MVI Marketing Research Shows They Look Closely at Wellness Activities
AUSTIN, Texas–(BUSINESS WIRE)–MVI Marketing (MVI), a market research company specializing in
luxury brands and their consumers, has announced the findings from its
recent luxury wellness travel study. The online, quantitative
research study was completed by nearly 1,200 male and female respondents
in the USA, between 25 and 50 years of age, who had household incomes of
$75,000 and above, and have recently traveled and/or plan to travel
within the next year.
Results showed that 60% of individuals surveyed by MVI think it’s
important for venues and destinations to offer wellness options for both
pleasure and business travelers. 50% of respondents plan to incorporate
wellness/self-care as part of their next trip.
According to the Global Wellness Institute, the Wellness
Tourism industry is valued at $639 billion with a projected 6.5%
annual growth rate. This projected growth rate is more than twice the
total tourism industry overall (3.2%) and is the fastest growing segment
of the $4.2 trillion Wellness Marketplace.
MVI’s research drilled down into specific choices within the
dynamic wellness travel segment. Key takeaways from MVI’s study
- While meditation was the #1 wellness trend that respondents were eager
to try, CBD products came in second, demonstrating how quickly the
product is infiltrating the marketplace.
- Reflecting the societal change in information gathering habits of
consumers, 50% of respondents get their wellness inspiration from
social media and online media, more than double the traditional
resources such as TV, print and travel agents. However, the higher the
income of respondents, the more likely they were to use travel agents
for trip ideas.
- Over 70% will travel with their significant other and most plan to
take a full week for their wellness travel.
- In a total reversal of the image of Spa as Fat Farm, Relax/Recharge
and Stress Reduction were the top reasons given to take a
wellness vacation. Lose Weight was the least selected reason.
- Spa, Adventure Options, Accessibility to Nature
and Health Food were the top activities looked for when booking
- Over 70% of respondents preferred a self-guided schedule over a
- The top five most popular spa resort brand choices from the
respondents in this study were Hilton, Four Seasons, Marriott
International, Hyatt and Ritz Carlton.
- Providing insight into consumer purchasing habits, 94% of respondents
said they were likely to purchase a luxury item during a wellness
trip. These products range from new healthcare products to location
specific items to jewelry and branded clothing.
The complete report of findings for the MVI luxury wellness travel study
can be found at https://www.mvimarketing.com/download-report.php?report=43
A video overview of the research findings, with noted Luxury Wellness
Travel expert, Darlene Fiske, can be found at:
MVI Marketing LLC (MVI) provides consumer and trade market
research along with strategic consulting to a global client list in the
luxury goods space.