Wellness travel is no longer a trend on the fringe.
It’s becoming the main reason people pack a bag.

By 2028, wellness tourism is forecast to reach $1.4 trillion globally. Even more telling: 77% of travellers now say wellness is a key reason why they travel.

This isn’t about indulgence.
It’s about restoration.

People aren’t just booking trips to see new places anymore. They’re traveling to feel better; physically, mentally, and emotionally.

Wellness Is No Longer an Add-On

It Is the Experience

Wellness tourism already accounts for nearly $1 trillion globally, and it’s growing twice as fast as traditional travel.

These travelers:

• Stay longer

• Spend more

• Expect more

They’re choosing hotels, resorts, and retreats that support how they want to feel when they leave,not just how the room looks when they arrive.

From movement-focused experiences to thoughtfully designed spaces and nourishing menus, wellness travellers are asking a simple question:

“Will this place help me reset?”

Why Sauna Has Become a Must-Have Amenity

Among all wellness amenities, sauna has quietly become one of the most adopted—and most valued.

And for good reason.

Sauna is simple.
It’s timeless.
And it works.

Across cultures and generations, sauna has been used to:

• Reduce stress and tension

• Improve sleep quality

• Support cardiovascular health

• Encourage stillness and reflection

In a world that’s always “on,” sauna creates something rare:
permission to slow down.

That’s why we’re seeing sauna move beyond spas and into:

• Luxury hotels

• Boutique resorts

• Wellness retreats

• High-end vacation rentals

It’s no longer a bonus feature.
It’s a deciding factor.

Wellbeing Is the New Luxury

As hospitality evolves, one thing is clear:

Wellbeing is the new luxury.

The next generation of hotels won’t be measured by thread count or star rating alone—but by how deeply they help guests feel whole again.

People want to leave lighter than they arrived.
Calmer.
Clearer.
More present.

Sauna plays a powerful role in that experience because it doesn’t distract—it restores.

No screens.
No noise.
Just heat, breath, and stillness.

The Future of Hospitality Is Human

Wellness travel isn’t about doing more.
It’s about undoing what modern life takes from us.

The most forward-thinking hospitality brands understand this. They’re investing in amenities that support the human nervous system, not just the Instagram feed.

Sauna fits perfectly into that future.

As wellness travel continues its rapid growth toward $1.4 trillion, the properties that stand out won’t be the loudest or flashiest.

They’ll be the ones that help people reconnect—with their bodies, their breath, and themselves.

And more often than not, that reconnection starts in the heat.