This evolution responds to a deep change in the habits and priorities of travelers, increasingly oriented towards experiences that promote health, personal balance and connection with the environment.
In this sense, the Hotel industry It has a great opportunity. Because the Tourism ofleisure and well -being Not only does it respond to a growing demand for consumers, but also It represents a strategic lever of value and profitability for our sector.
For Meliá Hotels, this trend is not new, but it has gained a great strategic prominence. And not only from a perspective of «renewing or dying», but also as a tangible source of value and differentiation, as necessary in sectors such as ours, in which competition is growing.
According to McKinsey, the Travel demand is being influenced by the desire to live experiences. We are facing a growing demand for holistic welfare tourism that combines experiences with which travelers seek balance, disconnection and personal renewal.
On the one hand, well -being tourism is already one of the segments with the greatest projection of the global market. According to him Global Wellness Instituteit is expected that it will generate more than 1.2 billion euros in 2027, while continuing to be an upward segment year after year. In addition, this type of tourism has a remarkable economic impact: according to the institute itself, the average spending per welfare tourist exceeds more than 40% to conventional tourism.
On the other hand, the experiential tourism It is consolidated in 2025 as one of the most relevant trends in the sectordriven by a new generation of travelers who value the connection with the destination. According to a report by Research and Markets, the main travel trends by 2025 include local immersion and alignment with traveler’s values, highlighting the importance of authentic experiences that connect tourists with local communities. This approach is generating a growing demand for immersive proposals that integrate elements of local gastronomy, art, traditions and sustainability, reinforcing the value of the destination and also that of the hotel as an access platform to those experiences.
In parallel, experiential tourism also shows a high income generation capacity: a booking.com study indicates that More than 70% of global travelers are willing to invest more in authentic experiences and personalized than in material goods, which raises the average ticket due to stay in hotels that integrate this type of proposals.
In Meliá we have taken firm steps in this direction. As an example, the recent collaboration between our brand Hotels & Resorts Xuan Lan, Recognized reference of yoga and well -being, for the development of a proposal of experiences oriented to personal care. This alliance is the proof of the value of having first level partners to enrich the brand proposal and connect with the new motivations of the client.
In addition, from paradisus by meliá We have promoted the innovative concept Destination Inclusivewhich transcends the entire traditional inclusive to offer immersive experiences in destinations, their culture and their surroundings. This formula not only enriches the customer experience, but also generates a positive impact on local communities and reinforces our commitment to a more sustainable and integrative tourism.
In this phenomenon of experiences, gastronomy is another key pillar. Collaboration with great chefs and prestigious gastronomic marks allows us to raise the culinary experience of our hotels, offering proposals aligned with health, authenticity and excellence, without forgetting the local product.
Beyond the customer experience, these efforts translate into clear competitive advantages: greater fidelity, longer stays, better value perception, ability to attract high contribution segments and, consequently, better results. In an environment as dynamic as the current one, betting on leisure and well -being is not only a response to demand, but an intelligent and strategic investment for the future, in addition to a way to continue leading the transformation of tourism from authenticity and well -being.