Trends in luxury tourism are evolving towards wellness and self-discovery, leaving behind ostentation and giving prominence to vital and transformative experiences. This is what they said at Grupo Piñero’s ‘Wellbeing Meeting’ held today at FITUR, through a panel of experts in luxury, wellness and beauty who analyzed the growing trends in travel in the luxury segment.
The event was attended by Kevin De Ribes, president, co-founder and director of institutional relations of Elite Excellence and president of Madrid Capital del Lujo, Nuria Torijano, holistic therapist and beauty expert, Xavier Fuster González, creator of the wellness concept at Cayo Levantado Resort, Lucia Peris, spa and wellness consultant at Ayuna, and Tino Prat, founder of the Wang Institute, have revealed some of the transformative experiences presented at Cayo Levantado Resort, as a new concept of luxury tourism and wellness, with the incorporation of holistic elements and sensory treatments that elevate the concept of ‘wellness’ to ‘wellbeing’.
The global rise of luxury tourism
The evolution of luxury tourism has shown high growth in recent years. According to Kevin De Ribes, tourism spending has seen an impressive 15% increase compared to levels recorded in 2019, indicating not only the resilience of the sector, but also the strong demand for unique and exclusive experiences from travelers.
At the moment, the luxury sector in tourism is observing an evolution based on much more than amenities and exclusivity, with a growing demand for enriching experiences, deep connections with destinations and, in particular, an offer of wellness and self-discovery that enhances both physical and mental care in guests.
The evolution from wellness to wellbeing
In view of this growing trend, tourism companies see a clear opportunity to create products that meet their guests’ expectations. This is the case of Cayo Levantado Resort, a luxury resort located on a private island off Samana Bay in the DR, with a core offering articulated around the wellness experience through the Four Ways of Wellbeing: Refresh, Restore, Relax and Renew.
The event also explored the concept behind the creation of Yubarta, the first holistic temple built in a resort in the Caribbean. Xavier Fuster emphasized the relevance of generating an atmosphere that helps to elevate self-discovery and facilitate a new path of self-development, all through programs and activities offered by the luxury resort.
In this space, Grupo Piñero has worked with Ayuna, a cosmetic brand pioneer in the concept of well-aging & Mental Beauty, in charge of the selection and creation of the treatments offered at the resort’s Spa. As explained by Lucia Peris, the treatments have been created thinking not only of the aesthetic contribution, but also of the client’s well-being, combining an inner care proposal that understands beauty as a path to harmony and self-connection.
Advances in holistic treatment
Holistic treatments have become a key element in wellbeing tourism. This was stated by Nuria Torijano, highlighting the importance of creating high-impact proposals that encourage disconnection in order to achieve integral self-care. Some examples are acupuncture, active meditation and the fusion of West and East in rituals and massages.
It is also essential to accompany each client, identifying their personal needs and providing simple and dynamic tools to integrate these experiences into their daily lives. As an expert in the field, Tino Prat has pointed out the importance of taking care of body and mind as a restorative method.
About Grupo Piñero
Grupo Piñero is a Spanish tourism group founded in 1975 by Pablo Piñero. Led by Isabel García (president) and her three daughters Lydia, Isabel and Encarna Piñero (CEO and executive vice president since 2007), with the purpose of creating exciting experiences. With almost 50 years of history, it manages in a responsible way to offer the best experience to customers and employees and actively contribute to society, with a strategic plan where sustainability is established as a central and transversal axis and sustainable growth and innovation as pillars of the strategy.
It structures its activity in three business units: Living Resorts, for its hotel activity, with 25 establishments and more than 14,000 rooms in the DR, Mexico, Jamaica and Spain, residential complexes and golf courses; Travel, comprising Soltour, the leading independent tour operator in Spain and Portugal in the sun and beach segment, and Coming2, the perfect destination host that provides travelers with the best experiences. And Mobility, which completes its offer at destination through land and sea transportation services, highlighting its commitment to sustainable mobility.
Since 2014 Grupo Piñero has incorporated sustainability into its management to be a responsible company committed to its team, the communities where it operates, suppliers and the environment. Through its Sustainability strategy, it pursues an ethical and transparent management model that generates shared value for all its stakeholders, leaving a legacy for society, contributing to social development and environmental protection of all the environments in which it operates.