A panel at the World Travel Market in London yesterday addressed the issue of “Attracting High-Yield Travellers via Wellness Tourism.”

Wellness consultant Anni Hood moderated the discussion, which included panelists Dr. Eleni Michopoulo, senior lecturer in business management at University of Derby; Pip Tyler, overseas director at Neilson Active Holidays; John Bevan, chief operating officer at Spafinder Wellness; and Gary Bartelings, founder of Bartelings Associates.

Bevan said that stress is one of the main reasons that people choose a wellness holiday, but that there is a huge trend in the US where employers are realising the importance of encouraging their workforce to live well, and encouraging wellness awareness.

“The opportunity for the travel industry is huge,” said Bevan. “People will want to take their wellness with them on holiday even more.”

Michopoulo suggested looking at what consumer needs are and asking how to address them. If stress is a big factor, for instance, relaxation is the answer. But she also said that today’s consumers are looking for authentic experiences.

Tyler agreed, and said that in today’s social-media-fueled economy, authenticity is paramount.

“If you pretend to offer an authentic experience and you don’t, you’ll be found out immediately,” he said. “There’s no space now – we have to be completely open and honest.”

Tyler said one need his company is addressing in the wellness arena is families, and that parents who are looking for wellness holidays also want active kids clubs for their children.

He also said he’s seeing a growing number of “welderlies” – wellness-focused grandparents – who are bringing their grandchildren and children on holidays “to let the kids do the kinds of things they did as kids.”

Today’s children will grow up with different attitudes towards health and wellness, suggested Bartelings, and that’s a good thing for spa and wellness.

“Jamie Oliver, the sugar tax – all these things bode well for the industry,” he explained. “Young people will come through with a different mindset about wellness.”

Bevan said bringing in mindfulness or meditation to any kind of holiday can be beneficial.

“Our industry has got a tremendous future in this area,” he said. “It’s no longer about spa, it’s about a lot more...Get people to try something on holiday, and they’ll bring it back.”

And Hood suggested that much as high-end couture fashion starts on the runway but is recut for the masses, the wellness industry needs to be reaching more than the top tier.

“That’s what we need to get to for the health and wellness industry,” she said. “So it’s affordable for everyone.”