To feel good, you go to a hotel. And that’s not only because customer services are increasingly exclusive and personalized: from ergonomic pillows to healthy minibars, to concierge services that make you feel at home. It’s also in a literal sense: in fact, the hotel wellness market is growing rapidly, as the Host 2025 Observatory finds.

According to the Global Wellness Institute, wellness tourism is worth more than $830 billion worldwide today, while the related real estate market is worth about $440 billion. In Italy, wellness tourism is estimated to be worth more than $16 billion thanks to about 12 million trips. On the traveler side, a study by Hotels.com shows that 67 percent are willing to pay more for hotels with high-quality wellness services. Some 41 percent also prefer facilities that promote a healthy lifestyle, including healthy menus and “rejuvenating” environments even beyond the classic spa.

However, the demand for hyper-personalization dominates in this segment as well: guests expect customized spa treatments and fitness programs, and a food offering that responds to individual nutritional choices, with organic, free-from, vegetarian and vegan, halal and kosher options. It is therefore not surprising how the segment of “detox travel,” which combines healthy eating and stress-relieving activities into a rejuvenating vacation, is growing in parallel.

Another of the 2024 wellness trends is the growing combination with sports tourism and active, open-air vacations. That is why many hotels are raising the bar for fitness facilities or implementing them if they did not have one. And, also through partnerships with external entities, they are making real sports activities available, in order to attract not only simple enthusiasts, but also athletes, often professionals included.

Hotels that will be able to respond effectively to these trends will gain a significant competitive advantage in the coming years. But how? To offer even more personalized services, digitization will be key, with the use of advanced technologies such as AI. To enhance experiential appeal, on the other hand, it will be increasingly important to carefully design the facility concept, by hiring reliable contract suppliers and specialized consultants.

At Host 2025, at fieramilano - Rho from 17 to 21 October 2025, all products and services to bring tomorrow’s hotel to life will be featured in the Furniture-Technology and Tableware areas.