What ‘Wellness’ Really Means Now — And Why Travel Is Leading the Shift

by Natasha Lair
Last updated: 8:25 AM ET, Thu July 10, 2025

Today’s wellness travellers are seeking deep rest, personal meaning, and intentional connection. Once viewed as a luxury, wellness travel is being redefined as a form of self-preservation.

In a world driven by algorithms, agendas, and endless alerts, wellness travel has become a quiet rebellion — a way to pause without apology.

It’s not just anecdotal — the numbers prove it.

According to the Global Wellness Institute, wellness tourism is projected to reach US$1.4 trillion globally by 2027, nearly doubling in value from 2022. North America remains one of the top regional markets, with a growing emphasis on mental well-being, local escapes, and sustainable, values-driven travel.

“People want to feel like they’ve travelled without the hassle.”

Purposeful Pampering

In a 2024 Wellness Tourism Association report, over 80% of travellers said their top reason for a wellness-focused trip was “to return home feeling better than when they left.”

For many, that now includes emotional rejuvenation as much as physical care.

Tavia Wilson, spa director at The Pearle Hotel & Spa in Burlington, Ontario, who helped build the spa from the ground up during the pandemic, says the very idea of what it means to “get away” has evolved.

“People want to feel like they’ve travelled without the hassle.”

A Shift in Mindset Post-Pandemic

The pandemic didn’t just pause travel — it pushed travellers to reconsider how and why they go anywhere at all. For many, “wellness” used to mean a trip to the gym or a salad on the go. Now, it’s a deeper need.

“I do feel like the word wellness or well-being has definitely changed in everybody's mind since the pandemic,” Wilson told TravelPulse Canada.

The Pearle Hotel & Spa, Autograph Collection

“People have a higher sense of needing more wellness — whether that’s full body care or just mental health self-care.”

That shift is showing up in traveller behaviour. A Virtuoso 2024 trend report revealed that wellness travel was among the fastest-growing luxury sectors, especially among Millennial and Gen Z travellers seeking more purposeful, self-nurturing experiences.

“That word ‘wellness’ has taken on a life of its own, and it means something different to every single person.”— Tavia Wilson

Redefining Ritual

Wilson says guests often drift off during treatments — not from boredom, but from a rare moment of stillness.

“We want you to really relax. And when you do, your body naturally lets go.”

The spa’s signature treatments include opening and closing rituals designed to engage the heart chakra, sound bowls to ground the mind, and acupressure techniques that target both emotional and physical stress points.

Wellness Without the Filter

A growing frustration in wellness tourism is the gap between what’s marketed and what’s delivered. “Sustainability,” for example, is a buzzword — but often one without substance.

“I agree some businesses aren’t able to follow through,” Wilson said. “But we’re seeing that consumer desire for more intentional choices is real. And it’s pushing us to be more conscious.”

The Pearle, like many Canadian properties, is leaning into sustainability — sourcing spa products from Canadian makers, reducing cross-border shipments, and offering wellness packages that reduce the need for long-haul travel.

This resonates with data from a 2024 GlobalData Travel and Tourism survey, which found that over 60% of wellness travellers factor sustainability into their booking decisions, from carbon footprint to ethical sourcing.

On-site restaurants, like Pearle's Isabelle, focus on healthy, seasonal cuisine — some of it from the hotel’s own farm.

“There’s a smaller carbon footprint when people stay local,” Wilson noted. “That in itself can be a more sustainable choice — for the planet and the person.”

Wellness as Connection

But there’s another kind of sustainability that matters just as much in this space: the emotional kind.

Wilson tells the story of a guest who’s returned repeatedly for massages — not because of habit, but because of a connection she formed with a single therapist. “She said, ‘I feel like she’s family,’” Wilson recalled. “That’s what wellness is too — being seen, heard, cared for.”

From the valet to the waterfront trail that borders the property, those touches matter. They’re the reason guests stay well past checkout, lingering by the lake or grabbing one more tea from the café. Not because they have to — but because their mind isn’t quite ready to rejoin the world.

“That’s what wellness is too — being seen, heard, cared for.”

5 Signs a Retreat Actually Prioritizes Wellness

1. Rituals with Purpose: “We have rituals for a reason,” Wilson said. “They’re not just special. They’re essential.” Look for treatments that include intentional opening and closing elements (like sound therapy, grounding oils, or breathwork). These are often the mark of a true wellness philosophy.

2. Trained, Trauma-Informed Staff: "There's no need for strict etiquette; simply arrive ready to relax." A spa that prioritizes mental and emotional wellness invests in ongoing staff training — not just technique, but human connection and empathy.

3. Local, Sustainable Products: "It's about nurturing the mind, body, and spirit [while] dedicated to providing an environment where that can truly flourish." From oils to scrubs to snacks, spas that source locally and transparently are thinking about wellness beyond aesthetics.

4. Community Involvement: Ask how the spa connects with its neighbourhood — from supporting local artists to using regional farms. Wellness and community go hand in hand.

5. Encouragement to Disconnect: If the spa encourages you to ditch your phone and embrace stillness, you’re in the right place.

“Leave your phone behind," Wilson suggests. "In the locker, in your room, wherever. Just don’t bring it in with you.”

She adds that real rest comes when we allow space — and resist the urge to post about it while it’s happening.

True wellness isn’t designed for Instagram.

This story is part of an ongoing TravelPulse Canada series exploring the growing world of wellness travel—watch for more features in the weeks ahead.