Welcome to the New Era of Wellness Travel

Surrounded by the sounds of streams and birds, hearing the rustle of wind through the trees, smelling fragrant flowers, and being cocooned in warm water — it's a feast for the senses at Sensei Lanai, where I find myself on a sojourn to relaxation.

After spending the day surrounded by lush gardens and relaxing in their on-site onsens (outdoor baths), I head to my coaching session, Sleep 1:1, where a Sensei Guide takes me through my routines and wellness bio tracking (I don't have any, but the resort sends one to you if you're signed up for it) to get to the heart of any sleep troubles and optimize my rest.

It's the kind of offering that those coming to Sensei Lanai expect, as wellness tourism establishes new meaning beyond detox programs and unplugged moments. "Through a data-driven, evidence-based approach to wellness, Sensei utilizes science and technology to help guests better understand their own wellbeing," says Michelle Whipple, the retreat director at Sensei Lanai, a Four Seasons Resort. "At Sensei, we like to say that we are a wellness brand first, followed by a hospitality brand — wellbeing is at the core of everything we do. Sensei offers highly personalized wellbeing retreats that help people align their intentions with their actions."

This wellbeing push is the core progression of wellness tourism. Wellness hotels and resorts have evolved significantly in recent years, redefining what it means to offer guests a holistic escape. Once dominated by detox programs and regimented schedules, wellness resorts are now embracing a broader definition of wellbeing.

According to the Global Wellness Institute, the global wellness tourism industry is predicted to be worth nearly $9 trillion US dollars in 2028 — nearly double its size in 2019. "Wellness isn't going anywhere," says Fora CEO Henley Vazquez. "Wellness travel is a spectrum. For some, it may mean adding a new spa treatment to their trip itinerary; for others, it could mean cosmic yoga in the desert." These changes reflect the growing demand for personalized, balanced, and inclusive wellness experiences where relaxation and indulgence meet scientific innovation.

Experts Featured in This Article

Michelle Whipple is the retreat director at Sensei Lanai, a Four Seasons Resort in Hawaii.

Henley Vazquez is the co-founder and CEO at Fora, a modern travel agency.

Constance McCarthy is the spa director at Sanctuary Camelback Mountain, a Gurney's Resort in Scottsdale, AZ.

Jessica Shea is the Hilton vice president of wellness, retail, and leisure operations in the Americas.

From Detox to Rest Programs (and Beyond)

While "traditional" wellness elements, like fresh-squeezed juices and yoga, remain popular, the new wave of wellness properties is redefining the landscape by offering what Vazquez calls "flexibility and meeting the traveler where they're at."

While Sensei Lanai emphasizes a data-driven approach to wellness, it also integrates luxury and traditional hospitality to craft bespoke experiences. "Wellbeing is at the core of everything we do," Whipple tells PS. Guests can personalize their stays with pre-arrival specialists and Sensei Guides, like nutritionists, exercise physiologists, and mindfulness coaches, ensuring every retreat is tailored to individual needs.

This approach reflects a shift in travelers, who are increasingly using vacations as a remedy for burnout. "[People are] craving being outdoors, tackling physical challenges, and experiencing something new and memorable," Vazquez says.

To cater to this trend, properties like Sanctuary on Camelback Mountain, a Gurney's Resort, offer activities such as guided mountain hikes and mindfulness practices, which blend rejuvenation with adventure. "The concept of wellness has evolved beyond physical health to encompass mental, emotional, and spiritual wellbeing. Sanctuary has adapted to this evolution by offering programs that cater to all facets of wellness, from immersive spa treatments to restorative outdoor experiences and mindfulness practices," says the resort's spa director, Constance McCarthy. "We combine these elements with an unparalleled luxury experience, appealing to guests who seek both indulgence and holistic health."

Even behemoth travel brands, like Hilton, are sharpening wellness offerings. "At Hilton, we are seeing a growing number of wellness-oriented travelers at our properties across the Americas, which is the catalyst for our increased focus on wellness," says Jessica Shea, the vice president of wellness, retail, and leisure operations for Hilton Americas.

Shea adds, "With that increased interest, guests have an expanded definition of 'wellness,' and we are actively seeking opportunities to support them, whether it's through innovative programming and partnerships or an evolution of 'the basics.'" Those basics include the expansion and strategic partnerships for their spa and fitness offerings, like their Peloton partnership which has bikes at resorts in Canada, Puerto Rico, Germany, and the UK, in addition to the US.

Personalized Wellness Journeys

Personalization has become a hallmark of the modern wellness resort, Shea emphasizes. "Wellness is no longer an amenity or a choice. Travelers expect hotels to provide healthy food options, suitable fitness facilities, and mindful design," she says.

The Peloton partnership and regionally inspired spa treatments, such as the moon-cycle-inspired therapies at Grand Wailea's Kilolani Spa, reinforce this. And as wellness becomes a priority for diverse travelers, group wellness is gaining traction. Hilton has introduced tailored workshops at properties like Waldorf Astoria Chicago, emphasizing movement, mindful breaks, and healthful nutrition for celebratory events and professional retreats.

Beyond amenities, Sensei Lanai's focus on science and technology provides guests with innovative options like thermal body mapping, which uses thermographic technology to guide targeted treatments. These tools and training ensure guests leave with actionable insights to maintain wellness at home.

"Visitors have the freedom to tailor their wellness journey to fit their lifestyle and preferences," says McCarthy, of Sanctuary's offerings. "From private yoga classes to curated spa treatments, like our Watsu aquatic therapy, we cater to individual goals and needs, whether they are seeking relaxation, physical rejuvenation, or mental clarity. Our team works closely with guests to cultivate custom itineraries that align with their wellness vision."

Balancing Indulgence With Wellbeing

While wellness-focused properties prioritize health, they also recognize the importance of moderation: many now offer alcohol, expanded dining options (like Nobu at Sensei), and shorter wellness programs to appeal to a wider audience. Whipple highlights Sensei's "nourish" philosophy, which allows guests to enjoy a glass of wine alongside nutritional meals crafted with guidance from licensed nutritionists.

The Future of Wellness Travel

Looking ahead, travelers can expect further innovation in wellness travel. As I contemplated my experience at Sensei, where I learned it's not so much about how I was sleeping but how I was fueling my body for sleep, it's not only the on-property experience that elevates wellness, but the learnings that stay with you long after your stay.

Vazquez predicts continued advancements in in-room amenities, from CBD creams to oxygen canisters, and the rise of immersive fitness facilities, like FORTH Atlanta's multi-floor gym which includes the traditional cardio and weights equipment plus Pilates, spin, HIIT, and yoga, as well as sauna and steam rooms to hit following a post-workout cold plunge. Moreover, properties are increasingly integrating local culture into their wellness offerings, from Lomi Lomi massages in Hawaii to spiritual hikes in Sedona.

And with 82 percent of American consumers now saying wellness is a top priority in their everyday lives according to McKinsey & Company, wellness will continue to be a cornerstone of travel. Whether it's a weekend getaway or a month-long sabbatical, wellness resorts intend to meet travelers wherever they are on their journey to health and happiness.

Samantha Leal is a lifestyle writer, editor, and editorial consultant who writes about beauty, wellness, travel, drinks, and more — basically, all the good things in life. She's held editorial roles at The Knot, Latina magazine, Marie Claire, and Well+Good, and she's written for PS, Bustle, Vogue, Teen Vogue, Glamour, Travel + Leisure, Byrdie, StyleCaster, The Zoe Report, and more.