Wellness Tourism Insights – how can regional tourism operators adapt their offerings?
Wellness tourism is an emerging industry, and one which regional tourism is absolutely a prime candidate for. As my co-speaker, psychologist Chris Mackey at The Wellness Travel Opportunities in a Changing World industry summit in early September, said “There is more of a focus on mental health in the Covid era, with most people associating holidays with positive mental health. For example, if people are stressed, before thinking of seeing a psychologist they will tend to think “I need a holiday”. Though people are aware that restrictions on travel have impacted on their enjoyment and wellbeing.” This all points to a pent up demand for tourism. This will absolutely be an advantage for regional tourism because of is accessibility and relative safety.
How can regions capture more wellness travellers, and what are they looking for looking for … once they are allowed to travel further than their front door, city limit, or state border boundary?
How do we drive greater spend from domestic travellers on wellness experiences? Regional tourism businesses if not already adapted, should consider adapting to new customer needs, over and above the provision of hand sanitisers and social distancing measures:
– nature-based itineraries
– mindfulness and yoga opportunities
– fresh produce and storytelling behind the supply of
– gentle exercise or adventure exercise
– restful sleep
– social connection
– unique comfort products: chocolate, coffee or wine: artisan, local.
What would your most important area of development be? As each of the above keypoints are primary in assisting a welcome, comfortable return by tourists.
Chris Mackey and Katrina Denoux’s session on wellness tourism post-Covid, discussed insights surrounding adaptations to support regional tourism:
1. Travellers benefit from a combination of novelty (holidays away from home offer this) and security. People are going to be more safety conscious in the Covid era. They are likely to be more anxious about health in general, not just concerns around infection.
2. To reduce anxiety, it helps to offer a feeling of security, safety, predictability. It helps to reduce any uncertainty, which adds to anxiety. So provide clear guidelines, familiarity and structure. Have very clear instructions and procedures around meal-times etc.
3. Communicate with travellers prior to arrival on what they should expect, and reduce the risk of the unknown. Make it very visible and clear what steps are taken to reduce Covid-related risks, and spelling out any other measures that are taken to manage health risk will be reassuring to people.
4. Offer products and services that reduce decisions people have to make, such as partnering with tour operators to provide a structured day’s activity, provide transport, etc. Fewer decisions to make can translate to less uncertainty, less anxiety and more security. Ensure that this cluster of tour operators share the same bio-safety responsibility measures, so that you can promote your products together.
5. Any ways of facilitating people meeting with other people and other guests in a relatively safe environment can add novelty, sharing stories and familiarity. Again, pre-arranged day tours, safe mingling with others at mealtimes, etc may be good for this.
Experiences are absolute, especially ones designed that connect travellers with authenticity and heritage. Sense of Place is so important, as travellers distance themselves for the first few times from their home: a home they’ve been happy to leave, yet may feel a little unsure about their wellbeing once actually on the road. With these insights … give your travellers familiarity, wellbeing and connection at their destination.