From Wellness to Wellbeing: the rise in self-discovery travel

• Grupo Piñero has brought together experts from the luxury and wellness sector at its 'Wellbeing Meeting' to discuss the growth in demand for self-discovery travel
• The event highlighted the example of Cayo Levantado Resort and its holistic and wellness proposal, which provides a unique experience of vital transformation

Madrid, Wednesday, January 24, 2024. - Trends in luxury tourism are evolving toward wellness and self-discovery, leaving behind ostentatiousness and giving prominence to vital and transformative experiences. This was explained at Grupo Piñero's 'Wellbeing Meeting' held today at Fitur, through a panel of experts in luxury, wellness and beauty who analyzed the growing trends in travel in the luxury segment. 

At the event, which was attended by Kevin De Ribes, president, co-founder and director of institutional relations of Elite Excellence and president of the entity Madrid Capital del Lujo, Nuria Torijano, holistic therapist and beauty expert, Xavier Fuster Gonzalez, creator of the wellness concept of Cayo Levantado Resort, Lucia Peris, spa and wellness consultant at Ayuna, and Tino Prat, founder of the Wang Institute, some of the transformative experiences presented at Cayo Levantado Resort were unveiled as a new concept of luxury and wellness tourism, with the incorporation of holistic elements and sensory treatments that elevate the concept of 'wellness' to 'wellbeing'.

The global rise of luxury tourism 
Luxury tourism has shown high growth in recent years. According to Kevin De Ribes, tourism spending has seen an impressive 15% increase compared to levels recorded in 2019, indicating not only the resilience of the sector, but also the strong demand for unique and exclusive experiences by travelers. 

At this time, the luxury sector in tourism is seeing an evolution based on much more than amenities and exclusivity, with a growing demand for enriching experiences, deep connections with destinations and, in particular, an offer of wellness and self-discovery that enhances both physical and mental care for guests.

The evolution from wellness to wellbeing

Given this growing trend, tourism companies see a clear opportunity to create products that meet the expectations of their guests. This is the case of Cayo Levantado Resort, a luxury resort located on a private island off Samaná Bay in the Dominican Republic, with a main offer articulated around the wellness experience through its Four Wellness Paths: Refresh, Restore, Relax and Renew.

The event also explored the conceptual thinking behind the creation of Yubarta, the first holistic temple built in a resort in the Caribbean. Xavier Fuster emphasized the importance of generating an atmosphere that helps to enhance self-discovery and facilitate a new path of self-development, all through programs and activities offered by the luxury resort.

In this space, Grupo Piñero has worked with Ayuna, a cosmetic brand that is a pioneer in the concept of well-aging and Mental Beauty, in charge of the selection and creation of the treatments offered at the resort's Spa. As Lucia Peris explained, the treatments have been created thinking not only of their aesthetic contribution, but also of the client's wellbeing, combining an inner care proposal that understands beauty as a path to harmony and self-connection.

“The emotional side of cosmetics, where products are not only defined by their functionality, but also by the emotional connection they create.” The true potential of a treatment is no longer measured solely by its visible results on the skin, but also by its ability to influence our neuroendocrine system and resonate in the vast world of emotions,” explained Lucia Peris. 

Advances in holistic treatment

Holistic treatments have become a key element in wellbeing tourism. So said Nuria Torijano, highlighting the importance of creating high-impact proposals that encourage disconnection to achieve comprehensive self-care. Some examples include acupuncture, active meditation and the fusion of West and East in rituals and massages. 

It is also essential to accompany each client, identifying their personal needs and providing simple and dynamic tools to integrate these experiences into their daily lives. As an expert in the field, Tino Prat pointed out the importance of taking care of body and mind as a restorative method. “We could not speak of true well-being if we were only dedicated to beauty and body wellness - when our essence is present, when we feel proud of ourselves, excited, the body responds with much greater vitality, the immune system is strong and the world becomes our oyster,” he said.