Spa & wellness
wellness experiences also signals its ambition to compete with the industry’s biggest players in the luxury wellness sector.
The growing appeal of thermal experiences
Apart from seeking those Instagramable, authentic experiences, what other factors are driving this surge in thermal wellness? One element is the increasing awareness of hydrotherapy’s health benefits. Studies suggest that alternating between hot and cold-water immersion can improve circulation, reduce stress, aid muscle recovery and enhance overall well-being. With wellness tourism continuing to expand, hotels are responding by designing spa experiences that offer guests tangible health benefits alongside indulgence and social media engagement.
Another key driver is the demand for experiential travel. Today’s travellers are looking for more than just a holiday – they want ‘immersive’, memorable experiences that feel transformative. Again, something to report back to friends, family or followers. Thermal spa facilities might provide exactly that, offering guests the chance to engage in self-care rituals that feel both indulgent, purposeful and worth sharing. Luxury hotel groups like Accor, Marriott and IHG are responding with increasingly sophisticated thermal spa concepts. From hyper-localised wellness experiences inspired by regional traditions to state-of-the-art facilities designed by renowned architects, these brands are trying to one-up each other by setting new benchmarks in hotel wellness.
The future of thermal spas in hospitality But what of the future of thermal wellness? How far can we evolve something based on ancient sites and historic practices? Is it set to evolve in ways that blend technology, sustainability and deeper health integration? Smart spas may soon personalise experiences using AI-driven biometric analysis, tailoring thermal circuits to individual needs. Wearable tech could guide guests through optimised sauna and hydrotherapy sessions, enhancing relaxation and recovery. Also, sustainability must surely be at the forefront, with resorts harnessing geothermal energy, solar power and water recycling systems, ensuring minimal environmental impact. Some brands may even revive historic thermal sites, merging cultural heritage with modern innovation. As the wellness and medical tourism industries converge, thermal spas could become hubs for preventative healthcare, offering hydrotherapy treatments for stress-related illnesses, cardiovascular conditions and chronic pain. AI-driven diagnostics and genetic profiling may shape bespoke treatment plans, making spas an integral part of personalised wellness.
Hotel Management International /
www.hmi-online.com
Hydrothermal renaissance
Thermal bathing is making a dramatic comeback as people embrace time-honoured wellness rituals in a post-pandemic world, according to the Global Wellness Institute’s ‘Hydrothermal Initiative Trends’ report. Sweat bathing is experiencing a surge in popularity, with traditions like Finnish saunas, Roman baths and Russian banyas being rediscovered for their health benefi ts. At the same time, infrared saunas face scrutiny for lacking the immersive experience of classic heat therapy. Cold water therapy is also evolving, moving from DIY ice baths to high-end spa treatments with state-of-the-art chilling systems. Once a social media fad, it is now a staple in luxury wellness offerings. The balance between personal and communal wellness is shifting too. While private saunas remain popular, urban sauna clubs and social spa experiences are thriving. Wellness education is becoming a core part of these spaces, guiding guests through curated hydrothermal journeys. Meanwhile, disused offi ce buildings are being transformed into wellness hubs, tapping into the growing demand for self-care in city living. These spaces are integrating communal bathing circuits, creating new urban sanctuaries. Finally, Japanese bathing culture is gaining global attention, with onsens offering a deeply restorative experience rooted in tradition. As wellness seekers crave authentic and immersive rituals, these mineral-rich thermal springs are set to become a major
trend worldwide. Source: Global Wellness Institute
Meanwhile, urban wellness retreats could rise in popularity, offering fast-paced city dwellers access to rooftop hydrotherapy pools, biophilic-designed relaxation zones and soundproofed thermal chambers. Luxury wellness may also push boundaries with ultra- exclusive thermal spas featuring private geothermal lagoons, underwater thermal caves, and floating wellness pods accessible only by yacht or helicopter. At the other end of the spectrum, adventurous travellers may seek out extreme thermal experiences, from ice plunges in the Arctic to volcanic hot springs in remote locations, transforming spa visits into unforgettable wellness journeys. As demand for holistic well-being grows, thermal wellness will become a key part of hospitality’s future. Brands like Accor, Marriott and IHG are already redefining spa experiences, ensuring that thermal therapy is not just an indulgence, but a transformative, immersive lifestyle offering. It looks like the competition is heating up, with hotel guest reaping the rewards. ●
$50.19bn
The global market for thermal springs tourism in 2023.
14.8%
The expected CAGR from 2024 to 2030. Grand View Research
Marriott’s Grotta Giusti Thermal Spa Resort, Tuscany.
29
Accor
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