Among the so-called category of Wellness Travellers, a subtle but significant division exists – the demarcation between primary and secondary wellness travellers. But what’s the difference, and what does each of these groups of customers care about? Let’s take a quick look at the difference between Primary Wellness Travellers and Secondary Wellness Travellers.
Who are Primary Wellness Travellers and what do they expect?
A primary wellness traveller is someone whose main purpose for travelling is to focus on their well-being, health, and/or self-improvement. These guests prioritize wellness experiences during their trip, and will most likely choose destinations and accommodations that offer a wide range of wellness facilities and programs. As they are seeking to improve their overall health and wellness, they will likely engage in several wellness-related activities such as fitness classes or personal training, meditation, yoga and holistic therapies during their stay. They will expect to find healthy and nutritious food, will pay attention to where the ingredients are from, and might ask for vegetarian /vegan /gluten-free options. They are also the main audience for fitness and wellness retreats, such as fitness bootcamps, yoga or meditation retreats, and other thematic stays with facilitators and planned activities. They tend to spend on average 158% more money on their trip than the traditional tourist – making them ideal customers for wellness-focused hotels & resorts.