Skift Take
Luxury spas need to understand that because many millennials are already incorporating wellness into their everyday routine, they need something from high-end destinations. It might seem trite to highlight avocados but today's under-35s value food above almost everything else.
What do millennials want out of a luxury wellness experience? Apparently, avocado toast. That’s just one of the findings lifestyle publication Well+Good discovered after surveying 4,600 of its readers.
Unlike days of yore, when the only way to discover wellness concepts was by going to an iconic high-end destination spa like Canyon Ranch and Miraval, today, wellness is accessible nearly everywhere.
You can take a high-intensity interval training class or sip on a matcha latte anywhere from Boise, Idaho to Baltimore, Maryland. There’s the entire urban landscape extending to second-tier and tertiary cities supporting what were once fringe wellness practices and pabulums confined to the likes of Los Angeles or New York.
Alexia Brue and Melisse Gelula co-founded Well+Good in 2010. They presented the findings of the company's Wellness Travel Survey at the Global Wellness Summit in October.
The ubiquity of wellness is a big part of the reason, says Brue, that millennials aren’t impressed with the iconic spa brands, many of which have traditionally appealed to clientele getting the wellness light switched on f
