Q: You released some research recently that showed a massive surge in demand for wellness tourism. What do you put this down to?
A: The surge in demand for wellness tourism can be attributed to several factors. Firstly, more than three in five employees in Australia are experiencing burnout, primarily due to overwhelming workloads (TELUS Mental Health Index).
The rising demand could indicate that Aussies are trying to prioritise their mental health and wellbeing at the moment.
Luke McLeod, founder of Soul Alive, suggested that the challenges brought on by the pandemic have compelled many to reassess their wellbeing, placing a greater emphasis on mental health.
Consequently, there has been a noticeable increase in searches for wellness experiences, up 53 per cent from 2020 to now in Australia alone, indicating a growing preference among Australians for natural and holistic approaches to self-care in response to the impact and resulting economic challenges these have had on us all.
Q: Is there a reason why people are moving away from more traditional treatments, such as massages and facial packages?
A: There are always peaks and troughs in popularity for certain experiences, although one significant influence is the increasing volume of video and reel content on TikTok and Instagram, where users are recommending new wellness treatments and products.
These channels have created a trend towards exploring more unconventional or viral therapies, encouraging viewers to seek out unique and sometimes more adventurous experiences.
The influx of new wellness experiences each year plays a role too. As the wellness industry evolves, there is a constant introduction of new treatments and approaches that capture people’s curiosity and this ultimately has a knock-on effect for wellness tourism.
Q: Mental health is particularly in the spotlight at the moment. Does more need to be done to encourage people to discuss their state of mind?
A: While there’s historically been a stigma surrounding mental health, day by day conversations are becoming far more open and it’s encouraging to see Australians taking proactive steps to prioritise their wellness and wellbeing.
However, there’s always room for improvement when it comes to properly addressing the subject and particularly as mental health is a crucial part of our overall wellbeing.
Q: Do you think Australian travel agents know enough about wellness tourism to be able to on-sell it to their clients?
A: It varies among Aussie travel agents. Some are knowledgeable about wellness tourism and can effectively promote it to clients, leveraging their understanding of wellness retreats, spa experiences and other wellness-focused activities.
However, not all agents may be familiar with this market at present and they should consider getting across it given the rising demand for such experiences.
Q: What are some of the standout wellness experiences that Aussie travellers can enjoy?
A: Some of the best experiences include indulging in hot springs and thermal pools, which have gained popularity recently. For example, bookings at Onsen Hot Pools in Otago in New Zealand are up by 95 per cent this year.
Float tanks have also become a major attraction, boosted by their presence on TikTok and experiencing significant growth this year, and sessions at Float Tanks in WA has seen an increase of more than 50 per cent year-on-year.
These experiences not only promote relaxation but also cater to the growing interest in wellness activities that enhance physical and mental wellbeing.
Q: The Big Red Group encourages people to choose ‘stories over stuff’ at every opportunity. Why do you feel this is important?
A: Opting for ‘stories over stuff’ underscores the value of prioritising experiences and memories above material possessions, encouraging people to invest in activities that create lasting memories and enrich their lives.
By focusing on shared adventures and meaningful moments with friends and family, individuals not only create stronger connections but also find greater fulfilment and happiness in their lives.
