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

60

% 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