Industry Report
Merging Medical & Wellness Tourism in Integrative Wellness Destinations
The concepts of wellness and medical tourism are becoming increasingly interwoven, with each industry incorporating aspects from one another. Wellness resorts, renowned for their holistic offering, are now incorporating diagnostics and advanced results-driven treatments as a part of their service platform. Meanwhile, medically-focused destinations are seeking to extend their offering by including various wellness services.
This Horwath HTL Health & Wellness report sets out to determine the differences between medical and wellness tourism, as well as discuss each segment’s characteristics and perimeters, provide best practices and considerations for successful operations, and anticipate market changes within the industry.
The COVID-19 pandemic has accelerated interest in the health and wellness industry, highlighting the convergence of medical and wellness tourism.
Medical vs. Wellness Tourism
- Medical Tourism: Involves travel across international borders for medical treatment, such as dental care, cosmetic surgery, elective surgery, and fertility treatments. It is driven by factors like the needs of an aging population, high healthcare costs in developed countries, availability of cost-effective treatments in emerging nations, and advanced medical technologies.
- Wellness Tourism: Involves travel to maintain or enhance personal wellbeing, focusing on activities that promote a healthy lifestyle. It is driven by the prevalence of non-communicable diseases, work-related stress, mental health concerns, and environmental degradation.
Key Distinctions
Medical tourists seek treatment for specific health concerns, while wellness tourists aim to prevent illness and improve overall health. Medical tourism is reactive and often invasive, whereas wellness tourism is proactive and non-invasive.
Industry Growth
As of 2019, the global medical tourism industry was valued between USD 65 to 88 billion, with forecasts of significant growth. The wellness tourism industry was valued at USD 639.4 billion in 2017, with projections to reach USD 919 billion by 2022, growing at a faster rate than overall global tourism.
Integrative Wellness Destinations
Definition and Positioning
Integrative wellness destinations combine medical and wellness services, offering a broad range of treatments from diagnostics to holistic therapies. Examples include health resorts, sanatoriums, and medical spas that focus on both prevention and cure.
Service Platform
Integrative wellness destinations typically include:
- Check-Ups and Diagnostics: Health assessments, biochemical analyses, and medical imaging.
- Medical, Specialized Therapies & Biohacking: Treatments like cryotherapy, oxygen therapy, and biohacking practices to optimize health.
- Rehabilitation: Post-surgery recovery services with necessary medical support.
- Aesthetics & Dermatology: Non-invasive cosmetic treatments to improve appearance.
Fine Line Between Medical and Wellness
The distinction becomes apparent in the atmosphere and services offered. Medical destinations often resemble hospital environments with invasive procedures, while integrative wellness destinations focus on a relaxing and preventative experience. For example, Clinique La Prairie offers surgical services and a clinical environment, whereas Waldhotel Bürgenstock offers minimally-invasive treatments in a wellness-focused setting
Hiring Experts
Integrative wellness destinations require licensed medical professionals to ensure legal compliance and high-quality service delivery.
Organizational Structure
A clear structure with separate wellness and medical teams, reporting to a managing director, ensures seamless operation and guest experience.
Specialized Equipment Management
Proper training for therapists on advanced equipment can optimize resource use and service delivery.
Local Hospital Partnerships
Collaborations with local hospitals can extend the range of services without significant fixed costs.
Marketing Strategies
Targeted marketing to different customer segments can effectively promote the diverse offerings of integrative wellness destinations.
The merger of medical and wellness services in resorts is a growing trend, driven by the demand for comprehensive health and wellness solutions. While the wellness tourism market has slowed due to the pandemic, it is expected to rebound as people seek to improve their health. Integrative wellness destinations are likely to attract a broader customer base, including more mid-range resorts offering accessible treatments.
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