Pre-booked wellness services drive travel agent revenue

The potential of wellness tourism as a revenue enhancer for the travel industry is undeniable. With proactive promotion and strategic marketing, travel agents and hospitality providers can tap into this lucrative market, offering travelers enriching experiences that prioritize holistic well-being.

In recent years, the travel industry has witnessed a notable shift towards wellness tourism, a trend that promises not just relaxation and rejuvenation but also substantial revenue opportunities. Tina Singh, General Manager, Bagh Villas, emphasizes that “wellness is a significant revenue enhancer for the travel industry,” citing the premium and bespoke packages preferred by wellness travelers. This sentiment is echoed by Altaf Chapri, Co-founder and Managing Director, ABChapri Retreats, who asserts that “wellness is a good revenue enhancer, especially post-pandemic,” highlighting the growth in longer stays focused on wellness at their properties. 

At Bagh Villas, a wildlife-centric boutique tented lodge, the integration of wellness services has proven fruitful. Singh describes their approach as flexible, allowing guests to choose wellness services at their leisure. Despite their focus on wildlife experiences, Bagh Villas boasts a world-class spa featuring two treatment rooms and trained therapists, offering indulgent treatments such as aromatherapy and Thai Herbal Bolus massages. Guests can also enjoy yoga sessions, jungle baths, and personalized vegan diets, enhancing their overall wellness experience during their stay.

Similarly, ABChapri Retreats has witnessed substantial growth in wellness tourism, particularly at their seaside retreat in Kerala, Neeleshwar Hermitage. Chapri points out that a significant portion of their wellness business involves pre-purchased services, reflecting a growing demand for comprehensive wellness experiences. Their custom-built wellness center offers Ayurvedic and spa treatments, complemented by expansive natural surroundings ideal for yoga retreats. 

From a business perspective, both Singh and Chapri agree that wellness services represent a promising ancillary revenue stream for travel agents. “Wellness services can be an excellent ancillary revenue stream for travel agents. When wellness services are pre booked, travel agents can earn additional commissions and offer more comprehensive packages, thereby enhancing their overall revenue. This potential can be maximized by DMCs and FTOs if they actively promote these wellness services”, Singh notes. Chapri concurs, emphasizing the role of travel companies in marketing and selling wellness packages effectively to capitalize on this growing trend. “As travel companies selling such packages would get a fee for all the time and effort they put in while selling/ marketing and creating the products. Given her ancient traditions of diet, healing and yoga, India, and especially Kerala, has a lot to offer here. Wellness can be one of the greatest earners if it is marketed well, and I feel strongly that tour tourism authorities must work and create more awareness of the potential of Wellness/ Yoga holidays. This is what we know well and do best; after all, India is the home of such things” he said.

By embracing and promoting wellness tourism, stakeholders in the travel industry stand to reap significant rewards while fulfilling the evolving desires of modern travelers seeking balance and renewal. As travelers increasingly prioritize wellness in their journeys, the integration of spa treatments, yoga retreats, and personalized wellness programs into hospitality offerings will likely become not just a niche but a cornerstone of future travel experiences.