Primary and Secondary Well-Being Markets

Primary and Secondary Well-Being Markets

The range of travel products that appeal to wellness travelers is both vast and varied. From hotel spa programs to all-inclusive land vacations, to backpacking through Nepal, to voluntourism, the scope is limitless. In order to narrow the focus, the simplest distinction is to separate into two distinct segments: The primary and secondary well-being markets.

The primary well-being market refers to those destinations and experiences that are the consumer's main purpose for the trip. Spa retreats, most adventure trips, and groups escorted by a wellness expert would be examples of a primary well-being product.  According to Travel Market Reports Outlook on Specialization, approximately 14% of advisors specialize in the primary wellness market.

The secondary market is by far the larger opportunity that refers to the wellness component of a trip.  Travelers who prefer a healthy lifestyle at home will seek experiences that enhance their overall sense of well-being on the road. This ranges from taking in a spa on a cruise, rather than traveling to one, to healthy eating options, to a morning yoga program at a downtown hotel in Chicago.

The focus of Well-Being Travel is to identify trends, opportunities, and best practices in revenue-generating activities for advisors in both the primary and secondary markets.

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Wellness at Home

Wellness at Home

Just as the tourism industry adapted to new PPE protocols, the wellness travel experience has been crafted for home. For those clients looking for an escape but not yet ready to travel, there are ways to show your support, expertise, and care. Here are a few ideas.

Five Destinations by TTC Brands That Will Redefine Wellness Travel

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Arizona’s CIVANA Wellness Resort Reopens Next Week

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Miraval Berkshires joins the original location in Tucson, Arizona and second property in Austin, Texas that opened in February 2019.

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Caribbean Destinations Prepare to Reopen Borders to Tourists

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Aruba, Saint Lucia, and The Bahamas are readying to welcome travelers this summer. 

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% consider Well-Being Travel information a must or more important than ever for every traveler

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% of advisors say they want suppliers to provide specific examples of sustainable and meaningful travel policies in action

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Billion dollars is the size of the wellness travel market