Longevity: The next big opportunity to drive revenue growth

Note: The following contributed perspective was submitted through ISHC.

GLOBAL REPORT – Wellness has been a focal point of luxury and premium hotels for years, especially in regions like the Middle East, where spa concepts and wellness retreats have thrived.

But now, there’s a new buzzword in town – longevity – and it’s opening up exciting opportunities for hotels to explore and profit from. So, what exactly is longevity?

It’s not just about living longer; it’s about living better. Think of it as focusing on our “health span” – the quality of life we enjoy as we age. From anti-aging treatments to personalized health check-ups, it’s all about blending science and wellness to help people feel their best for longer.

With wellness tourism booming, fueled by travelers looking beyond traditional relaxation to experiences that enhance their long-term well-being, the longevity movement offers hotels a chance to shake things up and stand out in an increasingly crowded market.

Market demand for longevity

The numbers tell a compelling story: the global wellness economy hit a record $6.3 trillion in 2023 and is projected to soar to $9 trillion by 2028, according to the Global Wellness Institute (GWI). Within this booming market, longevity stands out as the fastest-growing subsector, on track to reach $610 billion by 2025, GWI highlights.

This trend isn’t just consumer-driven, although 68% of affluent travelers are willing to pay a premium for comprehensive health and wellness facilities. Savvy investors are taking notice, with GWI projecting the wellness real estate market to grow to $667 billion by 2025 and $887.5 billion by 2027. Major longevity-focused developments are already underway, reflecting the rising demand.

Hotels must wake up to wellness

While the wellness trend has gained traction, the industry has barely scratched the surface of its potential – and longevity represents an even greater opportunity waiting to be tapped. Big hospitality brands often associate longevity with high-end medical services or cutting-edge anti-aging technologies, partnering with specialists to cater to affluent travelers. However, longevity can mean something entirely different to many guests: adopting healthier eating habits, exercising more, or focusing on mental and social wellness.

For hotels, the potential is immense. Longevity-focused offerings command higher ADRs, foster brand loyalty, and unlock ancillary revenue streams.

The profitability is evident, with global investments in longevity clinics more than doubling to $57 billion between 2021 and 2022 (GWI). For owners, assets with a longevity component align seamlessly with the growing global emphasis on health and wellness, making them a smart investment for the future.

To fully capitalize on this trend, hotels must broaden their perspective on what longevity means and create accessible, appealing experiences for a diverse range of guests. It’s an untapped niche that could redefine wellness in hospitality and drive significant growth for the industry.

How longevity trends can deliver revenue gains

Holistic wellness programs
Longevity-focused resorts offer comprehensive wellness packages that include personalized health diagnostics, consultations with nutritionists, fitness assessments, and access to specialized treatments like IV therapy, cryotherapy, and anti-aging skincare. For example, SHA Wellness Clinics in Mexico, Spain and the UAE offer medical and holistic wellness programs targeting weight loss, anti-aging, detoxes and more. Its storytelling hits the longevity spot, with taglines including “It’s not wellness, it’s life” and “Healthier and younger for longer.”

Top tips:

• Partner with certified health professionals and medical experts for credibility.
• Design all-inclusive packages encompassing accommodation, meals, health consultations, and access to exclusive wellness treatments.
• Leverage guest data and feedback to refine and personalize wellness packages for repeat guests.

Anti-aging and beauty services
Integrating anti-aging and beauty services into hotel wellness offerings to capture the affluent guest who prioritizes longevity. High-end treatments like Botox, non-surgical facelifts, and rejuvenation therapies are a win-win — high-margin services also encourage longer stays. Who does it well? Bürgenstock Resort, Switzerland, is known for its cutting-edge beauty and anti-aging treatments, setting a benchmark for longevity-focused wellness.

Top tips:

• Invest in high-quality spa and wellness facilities that can accommodate beauty treatments and medical-grade equipment.
• Train staff in advanced anti-aging techniques to maintain high standards and guest satisfaction.
• Create loyalty programs that reward frequent visits to beauty and anti-ageing services.

Nutrition for longevity
Healthy dining has become central to longevity-inspired hospitality with guests increasingly seeking nutrient-rich, organic, and locally sourced food. Hotels are boosting revenue by offering premium meal plans, cooking classes, and consultations with nutritionists. Aman incorporates traditional medicine principles into its menus, enhancing guest satisfaction and driving revenue. Several Mandarin Oriental properties offer “nutrition for longevity” programs, including meals designed by dieticians to promote vitality and anti-aging.

Top tips:

• Employ chefs specializing in health-conscious cuisine and partner with local organic farms to ensure quality.
• Offer plant-based, vegan, and gluten-free options to attract a broader health-conscious audience.
• Use dining areas as experiential spaces, hosting wellness dinners and cooking classes with guest experts.

Sleep optimization, stress reduction
Restful sleep and effective stress management are cornerstones of any longevity-focused business strategy. Hotels are embracing specialized sleep programs, sound therapy, meditation, and mindfulness classes to cultivate a sanctuary-like experience for their guests.Six Senses pioneered the integration of sleep wellness into its guest experiences, encompassing sleep diagnostics, customized bedding, and natural sleep aids.

Top tips:

• Invest in high-quality mattresses, pillows, and bedding materials that promote sleep quality.
• Create wellness programs focused on mindfulness, including yoga, meditation, and guided relaxation.
• Use sleep data analytics to understand guest preferences and refine offerings.

Who does it best?
For inspiration, look to world-class properties leading the way: The Ranch Malibu in the U.S. offers immersive, week-long health retreats centered on physical activity and digital detox. VIVAMAYR combines detoxification with personalized medical care to promote lasting well-being in Austria. Meanwhile, Thailand’s Chiva-Som integrates naturopathy and traditional Chinese medicine into its comprehensive wellness programs, setting a gold standard for holistic health experiences.

How to profit

• Partner with experts: Medical and wellness professionals add authenticity and attract high-spending guests.
• All-inclusive packages: Comprehensive offerings that include accommodation, wellness treatments, and dining can drive ADR.
• Target the right demographics: Market to affluent travelers seeking investments in long-term health.
• Measure ROI: Leverage technology to track the success of wellness initiatives, adapting based on guest feedback.
• Join the discussion: Events like FIBO’s upcoming pop-up in Riyadh and its main event in Cologne spotlight the growing intersection between hospitality, fitness, and longevity. These platforms can help hotels understand how to harness the profit potential of this trend.

Next steps

Embracing the longevity trend begins with understanding its scope and identifying the guests who value it. From there, it’s about tailoring wellness offerings to stand out, driving longer stays, repeat business, and premium rates.

With the right strategy, hotels can evolve from relaxation retreats into hubs for long-term well-being, unlocking new revenue streams and securing their place in the ever-expanding wellness economy.

Contributed by Judith Cartwright, founder and managing director, Black Coral Consulting, Dubai

The views and opinions expressed in this column do not necessarily reflect the opinions of Hotel Investment Today or Northstar Travel Group and its affiliated companies.