The retreat market is exploding. According to IBIS World, the health retreat industry in the US alone was worth US$28.7 billion (€26.4 billion, £22.5 billion) in 2023 and will expand exponentially going forward. Hospitality giants such as Accor, Hilton, Hyatt and Westin are reporting a tidal wave of demand for wellness and wellbeing, which is becoming ever more sophisticated. With around 6,000 hotels across 40 brands, Accor reports that four out of five of their guests are prioritising wellbeing. These guests have deep pockets: wellness travellers spend on average 40 per cent more than standard travellers.

Evidence garnered from the last two years of Synergy - The Retreat Show – a trade show dedicated to the retreat industry and wellness travel – supports this. While much of the industry revolves around dedicated retreat venues, the sector is mushrooming as hotels, spas and resorts realise that hosting retreats can be of huge benefit in terms of revenue, marketing, social exposure and brand focus. We’re seeing an increasing awareness from venues of how retreats can boost their offering, while retreat leaders are recognising that the right property can ease the logistics of their retreat and give added value and a more satisfyingly immersive experience to their guests.

Who retreats?
The retreat demographic is broad, but two key groups are in the ascendant. “2024 will be the year of the solo traveller,” says Forbes. There has been a constant year-on-year rise in solo travellers, which reached 16 per cent in 2023, according to the Association of British Travel Agents. Booking.com predicts that 59 per cent of travellers will venture out on their own in the next 12 months, with the aim of bonding with like-minded people and ‘rediscovering’ themselves. The retreat environment is an obvious lure for solo travellers seeking an element of connection in their trips.

Corporate retreats are also evolving into a major player. With the growth in hybrid/home/nomad working, corporate retreats offer an opportunity for bonding and brainstorming, connection and creativity. According to TravelPerk, 34 per cent of employees have their most creative ideas on retreat, while Forbes reports that 81 per cent of millennial employees feel they work more effectively when they have face-time with their coworkers, and Indeed notes that 73 per cent of remote employees miss socialising with their teams. Corporate retreats fill the gap. According to the Global Business Travel Association, the vast majority of workers (between 79-96 per cent, depending on global region) say corporate retreat travel impacts their job satisfaction in a positive way.

What retreats are out there?
The concept of going away ‘on retreat’ dates back centuries and was, initially, a purely spiritual endeavour held in monasteries, ashrams and other religious settings. Many modern retreats still retain a spiritual element; others are totally secular.

The market is divided into two main categories. First, there are dedicated retreat centres where guests ‘go on retreat’. Second, there are themed programmes led by ‘retreat leaders’ – key players who already have large followings and are masters at their own disciplines. They will either offer residencies at venues or move around a variety of properties. Some properties offer both; wellness resorts such as Euphoria Retreat in Greece and Kamalaya in Thailand run specialist group retreats alongside individual wellness visits.

The range is huge. Health and wellness retreats continue to dominate the market with nutrition, detox, yoga and fitness retreats. Many medical doctors are now hosting retreats, particularly in the longevity sphere, and there is a growing desire for advanced diagnostics and personalised health plans. Specialised health retreats focusing on topics like menopause, metabolic health or prediabetes are increasing too. Silent and digital detox retreats are in the ascendancy as people seek to switch off and support their mental wellbeing. Artistic retreats provide a creative outlet in a supportive and inspiring setting. Adventure retreats often combine wellness practices with everything from wilderness survival skills to surfing, horseback riding or free movement in nature. Transformational retreats facilitate personal growth and self-discovery: some focus on relationships or releasing trauma. Spiritual retreats provide the opportunity for spiritual exploration, meditation and connection with higher consciousness or religious teachings. Psychedelic and plant medicine retreats are a growing sector (in countries where they are legal) and are set to explode as legalisation shifts.

Why the demand for retreats?
In our experience, this surge in interest in retreats is fuelled by an increased awareness of a proactive/preventative approach to health and wellbeing and a greater focus on mental and emotional health. The COVID-19 pandemic focused minds and fuelled the search for wellbeing and deeper meaning. There’s also a growing awareness among the vital Gen X, Millennial and even Gen Z generations that retreats can help personal and career development, putting them on a good life path.

A group retreat plays to the increasing desire for connection and community. It’s a chance to connect, to discover like-minded people, and to bring a sense of community and belonging – something that rarely happens within the traditional spa sector, but which has been highlighted by the Blue Zones research as vital for health and longevity.

Why you should host retreats
The retreat market offers significant opportunities for the hospitality sector. Retreats bring in new guests, often those who might not have considered your property, and who may become regular guests following the retreat. Retreats can help build business in shoulder and off-seasons with the benefits of group bookings in quieter periods. Retreats are usually fully catered, offering additional revenue – and spa services (either as part of the retreat or booked independently) feature highly.

Affiliations with retreat leaders inevitably widen your reach. Many retreat leaders have impressive followings. Earlier this year, Synergy attendee RAKxa Integrative Wellness in Bangkok hosted a five-night Deepak Chopra Life and Soul Retreat with the bestselling author at a cost of £17,000 per person. Palmaïa - The House of AïA in Mexico (which hosted Synergy last year) offers a broad roster of retreats by visiting practitioners with a wide social reach, such as Rebirth of the Pink Moon created by Altha, the LA wellness collective fronted by healer Letizia Silvestri. Six Senses hosts retreats across its properties with experts such as Mark Hyman, Marisa Peer, Catie Miller and Anja Akaya Amelung – demand is high and many of these expert-run retreats sell out within hours of being posted.

Even relatively low-key retreat leaders often have a loyal following at a local level and can introduce your property to guests from regions in which you’d like to expand awareness.

Interesting retreats and retreat leaders can sprinkle stardust on your marketing and PR, attracting press and social media coverage. And, on a purely practical note, retreats may utilise space and places not always used by standard guests.

How to create a bestselling retreat
A successful retreat requires thought, research and planning. Attending a well-aligned trade show is a sensible start. Synergy – The Retreat Show brings together wellness-focused travel advisors, wellness properties, retreat centres and spas, retreat leaders and practitioners. The interactive and immersive format of the show offers the space for organic conversations, and many collaborations blossom following the show.

Think about what kind of retreat would chime with your guests or the potential guests you want to attract. What facilities do you have? Look at the unique aspects of your property and your brand; then identify the retreat leaders who could design the perfect experience for your property.

Make sure you leave enough time to get out the message and sell the retreat – strong marketing is key. We also advise a before, during and after “through line” that helps you connect with your guests to ensure positive word-of-mouth and repeat business. Ticked all those boxes? The retreat world is your oyster.