Wellness has moved far beyond a temporary trend: it now anchors a significant portion of global consumer spending and lifestyle decisions. For the hospitality industry, this shift represents a strategic opportunity. Whether in order to launch a new business or seeking to diversify an existing hotel or resort, understanding how to start a wellness retreat offers the potential to capture a growing and lucrative segment of mindful travelers and offer much needed well-being journeys.
The global wellness economy was estimated at $5.6 trillion in 2022 and is projected to increase to $8.47 trillion in 2027, with an expected compound annual growth rate (CAGR) of 8.6%, according to data from the Global Wellness Institute. Specifically, wellness tourism is estimated to grow by 16.6% between 2022 and 2027, reaching $1,399.6 billion. This growth is driven by a demand for experiences that prioritize rest, personal growth, mental health, and nutrition.
As stated in the EHL Insights Hospitality Outlook 2025 Report, EHL International Advisory Board Member and Chairman and CEO of the Global Wellness Summit and the non-profit Global Wellness Institute Susie Ellis does not expect the demand for wellness travel to slow down within the next five to ten years:
“It has accelerated since the pandemic and will continue to grow as people prioritize health, experiences, and self-care over material goods. This trend is driven by the increasing availability of science-backed wellness practices and accessible, enjoyable wellness experiences. We’re also seeing more science showing the importance of self-care, and hospitality brands are making such well-being experiences more attractive, more fun, and easier to access.”
Also, according to Emlyn Brown, fromer Global Senior Vice-President of Well-Being at Accor:
“Four out of five of our guests are actively looking to improve or maintain their health and well-being. As you move up the luxury scale, this priority becomes even stronger.”
The opportunity in starting a wellness retreat lies not only in creating aspirational experiences but in embedding wellness into a brand's DNA to future-proof hospitality offerings.
Starting a wellness retreat begins with clarity of concept. What type of retreat should be offered? Yoga and meditation? Detox and nutrition? Ayurveda or plant medicine ceremonies? Adventure and movement?
According to MeTimeAway and Inspired Courses, the desired niche should be tightly aligned with both guest needs and one’s own expertise, experience and/or brand identity.
Younger consumers (Millennials and Gen Z) are increasingly wellness-driven, and research in the EHL Insights Food & Well-being Report shows their preference for plant-forward diets, mindful drinking, and experience-led consumption. “The demand for food that is both nutritious and delicious continues to grow across all generations,” the report notes, with Gen Z in particular seeing wellness as a “daily priority rather than a luxury."
Choosing the right location is more than a logistical decision; it sets the tone for the entire offering. Natural settings, near forests, mountains, beaches, are proven to enhance guest relaxation and recovery. This aligns with biophilic design principles, which highlight the restorative power of connecting people to nature.
Accor leverages this at properties like Raffles Maldives Meradhoo, where nature and architecture blend to support a calm, immersive environment. Similarly, wellness entrepreneurs should invest in:
Retreat success relies on consistency and curation across all touchpoints. According to BookingLayer, retreat organizers must design a seamless flow from the booking process to post-retreat follow-ups.
Running a wellness retreat requires a team that shares the well-being vision and whose values are aligned with this mission. For example, wellness retreats increasingly rely on a hybrid staff model—blending hospitality expertise with specialist facilitators such as yoga instructors, nutritionists, or life coaches.
But with the digitization of hospitality services (e.g., AI check-ins, mobile key access), it’s essential not to undermine the emotional labor of the staff. team. Keep wellness not only guest-focused but team-focused. Support staff with mindfulness training, downtime, and fair schedules. The team’s wellness culture will be felt by your guests.
Many first-time retreat hosts underestimate the true costs. As The Bad Therapist advises: “Budget everything from insurance and permits to staff pay, marketing, and cancellation contingencies.”
A successful wellness retreat also needs a clear operational plan:
For those integrating into existing properties, ensure your retreat offer fits seamlessly with existing operations and guest flows.
Marketing wellness requires more than glossy photos. It’s about building an emotional connection. It is useful to tell the story behind the retreat, what is the mission and what makes the retreat so unique.
According to Inspired Courses, "retreats sell best when guests know, like, and trust you. Focus less on the ‘what’ and more on the ‘why.’
As a hotelier or resort operator, adding wellness retreats can:
Accor’s six-pillar strategy also offers a roadmap: by integrating wellness into food, design, movement, recovery, and sustainability, brands not only attract wellness-seekers but position themselves as responsible, forward-thinking operators.
Wellness is no longer confined to luxury or leisure, it’s a lens through which many consumers are evaluating every purchase and experience. Starting a retreat business or integrating wellness into existing operations requires thoughtful strategy, passionate leadership, and a human-centric and guest-focused mindset.
With the right foundation, starting a wellness retreat becomes less about logistics and more about crafting a space for transformation, wholeness and mindfulness for the guests, the staff and team, and the hospitality brand itself.