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From a wellness travel perspective and when it comes to spas specifically, Millennials do not want to hear about “fluffy robes”; instead, they want images of experiences where they could see themselves transported.
Because Millennials already have their at-home “wellness tool kits,” which include access to wellness influencers and fitness experts, their mental attitude is “I don’t need a spa to fix me,” says Gelula. She went on to point out that these “wellness influencers” not only have tremendous social media followings but top-notch credentials and massive communities and, “we believe they are becoming competition for spa dollars.”
A new survey also found that for this group of 20- and 30-something travelers, snagging a spot at a retreat led by a rockstar fitness expert had greater appeal then going to one of the country’s top spas. “We live in the era of the influencer and we see the power of the influencer eclipsing the power of established brands,” says Brue.
For the survey, Well & Good also reached out to PR agencies representing clients in the travel industry and they received comments such as: “Millennial guests expect way more. Their standards are so much higher than ever before.” Some of the things mentioned that these wellness-savvy travelers want in addition to their own fitness and wellness leaders are activities such as guided meditation with spiritual leaders, forest bathing in remote locales, and generally unique experiences.
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