Devorgilla Bridge-Dumfries

Well-being visitors

Visitors on well being breaks are looking for a relaxing get away from everyday life, so smooth booking, carefully planned activities and value for money are essential.

The world is getting busier and increasingly people are suffering from stress and over work. One popular way of dealing with this is to go on a well-being break.

Expedia research shows 88 per cent of the people they surveyed would like to go on a well-being break.   This is becoming an increasingly popular holiday choice.

The typical relaxation break is usually short and often taken in addition to main annual holidays.

Visitors on well being breaks are looking for a relaxing get away from everyday life, so smooth booking, carefully planned activities and value for money are essential.

What is a well-being break?

Visitors should leave feeling refreshed. They’re on a well-being break to re-charge their batteries so they want all the details taken care of.

Well-being breaks can be made up of a number of different activities which could include spa holidays, diet and fitness holidays, sports and spirituality.

Well-being breaks have a long history and may be the oldest form of tourism. Roman baths, Victorian spas or pilgrimages could all be called well-being breaks.

Research shows that three out of every ten UK adults had a beauty treatment in the past 12 months and spent approximately £100 each.  

Key trends

Women aged 25 to 44 are most likely to take a spa break so think about where these people visit online e.g facebook, twitter and market to them through these mediums.

A study by Topaz Consulting Group found 70 per cent of visitors to spas were women. However men visit spas more often than ever before so consider their requirements too. A great example of innovative thinking is the Chodover Family Brewery in the Czech Republic runs a beer spa where visitors can bathe in the vitamin rich beer as well as drinking it.

Well-being breaks are attractive to all socio-economic groups but they are particularly favoured by professional people who are time poor so it’s important to make the booking experience as smooth as possible and the visit memorable.

Opportunities for businesses

Visitors on well-being breaks are looking for a unique, authentic experience. When on a well-being break they may want to know about the local culture such as local festivals, exhibitions or traditions, so they need lots of information on what’s going on before and during their stay.

Visitors on well-being breaks will probably want to eat locally produced, high quality and authentic food.  Think about opportunities for partnerships with local farmers, suppliers and restaurants.

The scenery, architecture and history of the local area will all be of interest to these visitors. Time is short on a well-being break, so visitors need to be able to find out what’s on offer quickly and how to get their efficiently, perhaps run a shuttle or drop off service.

Sharing information and working alongside other local businesses can make it much easier to offer the visitor a flavour of the local area.  For example shops, cafes and exhibitions could work closely with accommodation providers to offer a total well-being experience.

If you remember one thing

According to Expedia the majority of people will consider a well being break as a holiday option. However they also want to find an experience that is easy to access, well planned and without any hassle.

  • Source: Well Being in Leisure and Tourism, Jan 2008