Wellness tourismwas on the upswing even before the pandemic, but having more consumers home and concerned with health and safety led to a greater focus on personal wellbeing, according to Allied Market Research. At the time this largely consisted of isolated activities like at-home fitness and digital therapies, but when mandates lifted and consumers started traveling again, they began tackling their wellness goals head-on, from de-stressing to getting pampered, to detoxing the body or facilitating a spiritual awakening. Some of the most popular niches are nutrition, physical fitness, nature and adventuring, personal growth, spirituality and self-care, which can be enjoyed independently, under the guidance of specialists or in a group setting. From a business standpoint, wellness tourism is positioned to invite many brands to get involved. From a hotel that sells branded apparel, to personalized robes that are given to spa guests of a certain tier, to bathing suits imprinted with a mantra that was the theme of a spiritual retreat, there are many ways for brands to make their mark and contribute to the end-user experience. When catering to this market, there are two types of travelers to note: primary and secondary. Primary wellness travelers are exclusively traveling for wellness, such as a digital detox or a self-love retreat, and domestic wellness travelers in the U.S. spend 178%more than the average traveler does, reports GWI. Secondary wellness travelers dip their toes in the water, and though they may take a fitness class or nutrition workshop while away, they aren’t vacationing strictly for wellness. Because wellness travelers spend flexibly and are willing to pay a premium for a feel-good boost, whether it be physical, mental or spiritual, brands can offer the right wearables to convey the feel of a first-rate trip, and also to spread the brand’s message by presenting travelers with useful items that remind them of the inspirational getaway. Bring Trips Together With The Right Wearables Help guests ease into relaxation and warmly welcome them with the Kimono Robe & Slippers Gift Set. It includes a white, embroidered, unisex Turkish Kimono Style Robe, made from 100% cotton with a textured waffle weave, and a pair of Quilted Velour Slippers, with branding printed on its tan cotton twill stripe. The items are presented in a white, custom drawstring travel bag. Towel Specialties / PPAI 113150, S7 / www.towelspecialties.com The OC801 Cap gives a worn, vintage feel, adding personality to any brand. Its tea-stained mesh back panels offers breathability, while its low crown keeps the sun out of wearers’ eyes. Due to the washing, no two caps are exactly alike. Shown in Bahama blue/tea stain. Outdoor Cap Co., Inc. / PPAI 213485, S10 www.outdoorcap.com | APRIL 2022 | 19 INNOVATE
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