Younger travellers are driving the shift in demand to hybrid models in hotels, according to executives attending a conference in Phuket, Thailand.
Younger travellers are seeking health, fitness, food and social experiences that can be integrated into a luxury stay, according to executives from leading wellness and hospitality brands at the BEING Thailand 2026 event in Phuket.
“It’s not about following the trends where there’s always a beginning and an end,” GOCO Hospitality founder and chief executive officer and Horwath HTL Health & Wellness managing director Ingo Schweder said. “The term trend means it is coming and it is going. That means you should never do something in a real estate development which is a short-term trend.”
Emerging concepts including ice baths and sound healing can nevertheless help expand the sector by introducing consumers to wellness experiences and creating future demand for more established operators, Schweder said.
A younger customer base is accelerating the trend. Millennials account for 41 per cent of global wellness spending, with younger consumers increasingly willing to spend on experiences that support health and wellbeing, Schweder added.
The comments reflect a shift from immersive wellness, where guests stay at dedicated resorts to pursue specific health goals, toward hybrid models that allow wellness to become part of a broader hotel experience.
The demand is reshaping hotel development. Wellness facilities that once occupied hundreds of square metres are increasingly reaching several thousand square metres in high-end hotels and resorts, Schweder said, as operators devote more space to fitness, recovery and social wellness Schweder said.
Guests at Six Senses can choose how deeply they engage, from structured programs to healthier food, sustainable practices, fitness and social activities integrated into a conventional stay, Six Senses head of development for Asia Pacific Jael Fischer said.
Evolving services
Food is becoming a core part of the wellness proposition. Operators are moving away from restrictive menus toward healthier versions of familiar dishes, while fermented foods and adaptogens are gaining prominence. Six Senses combines everyday dining with menus tailored to programs including detoxification, fitness and weight management.
Wellness is also becoming more social. Community tables, shared saunas and group activities are challenging the idea that wellness must be a solitary pursuit. At Kamalaya, the community table is popular with guests travelling alone.
Fitness is emerging as another important entry point, with running, swimming and outdoor activities allowing hotels to connect health and movement with the destination.
The shift is also moving into cities. Six Senses has developed urban wellness concepts combining fitness, spa, food and social spaces. The goal is to make wellbeing part of daily life rather than an annual retreat.
Thailand is aiming to evolve its wellness industry without losing its identity. The panel at the event argued that Traditional Thai Medicine should play a larger role in the country’s next generation of wellness offerings.
