As people begin to develop a higher state of consciousness, they are beginning to look beyond vacations in the traditional sense to something more along the lines of a life-changing experience. One result of this is a shift in the perception of luxury travel.
In contrast to the not-so-distant past, luxury travel is now viewed as a means of getting to know one’s true self and working through unwanted and unhealthy patterns of behavior during a retreat-like experience. More than just a getaway from the hustle and bustle that is typically associated with urban life, today’s vacations are designed to be meaningful. Essentially, a transformation economy encompasses life-changing experiences with the potential to improve one’s physical and/or mental state.
The luxury travel industry is listening to consumers and has begun to offer more transformative retreats to cater to this segment of the market. From law of attraction-themed retreats to salt cave excursions that offer travelers a healing experience based on ancient wisdom, the hospitality industry is increasingly responding to consumers’ needs and desires. Read on to learn how the transformation economy came to be and how consumers can get the most out of their potentially transformative experiences.
What the Research Says
Even during this time of economic uncertainty, the luxury hospitality industry is expanding. The options continue to grow, and as consumers become more vocal about what is important to them, the industry is responding in kind. As the popularity of luxury sabbaticals and wellness-oriented retreats and trips increases, research has emerged which demonstrates just how much consumers are embracing transformative experiences.
According to the Global Wellness Institute, 830 million trips that were taken just a few years ago included some form of wellness, and the transformation economy is expected to exceed $900 billion by 2022. The numbers provide clear evidence that the transformation economy is rapidly changing how the luxury travel industry operates and confirms that tourists are looking for deeper and more meaningful travel experiences.
The biggest revelation is that travelers are shifting from a need to escape their lives to experiences that promise to facilitate personal growth. Consumers want to face their fears or anything that they feel may be holding them back in their daily lives.
Although such recent data is compelling, the transformation economy has been studied at length, and according to the article “Experience Economy,” which was written by B. Joseph Pine II and James H. Gilmore and published in the Harvard Business Review in 1998, the transformation economy is a departure from a commodity-based system that focuses on goods and services as the gold standard of luxury. Through their research, Gilmore and Pine determined that consumers were more interested in creating memorable experiences, and this was the beginning of the shift toward transformative vacation experiences.
What Does Transformative Tourism Look Like?
Transformative tourism experiences can be challenging to explain to those who are unfamiliar with the concept. In short, no two transformative experiences are alike. While there will be variations based on the location and the desires of the individual consumer, a person who is willing and focused on awareness-based experiences—rather than escapism—is common to most transformative tourism experiences.
Transformative vacation experiences are ideal for people at all levels on the spectrum of awareness, from the novice who is just beginning to explore self-awareness to the guru who is focused on attaining greater heights of consciousness.
The following are among the most common types of transformative tourism experiences:
Fitness Experiences—Focusing on the mind-body connection, fitness retreats are a way for travelers to experience a new version of wellness in a group setting. From one-day excursions to week-long intensive retreats, there is something for everyone. Often held in luxury spas, immersive fitness experiences are also popping up in boutique fitness centers throughout the United States.
Spa Wellness Retreats—Research has demonstrated that millennials do not frequent traditional spas nearly as much as those from older generations, but that has not stopped resorts and spas from attempting to actively engage them with wellness initiatives. Many traditional spas now offer a variety of New-Age services ranging from group-guided meditation to cold plunge pool therapy.
Private Experiences—Personal development remains a largely if not an altogether private matter so several transformative experiences are one-on-one. These private experiences, which are ideal for any demographic, involve working with a coach who identifies personal transformation goals and works with clients over the course of days or weeks to address issues that may be holding them back and provides tools for self-mastery.
Luxury Travel Takes on New Meaning
Luxury travel is increasingly shifting from a focus on surface-level experiences, and as consumers develop greater consciousness, they have begun to demand experiences that align with this shift. The travel and hospitality industry has always been tasked with anticipating consumers’ needs, and industry players have risen to the occasion by providing a plethora of wellness experiences that will help to create cherished memories and lasting change.