The trend toward wellness and transformative experiences is a popular one in the tourism and hospitality industries, but many companies are missing the point.

In a pre-pandemic world, travel companies were promoting wellness experiences that were traditional, focusing on spas, gyms, healthier meal options, meditation sessions and yoga retreats. Granted, wellness tourism has long been focused on the spa industry, but times have changed; what wellness means has shifted, and what travelers are looking for has changed, as well.

Today, hotels, cruises, travel agencies and other travel companies are jumping on the "wellness" bandwagon by offering Peloton bikes, spas that offer the latest treatments or an app of some sort. But wellness is far more than that, especially when it comes to travel.

The term "transformative travel" has gained tremendous momentum since the pandemic entered our lives and impacted our businesses. What people have realized is that travel has a lot more value on our well-being and overall life, which is why more meaning and purpose is being placed on travel experiences. Companies are picking up on this, albeit on a subsurface level.

What can travel companies do to incorporate transformative travel and well-being into their marketing in a more current and effective way?

First, companies must assess their core values. Don't sell wellness and transformative experiences if that isn't a core part of your brand. Slapping a label on wellness experiences can come off as inauthentic or lackluster to consumers, who can see through it. Remember, you want to build a brand that inspires consumers to spread a positive word-of-mouth about their time with you.

Read the full article at travelweekly.com