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8 Wellness Travel Trends Shaping European Bookings in 2025-26

July 16, 2025
Dylan Lall (Managing Partner - Europe Incoming)
7:20 am

Hey there, it’s Dylan from Europe Incoming, your trusted European DMC, welcoming you back to EI’s Insights—your prime source for all things related to European travel.

The wellness tourism landscape across Europe is experiencing a remarkable transformation, and staying informed about these emerging trends is essential for any travel professional serving today’s discerning clients. With 328 million wellness journeys recorded across Europe in 2023 and a robust 10% compound annual growth rate projected through 2028, the sector is rapidly evolving toward a $1.35 trillion global market.

Today, I’m sharing insights directly from our Ertha team—Europe Incoming’s specialized wellness division and the experts behind our most innovative therapeutic and transformational travel programs. Our Ertha specialists have been tracking these emerging trends through their work designing bespoke wellness experiences across Europe, giving us unique insight into what’s genuinely driving demand versus what’s merely industry buzz.

Understanding these trends isn’t just about keeping up with industry developments—it’s about recognising how traveller preferences are shifting and what experiences they’re actively seeking. Today’s wellness tourists are more informed, more specific in their requirements, and increasingly drawn to authentic, science-backed experiences that go far beyond traditional spa treatments.

Whether you’re working with individual FIT clients, corporate groups, or specialized wellness seekers, these eight emerging trends identified by our Ertha team will help you understand what’s driving demand and how the European wellness landscape is evolving. Each trend represents a genuine shift in traveller behaviour, backed by market research and real-world program development experience.

Longevity Labs & Bio-Hacking Experiences
Women’s Health & Hormone Balance Retreats
Next-Generation Hydro-Therapy Circuits
Silent Travel & Digital Detox Escapes
Sleep Tourism & Circadian Recovery Suites
Neuro-Fitness & Brain Health Bootcamps
Sauna Culture & Cold-Contrast Therapy
Forest Bathing & Regenerative Nature Immersion
What This Means for Travel Professionals

1. Longevity Labs & Bio-Hacking Experiences

The Trend: Wellness tourism is embracing cutting-edge medical technology, moving beyond traditional spa treatments to include DNA-based age assessments, stem-cell therapies, and comprehensive longevity diagnostics. Condé Nast Traveler highlights “longevity clubs” as emerging status symbols among affluent wellness travellers, representing a significant shift toward scientific wellness approaches.

Market Evolution: What was once confined to exclusive medical clinics is now expanding into resort-based “longevity labs” and urban wellness hubs. Clinique La Prairie’s expansion from their flagship Montreux location to Madrid and Dubai demonstrates how established medical wellness brands are making these services more accessible to travelling wellness enthusiasts.

Traveller Profile: These experiences attract health-conscious professionals aged 40-65 who view wellness as a long-term investment. They’re seeking quantifiable results and evidence-based treatments, often planning annual wellness assessments as part of their regular health maintenance routine.

Key Destinations: Switzerland remains the epicentre for longevity tourism, with Germany, Austria, and Portugal emerging as secondary hubs offering these advanced wellness technologies in more accessible formats.

2. Women’s Health & Hormone Balance Retreats

The Trend: Women’s health has transitioned from niche wellness offerings to mainstream demand, driven by increased awareness around menopause, hormone balance, and women-specific health challenges. Six Senses’ recent launch of their science-backed perimenopause program in Portugal’s Douro Valley reflects industry recognition of this growing market segment.

Market Significance: This trend represents broader societal changes in how women’s health issues are discussed and addressed. Travel is becoming a vehicle for women to prioritize their health in supportive, educational environments away from daily responsibilities.

Program Evolution: Modern women’s health retreats combine medical expertise with holistic approaches, offering everything from hormone testing and nutritional guidance to stress management and community building. The emphasis is on education and empowerment rather than passive relaxation.

Growing Demand: Corporate wellness programs increasingly recognize women’s health as a priority area, leading to group bookings for female employee networks and women’s leadership programs. The social aspect of these retreats—connecting with other women facing similar health challenges—is often as valuable as the medical components.

3. Next-Generation Hydro-Therapy Circuits

The Trend: Traditional spa experiences are being revolutionized through sophisticated hydro-therapy circuits featuring cold-plunge pools, snow rooms, emotion showers, and multi-temperature experiences. Forbes identifies these circuits as transforming the spa industry, moving from relaxation-focused treatments to therapeutic wellness experiences.

Scientific Foundation: Modern hydro-therapy circuits are based on contrast therapy research showing benefits for circulation, immune function, and mental health. Travellers are increasingly drawn to experiences that offer both immediate sensory impact and documented health benefits.

Design Innovation: Contemporary spa developments now consider hydro-therapy circuits as “non-negotiable” features, with some properties building entire wellness experiences around water-based treatments. The focus is on creating journeys rather than individual treatments.

Geographic Spread: While Nordic countries pioneered contrast therapy traditions, the trend is spreading across Europe with properties in warmer climates adapting the concept through innovative cooling technologies and natural thermal resources.

4. Silent Travel & Digital Detox Escapes

The Trend: Google search data reveals a 324% increase in “solo travel” queries, while “quiet travel” destinations are experiencing unprecedented growth. This trend reflects growing awareness of digital overwhelm and the need for genuine disconnection from constant connectivity.

Market Drivers: Post-pandemic lifestyle changes have heightened awareness of mental health and the importance of genuine rest. Travellers are actively seeking experiences that help them reset their relationship with technology and reconnect with themselves.

Experience Design: Successful digital detox programs go beyond simply removing WiFi access. They provide structured activities, mindfulness training, and alternative forms of entertainment that help guests adapt to disconnection and discover its benefits.

Destination Evolution: Remote locations in Lapland, rural Scotland, and mountainous regions of Central Europe are developing specialized programs for digital detox tourism. Even urban destinations are creating technology-free zones and programming for overwhelmed city dwellers.

5. Sleep Tourism & Circadian Recovery Suites

The Trend: Hilton’s 2025 trends research reveals that two-thirds of hotel guests report better sleep quality during travel, prompting innovative developments in sleep-focused hospitality. Properties are investing in quantum-harmonic beds, circadian lighting systems, and comprehensive sleep optimization programs.

Industry Response: Budget-conscious innovators like Zedwell London are transforming entire properties into device-free “sleep optimization environments,” while luxury properties are developing specialized recovery suites for jet-lagged international travellers.

Health Connection: This trend connects to broader awareness of sleep’s role in overall health and productivity. Business travellers particularly value sleep tourism offerings as they directly impact professional performance and well-being.

Technology Integration: Modern sleep tourism incorporates wearable technology, environmental controls, and personalized protocols that help guests optimize their sleep patterns both during travel and after returning home.

6. Neuro-Fitness & Brain Health Bootcamps

The Trend: Wellness retreats are incorporating EEG neurofeedback, nootropic supplementation, and cognitive training programs. Condé Nast Traveler features “brain bootcamps” as a major 2025 trend, reflecting growing interest in cognitive optimization alongside physical wellness.

Scientific Evolution: These programs combine ancient practices like meditation with modern neuroscience, offering measurable improvements in focus, memory, and mental clarity. Six Senses Kaplankaya’s “Grow-a-New-Body” retreat exemplifies this fusion of traditional and technological approaches.

Target Demographics: Brain health bootcamps particularly appeal to high-performing professionals seeking cognitive enhancement, students preparing for major life transitions, and older adults interested in maintaining mental acuity.

Measurable Outcomes: Unlike traditional wellness experiences, neuro-fitness programs offer quantifiable results through cognitive assessments, brain scanning, and performance metrics that appeal to data-driven wellness seekers.

7. Sauna Culture & Cold-Contrast Therapy

The Trend: Sauna-related content generates over 5.2 million social media posts, while contrast therapy is emerging as 2025’s “biggest wellness trend.” This ancient Nordic practice is experiencing global renaissance, driven by wild-swimming culture and scientific research on cold exposure benefits.

Cultural Expansion: Traditional sauna culture is spreading beyond Nordic countries, with properties across Europe incorporating authentic sauna experiences and contrast therapy protocols. The trend encompasses both traditional practices and modern interpretations.

Health Awareness: Growing understanding of contrast therapy’s benefits for immune function, mental resilience, and cardiovascular health is driving demand among health-conscious travellers seeking evidence-based wellness experiences.

Social Elements: Modern sauna culture emphasizes community and shared experience, appealing to travellers who value both the health benefits and social aspects of traditional wellness practices.

8. Forest Bathing & Regenerative Nature Immersion

The Trend: Forest-bathing bookings increased 75% year-over-year according to TripAdvisor’s 2025 Trendcast. This Japanese practice of shinrin-yoku is being adopted across European destinations as travellers seek authentic connections with nature.

Environmental Consciousness: This trend reflects growing environmental awareness and desire for travel experiences that contribute positively to natural conservation. Travellers increasingly value experiences that combine personal wellness with environmental stewardship.

Scientific Validation: Research documenting forest bathing’s benefits for stress reduction, immune function, and mental health provides scientific credibility that appeals to modern wellness travellers seeking evidence-based experiences.

Destination Integration: UK estates, German forests, and Scandinavian wilderness areas are developing certified forest bathing programs, often combined with conservation education and sustainable tourism practices.

What This Means for Travel Professionals

Understanding Client Evolution

Today’s wellness travellers are more informed and specific in their requirements than ever before. They’re seeking experiences backed by science, delivered by qualified practitioners, and designed to provide lasting benefits beyond the travel period itself.

Market Diversification

These trends represent significant diversification within wellness tourism. Rather than one-size-fits-all spa experiences, the market is fragmenting into specialized niches serving specific health and wellness goals.

Quality and Authenticity

Travellers are increasingly discerning about authenticity and quality in wellness experiences. They research practitioners, seek certified programs, and expect transparency about treatment methods and expected outcomes.

Educational Approach

Modern wellness tourism often includes significant educational components. Travellers want to understand what they’re experiencing and how to continue beneficial practices at home.

The European wellness tourism landscape is evolving rapidly, driven by increased health consciousness, scientific advances, and changing lifestyle priorities. These insights from our Ertha team reflect real-world experience in designing and delivering cutting-edge wellness programs across Europe’s most innovative destinations.

Our Ertha specialists continue to monitor these trends closely, working directly with wellness providers, medical practitioners, and destination partners to ensure we’re always ahead of the curve in understanding what travellers truly want from their wellness journeys. Their expertise in crafting transformational experiences means these trends aren’t just theoretical—they’re actively being incorporated into programs that deliver genuine value to today’s discerning wellness travellers.

Staying informed about these developments helps ensure you can guide clients toward experiences that truly meet their evolving wellness needs and expectations. The trends our Ertha team has shared represent the future of European wellness tourism, and understanding them positions you to serve clients who are seeking these next-generation wellness experiences.

Until we meet again with more travel tips, keep discovering and stay smart. This is Dylan from Europe Incoming, saying goodbye. Safe travels and see you soon! ✈️🌍

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