Consumers are battling productivity guilt through fitness-oriented vacations
Implications - Increasingly concerned about their overall health and wellness, consumers no longer look solely for relaxation and indulgence when planning their vacations, rather, they’re looking for ways to integrate productivity and self-improvement. Fitness-focused retreats are the ideal solution for the consumer looking to dip their toe into the aspirational healthy lifestyle and feel great about a vacation getaway with friends. This shift is indicative of the way health and wellness is increasingly being seen as a status symbol.
Workshop Question - How does productivity guilt impact your industry and where can you alleviate that stress for consumers?
Trend Themes
1. Health and Wellness Travel - Consumers are increasingly looking for fitness-oriented vacations to integrate productivity and self-improvement, indicating health and wellness as a status symbol.
2. Technology-enabled Travel and Fitness - Apps and platforms that incorporate tech with travel and fitness are disrupting traditional tourism and fitness offerings.
3. Mindfulness and Meditative Retreats - Retreats that prioritize meditation and relaxation over traditional fitness activities provide a means for travelers to de-stress and connect with themselves.
Industry Implications
1. Hospitality - Opportunities to introduce services and facilities that cater to health and wellness travelers, and tech-savvy travelers who seek gamification of their fitness regime.
2. Travel and Tourism - Opportunities to develop tour packages using tech and advanced fitness destinations to meet different consumer needs (active vacation, self-discovery and altruistic experiences).
3. Fitness and Health - Opportunities to market alternative and innovative fitness products and ideas related to travel and leisure activities like meditation and spiritual retreats.
