The hospitality industry is undergoing a fundamental shift as longevity and wellness take center stage in consumer preferences. From biohacking and personalized health programs to recovery-focused fitness amenities and medical-grade wellness treatments, hotels and resorts are expanding their offerings to meet the growing demand for longevity-focused experiences.
Several key factors are fueling this transformation. First, the global wellness economy was valued at $5.6 trillion in 2022, with wellness tourism projected to reach $1 trillion by the end of this year. Travelers today are prioritizing proactive health measures, pushing hotels beyond traditional spa services to incorporate longevity-driven experiences, including IV therapy, full-body diagnostics and performance recovery tools.
At the same time, the aging global population is reshaping travel habits. In the United States alone, the percentage of individuals aged 65 and older has doubled from 8% in 1950 to 16.9% in 2020. Consumers over 50 — collectively known as the Longevity Economy – contributed $45 trillion to the global GDP in 2020, highlighting their significant spending power.
Further, this travel is not limited to seniors. Younger generations are increasingly integrating trends such as biohacking, cryotherapy and hyper-personalized nutrition into their lifestyles and seeking it on the road.
All told, this presents an enormous opportunity for hospitality brands to cater to a new era of travelers. Recognizing this shift, FIBO is launching its first-ever Longevity and Hospitality Summit as part of its annual conference in April.
Athletech News spoke with Judith Cartwright, a leading expert in this space and a key speaker at the summit, to explore how hotels and resorts can successfully integrate longevity into their offerings.
The Need for a Strategic Approach
“Longevity is not just a trend, it is here to stay, and hoteliers and developers need to have a strategic plan for how this gets incorporated,” says Cartwright.
This integration, she explains, needs to go beyond guest services and begin internally.
“This starts with the hardware of a hotel and continues throughout the offering — not only for the guests but also for employees, creating awareness and solutions for their day-to-day workplace environment.”
Despite growing demand, many hotels and resorts still struggle with the positioning of wellness and fitness services.
“The challenge hotels and resorts across all star ratings have is that often their gyms, spas and wellness facilities are not seen as profit centers,” Cartwright explains. “They are treated as amenities rather than business units, leading to missed opportunities. Additionally, often the head of wellness and fitness is brought in just weeks before opening, rather than being involved from the start to help shape offerings.”
Another major issue is outdated brand standards.
“For example, the standard of a 60-square-meter gym for every 100 hotel rooms is simply not sufficient anymore,” she says. “Again, getting the right experts involved early in the architectural design phase allows hotels to create facilities that set them apart from competitors.”
Moving Beyond the Spa Model
Cartwright emphasizes that hotels must move past traditional concepts and recognize how wellness has evolved.
“The biggest hurdle is understanding that wellness has transformed beyond spas and fitness centers. Cost versus profitability is a major factor, but developing a concept that integrates wellness fundamentally throughout design, operations, marketing, customer service and the guest experience is the necessary approach. It’s about storytelling and ‘story-doing’ and educating the team beyond the wellness department before guests even arrive.”
She notes that there are significant opportunities in making this shift. “Industry leaders can move beyond the traditional spa model and incorporate a 360-degree approach. Understanding the customer base, identifying what guests are looking for and building financial models around those needs is key.”
The end goal is to meet consumer expectations for a longer, healthier life — even when traveling.
“Sleep and nutrition are two of the most overlooked aspects of hotel wellness,” Cartwright says. “Hotels invest in pillow menus and room scents, yet guests still deal with bright alarm clocks, blinking fire detectors, and poorly designed blackout curtains. And children’s menus? They’re still full of pizza, pasta and chicken nuggets instead of balanced, nutritious options.”
The Opportunity for Hospitality Brands
Hotels and resorts have a major opportunity to develop and offer meaningful longevity-focused services.
“The investment can be made at any scale,” Cartwright explains. “It depends on your customer base. Don’t create something just because it’s trendy — understand what your guests are looking for and develop from there. Thorough benchmarking and gap analysis are crucial.”
According to Cartwright, several brands are already excelling in this space. “Equinox, SIRO, Lanserhof, Chenot, Clinique La Prairie and SHA Wellness Clinic are all approaching longevity in different ways, but they share a common focus: providing guests with meaningful, transformative experiences that go beyond standard hospitality.”
As longevity continues to shape the future of travel, hotels and resorts must position themselves at the forefront of this movement. It’s no longer just about offering a luxurious stay — it’s about providing a transformative experience that enhances health, well-being and longevity.
For those looking to stay ahead of this movement, FIBO’s Longevity and Hospitality Summit will bring together thought leaders, industry pioneers and hospitality executives to explore the opportunities ahead. With expert insights, innovative solutions and actionable strategies, this event is set to redefine the future of wellness-driven hospitality.
Learn more about the summit and register today.
