Accor Reveals 2024 Wellness Travel Trends

Many of Accor’s luxury and lifestyle brands and hotels are setting the trends with extraordinary wellness experiences. From athlete-inspired wellness to social well-being, Emlyn Brown, Global Senior Vice President of Well-Being Strategy, Design, Development, Accor, offers a glimpse into the transformative trends set to shape the sector in 2024. Discover below the group’s revealed list of top wellness experiences that will keep travellers feeling good in 2024.

Among the global hospitality industry, it is widely acknowledged that a fundamental societal shift has taken place over the past few years. What was once called the ‘wellness trend’ has taken root as consumers and travellers worldwide are making long-term commitments toward their health and well-being, prioritizing self-care, and making the necessary investments of time, energy, and money in strengthening and safeguarding their physical and mental wellness.

As hotels and resorts adapt to these evolving guest preferences, Emlyn Brown, provides insights into the transformative trends set to define the sector in 2024. In this era of heightened well-being consciousness, travellers are seeking more than just a comfortable stay — they yearn for experiences that nurture their physical, mental, and emotional health.

Social Well-Being Takes Centre Stage

“The concept of ‘we over me’ is at the forefront,” says Emlyn Brown. “Younger demographics, especially, are seeking out opportunities for communal bathing experiences and water-based therapies, areas in which Accor hotels bring an expertise.”

In 2024, the hospitality industry will see a significant shift towards social well-being. Travellers are seeking more “we” based activities that foster connections and promote collective wellness. From communal wellness projects to group-based activities like social bathing, hotels are embracing this trend to offer guests a sense of community and shared wellness.

Be sure to check out: Slated for completion in mid-2024, Fairmont Chateau Lake Louise will deliver thermal wellness amid the grandness of nature, with a revival  of its glamourous midcentury outdoor pool scene with a new 1200 sqm eco-friendly thermal wellness bathing spa based on the Scandinavian and Central European modalities of communal bathing. The iconic bathing experience will set a new worldwide standard for guest adventures, as well as low-impact design and construction.

Meanwhile in St. Louis, Missouri, the award-winning 21c Museum Hotel St. Louis – part of the lifestyle hospitality company Ennismore in which Accor owns a majority share – has revived the spirit of community exercise with the new Locust Street Athletic and Swim Club. Designed as a tribute to the YMCA that once resided within the 10-story, Renaissance Revival-style building, the new membership club invites locals to swim, spa and work out with personal training and group fitness classes among the fresh, modern and vibrant facilities.

Active Nutrition

“Nutrition is the cornerstone of wellness,” states Emlyn Brown. “Diet-diverse menus are good for our guests, good for Accor and good for the planet.”  Hotels are prioritizing and focusing more on providing outstanding nutritional cuisine. This shift is driven by growing awareness among guests about the importance of food sensitivities and maintaining balanced blood sugar levels in a mindful manner. The worldwide market for healthy food and drink is projected to hit $586 billion by 2030. Accor culinary teams are introducing inventive menus that accommodate a wide range of dietary preferences, ensuring that guests have abundant choices for nutritious dining.

Be sure to check out: Pillar Kitchen at Raffles London at The OWO exemplifies this trend. Curated by movement and nutrition experts, the kitchen provides an extensive selection of healthy snacks, fresh juices, and smoothies. This nutrition-centric approach is seamlessly integrated into the holistic wellness activities spearheaded by Pillar Wellbeing at Raffles London at The OWO.

Optimizing Sleep for Wellbeing

“Sleep is the biggest opportunity for us as a hotel company,” says Emlyn Brown.  “At Accor, we want to own sleep and be the best at creating sleep environments – from the iconic Sofitel MyBed to Raffles Rituals, it’s all about creating an entire well-being experience that will contribute to a solid night’s rest.”

Quality sleep is the cornerstone of wellness, and hotels are redesigning rooms to enhance guests’ ability to rest. The worldwide sleep tech market is projected to achieve a value of $36 billion by 2027. Guest rooms are evolving to address common sleep disruptors such electromagnetic waves, inconducive bedding, and noise, creating environments optimized for rest and rejuvenation.

Be sure to check out: At Sofitel Dubai The Palm, guests can prepare for a sound sleep by heading to the Sofitel Spa with L’Occitane for a signature Rest & Reset treatment. This 90-minute massage uses unique rituals to prepare the body for sleep and has been endorsed as an effective technique by the European Sleep Centre. Preparing for a Sofitel-style bonne nuit, a warm bath can regulate the body’s temperature and support natural circadian rhythms. Sofitel’s in-room Bath Rituals are available upon request, with a Sofitel Ambassador arriving to draw the bath, ensure temperature and amenities are to the guest’s liking, and make any custom arrangements due to health concerns or personal preferences. Finally, it’s time to slip between the sumptuous linen sheets of the Sofitel MyBed, pairing exquisite comfort with refined style. Guests choose from a pillow menu, featuring up to seven different natural and hypo-allergenically treated pillows for the ideal customized sleep experience.

Ageing Well

“The interface of technology and spa is very exciting, creating more effective, personalized results that truly move the dial on people’s health and wellness,” adds Emlyn Brown. “The advances in medi-tech are incredible. I truly believe wellness technology will help people live better for longer – a wonderful goal to work towards.”

With the global market for wellness tourism expected to reach $1.2 trillion by 2027 hotels are increasingly playing a role in helping guests age gracefully by fusing technology with traditional wellness practices. Services such as infrared saunas, IV therapy, and technologically advanced treatments for face and body care are expected to become mainstream, along with nonsurgical aesthetic procedures, such as micro-needling, lasers, and oxygen jets.

Be sure to check out: Fairmont Grand Del Mar is home to a Forbes Travel Guide Five Star rated spa, featuring innovative products by Dr Burgener, a world-renowned luxury Swiss skincare concept and treatment line. The award-winning spa & wellness center recently introduced its JetPeel Facial – a non-invasive treatment using pressurized oxygen to deliver nutritive micro-droplets at subsonic speeds to the dermal layers, promising immediate results with zero downtime.

Athlete-Inspired Wellness

“It’s quite common for luxury guests to arrive equipped like professional athletes nowadays, with sophisticated gear and loaded with their own health data on wearable tech devices. They want to train, eat, nourish, hydrate, recover, and rest,” exclaims Emlyn Brown. “Accor is exploring innovative ways to sync and connect with these guests to create bespoke wellness experiences that integrate spa, nutrition, fitness, and sleep experiences. Our rest, recovery and rejuvenation treatments must be on par with our guests’ highest levels of performance.”

Hotels and spa facilities are responding to the growing demand for comprehensive sports recovery experiences. Today’s guests are no longer content with merely indulging in traditional spa treatments; they seek to emulate the regimens of professional athletes by incorporating cutting-edge practices such as cupping, cryotherapy, sports massage, and more into their wellness routines. This trend represents a fusion of sports science and holistic wellness, allowing guests to not only elevate their physical performance but also optimize their recovery processes. In line with this evolving landscape, the global cryotherapy market is currently valued at $7.45 billion with a revenue forecast of $12 billion by 2030.

Be sure to check out: Dr. Oz Garcia, a biohacker and leading authority on age reversal and healthy ageing, collaborated with the Forbes Travel Guide Five-Star rated Fairmont Spa Century Plaza in Los Angeles to create this first-of-its-kind biohacking treatment. The protocol features three treatments that promote well-being at a cellular level.  Each biohacking session includes the Oakworks Curva Lounger Anti-gravity Chair featuring a NASA-inspired curve and tilt that promotes relaxation in a meditative state; NuCalm®, a clinically-proven and patented neuroacoustic headset to calm the mind and nervous system; an Infrared PEMF Mat that relaxes the nervous system by regulating energy stored in the body; Normatec by HyperIce compression boots, which increase circulation and reduce inflammation; and LED Face Visors which use a combination of red, blue and amber light to increase blood circulation, generate collagen and improve cellular turnover.

Discover the epitome of tranquillity at SO/ Sotogrande, nominated for Best Health, Sport & Wellness Resort 2023 by Condé Nast Traveller Spain. Ideal for athletes, SO/ Sotogrande provides cutting-edge recovery therapies such as cryo and flotation. The spa presents a 20m indoor pool, sauna, steam room, relaxation area, and eight treatment cabins. The 24-hour gym hosts daily classes like Yoga, Pilates, Cross Training, and Qi Gong, complemented by personalized sessions with SO/’s Personal Trainers.

Mindfulness Enhanced by Technology

“If we can teach or remind our guests to breathe well, we’re going to make a significant impact in their lives. Quite frankly, the power of breath is a concept that our hotels are eager to explore further in unique, brand-authentic ways,” says Emlyn Brown.

The global market for mindfulness meditation apps is expected to reach $4.2 billion by 2027. According to Booking.com research, “meditation and mindfulness trips are ever popular” among 44% of global travellers, while 42% “are keen to go on a health hiatus that focuses on mental health, transformative health or that helps with life milestones such as menopause or pregnancy.”  We expect this trend to continue in 2024, as the hotel environment is natural and ideal for supporting mental health and wellbeing – providing relaxation and time to oneself.

Be sure to check out: The Purist is Accor’s newest well-being concept, uniting self-discovery and neuroscience. The first destination of The Purist debuted at Cures Marines de Trouville – MGallery. The seaside hotel’s traditional thalassotherapy experience blends with a modern holistic wellness approach to help each guest reconnect with their inner self and reprogram their mind and body for sustained health and wellbeing. Guests experience the balance of invigorating Nordic walks and runs along the beach, energizing Pilates and yoga sessions, and deeply relaxing meditative moments by the ocean. Nourishing meals have been designed for The Purist in collaboration with renowned nutritionist Dr. Alexandra Dalu and Émilie Félix, Chef, culinary researcher and Founder of the WAYŌ Academy. Each day ends with personalized sleep protocols and scientific aids to support guests in achieving the pleasure of deep and restorative sleep

Meanwhile, guests of MGallery are given access to “Feel Good by MGallery” – a bespoke series of meditations and yoga flows designed especially for world travellers to take their mindfulness and wellness practices with them wherever they go. MGallery guests in residence are also treated to free access of the streaming classes of Yoga International.