Prior to Covid-19, across many destinations worldwide, over tourism had become a real issue. Overcrowded airports and tourist sites, long queues, commercialised and inauthentic tours have all tainted our travel experiences, taking away from their primary purpose - to rest and relax.
The crowded and stressful day-to-day life for many of us, and a growing awareness of the importance of wellness and mindfulness, has created a need which has translated into global hotel chains developing and delivering new wellness enhancing experiences. According to Global Wellness Institute (GWI), the global wellness tourism industry grew more than twice as fast as tourism overall with a 6.5 per cent growth annually between 2015 and 2017.
Recording a significant 15.3 per cent compound annual growth rate (CAGR) between 2015 and 2017, Asia Pacific came out on top in terms of the growth in the number of wellness tourism trips. Raymond Clement, Managing Director of Savills Hotels Asia Pacific, shares his view on the change in traveller mindset post Covid-19, stating: “Travelers will seek experiences which offer a deeper connection to nature, local culture and mindfulness which will unlock a unique feeling of joy and awe”.
According to “The Science of Awe” by the Greater Good Science Center at UC Berkeley, one of the reasons people yearn for travel is to experience wonder and awe, while satisfying a fundamental human need for connection, inspiration and transcendence. Awe can be elicited by a number of things, such as nature, beauty and personal achievement.
Moreover, the feeling of awe can create an increased sense of connection, improve your mood, empathy and decrease materialism, ultimately enhancing one’s wellbeing. Raymond further commented: “This will be the time where travellers focus more on the quality of their trips, they will ask themselves why they want to travel, which experiences they are looking for and what they hope to learn from those experiences.
Consequently, they will become more mindful and intentional once they can travel again”. Apart from luxury tented camps (see “Glamping and luxury tented camps”), Japanese traditional inn, Ryokan, may find itself at the forefront of this trend as people become more and more aware of their wellbeing. Embodying the traditional lifestyle and hospitality, Ryokans are typically located in scenic yet secluded rural areas, offering in-room dining and public and private hot springs, allowing travellers to escape from the hustle and bustle of the city and reconnect with the nature and oneself. A hybrid version combining the traditional Ryokan setting with modern design elements and furnished beds, is also becoming popular in Japan. Loco Partners, a firm that operates an OTA called “Relux”, recently published a ranking of the most popular hotel/ryokan establishments, ranked by the amount of time it was saved on the platform during the Covid-19 state of emergency (7 April to 31 May). Nine out of ten top ranked hotels/ryokans are in rural areas within two to three hours’ drive from central Tokyo. The top six all came with a private in-room open-air bath and facilities which provide a more private experience. The first place went to a hybrid ryokan/hotel offering private in-room open-air bath and ocean views, located in Chiba Prefecture, east of Tokyo.
Overland travel