Webinar Recap: Unpacking the Wellness Traveler

Laura Fernandez

Bootcamps, health food delivery services, kombucha on tap—the wellness movement has gone into overdrive. Couple this with the rise of chronic illnesses, and the pursuit to stay young (both mentally and physically) have people across the country truly embracing the wellness lifestyle. In fact, it’s now a $241 trillion-dollar industry.

But, consumers aren’t just embodying this lifestyle at home—they’re taking it on the road. And they’ll spend to do it. The Wellness Traveler Internationally spends 53% more than the average traveler.1

To “unpack” the topic and discuss catering to the wellness traveler, I sat down with three esteemed panelists—Brian Povinelli, SVP of Global Brand Strategy at Marriott International, Chris Frankel, Director of Programming at TRX, and Jema Jang, VP Director of Strategy at Publicis Media. In the webinar, we discussed who the wellness traveler is, how your brand can form partnerships with wellness brands, and how to market to the wellness travelers.

Povinelli discusses how Westin creates a wellness experience for guests: “It’s all about giving travelers back control.” Westin has a three-tiered approach to their wellness experience at the property—Eat Well, Move Well and Sleep Well— and has developed partnerships with brands like Peloton and TRX. He explains, “Travelers are faced with so many unknowns; is their flight going to be delayed, is the ride-share not going to be able to find them, etc. So, when a guest checks into a Westin, they gain back control with in-room fitness options, comfortable sleeping conditions, and clean eating options.”

Frankel of TRX spoke about how important finding a partner that is “best at what they do, and finding over overlaps”. For example, through the partnership between Westin and TRX, they developed a program called RunWestin where there is a dedicated “Run Concierge” at the properties to help maintain your running routine on the road.

Jang of Publicis Media has worked in tandem with Westin (Marriott International) to develop a data-first, full-funnel marketing approach to reach the wellness traveler. When asked about Pandora, Jema responds, “Music and travel go hand-in-hand. Sending someone a TRX message while they’re working out or listening to a travel podcast—we can message them with a more travel specific messaging.”

Where will the industry be in the next 5 years? According to our panelists, knowledge is going to continue to drive wellness. Everyday people become their own experts, whether they are learning their own fitness routines or researching the latest homeopathic remedy-consumers, and are at the point of knowing just as much as the “official experts.”

As an advertiser, how can you start marketing to the wellness traveler? A few tips:

  • Data: Understanding who the wellness traveler is, and using a combination of first-party data and 3rd party data to target them.
  • Custom Content: By creating a custom content strategy, a brand is able to tell a deeper story of their wellness strategy.
  • Creative: Knowing that so many people are thinking about wellness, incorporate the wellness trends into the creative messaging to be relevant to that audience.

Pandora has 40M travelers and 4M of them are considered Wellness Travelers, in addition to 34M Fitness Enthusiasts. Through our precision targeting and attention-based ad-products, Pandora will help your brand connect with the Wellness Traveler.

Panelists:


Watch the whole webinar below:


Source (1) Global Wellness Institute; 2017 Global Wellness Economy