Women and Wellness
The trends shaping women’s wellness travel
The focus on women’s health and wellness is, fortunately, expanding beyond pink marketing. The result? Psychological empowerment is achieved through wellness programmes that address women's health and well-being.
Behind the trends: What is leading the rise of women’s wellness
Rising influence and purchasing power of women
Searching for independent experiences
Rise of research on women’s wellness needs
Desire for community
building
Digital support and social media hubs
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According to Skift, 82% of all travel decisions are made by women, and women are projected to control 75% of discretionary spending by 2028.
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Women make 82% of all travel decisions, and 64% of travellers globally are female.
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According to Global Market Insights (2024), women made up roughly 78% of the wellness tourism market.
Trends in women’s wellness travel
Making connections
More and more women are seeking experiences that feel deeply meaningful: building sisterhood, in-depth conversations and connecting over shared experiences bring a sense of emotional safety that most women prefer. This has led to a rise in women-centric travel that focuses solely on building connections and travelling in the company of other women.
“Painmoons”
According to the Global Wellness Summit, “women’s wellness travel gets real about anger and sadness”. More wellness travel experiences acknowledge pain in life—breakups, grief, loss, anger, fear—and travelling to seek relief from these experiences. One of the best-case examples for this trend is UK’s Orchid City and Spa’s new “Divorce Parties”.
Reproductive health
Women’s reproductive health is no longer ignored or considered a taboo topic. Wellness centres are taking a new approach to what their women guests need at various stages of their lives. Nutritional counselling to improve hormone health, support menstruation and fertility, and solo babymoon trips for mothers-to-be are some of the recently rising events from this frontier.
Sleepcations
Sleepcations (or sleep tourism) are specialised wellness getaways designed to help travellers catch up on deep sleep. While not specifically designed for women, it is quickly becoming a solution for a longstanding issue of ‘women having to juggle it all’. Sleepcations provide modern women with an ideal solution for burnout, helping them reset their nervous systems.
The responsibility of the wellness tourism industry
How does the tourism and hospitality industry prepare for the modern woman who is attuned to their needs, attentive about their health and ready to venture?
Smart data collection: Using cloud-native reservation and booking systems that track the exact preferences of their women guests on comprehensive guest profiles for personalised treatments.
Smart diagnostics: AI platforms to analyse biometric data, sleep scores, and nutritional needs to customise wellness and longevity programmes for their women audiences.
Wearables: Devices like smartwatches and continuous glucose monitors (CGMs) integrate directly with wellness management platforms, providing real-time feedback on stress, recovery, and hormone balance.
Property management platforms: Comprehensive wellness management solutions that oversee reservations, track group or solo appointments, and allocate staff as preferred by female travellers.
“More wellness travel for women reflects some key elements of our fourth wave of feminism movement: wilder and tougher; less orthodox and more creative.” -
Global Wellness Summit
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