Released at ILTM Cannes, the latest ILTM Trends Report – “Buzz vs Reality – edition #4” highlights global travel behaviours, with a dedicated focus on affluent travellers—including a special spotlight on Saudi Arabian high-net-worth individuals (HNWIs). Here’s how these insights can help travel advisors cater to a rapidly evolving market.
The report was announced during the opening ceremony of ILTM in Cannes this week – by Alison Gilmore, Portfolio Director, ILTM, and TJ Abrams, Vice President, Global Wellbeing, Hyatt. It has since been released to a global audience via the organisation’s app and website.Luxury trends in general:
- Tourism continues to flourish as many affluent/HNWIs prioritise spending their money on experiential luxury rather than on goods.
- Domestic and regional trips are likely to remain dominant in affluent/HNWIs’ travel plans, especially in larger countries such as China and the US.
- The ongoing popularity of ‘slow’ and ‘quiet’ travel has buoyed the rejuvenation of services such as wellness retreats and longer-distance trains.
Chinese outbound market – still work to do to bring affluent Chinese travellers to Middle East
Interestingly, Chinese outbound travellers still prefer Europe to the Middle East for their holidays. According to the report, “Like the US, the vast size of China means that domestic trips are particularly popular among affluent/HNW Chinese travellers. More than three-quarters (78%) typically take more than three domestic trips annually, with only 29% doing so in Asia/ Middle East/GCC, despite the relative proximity. Instead, Europe holds a particularly strong attraction, with 89% visiting in a typical year, and 29% doing so more than three times. North America is also popular, with two-thirds tending to visit annually.”
Saudi outbound: a snapshot of affluent Saudi travellers
Saudi travellers are distinguished by their frequent and diverse travel habits. While domestic tourism remains dominant, with 61% taking three or more domestic trips annually, Saudi HNWIs are also avid international travellers. Europe, Africa, and the GCC are favoured destinations, with one-third visiting Europe more than three times a year. These travellers seek experiences that blend luxury, cultural depth, and convenience, making them a significant audience for tailored travel services.
According to the Buzz vs Reality report, key trends among Saudi travellers include:
- Regional and international appeal: Europe is the most popular international destination, while regional travel within the GCC and Asia remains robust.
- Family-oriented travel: Saudi travellers often journey with extended family, reflecting a cultural emphasis on shared experiences.
- High expectations: Luxury accommodations, personalised services, and exclusive experiences are baseline expectations for this market.
The global wellness travel movement – buzz vs reality
Globally, according to the Buzz vs Reality report, wellness has emerged as a defining trend in luxury travel. Affluent travellers are increasingly prioritising health and well-being during their holidays. The ILTM report reveals that wellness is no longer limited to traditional spa treatments; it now encompasses a holistic approach to physical, mental, and emotional health.
Key global trends in wellness travel:
- Customised wellness: 84% of affluent travellers demand tailored wellness services that address personal health goals, such as stress reduction or fitness improvement.
- Rising popularity of wellness holidays: Over half (54%) of global respondents have taken planned wellness holidays, with high satisfaction levels encouraging repeat trips.
- Increased focus on mental health: Activities like mindfulness retreats, digital detoxes, and nature immersions are gaining traction among luxury travellers.
- Integration of Technology: Smart devices, AI-driven health assessments, and digital itineraries are becoming essential tools in delivering bespoke wellness experiences.
Designing Wellness Experiences for Global Travellers
For travel advisors and luxury hospitality providers, understanding these preferences is key to crafting compelling wellness packages. Ideal wellness holidays last 4-8 days and include a mix of rejuvenating and innovative experiences. Popular activities include:
- Traditional Therapies: Spas, massages, and acupuncture remain core attractions.
- Nature-Based Activities: Hiking, wild swimming, and forest bathing are highly appealing.
- Health-Focused Evaluations: Guests value dietary consultations, sleep analysis, and other cutting-edge health services.
- Family-Inclusive Options: Nearly half of affluent respondents are interested in wellness trips that accommodate children or extended family members.
Embracing Technology and Personalisation
As wellness travel continues to evolve, technology plays an increasingly pivotal role. Three in five affluent travellers are interested in AI and smart tools to enhance their wellness experiences. Pre-arrival consultations, data-driven itineraries, and in-room wellness amenities such as yoga mats and exercise equipment are becoming must-haves for this demographic.
However, personal connections remain critical. Travel agents and concierge services are key influencers in wellness holiday planning, with 55% of respondents citing agents as essential for making secure and personalised travel choices.
Key takeaways for travel advisors
To capture the attention of global luxury travellers—including affluent Saudis—advisors should:
- Focus on personalisation: Highlight bespoke wellness offerings tailored to individual and family needs.
- Elevate accommodation standards: Invest in spacious rooms, in-room wellness facilities, and exclusive amenities.
- Integrate technology thoughtfully: Offer AI-driven services while maintaining a human touch through expert consultations.
- Promote unique experiences: Leverage exclusive and culturally rich wellness packages to stand out.
As the wellness tourism market continues to grow, travel advisors who align with these trends can unlock opportunities to serve a discerning and lucrative clientele.
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Download the Buzz vs Reality #4 report
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