8WellnessTrends 2017 With-Hiresimages PDF

8 Wellness Trends
for 2017 –
and Beyond
As identified at the
Global Wellness Summit
CONTENTS
1. Sauna Reinvented
From theatrical Sauna Aufguss events to jaw-dropping amphitheater
saunas…sweating will get more spectacular and social in years ahead
2. Wellness Architecture
Healthy-for-Humans Building…Finally
3. Silence
From silent spas - to wellness monasteries and
“down-time abbeys” - to silent eating
4. Art & Creativity Take Center Stage

Yes, adult coloring books - but well beyond: from classical concerts to
intensive painting classes at hotels, wellness retreats, spas and studios
5. Wellness Remakes Beauty

Borders between beauty and wellness blur: the $999 billion beauty sector
gets a shake up thanks to seismic shifts in the way we aspire to and per-
ceive true beauty
6. The Future is Mental Wellness

Mental wellness will be the biggest future trend, period: from wellness
destinations and spas bringing in neuroscientists and psychotherapists - to
meditation becoming seriously mainstream, while evolving into new breeds –
to part-mind, part-body workout brands – to apps that track your mental state
7. Embracing the C-Word

Copyright © 2016 by Global Wellness Summit. Wellness industry stops turning away cancer sufferers and, instead,
provides comfort, solace and positive recovery paths.
If you cite ideas and information in this report
please credit “2017 Wellness Trends”, from Global
Wellness Summit. For more information, email 8. Beyond the Elite “Ghettos” of Wellness
In a world where rising inequality and a sense of “unfairness” is leading to a
beth.mcgroarty@globalwellnesssummit.com or
global, populist backlash – a wellness industry that’s become narrowly as-
visit www.globalwellnesssummit.com. sociated with wealthy elites (…the $300 yoga pants and treatments) must,
and will, change
ABOUT THE AUTHORS PREFACE
8 Wellness Trends for 2017 –

SUSIE ELLIS
Chairman and CEO, Global Wellness Institute
Susie Ellis is chairman and CEO of the Global Wellness Institute, the non-
profit research and educational resource for the global wellness industry.
She is also co-founder, chairman and CEO of the Global Wellness
and Beyond
Summit, an international gathering of senior executives and leaders,
Global Wellness Summit experts identify future directions for the $3.7
which just celebrated its 10th anniversary. Recognized as a top authority
on the worldwide wellness industry, she is frequently quoted in major trillion wellness industry: from a new focus on “silence” at hotels,
news outlets around the world. She holds an MBA from the University retreats and spas - to the bold reinvention of sauna-going - to wellness
of California, Los Angeles, and is the recipient of the International Spa
rewriting both the architecture and beauty industries
Association’s Visionary Award.
BETH MCGROARTY When 500+ wellness experts from 46+ nations both “silent” and creativity and arts programming
gather to debate the future of wellness, you have (whether at hotels, spas or fitness studios) to the
Director of Research, Global Wellness Summit
one uniquely authoritative and global view of the 2,000-year-old sauna tradition getting a 21st-
Beth McGroarty has been the Global Wellness Summit’s Director of trends set to unfold. And that’s what happened century reimagining.
Research for seven years, and serves in the same capacity for the at the recent tenth-anniversary Global Wellness “No other forecast is based on the perspectives
Global Wellness Institute (GWI) since its founding three years ago. She Summit in Kitzbühel, Austria, which (with its of so many wellness experts, from renowned
is also the editor of the GWI’s “Global Wellness Brief” and its website, specifically future-focused theme for 2016, “Back economists, academics or futurists to the heads
WellnessEvidence.com, the first online resource dedicated to the to the Future”) brought together leaders from the of global hospitality, spa and beauty brands,” said
medical evidence for the top wellness approaches. She has a BA from travel, spa, beauty, fitness, nutrition, technology, Susie Ellis, GWS Chairman & CEO. “And it makes
Barnard College and an MA from Stanford University. medical, economics and architecture worlds, to for a powerfully collective, global and informed
identify not only what the top wellness trends in set of predictions.”
2017 (and beyond) will be – but why.
After the trends were identified, Global Wellness
With a wave of annual wellness trends reports, Summit researchers expanded on the global
the future shifts that Summit experts identified angles and examples to illustrate the ways they’re
have a distinct “get real” quality: from architects already taking shape in our world.
finally designing buildings for human health to
many new directions ahead in mental wellness
to the wellness industry reaching beyond its
(narrowing) association with wealthy elites. And
much innovation lies ahead: from a new focus on
Global Wellness Summit | 1

The Past:
In Northern, Central and
Eastern Europe, sauna
has been a culture and
an art for centuries,
with often spectacular
rituals and facilities. But
the sauna experience
elsewhere can frankly
be rather “meh”: an TREND #1
Sauna Reinvented
uninspired, lonely
experience in a hot “box.”
From theatrical Sauna Aufguss events to jaw-dropping amphitheater

saunas…sweating will get more spectacular and social in years ahead
The Future:
Europeans are now boldly reinventing
the sauna experience, with everything
from “Sauna Aufguss,” or sauna as a truly
A hot topic at the Summit was not only how the THE TREND
theatrical event, to more extraordinary
world needs to learn from European bathing/ Saunas, spaces built for intense dry or wet heat
and social sauna design. Sauna is getting
reinvented, and the new directions look to sauna culture, but how the Europeans themselves sessions, are standard fare at hotels, spas and
spread globally. are now busy reimagining the sauna experience. gyms worldwide. But when it comes to how sauna
For instance, a Summit showcase, “Sauna “gets done” there has been a serious disconnect
Aufguss: Hot Doesn’t Get Any Cooler Than This” between Northern, Central and Eastern Europe,
(led by Lasse Eriksen, Development Manager, where sauna-going is a way of life…and the rest
Nordic Hotels & Resorts, Farris Bad, Norway), of the world. In countries like Finland (where
vividly illustrated how sauna in Europe is evolving saunas were born 2,000 years ago), Italy, Austria,
into a true event, called Sauna Aufguss (which Germany, Sweden, Norway, Switzerland, The
means “infusion”) led by sauna-meisters serving Netherlands, Hungary, Poland, etc., the rituals
up some serious entertainment to sweaty, happy and facilities are often creative, deeply social
audiences. Or a panel led by Anna Bjurstam and fabulous. But the sauna experience outside
(VP, Spas & Wellness, Six Senses; Owner, Raison Europe can frankly be rather “meh”: an uninspired,
D’Etre) called the “Naked Truth about European lonely experience in a spa or condo basement
Spa and Wellness Traditions”, with European “box.” And while non-Europeans often jump in
spa experts discussing their unique spa/wellness and out, Europeans know how to push this sweat
experiences (whether Sauna Aufguss or little- experience, and that contrast therapy (taking
known experiences like the Latvian “pirt” sauna or a cold/snow plunge after, and repeating and
Helsinki’s hip, high-design ancient “black smoke saunas.)” And how what’s repeating) is key to the health benefits, and to
new public sauna complex, been hot in Europe is poised for global discovery. getting those endorphins pumping.
Löyly, shows the new
social directions. Image
Source: Avanto Architects
by kuvio.com

MORE ON SAUNA AUFGUSS THEATER helps drive new revenues for spas (where the
staff-to-guest ratio can be 1 to over 50).
Sauna Aufguss, a star at so many spas across
Northern/Central Europe, is very much a theater Summit delegates experienced Sauna Aufguss
culture. Spas post “what’s playing” in each sauna events at A-ROSA and Stanglwirt in Kitzbühel,
daily (from specific infusions to performances). Austria (where the latter even uses singing bowls)
Special schools train Aufgussmasters on the and at Austria’s Aquadome, a watery kingdom of
techniques of infusing the sauna with the most pools and saunas, including a three-tiered sauna
impactful series of volatile essential oils (lemon, stadium. This fast-moving trend is happening at
mint, cedar, juniper, sage, etc.), which are then too many European spas to list: from the first
complexly circulated with towels, flags or birch to launch in Italy, Tuscany’s Asmana Wellness
branches. Sauna-masters become spa-celebs World to Oslo’s chic The Thief Spa’s “Thief Guss”,
known for their special performances…whether a unique Aufguss spin revolving around Kneipp
acting out scenes from Shakespeare or Top Gun. methods of cold-hot-cold-hot. And it’s even
And it’s all now so competitive that there are landed at North America’s largest spa, Nordik
“Classic” Sauna Aufguss involves trained sauna-meisters using elaborate towel rituals to circulate an annual Aufguss World Championships. (World Spa-Nature (outside Ottawa, Canada), where
orchestra of infusions. Image Source: Lasse Eriksen, PowerPoint, Global Wellness Summit 2016 Champion, Rob Keijzer, and professional, Lay Pang team members traveled to Germany to get trained
Ong, showed how it’s done at the Summit). as authentic sauna-meisters.
Lasse Eriksen (the leader of the Sauna Aufguss
session) explained how American or Asian tourists
CREATIVE DIRECTIONS IN SAUNA DESIGN
are simply blown away when they experience
And while the medical evidence for sauna isn’t But the newest chapter in Sauna Aufguss: how their first “Show Aufguss” (they’re soon singing, A current London Design Festival exhibition
vast (“Big Sauna” doesn’t have big bucks for quickly it’s becoming even more profoundly clapping or drumming along). And he detailed the (through late January), called Soak, Steam,
clinical trials), it’s positive for things like pain performative. The sauna-masters’ towel rituals are trend’s many positives: from bringing millennials Dream, reveals how a new generation of architects
and cardiovascular impact. For instance, a large, evolving into full-blown dance routines; they wear into the healthy sauna scene to helping people are rewriting sauna design. The powerful trend:
20-year-long University of Eastern Finland study costumes and lead singing or chanting; they act extend this detoxing experience to its being a sauna as the new social, community-creating
(2015) revealed that frequent time spent in saunas out scenes from plays or movies; there are even very affordable form of wellness, but one that “hangout” (and a healthy and hot alternative to
was associated with a longer life and less cardiac- light, music, laser and smoke shows. A far cry
related deaths: people who visited a sauna 2-3 from “meh,” the new sauna theater is packing in
times a week had a 24% lower risk of death; younger generations, is spreading further across
those who sweated it out 4-7 times weekly were Europe, and is poised to move out into the world.
associated with a 40% mortality reduction.
And the sauna reinvention trend is taking
And now Europeans themselves are dramatically many other forms: from huge, hip, new sauna
reinventing the experience. For instance, for a amphitheaters where 50-300 people sweat
few years in Northern/Central Europe sauna communally – to architects reimagining saunas as
has evolved into a true event (called “Sauna cool community spaces (with music, food, bars,
Aufguss”), whose first chapter, “Classic Aufguss” and talks on art and culture) – to more saunas
involves “sauna-meisters” administering dozens deep in nature (floating on lakes, etc.) – to trendy Lasse Eriksen, Nordic
Hotels & Resorts (Farris
of targeted aromatherapy infusions using “urban sweat lodges” using infrared saunas in
Bad, Norway), presents
complex towel rituals to circulate heat, humidity places like LA and New York. The trend: far more
“Sauna Aufguss: Hot
and infusions. All played to large, lively sauna creative, social, fun and glorious sauna design and Doesn’t Get Any Cooler
“audiences” in spas across Austria, Germany, Italy, experiences, which look to be exported beyond Than This.” Image Source:
Finland and Norway. Europe. View Sauna Aufguss performances here: Global Wellness Summit by
https://www.youtube.com/watch?v=NseditMtDmQ Michelle Hirnsberger
4 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 5

bars and restaurants). You see it in Gothenberg, while grooving to Norwegian electronica.) A
Sweden’s new design-forward, port-side, public portable project, the vast SALT sauna is set to
sauna, made of recycled, rusted steel, and built move to northern cities in places like Iceland,
for “cultural debate, hedonism and business” or Ireland, Scotland, Alaska and Russia after 2016.
in Prague-based H3T Architekti’s quirky, sauna-
is-for-everyone, mobile/pop-up concepts: from • The brand-new Hot Box Sauna, the first set
floating saunas in lakes or saunas hanging from on a Scottish loch (Loch Tay), with panoramic
bridges to saunas on wheels. lake views, and an evening DJ area and bar.
• Helsinki, Finland’s stunning new public • You can see the importation of Finnish sauna
waterfront sauna complex, Löyly, a suave, culture at Löyly locations in Portland, Oregon,
eco-friendly pyramid composed of wooden a hybrid between an American spa and a sauna
slats, with the saunas (including an ancient, hangout center. And global wellness retreats are
antioxidant Finnish smoke sauna), vast putting their own indigenous spin on sauna, like
terraces, and restaurant all open to the sea. Peru’s Inkaterra Machu Picchu Pueblo Hotel,
And where after a social steam you can jump with their “Andean Sauna” staged pond-side in
in the harbor or through a hole in the ice in a candlelit eucalyptus hut.
winter.
• Trendy urban “sweathouses” using infrared
• The Well (near Oslo, Norway), the Nordic sauna technology (that get bodies sweating
at lower temperatures, to extend and deepen The new Sauna Aufguss sees sauna-meisters staging true “events” - from singing to
region’s largest bathhouse. A new, sprawling,
the therapy), have gotten much ink, but only dance routines. Pictured above is recent World Champion Rob Keijzer. Image Source:
three-level fantasia of 15 saunas (from a jungle AUFGUSS-WM/Satama Sauna Park
sauna to a cinema sauna to an Austrian loft seem to be trending hotter. You can chill out
sauna where Aufguss events are performed) in infrared sauna heat wraps (with the likes
– with 11 pools and 100 showers set to attract of Selena Gomez and the Kardashians) at
100,000 daycationers a year. Los Angeles’ three Shape House locations
(and they have ambitious expansion plans)
• The Norwegian cultural project SALT’s Arctic or at NYC’s Higher Dose infrared sauna spas THE FUTURE more than the “one-percent” - the interweaving
amphitheater sauna, the largest (and certainly (two locations now, three coming), where you of spa experiences with art, culture, music and
Every culture has its ancient sweat tradition: the
one of the coolest) public saunas in the world, sweat to house music while basking in chakra performance – and ingenious new wellness
Arabic hamman, Japanese onsen, Russian banya,
where 100 people gather for “group sweat- light therapy. architecture.
Native American sweat lodge, the Mesoamerican
ins” on tiered benches facing the Norwegian temezcal – and, of course, the most globally In the UN’s latest World Happiness Report seven
Sea (looking out through a wall of glass) – all ubiquitous…the European sauna. All will continue of the ten happiest nations on Earth are in
while experiencing theater, readings and to undergo a renaissance (and reinvention) as the Northern Europe (Denmark, Switzerland, Iceland,
art exhibits (or having a cocktail at the bar world aches most for stress-reducing, detoxifying Norway, Finland, Netherlands and Sweden).
therapies. And if the sauna has seemed the Places where a “wellness culture” is natural and
most tepid experience outside of Europe, that’s everyday (rather than a hysterical, consumerist
set to change. Because the sauna reinventions stressor)…and where sauna is a way of life. In a
SALT’s Arctic amphitheater sauna, the largest
public sauna in the world, where 100 people now underway, from Sauna Aufguss events world getting hotter and crazier, more people
gather for “group sweat-ins” (and music, art to eye-popping, high-design saunas aimed at will travel to these countries for their cool, serene
and cocktails). Image Source: salted.no via becoming that communal “third place”, live right nature, and to try their hot sauna innovations at
traveller.com.au at the intersection of so many important, future the source. And their breeds of more social, more
trends in wellness and spa. The need for social entertaining, and high-design sauna concepts will
and fun experiences in our Age of Loneliness - continue to spread across the world.
wellness experiences that are affordable for far

TREND #3
Silence
From silent spas - to wellness monasteries
The Future: and “down-time abbeys” - to silent eating
As digital noise ratchets up, we will see
a sharper focus on silence, mindfulness
and deep nature at hotels, retreats and
spas: from new “silent spa” models
to more wellness destinations being
developed in (and with the quiet,
contemplative values of) former
monasteries. We will even see more
silent eating and restaurants, salons,
gyms, stores and airports… A new focus on silence at wellness destinations future destinations will need to put a deeper,
and spas came through loud and clear in more comprehensive focus on the true “art of
Summit presentations: from Dr. Franz Linser’s living” - from helping people “do” to helping
keynote (2016 Summit co-chair; founder, Linser them “be” - and that will include a much more
The Past:
Wellness retreats and spas have Hospitality), “Wellness As It Was Meant to Be” – powerful focus on silence and nature. Bauer’s talk
always aimed at being serene to Tom Bauer’s talk (COO, Vamed Vitality Resorts) argued that time, space and silence will be the
sanctuaries, but frankly, many on future, silent directions in wellness resorts – to most precious future luxuries, and that retreats
have remained too noisy: people the Wellness Tourism Roundtable exploring what (like his just-opened “Silent Spa” – more below)
clattering away on phones even
will constitute “Wellness Tourism 2.0”. Linser will need to help people restore inner silence,
in “quiet rooms.” And the first
wave of “digital detox” was often
argued that wellness programming at hotels/ make contemplation possible, and will specifically
only about confiscating guests’ retreats today can sometimes feel like nothing explore “how much spiritual buildings and spas
devices, but with very little else more than an “operational line-item” (some have in common”.
truly transformative on offer. fitness classes or spas to “check off”), while
THE TREND technology has exploded faster than any other

in human history. Those sleek, harmless-looking,
Noise: from the Latin, nausia (or “sickness”, little weapons that have since shackled humans to
“nausea”); or noxia (“pain” or “hurt”) the Internet, media/social media, and work, every
waking hour. This eternal (infernal) connection
It’s hard to believe that the first smartphone quickly decimated the work-life divide, sleep, and
was unveiled less than a decade ago (2007) – a any sense of “free time” or true peace. And along
The brand-new, completely “Silent Spa” at Therme Laa Hotel, Austria - a modern interpretation of “sacred
architecture.” Image Source: Vamed Vitality Resorts

with that other great recent force, urbanization, it And this isn’t simply the old, sometimes
now means that humans are suffering unthinkable awkwardly forced “digital detox,” where devices
stress and… in a word, NOISE. get confiscated, say, at some noisy urban hotel,
with little else transformative on offer. While the
This has given rise to sharp new desires: for “wellness monastery” is a neat encapsulation of
actual silence, quiet contemplation, to leave the the silence trend, it’s about everything – from
shrieking world totally behind, and to be near, and property design and “vibe” to room design and
hear, the “silence” of nature. And wellness resorts treatments and experiences – shifting to more
and spas (and even salons, restaurants, gyms, uncompromising quiet, authenticity and nature.
stores and airports) are answering the desperate
cry for silence. The Medical Evidence for Silence: Given that
always-on digital connection is such a new
If wellness retreats and spas have always sought phenomenon, the medical establishment is just
to deliver peace (not always successfully), now beginning to grasp how it’s destroying our health
we’re seeing true “silent spas” launch (with silent and sanity. But recent studies confirm that both Schloss Mondsee (Austria) - example of the new quiet, contemplative “wellness monasteries.” Image
bathing, treatments, therapists…everything). And noise – and digital “noise” – hurt our focus and Source: Schlosshotel Mondsee
if quiet, mindfulness and time-in-wild-nature are sleep, and increase stress hormones, anxiety and
becoming the core offerings (as opposed to the depression. But what is the impact of periods
old bling-y, hyper-luxury amenities) at more spa of silence on the brain? A Duke University study
resorts, that trend is finding its perfect expression EXAMPLES - THE NEW “SILENCE” DNA is peace, contemplation and re-finding
(2013) found that two hours of silence daily incited
in more properties being developed in (and oneself…no wonder it was Conde Nast Traveler’s
significant cell development in the hippocampus, Silent Spa: Vamed Vitality World (operating nine
infused with the quiet, mindful values of) former 2016 winner for “Best Mental Recovery.”
the brain region related to the formation of memory. thermal/spa resorts across Austria and Hungary)
monasteries, abbeys and nunneries. In addition to And “the brain on silence” is a brain evaluating announced at the Summit that it would open a Le Monastère des Augustines (Quebec, Canada)
more spas appearing in more retreat-from-the- internal and external info into “a conscious “Silent Spa” at Therme Laa Hotel & Spa (north A hotel and spa/wellness center set in a 17th-
retreat-from-the-world spaces like crypts, caves, workspace”…establishing how we fit into the world. of Vienna), the first comprehensively silent century monastery and hospital, with a focus on
former bank vaults, etc. Silent restaurants and So, if depression and dementia are both associated bathing/spa experience (with the exception of quiet and mindfulness, and offering personalized
silent meals at hotels or wellness retreats are also with decreased hippocampus neurogenesis, silence check-in and the restaurant), complete with silent meditation, yoga, sleep therapy, massage, and
on the rise. looks to be a promising therapy. assistants and coaches. And while brand-new, the so many other wellness classes. Organic food
spectacular property was designed explicitly on from the monastery garden; breakfast is taken
the principles of “sacred architecture”: with spa in contemplative silence; and guests head to the
The Knottnkino “Nature Cinema” - example of the silent nature over “noise” trend in South Tyrol, Italy
areas modeled (and named) after “choir stalls,” chapel at dusk to hear the nuns sing Vespers.
Image Source: Alto Adige Marketing by Clemens Zahn
“cloisters,” “monastery gardens” and a “baptismal
font” (cascading waterfalls), etc. Reimagining Hotel Monastero Santa Rosa (Amalfi Coast,
sacred church design to create a modern “world Tuscany) is about high-luxury mindfulness set in
of contemplation.” (It opened on 12.6.16.) a 17th-century monastery (with an infinity pool
perched on a dramatic ocean-side cliff). The vast,
The New “Wellness Monasteries”: cavernous spa, set in a space where nuns once
performed silent meditation, includes vaulted
Eremito (Umbria, Italy) is a soulful, stunning
Roman baths and a sauna carved out of rock, with
example of the new “wellness monasteries”:
treatments also performed in nature and private
housed in an ancient monastery on 7,000+ acres
gardens.
of unspoiled nature, with a focus on meditation,
yoga, hiking, reading, etc. And complete At Hotel Klosterbräu (Tirol, Austria), the huge
disconnection: no WiFi or phone signal, and at “Spiritual Spa” is inspired by its ancient monastery
8PM the gong announces it’s time for the silent, setting, and revolves around the former monks’
mindful dinner held in a candlelit dining room. “10 pillars of contemplation”.
Self-described as a “secular monastery”, Eremito’s

Austria’s Therme Laa Hotel & Spa’s “Silent Spa” Kong) that just opened its first U.S. restaurant in future: from screens disappearing because we will
- the first comprehensively silent bathing/spa Brooklyn, where solo diners sit in booths facing be invisibly connected everywhere and always to
experience Image Source: Vamed Vitality Resorts the wall, and speak to nobody: not to be seated or “reality” itself becoming a mesh of biochemical
to order (lights show available booths and diners and electronic algorithms. He noted that,
fill out their order on a menu which is scanned by “technology will never be as slow as it is today,”
an electronic reader at each table). Disembodied and it poses some soul-searching questions for
including everything from calming teas and oils hands appear with your noodle bowl. No faces, no future wellness-focused businesses.
and therapeutic coloring books. At checkout, words…a Zen, meditative, silent approach to eating.
reclaim your cleaned device, now repackaged in a While the wellness industry will embrace new
protective gold shield. Silent Salons: Even hair salons are offering silent technologies – whether virtual reality or ingestible
experiences, as not everyone wants to talk (and trackers monitoring bodies and minds, 24/7 –
L’Apothecary Spa at L’Auberge de Sedona talk) getting their hair done. BLO/OUT Blow Dry it’s becoming clear that in a world where there
(Arizona) features a “Quiet Mind” treatment: a Bar (Philadelphia) has launched a silent “Zen is no escape from noisy digital connection,
silent massage with breathing techniques and experience”, after you explain what you want, that wellness retreats and spas have the
facial acupressure. Scandinave Spa at Whistler total quiet. Similarly, Bauhaus Salon (Cardiff, opportunity to become one of the lone cultural
Actual Monasteries: Stays at the hundreds of (British Columbia) has long believed that silence is South Wales) now has “Quiet Chair” options. (and therefore sacred) spaces of silence, digital
actual monasteries worldwide are a rising form of key to their Scandinavian bath circuit experience. silence, unplugged human thought and nature.
hyper-authentic wellness travel. Monasteries have “Silent” Airports: Airports like London City, As technology escalates, their identity (or “brand
a long tradition of welcoming guests at incredibly A Digital “Kill Switch”: Dr. Harry Konig, Head Bristol, Barcelona, Warsaw and Helsinki are no proposition”) as unique places where timeouts
affordable prices: from the silent Shunkoin of Medical Care, Brenner’s Park Hotel & Spa longer blaring “Please come to a white courtesy from noise and hysteria can take place, also only
Temple complex in Kyoto, offering Zen meditation (Germany), explained their “digital silence” telephone”, they’re going silent: announcements escalates.
with the temple’s abbot – or at Tassajara Zen solution for their new, award-winning Villa are only made at boarding gates (except in true
Mountain Center in Carmel, California, where Stephanie: at great expense and a technical emergencies), with flight communications instead The silent, peaceful wellness retreat or spa will
monks offer retreats on mindfulness, spirituality challenge, they installed unique copper plates in relayed at silent kiosks and displays, and via trump “high-tech” varieties because the need
and creativity. For hard-core silence-seekers, there guests’ walls, so all you have to do is hit a bedside text and mobile apps. One of the loudest, most for disconnection is at triage levels. Silence
are 300 Buddhist Vipassana centers globally, for “kill switch” to completely disconnect your room stressful places on Earth is set to quiet down. increasingly sells: from expensive noise-cancelling
an intensive, spartan ten days of “noble silence” from WiFi, mobile reception and even electricity... headphones to Finland’s brilliant tourism
and self-purification. aiding profound sleep. Even Silent Gyms & Stores: Gyms (those ear- campaign “Silence, Please” – promoting a place
shattering places) are starting to experiment simply for its magnificent silent forests and nature.
Ancient & Hidden Spa Settings: Spas set in Silent Eating: with silent sessions. For instance, Trinity Sports And no, “silence is not the new kale”, or some
hidden, silent (often ancient) places are on the & Leisure (Somerset, UK) just launched special
Revered destination spa, Rancho La Puerta hysterical, fleeting, power-sold wellness trend. It’s
rise, from natural caves to crypts. For example, hours where there is no music or announcements.
(Mexico), holds “Silent Dinners”, meditative meals one of the most meaningful trends in wellness that
the new Atrium (spa/sauna center) in Mâcon, Retail stores are also launching silent hours: Asda
set to soft music. And at German and Austrian will only deepen and evolve in years ahead.
France is set in a medieval stone crypt, while the Living (Manchester, UK) hits the “off” switch
Viva Mayr spa-clinics – that pioneered trendy “gut
new Away Spa at the W Amsterdam is set in vast, on escalators, TV displays and music for more Travelers won’t want to take all their vacations at
health” a century ago – taking all meals in silence
historic bank vaults and safes. peaceful shopping. a quiet monastery-style wellness retreat, but they
is an absolute pillar of their dietary retraining
will want to take more of them. And if the idea
Other Silent Moves: program (along with learning to chew each bite
of taking a few days at a place where you can’t
30-50 mindful times). Experience the FX Mayr THE FUTURE
On (12/14), all Mandarin Oriental properties will compulsively text and check your social media
cure (and silent eating) at the new, state-of-the-
hold their next “Silent Night” spa retreat: no This world will only become noisier, more urban “likes” seems scary…then you really need to ask
art VIVAMAYR Altaussee or at Lanserhof Lans
music, no talking, silent therapists, for “noise- and more digitally connected. For instance, yourself, how badly do I need this?
(Austria, completely redone this month) or at the
free contemplation and human touch.” Mandarin David Bosshart (CEO of leading European think-
gorgeous new Lanserhof Tegernsee (Germany).
Oriental hotels also just launched a brand-wide tank, Gottlieb Duttweiler Institute) gave a heady
“digital wellness” initiative: surrender your phone A silent restaurant making loud headlines: Summit keynote on the many complex ways
and follow a regime developed by the Mayo Clinic, Ichiran ramen shops (60 locations Japan, Hong that evermore interconnected data is our human

The Past:
From the late 18th
TREND #4
Art & Creativity Take
century to WW2, the
connection between a
spa/wellness “cure” and
creativity was powerful.
But then it was sadly
lost, with “wellness”
Center Stage
becoming all about
chasing physical fitness
and beauty.
Yes, adult coloring books - but well beyond: from classical concerts to
intensive painting classes at hotels, wellness retreats, spas and studios
An insistent refrain at the 2016 Summit, running concerts a year) argued that “wellness culture”
like the notes of Mozart’s “Requiem” (which has become narrowly obsessed with ego and
opened neuroscientist Dr. Claudia Aguirre’s “self-optimization”, and needs to focus more on
keynote on how experiencing works of art music, art and literature to take guests beyond
positively impacts the brain) was the need for the “cage of self”. (And Louie Schwartzberg’s
more creativity (art, music, literature, dance, etc.) extraordinary nature films, and multimedia artist
at wellness retreats/spas - both for guests to SHA’s collective art piece painted by conference
experience and to “do.” delegates, illustrated the many ways that art can
be creatively connected to wellness.
Historian David Clay Large’s fascinating keynote
revealed that the connection between the “spa If the arts have historically been in spas’ DNA
cure” and creativity (and famous artists) was (genetic material that’s been lost), the future
historically incredibly strong: artists and thinkers, is restoring a very different looking “mind-
from Beethoven and Mozart to Twain and Marx, body” connection, with more creativity/arts
flocked to the grand spas of the late-18th to early- programming a crucial future wellness trend.
The Future: 20th centuries - great works were composed Because the medical evidence shows that de-
Creativity and the arts (both as
there - and musical performance and art were stressing is the path to creativity, and that
experienced and practiced) become once
always the heartbeat of spa culture. Dietmar creative pursuits are key to mental wellness. So,
again central to wellness concepts – and at
hotels, wellness retreats, spas and studios. Mueller-Elmau’s talk (owner, Schloss Elmau, it’s “back to the future” - with arts and creativity
famed German wellness retreat that has kept the programming again taking their proper place on
creativity-spa connection incredibly alive with 220 wellness’ center stage.
Image Source: Pexels

THE TREND now tells us: stress is the creativity killer, and Dietmar Mueller-Elmau
stress-reduction (thermal bathing, massage, time (Schloss Elmau) explained
The Summit’s theme, “Back to the Future”, was
in nature) helps creative thinking flow. Just as the deep creativity
designed to explore how the history of wellness/
spa “audiences” then seemed to know what the programming at his famed
spa can provide informed blueprints for the future. German spa retreat,
evidence also now tells us: experiencing music,
Consider this historical reality: from the late 18th with 220 concerts/
art and literature has a proven, positive impact
century until WW2, European spa destinations performances a year.
on mental health, and should be a much bigger
– from Bath in the UK to Baden-Baden and Bad Image Source: Global
component of any true “wellness cure.” Wellness Summit by
Ems in Germany to Bad Gastein and Bad Ischl in
Austria to Marienbad in Czechoslovakia - reached Michelle Hirnsberger
Professor David Clay Large’s talk showed that
a level of popularity and prestige unknown in historically, spa culture was a creative/artistic
“spa history” before or since. These hot (water) culture (from his important new book, The Grand
spots attracted aristocrats, politicians and the Spas of Central Europe: A History of Intrigue,
rising middle-class in droves. And most strikingly, Politics, Art, and Healing). And one might ask,
the connection between take the “spa cure” and what happened? How did “wellness” become all
creativity was powerful: geniuses like Beethoven, about chasing physical fitness and beauty at the
Chopin, Dostoevsky, Freud, Goethe, Kafka, Liszt, WE WILL SEE MORE… and “ceremonies” at studios, retreats and spas
expense of creative, artistic and intellectual pursuits
– with star practitioners wielding Himalayan
Marx, Mozart, Nietzsche, Proust, Twain, Tolstoy and programs? A complex answer to be sure. • Classes and programming that get people
and Turgenev flocked to spas for weeks (and and crystal singing bowls, chimes, gongs,
painting, drawing, writing, journaling, learning
months) – they composed books and operas Well today, decades later, you can feel the bells and tuning forks to create mind- and
photography, singing, dancing (as creative
there - gave performances - these celebrity artists boomerang just starting to curve back. With stress-melting concerts that accompany
expression, not just as workout) and music-
created spa buzz – and musical performance, creativity and the arts (both as experienced meditation, yoga, massages and bathing.
making, etc. at hotels, wellness retreats, spas,
theater and art exhibitions were as central to the and practiced) becoming once again central But other types of art and performance will
and fitness studios. And without debating the
spa experience as taking the waters. to wellness concepts – and at hotels, wellness become more central to wellness destinations
line between “arts” and “crafts,” much more
retreats, spas and studios – in years ahead. and experiences – whether classical violin or
therapeutic making with one’s hands, used
These oft-tortured artists certainly went for multimedia art.
intentionally as meditative stress-reducer, like
physical and mental health problems, and to
the rage for ceramics, knitting or weaving
hobnob with potential patrons, but they seemed • Artists, writers, musicians and creative
classes. Who-would-have-predicted trends
to intuitively know what the medical evidence professionals turning to every form of
like the surge in adult coloring books or “adult
stress-reduction – whether meditation,
summer camps” show people’s desperate
yoga, breathwork, exercise, thermal bathing,
need to re-find that lost, creative (“crafty”)
massage, time in nature – to kick-start the
child. Accessible, (because simple) creative
creative process. And turning to wellness
approaches like the coloring book will trend
retreats/spas/studios that package them
on, but the creativity programs will also head
handily as places where creative insights can
in more sophisticated directions.
best get accomplished. (This programming
Schloss Elmau (Germany) allows thousands of
is becoming more standard at writers’ and
musicians and writers to “play to stay” every year. • Art and live performance (music, readings,
Image Source: Schloss Elmau via eightyfourrooms.com artists’ retreats). And because “creativity”
etc.) at hotels, wellness retreats, spas and
spans far more than composing “Requiem” or
fitness studios. Why have we, for instance,
penning a great novel (it’s the application of
suffered so much banal spa “music” when
imaginative solutions to all human endeavors),
we have thousands of years of sublime
more “regular people” will seek these wellness
music to draw on? The trend toward “more
approaches and destinations to spur creative
performance” at wellness destinations
breakthroughs about any challenge they face,
currently finds its most powerful expression
whether in relationships or at work.
in the rage for mystical sound baths and new
breeds of sonic, multi-sensory experiences

five spas, one of the world’s largest hammams, Le Monastère des Augustins, “a historic haven
their refreshing “Yoga Without Dogma” program, of culture and wellness” (Quebec) marries
and a dizzying profusion of pools. The brain comprehensive wellness programs (yoga,
At Aire Ancient and creative soul are engaged by 220 concerts meditation, Pilates, spa) with a museum, creative
Baths (NYC) you can and performances each year (from world-class workshops on everything from painting to
float in the magical
classical and jazz musicians, poets, writers) in embroidery, and ongoing concerts.
underground thermal
its 300-seat concert hall. Not to mention two
pools serenaded by Revered destination spas, like Canyon Ranch
live flamenco guitar. incredible libraries and the largest bookshop in
any hotel, anywhere. And Schloss Elmau offers a (Tucson, U.S.) or Rancho La Puerta (Mexico),
Image Source: Aire
model that other resorts might pay attention to have long offered classes in creative arts:
Ancient Baths
(if not on such a grand scale!): it allows thousands from sculpting, mandala drawing or Japanese
of top musicians, writers and thinkers (and their Kumihimo braiding at the former, to the latter’s
families) to “play to stay” every year: they perform workshops on everything from painting to writing.
for stress-reducing downtime. (A heady, high- But you can feel the creative menus inch towards
MEDICAL EVIDENCE: increased when we disconnect from technology, cultural destination…no wonder it was chosen as equal billing with physical wellness: like at The
Stress is Creativity’s Enemy – And a Creative Life are in a happy mood, and spend time in nature. the site of the G7 in 2015.) Lodge at Woodloch (Poconos, Pennsylvania),
Is a Healthier Life So, a wellness retreat is a natural, evidence- using watercolor painting, drawing classes and
backed creativity retreat. Few wellness retreats will build full-blown concert intensive journaling workshops as paths to self-
A raft of medical and neuroscience research show
halls, and Schloss Elmau’s owner cautions that the discovery. Or at Spa Village Tembok (Bali), where
that stress is the biggest obstacle to creative A whole other raft of studies show the wide- music and art must be first class, and properties it’s all about immersion in indigenous arts, from
thinking - and that stress-and cortisol-reducing, ranging impact that creative pursuits and “art must have an authentic passion for what they’re traditional Lontar drawing to Balinese dance,
and serotonin, dopamine and alpha-brain-wave- therapies” (whether music, writing, dance, undertaking. But now more are adding simpler, even using guided meditation techniques to spark
generating - approaches (whether meditation, painting, ceramics, etc.) have on both physical but still stirring, musical performances. The new creativity.
massage, yoga, exercise) are clear paths to and mental health: from significantly reducing Gainsborough Bath Spa Hotel (UK), in a famed
unlocking creativity. When we’re stressed, the depression and anxiety to findings that creative Coloring Books…and Beyond: Adult – or
18th-19th century destination where “taking the
brain channels resources to the primitive “survival lives are longer lives. One review of 100 studies on “mindful” - coloring books have more than
waters” was always combined with a rich culture
mode” areas, away from brain regions associated how artistic/creative pursuits impact health can trended: 12 million were sold last year in the U.S.
of theater and concerts, not only offers wellness
with creativity and abstract thought. While it’s too be found here: https://www.ncbi.nlm.nih.gov/pmc/ alone, and they’re becoming a fixture at hotels,
seekers everything from ice grottos, salt rooms
complex to explain how many parts/processes articles/PMC2804629/ wellness retreats and spas. They may seem like
and Malay massage, its Roman bath circuit is
of the brain play their part in creativity here, creativity “baby steps” but they’re helping many
experienced with classical music curated by Pump
neuroscience shows that communication between people break the creative ice. And there are so
Room violinist, Robert Hyman. At Aire Ancient
the two lobes of the brain is key (i.e., whole brain EXAMPLES: many examples: from the Costa Rica Marriott’s
Baths (NYC) you can float in the magical, candlelit
activation, while stress builds “walls”) – and that Creativity & Wellness Connections at Hotels, (San Jose) “Art Therapy” classes using coloring
underground thermal pools serenaded by live
creative breakthroughs come from a wandering Wellness Retreats, Spas & Studios therapy to the Gladstone Hotel‘s (Toronto) “TGIF
flamenco guitar and Sufi flute.
mind that moves away from a problem we’re Adult Coloring” workshops with cocktails and
Schloss Elmau: This “Luxury Spa Retreat and
obsessing on, to different, undemanding tasks.
Cultural Hideaway” in a castle in Germany’s
Alpha brain waves – which happen when your
Bavarian Alps is the unrivaled example of a
brain is an idling state, whether daydreaming, At the new Gainsborough
wellness retreat magnificently merged with
practicing meditation, or doing aerobic exercise Bath Spa Hotel (UK)
musical and cultural programming. Creativity is
- help creative thinking. And a potent creativity the Roman bath circuit
in its 100-year-old soul: it opened in 1916 as a
cocktail is boosting serotonin (you’re operating is experienced with
refuge for artists and writers (and as a concert
from sense of calm, not anxiety) and dopamine, classical music curated
hall), and since 2007 (when it opened as a spa
again all boosted by yoga, meditation, massage by Pump Room violinist,
resort, with a new retreat facility added in 2015) it
and exercise. Various studies also show REM sleep Robert Hyman. Image
has been feeding both mind and body in entirely Source: Gainsborough
is crucial to creative thinking, and that it’s also
unique and equal ways: bodies are nurtured at its Bath Spa Hotel

reality and haptic technologies (which deploy THE FUTURE
thousands of sensors that can deliver vibrations, Creativity, art therapy and live performance have
touch, temperature and motion) on the march. essentially been a “nice diversion” at wellness
centers and spas. But creative programming
The Art Hotel: We’ve had wellness-branded
will continue to take a more starring role. The
hotels, and now more hotel concepts are putting
intention has changed, as more people grasp
art and creativity at their core. 21c Museum
how crucial creative pursuits are to true mental
Hotels’ brand (7 Southeastern U.S. hotels, and
wellness – and as more people grasp the medical
more coming) is all about putting contemporary
evidence indicating that so many wellness
art into everyday life, and they’re packed with art,
approaches (meditation, exercise, time-in-nature,
and offer performances, poetry readings, art tours
and all forms of stress-reduction, like massage)
Mandarin Oriental’s and video lounges where they screen films and
are potent paths to creative insight. A stronger
new, brand-wide new media work. W Hotels is re-angling its brand
connection between creativity and wellness is
“Digital Wellness” squarely at the global creative set. For instance,
the future, but it’s also an uncanny return…to the
program, using the W Bali-Seminyak just unveiled “W Sound
coloring books and long history when artists and thinkers flocked to
Suites”, with a private music studio and writer’s
journaling in its spas, and spas had culture at the heart of their
room so professional and amateur recording
spas. Image Source: experience.
artists can lay down their tracks on the road
Mandarin Oriental
(expected at W Hollywood, Barcelona and Seattle
soon). The brand new, art-themed Renwick Hotel
(NYC) has design elements like TV stands that
look like easels, rooms filled with origami kits and
music to Mandarin Oriental’s new, brand-wide trippy sound experiences (from rain sticks to drawing supplies, and special suites with easels,
“Digital Wellness” program, which uses coloring class members’ own vocal vibrations). Humans paint and canvases.
books, journaling and notecard writing in its spas. today certainly want their stressed-out minds
blown. And an early (1990s) pioneer of more New models: Concepts are getting interesting.
But hotels and spas are heading well beyond literal multisensory “sound baths” was the “Liquid The new Augeo Art Gallery & Spa (Rimini, Italy)
the coloring book. Casa Madrona (Sausalito, Sound” experiences at Toscana Therme Spas is a high-design wonder that combines an art
California) interweaves creativity, culture and (Germany, Austria): a multimedia-artist-designed gallery and spa in a unified concept (specifically
spa with its “Art of the Sea” package, including experience where one floats in warm salt water, to bring “creativity” and the “body” together). The
private art/painting lessons, tickets to museums, gently manipulated by therapists, with over-water gorgeous gallery space is on the first floor, while
and spa treatments. And Kimpton Hotels are light shows and underwater music turning the the gorgeous spa occupies the basement.
getting people painting: Hotel Monaco (Portland, pool into a mind-melting concert hall.
Oregon) provides easels, brushes and paint at
their evening wine hours, and Tideline Ocean A welcome twist on the trend is more actual
Resort & Spa (Palm Beach, Florida) offers nights artists designing multi-sensory wellness
of painting under the stars. experiences, like Viennese artist Sha’s experiential
Augeo Art Gallery & Spa
“pods” (the AlphaSphere and Wolke 7 Cloud 9)
Sound Baths & Multisensory Experiences: As (Rimini, Italy) is a high-
that cradle people in warm, alpha-wave-driving design wonder that
noted, the uber-trendiest example of “more cocoons of light, color, sound, music and vibration combines an art gallery and
performance” in wellness is the profusion of for outrageously relaxing art-wellness experiences spa. Image Source: Augeo
sound baths and “aural ceremonies” at so many (now at 100+ global spa and design hotels). Art Gallery & Spa
studios and spas – with practitioners orchestrating Summit presenter and renowned futurist, Edie
complex sonic and sensory “journeys” using Weiner (CEO, president, The Future Hunters),
everything from singing bowls to tuning forks. argued that brain imaging shows that humans
Examples include Miraval’s (Tucson, Arizona) have far more than five senses, they have
therapists playing Himalayan singing bowls in thousands - and wellness centers/spas haven’t
pools as guests float blissfully to Woom Center’s even scratched the surface of impacting that
(NYC) multi-sensory “yoga concerts” which sensory panorama. But they will, with virtual
combine visual projections, diffused scents, and

The Past: TREND #5
Wellness Remakes Beauty
For centuries, the
beauty industry has
focused squarely on
enhancing outward
appearances, delivering
“hope in a jar” through Borders between beauty and wellness blur: the $999 billion beauty
cosmetics and topical
products. sector gets a shake up thanks to seismic shifts in the way we aspire to
and perceive true beauty
The Summit opened with a “beauty bang” – THE TREND

award-winning director and cinematographer Intuitively, we all know beauty and wellness go
Louie Schwartzberg shared breathtaking imagery hand in hand – and that ‘aspiring to beauty’ can
of nature in motion, explaining that “beauty is be one of the key motivators we have for keeping
nature’s tool for survival – you protect what you physically, spiritually and mentally fit. This year’s
love.” The science behind beauty was explained Summit reflected the blurring borders between
by neuroscientist Dr. Claudia Aguirre who beauty and wellness. Of the many takeaways
showed how our brains actually perceive beauty, from the main stage was the staggering size of
persuasively arguing that we need beauty in the nearly $1 trillion “Beauty and Anti-aging”
our lives: it brings hope, connectedness and, sector at the center of the now $3.7 trillion global
ultimately, wellness. wellness economy. Neuroscientist Dr. Claudia
Aguirre helped delegates connect the dots about
Research was presented on the staggering size
how our brains perceive beauty, making it clear
of the nearly $1 trillion “Beauty and Anti-aging”
that beauty and attractiveness is way more than
sector which is truly at the center of the $3.7
The Future: skin deep and it affects all of our senses: we don’t
trillion global wellness economy. Something
Wellness has disrupted the world of beauty almost beyond recognition. just see beauty, but we can also feel, hear, smell
that was reinforced by BABOR Cosmetics USA
In order to look good, you have to feel good. No longer is the focus and taste it – and, because “beauty” stimulates
President and COO, Mark Wuttke, and explored
only on external measures to enhance beauty, instead there is a shift our brains in so many ways, Aguirre argued
deeply in a breakout session that focused on the
to a holistic approach; a movement from artificial to organic; from that we need beauty in our lives: it brings hope,
cosmetic repair to on-going prevention; from topicals to ingestibles – intersection between beauty and wellness.
connectedness and, ultimately, wellness.
along with scientific validation that beauty changes everything.
Kerstin Florian, founder of Kerstin Florian Skincare, holds up the “Beauty Ball” - which, at $999 billion,
represents the largest segments of the $3.7 billion Wellness Economy - during GWS 2016. Image Source:
Global Wellness Summit by Michelle Hirnsberger

But it’s how we are achieving and thinking about glow, and, because it reduces the stress hormone Just as big food brands have been made to pivot antioxidants, vitamins and minerals.
beauty that has evolved so dramatically in recent cortisol, exercise has been proven to support the towards today’s “new” conscious consumer, big
years. There is a new aesthetic in town and it’s production of collagen, reduce acne and even beauty brands are beginning to wake up to the
health and wellness – no matter your shape or make your hair healthier, and, of course, there are fact that they need to catch up with consumers
size. (Think Unilever’s Dove Real Beauty campaign extensive studies on the connection between gut that care deeply about the ingredients and ethos
vs. traditional fashion spreads in Vogue.) health and glowing skin, prompting the explosion of the products they choose to put on or in their
of probiotics down almost every aisle of the bodies – or slowly fade into obsolescence. L’Oréal,
The “beauty industry” has been slowly shape grocery store. the world’s largest beauty company, is already
shifting – with social media (Instagram stars, addressing this with its “Sharing Beauty with
Facebook feeds) leading the way and influencing And, perhaps most importantly, self-esteem and All” program, which promises to embed more
what we think is beautiful and the best ways to mental wellbeing soar when we are at our most sustainable business practices into every aspect of
achieve it. A phenomenon that has given rise to attractive and fit – and wellness practices and their value chain by 2020, committing to ensure
new tribes and trends as individuals gravitate to treatments (be they effective age defying facials, that 100% of their products show environmental
the things that turn them on – whether it’s the fillers or Botox, daily yoga sessions or regular or social improvement.
latest punishing workout, mindful meditation, massages) help us achieve this – ultimately,
ingesting superfoods, eating organic/clean foods, making us more attractive to one another. Because today’s consumer not only knows “you
or seeking the latest (miracle) non-invasive anti- are what you eat,” but also what you do and Nutricosmetics, like Bottled Science’s Skinade,
aging treatment – there’s a virtual cornucopia of even what you think, there has been a rise in a drinkable collagen, are part of the inside-out
ways wellness is remaking the beauty industry. AUTHENTIC, CLEAN BEAUTY independent, clean/organic brands – with real beauty trend helping to re-shape the beauty
industry with wellness at its core.
The consumer revolution goes beyond just looking stories - like RMS Beauty (from make up artist
And the scientific and medical evidence for the Image Source: Skinaid
for organic or natural topical skincare products: Rose-Marie Swift), 100% Pure, Guy Morgan
merging of wellness and beauty really stacks up: Apothecary, and ILA-Spa, a skin care line that
looking good, feeling good and even doing good
there’s overwhelming evidence of the positive touts itself as “beyond organic”. Already, the
is all part of today’s beauty aesthetic. That means Along with the natural “beauty foods,” has come
effects that diet, exercise, sleep and stress global organic personal care market is projected
embracing products that are ethically sourced a rise in nutraceuticals (pills and supplements
reduction, to name just a few, can have on our to reach nearly $16 billion by 2020.
– without hurting anyone (animal or human) in that aid health) and “nutricosmetics” (ingestible
outward appearance. Exercise alone is a beautifier
the process – and that are natural without being supplements specifically designed for beauty)
– oxygenating the blood to give skin a healthful We expect big beauty brands to continue
boring or ineffectual. that promise – and, in some cases, clinically
acquiring niche brands – like L’Oréal’s $1.2
proven – to provide miracles with your hormones,
billion acquisition of IT cosmetics, and Unilever’s
immune system, skin and hair. Traditionally,
purchase of premium, clinical brand Murad and
ingesting foods and supplements for health and
the trendy natural Brit brand REN in 2015 - to help
beauty has been a mainstay of Asian culture – and
shore up revenues and growth and connect to
Nourella, pills that actively rebuild collagen in the skin. Image Source: Nourella that’s where they originate from – but they’re
today’s consumers.
starting to make an impact globally.
Estimated to become a $7.4 billion global industry

INSIDE-OUT BEAUTY REMEDIES
by 2020, many nutricosmetics, like Skinade
The “new beauty” aesthetic has recast yoga, from Bottled Science, a drinkable collagen, and
mediation and exercise as a path to beauty, while Nourella, collagen in pill form, are popular with
also giving rise to functional approaches that celebs and plebes alike and have already been
promise to heal and nurture from the inside out. shown to work in clinical trials published in the
There’s been an explosion of trendily packaged Journal of Cosmetic Dermatology and the Journal
beauty drinks, superfoods, pills, and supplements of Applied Cosmetology.
that deliver old-world wisdom of ancient wellness
practices; and food-inspired beauty remedies Also thanks to Asia and its heavily-polluted
– from the likes of kale, kombucha, chia, nuts, cities, a growing awareness of the harsh effects
turmeric, seaweed, blueberry, bearberry, and of pollution on our skin has created a need
probiotics – are also making it into our skincare for “outside-in” protection, creating a physical
lines as we seek news ways to benefit from their barrier that protects skin from airborne particles.

mindfulness and adventure - which, in turn, Evolved to Desire Beauty and Enjoy Art explains
brings out true beauty and real results for their why we all are on a quest for beauty, whether it’s
members. The bottom line: if you’re unhealthy or the innate pleasure of watching the sunset over
unhappy, you simply don’t look or seem beautiful the sea, or being undeniably attracted to a mate,
– no matter how much (or little) you weigh or how or choosing flowers for your home, beauty brings
much make-up you apply. us pleasure.
Still, the pursuit of beauty is a natural one…as As awareness builds that we are “wired” to
filmmaker Louie Schwartzberg made clear with desire things that are beautiful to us – there is
his opening comment during the Summit: “Beauty scientific proof that the brain is flooded with
is nature’s tool for survival…you protect what you pleasure-inducing neurotransmitter when taking
love.” While Dr. Aguirre talked about the scientific in an object we deem beautiful – society as a
proof behind the need for beauty in our lives – whole will become less self-conscious in its quest
and how it affects our brains, asking: “Can beauty for personal beauty. And there will be a better
change our self-esteem? Absolutely. And can we understanding – and acceptance - as to why
then change our industry and the world around the balance more often than not tips in favor of
us? Absolutely.” attractive people that exude self-confidence over
those who are less so. Let’s face it, scientific proof
that personal and professional success is tethered
THE FUTURE to beauty is the biggest motivator there is for
Here are images of Fountain beauty supplements, with diverse active molecules easily absorbed in liquid
form. Image Source: Fountain/DECIEM More emphasis will be put on the brain/beauty achieving wellness and, ultimately, looking and
connection with the study of neuroaesthetics, feeling the best we can.
the science of how our brain responds to art,
music and beauty, taking center stage. Anjan
Chatterjee’s book, The Aesthetic Brain: How We
Antioxidants play a big role and sunscreen is often During the Summit, trend forecaster, David
part of the remedy too. Some pollution protectors Bosshart identified “negotiable reality” as a super-
include Dr. Andrew Weil for Origins Mega-Defense trend pointing out that, because of smartphones
SPF 45 Advanced UV Defender and Elizabeth and social media, more photos were taken last
Neuroscientist Dr. Claudia Aguirre at GWS 2016 explains how our brains perceive beauty, arguing that we
Arden Prevage City Smart. year than in the whole of the rest of the history
need beauty in our lives: it brings hope, connectedness and, ultimately, wellness. Image Source: Global
of mankind. This, combined with a general lack
Wellness Summit by Michelle Hirnsberger
of time, is driving some to go for the immediately
PREVENTION, NOT REPAIR gratifying result of cosmetic procedures that help
So the traditional “cosmetic repair” model has us look more like our Instagram filters – casting us
given way to a beauty approach that revolves in the glow of “natural” beauty.
around prevention and the forestalling of aging
by, yes, creating health and wellness from the
NEW NOTIONS OF BEAUTY
inside, but (almost always) combining this with
a little help in the form of preventative cosmetic Finally, there has also been a fundamental cultural
augmentation (i.e., fillers/lasers/extreme reconsideration of the concept of beauty itself.
facials/micro lifts). Making small preventative For example, Weight Watchers hosted a breakout
adjustments that offer steady and subtle results during the Summit in which they shared how
means not playing catch up in your 50s, 60s and they are changing the conversation –no longer
70s with a major plastic surgery procedure. focusing on “weight-loss” as the end-goal, but,
instead, embracing overall wellness – including

The Past:
A physical health focus has dominated in the
wellness industry, over-shadowing mental
wellbeing and happiness. If the term “mind/
body” found a welcome audience within the
spa and wellness community, “body/mind”
TREND #6
The Future is Mental Wellness
would have been a truer representation.
Yes, in the past decade yoga, meditation
and mindfulness evolved into mainstream
wellness approaches. And during the 2013
Summit in New Delhi, India, His Holiness
the Dalai Lama made it very clear in his
Mental wellness will be the biggest future trend, period: from wellness
presentation, “a healthy mind is the key destinations bringing in neuroscientists and psychotherapists - to
factor for a healthy body…wellness must
include a happy mind.” meditation becoming seriously mainstream, while evolving into new
breeds – to part-mind, part-body workout brands – to apps that track
your mental state
A massively bigger focus on mental wellness – (emotional) patient, or act on evidence that
whether in new programming at hotels, wellness the mind influences every cell in the body. They
retreats and spas or schools and workplaces – was argued that the wellness industry must zero in on
an uber-trend identified by Summit experts. The teaching people “the discipline of living again”:
mounting crisis was laid out. Global economist, to restore day and night, work and rest, learn the
Thierry Malleret, explained how, despite our era of connection between bad food and bad mood, and
historic economic abundance, depression, anxiety the (painful) discipline of digitally disconnecting.
disorders, loneliness, addiction and suicide is (Notably, the first Summit award for a leader in
skyrocketing. So much so that the World Health mental wellness (the Debra Simon Award) went
Organization has forecast that by 2030 the to Jeremy McCarthy, director of spa & wellness for
The Future: largest health risk on earth will be depression (not Mandarin Oriental Hotel Group and author of The
Due to increasing levels of stress as well as obesity). Leading integrative medical experts, Psychology of Spas & Wellbeing, for his work in
a greater understanding of brain science, like Dr. Elke Benedetto-Reisch and Nils Behrens bringing the power of positive psychology to the
the proper relationship between mind/
(Lanserhof Group); Drs. Harry and Imke Koenig attention of the spa industry.)
body is getting clearer. With an alarming
(Brenner’s Park Hotel & Spa); and Dr. Christine
mental wellness crisis (spiking depression,
Stossier (VIVAMAYR Medical Clinic) outlined Governments will recognize that a focus on
anxiety, etc.), wellness retreats, spas,
the serious new problems they’re seeing: from mental wellbeing and happiness is an important
fitness studios, schools, workplaces and
governments will step up “healthy mind” “total burnout” to exploding disorders around key to turning around declining productivity
programming…in 2017 and beyond. stress and the “gut” - with agreement that and rising social instability. For instance, Jan-
traditional medicine tends not to see the whole Emmanuel De Neve (economics professor, Oxford
University; co-editor of the UN’s World Happiness
Image Source: Flickr by Spirit-Fire

Report) keynoted on how nations (like the UAE, THE TREND The Den in LA - one of the new,
with their new “Minister of Happiness”), which unintimidating “drop-in-and
used to focus only on GDP, are now looking Mental disorders are skyrocketing globally: meditate” studios. Image Source:
closely at new measures of (and new policies between 1990 and today, people suffering from The Den Meditation in LA
to drive more) national happiness, because depression or anxiety increased roughly 50% (to
“happiness” drives the economy: from studies over 600 million people - WHO). Antidepressant
showing that unhappy teens earn significantly use has exploded in OECD countries, but
less as adults, to ones showing happy workers are simultaneously depression, anxiety disorders,
significantly more productive. PTSD, OCD, phobias (and suicide) keep climbing.
We all know the new forces conspiring to make
Gerry Bodeker, PhD (clinical psychologist; us more miserable: from rising global economic
professor, Oxford and Columbia Universities) laid inequality to constant digital/work/media
it on the line for the wellness industry, arguing, connection. ASPECTS OF TREND
“It’s time to put a stake in the ground and say…
we care about this mental wellness crisis and Social media (keeping us “alone together”) • New “integrative” mental wellness
we’re already doing something about it. Because takes its terrible toll: consider a new NHS study approaches: including hotels, wellness retreats
wellness approaches like meditation, exercise, revealing that more than one in four young and spas bringing in psychotherapists and
yoga and healthy food already have strong women (aged 16-24 – the ultimate “selfie” neuroscientists.
medical evidence for transformative neurological generation) now have a mental health condition
like depression or anxiety. And from “fake news”
• Meditation exploding into the accessible
effects, and make a powerful case for a ‘mental
mainstream: from dedicated “drop-in”
wellness’ pathway that’s distinct from what’s to our social media “bubbles”, the very idea of
meditation studios to far more mindfulness
been long offered in the world of ‘mental health’”. an agreed-upon “reality” is fast disappearing. No
programming at hotels, retreats, spas, cruises,
The future: “mind” will finally matter as much as wonder that Oxford English Dictionary named • Yes, the continued explosion of meditation
schools, hospitals, and even governments.
“body”– and so many new approaches to driving “post-truth” the 2016 word of the year, or that the apps, but also new “tracking” apps that
less stress and more happiness will be one of the Danish wellbeing concept of “hygge” – burying • Sleep programs are hitting THE tipping-point: measure your mental wellness (stress, breaths
biggest, future industry trends. oneself into cozy, nest-like environments - was whether wellness destinations bringing in taken, etc.). Think “MindBit” not “FitBit”.
runner-up. People feel crazier, sadder and doctors to design sleep-inducing programs/
angrier…and need relief. rooms to retreats offering each guest a • A new focus on creativity and the arts – and
dedicated “Sleep Ambassador.” “silence” and digital disconnection.
• So many new directions, from a dedicated

focus on breath work and breathing classes WELLNESS APPROACHES ARE
Gerry Bodeker, PhD (professor, “MENTAL MEDICINE”
(as proper breathing controls stress response
Oxford and Columbia Universities)
arguing “It’s time for the wellness and brain waves) to “bibliotherapy”, the Dr. Gerry Bodeker argued that the wellness
industry to stick a flag in the prescription of specific literary works as industry has been too passive in communicating
ground and say…we care about therapy, as readers of literature have lower the strong medical evidence for so many
this mental wellness crisis...” rates of depression and stress. wellness modalities’ impact on mental health. A
Image Source: Global Wellness big meta-analysis (this month) of past studies
Summit by Michelle Hirnsberger • New “mind/body” fitness brands that marry
(data on 1.1 million people) re-confirmed the
physical workouts with all kinds of interwoven
powerful connection between regular exercise
meditation and neuroplasticity approaches.
and mental health: people in the lowest third for
• Once “really out there”, mystical, New Age-y aerobic fitness levels were 75% more likely to
mental solutions going mainstream: from have received a depression diagnosis than those
shamans as mental coaches to trippy sound in the top third. A 2016 Oxford University meta-
baths. analysis found that mindfulness-based therapy

“Meditation” Goes Plural: You know a market featuring handmade mattresses; organic pillows,
is in high gear when varietals bloom. At more sheets and duvets with cooling and breathing
hospitality brands (like Mandarin Oriental New zones; circadian lighting and “total blackout.”
York) you can bask in beyond-trendy, sound bath Or opt for a Sleep Ambassador who fine-tunes
meditation – at Solage Calistoga (California) your room for your optimal sleep conditions
you can take “floating meditation” classes, with and reviews your sleep-tracker app data to
visualization and breathing exercises played out recommend a healthy new regime.
on rafts in the geothermal pool.
From Breathing Classes to Bibliotherapy:
Euromonitor recently flagged the trend of More Breath Work: Studies show that breathing
“mindfulness safaris” rising across Africa – and controls brain waves that can reduce symptoms
Seabourn Cruises will launch a fleet-wide mindful of anxiety, insomnia, PTSD, depression and even
living program in 2017, born out of a partnership ADD. Breathing training has been called practical
ESPA Life at Corinthia Hotel London has just brought in a “Neuroscientist in Residence” - Dr. Tara Swart with Dr. Andrew Weil. meditation for people who can’t meditate.
from MIT - for an “integrative” approach to mental wellness. Image Source: ESPA Life at Corinthia Hotel
Andaman (Langkawi Island, Malaysia) has a new
Sleep Is “It”:
detox program where meditation and the yogic
As Nils Behrens of Lanserhof Group put it at art of breathing are the centerpieces. Breath
the Summit: “Sleep is the new black.” The sleep training will even become central to the new
was more effective at reducing depression now adding men), at hideaways in the UK, France, and mental wellness connection is now being “mindful” spa treatments, like “The Happiness
relapses than antidepressant medication. A 2015 Italy, Spain and Sri Lanka, squarely focus on communicated everywhere, like at Arianna Treatment” at Neom Organics (London) with
meta-review found that yoga improved symptom helping people find their mental footing. Led by Huffington’s new mental wellness media platform guided meditation and breath work.
scores for anxiety and depression by about 40%. famed psychotherapist, Fiona Arrigo, the team Thrive Global, whose mission is to “end the
And a large, new Ghent University meta-review of therapists cover everything from neurotherapy epidemic of stress and burnout”, and with the Book Therapy: When you consider the surge in
showed that happiness isn’t just some “feeling”, it to breath work to addiction counseling. And now main focus on sleep. (First product is “The Phone unhappiness, one needs to ponder what modern
improves focus, imagination and complex issues The Surrey Hotel (NYC) is bringing in Arrigo for Bed,” a charging station that puts a family’s culture has lost, and it’s reading literature. Nearly
of mental flexibility - i.e., the very way your brain an intensive “Mind Cleanse” program. devices “to bed” outside their bedrooms.) a quarter of American adults have not read a
processes external and internal information. single book in the last year, and in the UK, less
Meditation Mania: Champneys Tring’s (UK) new sleep retreat than 1 in 5 bought a novel or a book of stories/
includes everything from six sleep treatment poetry in the last year. It’s a problem, because
Drop-In Studios: From The Den and Unplug in LA,
NEW DIRECTIONS – EXAMPLES: sessions to sleep massages. Rancho La Puerta studies show that reading puts our brains in a
to MNDFL in NYC, new, unintimidating “just-drop-
(Mexico) provides guests with “sleeping bags” trance-like meditative state, and that regular
Integrative Mental Wellness at Retreats & Spas: in-and meditate” studios are making the practice
for mobile phones. And Six Senses Resorts are readers have lower stress, depression, and sleep
a lunchtime possibility. The new Inscape (NYC)
At Hotel Café Royal’s Akasha spa (London) a rolling out a comprehensive program, designed by
is the first “multi-platform meditation brand”, better than people who don’t read.
cognitive therapist joins the packed roster of famous sleep doctor, Michael J. Breus, with rooms
operating classes at its Manhattan studio and with
wellness specialists in nutrition, meditation, reiki,
an app like Headspace.
etc. At Stanglwirt (Kitzbuhel, Austria) a resident
At Solage Resort
clinical psychologist offers everything from On-demand meditation: At The Benjamin (NYC), & Spa (Calistoga,
relaxation hypnosis to burnout prevention. as part of their doctor-designed “Rest & Renew” California) you can
sleep program, you just pick up the phone and experience “floating
ESPA Life at Corinthia Hotel London has just
select either mindfulness or mantra meditation. meditation.” Image
brought in a “Neuroscientist in Residence” (Dr.
Park Hyatt New York just partnered with drop-in Source: Solage
Tara Swart from MIT) to create new programs
studio MNDFL for both in-room meditation and Resort & Spa by
tackling mental wellness, resilience and positivity. Briana Marie
group classes in their vast Spa Nalai.
The Arrigo Program retreats (first for women,

An excellent New Yorker article (6/2016) on Meditative, Neuroscience-Inspired Workouts:
the subject, ”Can Reading Make You Happier?”, New fitness brands that work the mind AND body
detailed the rise in “bibliotherapy” - or specialists are appearing. Like Headstrong (Equinox gyms,
(like the School of Life Clinic, with trained NYC, California, Chicago and London) that uses
therapists around the world) prescribing expert- neuroplasticity concepts to underpin a 4-step
chosen literary fiction as mental therapy. group workout (Focus, Adapt, Willpower and
Reboot), that aids in memory and learning. Or
The Trippier, The Trendier: One of the most
In-Trinity, a brainy concept that melds meditation,
striking things about the wellness landscape
yoga, Pilates and martial arts - all performed atop
today is how practices that would have been
an ergonomic, slanted board - while listening to
seen as “way out there,” or overly mystical, five
music that incites meditative brainwaves.
years ago, are now the hottest trends. A sign that
desperately stressed people are seeking farther
and wider for mental wellness.
MIND TRACKERS (SLIDE OVER FITBIT)
Shamans are the new life and mind coaches, like The explosion of meditation apps – from
at Tierra Santa Healing House (Miami Beach), Headspace to Buddhify – have democratized
a wellness center focused on indigenous South mindfulness, bringing it to anyone with a
American healing, who’s brought in a high-profile smartphone. But beyond the mindfulness apps,
shaman for its Shaman Purification Rituals. the new fitness trackers will trend “mental.” In
Dream meditation is rising, to clean out the subconscious and tackle everything from
David Bosshart’s Summit keynote (called “Data
“Conscious” or “lucid” dreaming and dream traumatic stress to sleep disorders - like at Dream Reality Cinema (Beverly Hills).
Buddhism”) he outlined the incredibly complex
meditation is rising, to clean out the subconscious Image Source: Dream Reality Cinema
ways that a future of ever-more connected data
and tackle everything from traumatic stress to will change everything: from humans turning
sleep disorders. Like at Dream Reality Cinema increasingly “inward” to an increased use of
(Beverly Hills) where you lie in zero gravity chairs technology to quantify (not just how many steps
in what’s essentially a “wellness cinema”, with you took) but your mental, emotional and spiritual THE FUTURE mental,” putting far more emphasis on (and
virtual reality glasses and headphones taking you states (in our endless quest for “an ever-better creating important new approaches for) helping
In the past, the wellness world has tread lightly
on a guided “movie” meditation. self”). For instance, apps like Spire Mindfulness desperate people get less anxious and happier.
around asserting its role in tackling mental
Tracker (from Stanford University) analyze your The traditional medical world will shift, too,
Beyond Cannabis - Psychedelics: While issues. Yes, they have (softly) broadcast that core
stress by monitoring breathing patterns, and with the World Health Organization recently
cannabis has been a hot wellness topic for approaches like meditation, yoga and exercise
pinpoint what in your day stresses you out. pronouncing that mental health is one of its
years, more intense (and also natural, plant- (if done regularly) have eye-opening impact. But
top priorities in the next decade. It’s a powerful
based) psychedelics like ayahuasca and magic now, as Dr. Gerry Bodeker argues, they will “stick
opportunity and a moral imperative, and wellness
mushrooms (psilocybin) are increasingly being a flag in the ground”, put the mounting evidence
for the mind will be one of the most meaningful,
used with therapeutic intention to tackle issues more loudly on their side, and create new mental
powerful trends for decades to come.
from chronic depression to phobias. Don’t expect wellness programs and “paths” that are very,
psychedelics in wellness establishments soon – very different from what we’ve known as “mental Just as wellness tourism developed alongside of,
but it’s notable that it’s the medical establishment health” approaches in the past – often a big pile yet distinct from, medical tourism, look for mental
that’s leading investigations. of pills. wellness to develop alongside, and distinct from,
mental health. The distinction is an important
The world is only going to get more “mental”:
one, and mental wellness will be a new category
more stressful, with more relentless digital and
and culture, with very new paths to emotional
media overload. And wellness retreats, spas and
wellbeing and happiness.
fitness studios - and workplaces, governments,
schools and hospitals - will necessarily “shift

TREND #7
The Past:
Embracing the C-Word
Fear and
misinformation, along
with costly insurance
Wellness industry stops turning away cancer sufferers and, instead,
policies, meant spa and provides comfort, solace and positive recovery paths
wellness businesses
often excluded cancer
sufferers.
Equality and fairness in wellness was a common Bach, who also heads up the GWI Initiative of the
theme at this year’s Summit. Cancer sufferers, same name – Wellness for Cancer – acknowledged
typically underserved when it comes to companies that are embracing cancer sufferers,
wellness options, made significant gains due to and doing what the wellness industry does best:
organizations like Wellness for Cancer. Julie Bach, helping them reduce stress, find inner peace
who heads this educational platform that trains and increase emotional resiliency. Some of the
wellness companies on how to be better equipped trailblazers embracing cancer clients include
to work with cancer patients, said: “The industry’s All4Spas, Biologique Recherche, ESPA, Sanitas
mantra in the past was ‘we serve well people’ – a Skincare, The Red Door, Two Bunch Palms, Voya
non-inclusive policy that is changing.” and Weight Watchers.
THE TREND misinformation – could massage spread the effects

The Future: of a tumor, for example? – but it also has a lot to
Here’s an unpleasant statistic: forty percent of
Wellness embraces cancer in a big way do with insurance policies in many countries that
- whether undergoing treatment or in us will suffer from cancer at some point during
made working on guests with cancer prohibitively
recovery mode, cancer sufferers will find our lives. For a disease of such magnitude and
costly due, in large part, to the aforementioned
comfort and support in spa and wellness. impact, it’s notable that those suffering from
misinformation. Sadly, an industry that prides itself
its affects have been shunned by the spa and
on prevention practices has often refused some of
wellness industry. Much of the hesitation is due to
the very people that need their services most.
Ananda in the Himalayas is a destination spa that is leading by example,

creating a specially trained hospice team to take “wellness for cancer”
to the local community. Image Source: Ananda in the Himalayas

And, let’s not forget, “well” people become last year in the U.S., the American College of
“dis-eased” people all the time. Not working on Surgeons decreed that all cancer centers had
a loyal client simply because he/she is suffering to have an onsite psychosocial program to get
from an ailment like cancer is counter-intuitive to stressed patients into appropriate care.
everything “wellness” stands for.
Of course, we have a long way to go before
“wellness” becomes front and center of cancer
“PSYCHOSOCIAL” ONCOLOGY PUTS PATIENT’S care but all indications are that the mental
WELL-BEING FIRST toll cancer takes on a patient can be radically
lessened by much of what spas have to offer.
There’s reason to cheer the spa and wellness
For example, the inevitable depression that
world embracing this critically important issue
comes with a cancer diagnosis can be abated
– during this year’s Summit, companies like
by mindfulness meditation, while exercise can
Biologique Recherche, Spafinder Wellness and
excite the endorphins; anxiety caused by body
Voya announced their continued support of
image issues can be lessened by touch; skin
cancer research – and studies are emerging on
affected by chemotherapy burns can be soothed Wellness for Cancer training taking place at
the psychological effects cancer has on patients.
and improved with a myriad of treatments; while Bedford Lodge Hotel & Spa, UK.
Dubbed “psychosocial oncology,” this research
permanent make up can make a real difference for Image Source: Julie Bach
focuses on the issues beyond traditional medical
those suffering from facial hair loss.
treatments for cancer patients – and, crucially,
has slowly begun to create a much more patient-
feel well, beautiful and cared for, has long been a University of Göteborg trial. A National Taiwan
centric environment for cancer care. In fact, just LOOKING GOOD IS PART OF FEELING GOOD ahead of this trend and conducted a workshop at University review reported yoga has a “more
In practical terms, doctors and drugs might save the 2014 Summit in Mexico City. positive impact” than supportive group therapy
your life, but the desire - and need - to look when it comes to reducing anxiety, depression,
good doesn’t simply disappear with a cancer and stress in cancer patients. While mindfulness/
MEDICAL EVIDENCE SUPPORTS WELLNESS IN meditation is known to be a huge disrupter of
diagnosis. So, once radiology or chemotherapy is
CANCER CARE stress and anxiety - issues cancer patients deal with
underway, there’s a real need to fight the changes
it makes to your skin tone and feel. Natura Bissé, It’s worth noting that most of the positive throughout their diagnosis, treatment and recovery.
a Spanish skin care company that works in evidence for wellness – from acupuncture to
collaboration with dermatologists, psychologists massage – has been done in the name of cancer
WELLNESS DESTINATIONS LEADING BY
and oncologists to develop a program to train care. The reason is simple: cancer funding can
EXAMPLE
estheticians in “oncological aesthetics” who go so support such studies. Specific examples: Manual
far as to visit hospitalized patients to help them lymph drainage has been tied to preventing This year’s Summit co-chair, Sue Harmsworth,
secondary lymphedema in women who’ve had CEO of ESPA, helps lead this charge with the
surgery for breast cancer, while massage has been program she developed in conjunction with
Julie Bach, head of Wellness for proven to reduce nausea in women with breast Wellness for Cancer, “ESPA Nurture & Support,”
Cancer, educates wellness companies cancer undergoing chemotherapy, according to specifically designed to help relax, nurture and
on how to be better equipped to work
with cancer patients. Image Source:
Global Wellness Summit by Michelle
Hirnsberger

THE FUTURE Beauty Despite Cancer is also offering accredited
training programs. While organizations like the
We predict even more wellness businesses and
Canadian-based Cancer Exercise Training Institute
spas will pursue cancer-focused education to train
delivers online cancer-specific exercise training
staff. Already, there are “Wellness for Cancer”
courses for professionals.
trainers on virtually every continent, including
San Diego, CA-based Bellus Academy, a leading This more “inclusive” model of wellness will shape a
beauty school in the US which is the first beauty world where wellness pursuits are created equal for
and wellness academy in the U.S. to offer the those who are well and those who have dis-ease.
Wellness for Cancer curriculum. And, in the UK,
Puyssentut, in south-west France, is a haven for people with or recovering from cancer, allowing them to
enjoy simple pleasures while being fully cared for and supported. Image Source: Puyssentut.
The Farm at San Benito in the Philippines offers a
natural and holistic 6-night integrative cancer care
program. Image Source: The Farm at San Benito
support guess dealing with cancer. The program These examples join existing programs at
was recently added to the ESPA’s flagship spa, Pennyhill Park, Bedford Lodge Hotel & Spa and
ESPA Life at the Corinthia in London, U.K. Calcot Lodge in the UK, Voya in Ireland, and
Estancia Hotel and Spa in California. As well as
Ananda in the Himalayas recently hosted Wellness destination resorts like The Farm at San Benito
for Cancer training followed by community in the Philippines, which offers natural and
outreach by a specially trained hospice team to holistic 6-night integrative cancer care program;
spread cancer care throughout the local villages, Puyssentut’s week-long post-cancer retreats at
a move that resonates with another common its restored chateau in south-west France; and
theme at this year’s Summit: the call for universal Grayshott Spa in the UK’s special program to care
wellness beyond property “walls” or or “Beyond for people after cancer treatment (with nurses,
the Elite Ghettos of Wellness.” wellness practitioners, nutritionists, etc.)
California’s Two Bunch Palms has added a Mindful

Touch Massage by certified Cancer for Wellness
therapists to its extensive menu that included
energy healing. All five of the UK-based Center
Parcs’ Aqua Sana spa locations are also offering a
range of treatments for those affected by cancer.

TREND #8
Beyond the Elite “Ghettos”
of Wellness
In a world where rising inequality and a sense of “unfairness” is leading to a global,
The Past:
Rising income inequalities, and a new culture
populist backlash – a wellness industry that’s become narrowly associated with
where wellness is the “ultimate aspiration”, wealthy elites (…the $300 yoga pants and treatments) must, and will, change
have led to a wellness industry perceived as
too narrowly associated with wealthy elites
One of the most insistent arguments, resounding Economist Jan-Emmanuel De Neve (professor,
through most sessions at the 2016 Summit, was Oxford University) dove into the UN’s latest World
the need for “wellness” to reach further beyond the Happiness Report (he is co-editor) to explain all
rich elites. Leading economists painted the new the factors beyond GDP/income that are major
(sudden) global picture: a world where a rising indicators of human wellbeing (from social
sense of “unfairness” is unleashing a global storm connections to health to social freedom), and how
of populism. Economist Thierry Malleret’s keynote the latest report shows that people’s perceptions
(Founder, The Monthly Barometer) explored a of “inequality of wellbeing” has grown in almost
crucial paradox: in a world where “global economic every country over the last few years. So, not only
abundance” has never been higher, why is not only does the world need far more wellness (given
global unwellness (obesity, mental illness, etc.) skyrocketing chronic disease and mental illness
rising – but why is a wave of populist conservatism rates), people’s heightened sense of “unfairness” in
underway (i.e, Brexit, Trump, strongmen from Russia total “wellbeing” is poised to wreak havoc on the
The Future:
to Turkey to the Philippines)? Malleret postulated world stage.
A heightened perception of “unfairness”
in access to wellness makes industry
that it’s not as simple as how well nations or
individuals are doing economically (a simple matter Andreas Braun, PhD (CEO, Destinations Wattens,
change both a moral and market mandate.
And changes will include more wellness of “richer” or “poorer”), but the fact that humans Austria), whose talk “Beyond Ghettos of
businesses giving back and “doing are hardwired down to their DNA for “fairness.” And Wellness” inspired this trend’s name, examined
something” to bring more services to more a rising, global sense of “unfairness” is unleashing a rising inequalities that have created a wellness
people - wellness tourism development that industry too associated with the 1%. He mused on
whole lot of unhappiness.
thinks beyond the property, to the whole his own low-cost, daily health regime (a walk in
community – and more wellness for the
workers that actually deliver it
Image Sources: Pexels

Lans, Austria) that takes him past a “…a luxurious inclusive was certainly on display: from more spas The 2016 World Happiness Report
destination where the ‘burned out’ winners of our getting trained to help people with cancer (See shows that people’s perceptions of
society vacation”, and where, on the other hand, Trend) to the student “Shark Tank of Wellness” “inequality of wellbeing” has grown
you have a nearby fitness/recreation center for winner, a young Bangladeshi woman whose concept in almost every country over the
last few years. Image Source: World
(regular) people paid for the social system. Braun’s is to make sustainable sanitary napkins available to
Happineess Report
sharp philosophical insights about such glaring 80% of women in her impoverished nation, by using
“wellness disconnects” challenged the industry to leftover materials from the country’s cotton industry.
expand the ways in which they could create more The collective point: governments AND wellness
inclusive “economies of social good” – or face a businesses need to bring more healthy services to
But with income inequality only looking to • A new “Wellness Tourism 2.0”, where
perceptual backlash. more people. And the new realities (and perception)
increase worldwide – and with the latest UN “wellness” is not merely the province of
about “unfairness” make this both a moral and a
Certainly no economist argued that the wellness World Happiness Report showing a disturbing elites behind the resort’s gated walls. The
market mandate. Because “wellness” businesses
industry (the vast majority of which are small future is a shift from a property focus to
that only deliver $300 athleisure leggings or
businesses) was responsible for overwhelming facts developing and promoting towns, regions,
massages will seem increasingly inauthentic - part
like only 3% of the world population having both and even nations, where more authentic,
of the problem, not working towards the solution,
an education and regular work, or that the richest comprehensive wellness is “packaged”: from
which must be…more wellness for all.
65 people own half of the world’s wealth. And the positive environmental policies to access to
ways that the wellness industry works to be more sustainable, healthy food to broader social
justice – benefiting tourists and locals.
• A proliferation of lower-cost wellness

products and services: from a new spate
of affordable healthy grocery stores to
THE TREND An example of the latter, through a filter of wit low-cost spa chains. But at the same
and wisdom, is Ruth Whippman’s recent book, time, a new focus on the wellbeing of the
What are “ghettos of wellness”? You know them…
The Pursuit of Happiness: Why Are We Driving employees/practitioners that actually deliver
people flying to that dreamy tropical island for
Ourselves Crazy and How Can We Stop?. all this “wellness.” So, lower prices, but a
a stay at a dreamy, 5-star wellness retreat and increase in the last few years in people’s
driving past slums as they enter the gates – or conversation about “fair price” and the state
While reducing “wellness” to its richest perceptions that there is now more “inequality
wondering if that amazing local practitioner of wellness labor.
(sometimes grotesque) varietals is increasingly of wellbeing” – you can feel the criticism of a
is actually being paid just a few dollars while understandable – it’s, of course, not quite wellness industry overly-preoccupied with serving
the resort is charging you over $200 for a accurate. It’s the growth of the global middle rich elites start to ratchet up. We live in an age of WELLNESS BUSINESSES GIVING BACK MORE:
90-minute massage. All the things you can now class that’s most fueling growth for the vast socio-economic wake-up calls, with new, world-
purchase in the name of “wellness” in our ever- The future is every profitable wellness business
$3.7 trillion wellness market (according to the shocking evidence of what perceived gaps between
richer (gentrified) global cities - but against the giving more to communities, charities and
Global Wellness Institute’s new research on the the “happy” and the “unhappy,” the “elites” and
backdrop of ever-sharpening income inequalities those in need, and bringing more wellness
seemingly unstoppable expansion for the healthy those who revile them, can actually do.
beyond that city…and worldwide. services to people that can’t afford them. As Dr.
food, beauty, fitness, alternative medicine, spa,
Summit experts discussed several key ways that Gerry Bodeker (Professor, Columbia & Oxford
etc., markets). And a peek into any public gym
The media has two distinct voices when it reports the wellness industry must - and will – change in Universities) said at the Summit, it can be as
or YMCA will reveal the packed yoga and Zumba
on wellness. One is the avalanche of stories and this new world: simple as spas figuring how many hours a week
classes. And throwing out the wellness and
blogs on the latest trends that the “beautiful, their therapists just sit there, and sending them
prevention concept with the elitist “bathwater” • More giving back and “doing something” to
young elites” are adopting. The second is a rising, out to eldercare facilities or women’s shelters.
is a terrible idea, with stats like the number of bring more wellness services to more people.
smart mini-industry of “wellness bashing”. That Everyone, from massage therapists to yoga,
obese/overweight people more than doubling And if many wellness businesses already have
media argument: the pursuit of “wellness” is meditation and fitness teachers, needs to take
since 1980 (to almost 2 billion adults, WHO data) charitable initiatives, the future is a “giving
intrinsically a culture of narcissism, an inward- what they do OUT side of their narrow pasture.
and preventable diseases like heart disease and back” and community-building model baked
turned obsession with “self-optimization” at
the expense of real socio-economic change. diabetes now the world’s top killers. deep into the business model.

WELLNESS TOURISM 2.0: And how that has meant firmly rejecting
unchecked development (whether in mining or
“Holistically Well” Destinations (Not Just
wellness tourism) in favor of an incremental model
Properties)
(protecting nature as their #1 resource, limiting
Wellness travel development and promotion tourism entries, etc.). The appeal of Bhutan as a
heretofore has been all about the property: wellness destination is, then, truly holistic (from
that destination spa or yoga retreat and what protecting its pristine nature and ancient Buddhist
transpires within their “walls.” Which, of course, culture to working to create “the happiest people
can sometimes lead to “ghettos of wellness”, a lot on earth” to mindfully developing wellness/hotel
of health and happiness inside, and jarringly little destinations. For instance, Six Senses will open
without. At the Wellness Tourism Roundtable, a fascinating, 5-property concept there in 2017,
Dr. Franz Linser (CEO, Linser Hospitality) argued a “circuit” where you journey from one eco-
that in the future the wellness tourism focus responsible, small destination to the next - each
will shift beyond properties to destinations based around one of the five pillars of Bhutan’s
(whether a town, region or a country) where “national happiness” vision (from spiritual to
more authentic, complete “wellness” can be physical health).
Futurist Edie Weiner argued that more companies in the future will not only be “green”, they will be developed and experienced (clean air, protected
“blue”, meaning they will actually give back more (to the environment, the community, etc.) than they nature, access to healthy food/green markets, Interestingly, in the 2016 World Happiness Report,
take. Image Source: Global Wellness Summit by Michelle Hirnsberger safer societies because of happier people). This is Bhutan ranked #1 as the most equal country
the sustainable, responsible model where tourism when it came to its population’s wellbeing, and
and social/community development are in synch it’s this kind of holistic social and environmental
For instance, the “Beauty Becomes You Renowned futurist, Edie Weiner (CEO, The – and these destinations will increasingly be the “wellness” that will increasingly define the
Foundation” sends spa and salon therapists (who Future Hunters), argued at the Summit that more wellness tourism winners of the future. authentic, most desirable wellness destinations of
donate their time) out into the senior community companies in the future will not only be “green”, the future. No one has ever mapped the countries
to deliver desperately needed touch and aesthetic they will be “blue”, meaning they will actually give Dr. Gerry Bodeker discussed this new paradigm that score highest for overall (or most “equal”)
services. The non-profit “Yoga Gives Back” has back (to the environment, the community, etc.) of “well” economic and tourism development (in happiness and wellbeing against tourism/wellness
organized so that the yoga community gives back more than they take. And the future of wellness a video interview) with Jigme Thinley, Bhutan’s tourism growth…but it would be an interesting
to the poorest mothers and children in yoga’s businesses is giving not only as an add-on, but recent prime Minister (2008-2013). Bhutan is project. (And note, the Scandinavian countries like
home, India, whether through micro-loans or as foundational to their very model. For instance, famed for first establishing a “Gross National Denmark, Iceland, Norway and Finland dominate
sending destitute children to school. Miraval’s The Golden Door (California) gives every dime Happiness Index,” and Mr. Thinley explained how for overall happiness, as well as least “inequality
(Tucson, Arizona) “Give Back” program allows of net profits to charity, especially those with Bhutan’s government and development policies in wellbeing”). But the point is that increasingly,
people to nominate someone going through hard a women’s focus. Le Monastère des Augustins all revolved around creating more “individual it’s not just amazing wellness properties, but the
times (and that needs wellness support but lacks (Quebec), a wellness hotel set in a 17th-century happiness” for the people of Bhutan (their mental, wider destination’s “overall wellness” that casts
the financial resources) to stay for free. And if monastery and hospital, gives all profits to the physical, spiritual and environmental wellbeing). the positive halo for world travelers. Whether
“wellness culture” has been derided as essentially care of patients and for complimentary hotel-spa it’s Norway’s silent, gorgeous forests and their
a-political, Deborah Szekely’s (the 94-year-old stays for their caregivers. And the magnificent Fogo Island (Canada) was designed from the recently becoming the first country to ban all
founder of Mexico’s Rancho La Puerta and the Fogo Island (off Newfoundland, Canada) proudly ground up to restore the economic fortunes of the deforestation – or Costa Rica now running on
Golden Door) new PolicyWell.com refutes that defies the “remote island property as wellness local people there. Image Source: Fogo Island 100% renewable energy. And the Costa Rica
charge: this new activist resource rates how each ghetto” stereotype: it was designed from the Tourism Board recently announced that its 2017
of the 535 members of the U.S. House and Senate ground up (through its Shorefast Foundation) campaign will promote that holistic “Pura Vida”
vote around bills that affect the health of ALL to restore the economic fortunes of the people wellness lifestyle: from its nation’s sustainability
Americans (whether food justice, public health, there (one of Canada’s oldest rural cultures), and values to its incredible wellness properties.
unregulated toxins or natural resources). every Canadian dollar goes back into that local
community. Iceland’s runaway tourism growth (a whopping
264% in the last five years), has to do with things

like their volcano eruption in 2010 and new, cheap coming in 2017), or Sprouts Farmers Markets
air layovers, but also their protection of their (200 locations) or Fresh Thyme Farmers Markets
natural beauty, and that ineffable vibe that comes (the Midwest). New healthy “fast-food” chains
from being one of the happiest nations, as well are exploding, like Leon (across London) or
as their incredible geothermal lagoons, like its #1 Sweetgreen or LYFE Kitchen in the U.S. And the
tourist destination, the hot springs development, social justice models are creative: for instance, the
Blue Lagoon. new, healthy chain, Everytable (Los Angeles), will
have different prices based on the median income
So, wellness development will increasingly be a The Llanelli Wellness and Life Science Village
of residents in that neighborhood. And of course
public-private collaboration, with an eye to both under development in South Wales – where
the low-priced spa chains, like Massage Envy
the wellness of the local community and tourists. an ambitious new wellness community is
(1,100 U.S locations, now on march internationally,
Like the ambitious Llanelli Wellness and Life being designed for the region/locals as well as
with openings in Australia), have put massage and tourists. Image Source: Llanelli Wellness and
Science Village under development in socially- facials in the reach of the “other 99%”. Life Science Village
forward-thinking Wales, which combines life
science research facilities, an education center to It’s an extraordinarily positive development that
deliver health/wellbeing training, a neuro-village more people are aware of food justice issues: they major UK daily) discussed how she (and other of jobs. And globally there are not yet effective
with living facilities for the cognitively impaired, a care about cruelty-free farming and responsibly, writers) simply will not cover “ridiculously-priced” plans to deal with ever more severe inequality.
tourism-focused wellness hotel, spa and wellbeing sustainably produced, organic food. And they’re treatments on principle. Another discussed how As Nobel economist Bob Shiller argued, today’s
center, and even a wellness primary school. willing to pay more for it. But there is an odd lack few “star” spa therapists are in the media: while economic inequality becomes tomorrow’s
of awareness about “human justice” issues when we have celeb fitness/wellness gurus that garner social and political catastrophe (by giving rise
it comes to the people that deliver all of these endless ink, there seems to be a problem in the to an explosion in populism). A reality we keep
WELLNESS FOR WORKERS WHO DELIVER IT – wellness experiences: whether massage therapists press with “naming” the equivalent spa therapist watching unfold. And of course more income
AND THE “PRICE” OF SERVICES ISSUE or fitness instructors – making the issue of stars – disempowering them. (The panel agreed inequality means more inequality in the wellness
The elite ghettos of wellness will be broken wellness prices an increasingly complex one. $40 that in addition to low-cost wellness, the wellness space: people’s access to healthy food, fitness,
down by a coming wave of wellness products massages and cheap fitness classes are hailed as of employees working in wellness needs to be and all kinds of wellness services – when the “have
and services at lower price-points: from the new, a “democraticization” of access to wellness (which a necessary future trend. Having a therapist do less” need it more than ever.
affordable healthy supermarkets and fast-food they are), but with little moral awareness of the 14 treatments in a row is a real, not sustainable,
cost of the human labor/expertise that goes into problem. And consumers need to be educated We seem at a potential perceptual tipping-point,
concepts to affordable spa chain brands and
that experience. about labor costs, realize that “cheap” is often where the “elite ghettos” of wellness seem more
wellness hotels. We have mainstream, affordable
not fair, and that businesses that want to attract unacceptable, unless these businesses give more
hotel brands like EVEN (6 in the U.S., more in
And this increasingly complex issue of a backlash and retain the best practitioners (their most back and work to bring what they do to more
the pipeline) that are 100%-wellness focused
against incredibly pricey wellness services and a serious business problem) will need to put a much people lower down the socioeconomic ladder. It’s
(from healthy food to in-room fitness zones).
lack of wellness for too many who work delivering stronger focus on their employees’ own wellbeing. really about authenticity in intention…a getting
Affordable healthy grocery stores are especially
it was a topic at the Summit’s panel of heavy- real about what true wellness is and should be.
booming in the U.S., like Whole Food’s new
hitting wellness media. One top editor (at a And the wellness businesses of the future that
“365” brand (three on the West Coast and more
THE FUTURE will be truly sustainable (and that people will
increasingly feel good about) will adopt new
Income and wellbeing inequalities only look to
models: whether wellness tourism development
widen, with so many big economic forces at work:
that thinks beyond the property, to the whole
from more people worldwide working in the new
community to lower, but fair, prices for wellness
wage-stagnating “gig economy” or new “sharing
Dr. Franz Linser argued that, in the future, the products and services to more wellness for the
economies”, which economist Thierry Malleret
wellness tourism focus will shift beyond properties workers in wellness.
called a “sharing the scraps” economy. Artificial
to destinations (whether a town, region or
intelligence and robotics are pushing people out
a country) where more authentic, complete
“wellness” can be experienced. Image Source:
Global Wellness Summit by Michelle Hirnsberger

Global Wellness Institute
333 S.E. 2nd Avenue, Suite 3750
Miami, FL 33131 United States
www.globalwellnesssummit.com

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8 Wellness Trends

4. Art & Creativity Take Center Stage

5. Wellness Remakes Beauty

6. The Future is Mental Wellness

7. Embracing the C-Word

8 Wellness Trends for 2017 –

Chairman and CEO, Global Wellness Institute

Global Wellness Summit | 1

From theatrical Sauna Aufguss events to jaw-dropping amphitheater

Global Wellness Summit | 3

4 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 5

6 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 7

THE TREND technology has exploded faster than any other

Global Wellness Summit | 15

16 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 17

18 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 19

Image Source: Pexels

Global Wellness Summit | 21

22 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 23

24 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 25

26 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 27

The Summit opened with a “beauty bang” – THE TREND

Global Wellness Summit | 29

Estimated to become a $7.4 billion global industry

30 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 31

32 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 33

Image Source: Flickr by Spirit-Fire

Global Wellness Summit | 35

• So many new directions, from a dedicated

36 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 37

38 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 39

40 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 41

THE TREND misinformation – could massage spread the effects

Ananda in the Himalayas is a destination spa that is leading by example,

Global Wellness Summit | 43

44 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 45

California’s Two Bunch Palms has added a Mindful

46 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 47

Global Wellness Summit | 49

• A proliferation of lower-cost wellness

50 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 51

52 | 8 Wellness Trends for 2017 – and Beyond Global Wellness Summit | 53

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