Wellness Revitalised

Latest changes in the wellness hospitality market

Year after year, the wellness industry keeps innovating, adopting new elements from the outside world, be it economic shifts, socio-political behaviour or simply the influence of new technology. With the new generations, the changes in the industry are now more obvious than ever.

To millennials and Gen Zers, wellness has become a daily, personalised practice rather than a set of occasional activities or purchases. 

Source: McKinsey and Co.

Most prioritised areas include:

  • Mindfulness and mental wellbeing
  • Sexual health
  • Skin and haircare

The biohacking movement

Simply put, biohacking treatments prioritise the do-it-yourself practices such as sauna use, ice baths, and breathwork that empower individuals to try different techniques themselves. This movement also includes a reliance on at-home treatments such as health-tracking apps or wearable devices. Biohacking is a result of a broader movement towards autonomy in hospitality, where people prefer guest-facing technology, applications, and mobile-first solutions to be ‘in control’ of their experiences.

According to Grand View Research, the biohacking market size value in 2025 is USD 29.01 billion.

Focus on longevity

Here, the focus is on ‘prevention is better than cure’ mindset.

Harvard Health Publishing revealed that experts estimate about 25% of the variation in human life span is determined by genetics. But the rest can be attributed in large part to how we take care of our bodies.

Showing a shift in mindset and social norms, the industry is focussing on health issues that used to be either taboo topics or stigmatised due to societal stereotypes. Increased awareness on sexual health, menopause health retreats, men’s yoga and wellness centres are a few examples, bringing light to health and wellness issues that need better attention.

Breaking stigmas

Research shows shifting attitudes, with 95% of men prioritising mental health, while the $90B+ men’s self-care industry flourishes

Source: Global Wellness Institute

The menopause wellness market is projected to grow from approximately $15 billion in 2024 to around $25 billion by 2032

Source: Market Size and Trends

With this knowledge, people are more prone to try out treatments that affect their health and well-being positively, leading to longer lifespans. Getting popular are targeted solutions for cellular rejuvenation, metabolic health, and resilience.

Community saunas

his trend relies heavily on a sense of community to improve mental health by combatting intense digital life and isolation.

It is a result of the larger behaviour of the ‘social mind’. A habit where people develop an interest in society, interested in social welfare and their relationship/ community with others around them.

The collective ‘we space’ has ties to millenary bathing traditions from Onsen, the Russian Banya, Finnish Sauna or Japanese forest bathing (Shinrinyoku), which provide fulfilling and engaging ways to come together and heal.

DNA-based ultra personalisation

This level of personalised treatment goes beyond dietary preferences and service requests. DNA-based treatment programmes usher a whole new level of hyper-personalisation in wellness hospitality. 

Thanks to modern technology, from medical advancements, centralised database management and unified tech platforms, the industry can analyse individual’s genetic blueprint and create personalised services. These programmes not only offer tailored treatments but also interventions that address unique and potential health risks.
The wellness consumer is reshaping how they engage with the market, how they spend, and how they perceive value. Driven by social, economic, and political shifts, this transformation challenges wellness businesses to rise to higher standards.

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