Runway ready

Consumers becoming increasingly conscious about their mind, body, and environment brings a huge opportunity. The wellness tourism market is forecasted to be worth $1.3 trillion in 2025 the global ecotourism market is expected to reach an incredible $838.5bn in 2032.

Wellness & sustainability
In our recent Global Pulse survey, wellbeing (40%) and sustainability (19%) ranked as top life goals. Younger demographics, particularly 25-34 year olds, index the highest for sustainability as a life goal. Younger generations are seeking wellness and sustainability during travel to disconnect from technology, with 75% planning to decrease screen time while traveling (Amex 2023 Global Travel Trend).

The impact of wellness and sustainability also extends to the luxury travel sector, with 34% of affluent travellers seeking unique nature or secluded experiences (YouGov). Young affluent consumers also have a strong desire to spend on experiences that align well with their beliefs and are willing to pay a premium for travel that benefits the environment and local economy. 25% of young affluent travellers(18–34 year olds) desire eco-friendly sustainable hotels and resorts and 57% are willing to pay more for eco-friendly trips as well as choosing travel companies with a strong sustainability policy.

In terms of wellness, consumers are seeking ways to improve their health with many seeking vacations that to focus on neglected areas of sleep, mental and emotional wellbeing or resorts that use the latest scientific discoveries to boost longevity. Kamalaya Koh Samui offers a Sleep Enhancement Wellness Programme which comes with wellness consultations, massages and traditional Chinese medicine programmes to boost visitors sleep and energy. People’s increased state of `permanxiety' has driven a rise in their desire to destress and connect with themselves and nature.

The implication for travel hubs
To target wellness and sustainability-oriented travellers in airports, there is an opportunity to combine wellness with airport services and amenities. Airport spas could be a way to target wellness seeking passengers such as the Clarins Spa at JFK Airport’s Air France lounge (seen above) which provides La Premiere, Business and Flying Blue Elite Plus customers with complimentary face treatments.

Wellness and sustainability-oriented travellers seek services that benefit their bodies (e.g. therapeutic experiences) and calming environments. Holisteq at Schipol Airport is a ‘biohacking orb’ where users enter a pod that destresses and energises users through a sensory relaxing experience. Green spaces and biophilic interiors can not only enhance the visual appeal of the airport, but also aid with creating a soothing environment.

The immersive Dreamscape indoor mini garden at Changi Airport has interactive installations that passengers can explore and relax in. Retail with strong ties to sustainability, localism and wellness would also be appealing to these consumers. The Future is Local in Prague's Václav Havel Airport stocks a range of local brands producing high-quality and sustainably made products. The store's fitout also reflects the brand’s ethos with fixtures made by a local company using sustainable, recycled, and refurbished materials.

Gen Z consumers are the most likely to select ecofriendly and sustainable travel options. Hence for retailers, they would need to align themselves with sustainable practices and support social causes to appeal to this group of consumers who have a growing global spending power.

The global second-hand fashion market is expected to grow three times faster on average than the global apparel market and forecasted to reach $350 billion by 2027, and it is making its mark on travel retail (thredUp). In late 2021, Aer Rianta International (ARI) opened a pilot pre-loved boutique at Montreal Trudeau Airport. Following that, ARI earlier this year introduced Preloved, a fashion boutique stocking `pre-loved' vintage luxury pieces, to Lisbon Airport. Understanding that consumers prefer second hand quality items to reduce their carbon emissions and shop sustainably, airports have started to include circular fashion brands into their retail mix.

Sustainability and wellness are increasingly guiding the commercial composition of airports, with more airports including second-hand stores into their portfolio, such as Relove at Helsinki Airport and the digital luxury resale platform HEWI (Hardly Ever Worn It) pop-up at Heathrow Airport. And with the rise of health and wellness conscious consumers, airports need to incorporate healthy living into their offer and capitalise on new wellness opportunities.

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Hui Wen Lim