoga and Pilates when it’s not being used during the day.
Modifying the hotel’s furniture is another option. Neuroarchitecture is a buzzword of the moment and refers to the field that explores the intersection of neuroscience, architecture and furniture design, focusing on how the built environment influences human behaviour and well-being.
Water features, plants and soundproof furniture combined with soft lighting and a soft color palette create an environment that is relaxing and soothing for guests. Blackout curtains and smart controls for the room (to adjust, for instance, the temperature and lighting) can help guests relax.
Hotels should understand that for many people, a trip to the spa is just as much about what they are doing. It is not clear how to get there. What is in the hotel? Some people, for example, may want to detox from their digital devices. At Burgh, we only offer these on request – ensuring that guests looking for an overall holistic cleanse have the best environment possible to do so.
Building a refuge from the chaos of the world
Burgh island is dedicated to creating a calming environment. It is true that being located on a private Island off the South Devon Coast offers the hotel some inherent advantages to create a haven in a busy world. The hotel can easily create an atmosphere of exclusivity which is appealing to guests. This fosters a feeling of adventure, something that urban hotels are unable to replicate.
This iconic Art Deco resort was built in 1929 and once served as a retreat for celebrities such as Agatha Christie who wrote many of her famous novels here. The hotel was once a place of seclusion, and it still is.
But running a hotel such as this in a remote area is not easy. Logistics such as staffing, stocking and transportation require careful coordination. As the island is dependent on the tide, operations are further complicated. All access to the island must be planned accordingly.
We are lucky enough to have many natural features on our island which make it an ideal wellness destination. There’s a natural seawater lagoon fed by the tides – the ‘Mermaid Pool’; a tidal causeway that’s perfect for walks; as well as the Southwest Coast Path, England’s longest National Trail, which lies along the edge of the mainland.
Burgh Island is located on Saint Michael’s leyline, a powerful confluence ancient energy paths that are believed to connect with Avalon, King Arthur’s mythical resting spot. This connection, according to legends, imbues this island with healing properties. Visitors often report an unusual sense of calm and vitality when they’re here – as if the island itself possesses a restorative energy.
It’s not that we rely on King Arthur to take care of our guests. To complement the natural tranquillity of the hotel and its environs, Burgh Island guests can avail themselves of a host wellness-focused activities – such as wild swimming, forest yoga, outdoor painting, and natural water bathing. The rooms are intentionally free of electronic devices. The experience is powerful when combined: true, unbridled escape.
For years, the hotel business has been saying that customers want to have all the comforts and conveniences of their own home. It may not be true anymore. Hoteliers who are forward-looking should aim to give guests a place of refuge, away from the daily grind.
