Wellness

In brief: One of the most powerful groups of consumers in the world is turning to glamping for what they need

The wellness industry, now a multi-trillion-dollar global market, is driving significant growth within the travel sector. With many experts declaring a mental health crisis and people increasingly focused on wellness in every aspect of their lives, it has become not just a side benefit of time away, but the entire reason for it. Glamping is perfectly, naturally positioned to provide what so many people are seeking.

According to The Global Wellness Institute, the UK was ranked number one for growth in the wellness market since 2019. While this was undoubtedly accelerated by the pandemic, the focus on mental health that it engendered has led to a permanent societal shift. A McKinsey report found that 73% of UK consumers consider wellness a top priority in their everyday lives and analysis by YouGov showed that 70% of Brits stated relaxation and wellness as their main goal for a holiday. More interestingly for the longevity of the phenomenon is research showing that while 55% of UK adults say they are focusing on their mental health through mindfulness and meditation, the figure rises to 71% for under 35s. Younger generations are growing up with an awareness of mental health that makes it a permanent part of our cultural conversation. Wellness may well involve a gentle floating sensation and the occasional oily sheen, but it is no longer a bubble.

Such rapid growth in any industry results in a broad spectrum of provision, from high-end products to cynical cash-ins. Wellness has become a buzzword in the same way that sustainability has, with many hastily adopting the word rather than embracing the concept. Glamping businesses, thanks to their rural locations and focus on quiet, relaxing activities, offer a deep, holistic approach – a retreat by their very nature. There is an opportunity for glamping to become a permanent part of people’s “wellness toolkit”. The concept of a dedicated annual wellness break is gathering steam, and with elements of wellness weaved into all travel, glamping barely needs to do anything to benefit from the world’s most powerful trend.

The beauty of appealing to the wellness traveller is that they are seeking simplicity rather than the faddish aspects of wellness like crash diets, supplements and niche exercise equipment. Activities like walking and wild swimming, which reconnect people with nature are all that many need to feel restored, but while simply being outdoors is often enough, it still pays for a space to stand out. Hot tubs, outdoor baths and increasingly, saunas are additions that guests see as enhancing the experience without detracting from the closeness to nature. Some have an even more basic need though, with research by Hilton suggesting that sleep alone is a key motivation for people’s time off and many will book treatments or activities with the aim of nothing more than getting a good night’s rest. So, happily for glamping, tapping into the wellness market comes down to nothing more than rural locations, and giving people access to the activities they need and, at the end of the day, a good bed.