(Bloomberg) — In London, legendary party spot Tramp is opening a 1,486-square-foot wellness club called Tramp Health. In Mexico’s Riviera Maya, Rosewood Mayakoba now offers evening programming like moonlight yoga and full moon celebrations with an alcohol-free bar. And in Ibiza, the Balearic island known for partying, the new Soho Farmhouse Ibiza is starting health retreats and trying to position itself as a relaxation haven.
Hospitality companies are adapting to a cultural shift that puts wellness as a top priority, with more people focusing on their health and spending less on bottle service at bars. According to a July Gallup poll, a record percentage of Americans — 54 percent — said they drink alcohol, the lowest rate since Gallup began tracking the issue in 1939. The belief among Americans that even moderate alcohol consumption is bad for your health is now the majority view for the first time, Gallup says.
“These days, living fully isn’t just about long nights, as much as I love them. It’s also about health, vitality and belonging,” says lifestyle entrepreneur Luca Maggiora, founder and CEO of Tramp Holdings. He says Tramp Health feels like a natural extension of that philosophy. The health club is due to open this spring in the same building on Grosvenor Square as the brand new Chancery Rosewood hotel.
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A new members’ club called Long Lane is also set to open in West Sussex, with a focus on longevity and an alcohol-free bar menu. Its founders are promoting the place as a Soho House without the hangover. But Soho House itself has made a concerted effort to add low- and no-alcohol options to its club menus around the world, and is focusing on wellness at its new Farmhouse location in Ibiza. The gym is open 24 hours a day, and guests can relax in onsen-style baths [em águas termais] or receive intravenous infusions of NAD+[sigla, em inglês, para Dinucleotídeo de Nicotinamida e Adenina, um tipo de coenzima].
Hospitality executives note the shift from alcohol consumption to wellness. “We do a community dinner twice a week, and I was sitting on Saturday with a group of eight young people, and they don’t drink anymore. It’s a new commitment to health,” says Edouard Grosmangin, managing director of Rosewood Mayakoba and regional vice president for the brand in Mexico and South America.
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He says the hotel’s new programming for a different type of night reflects this. From 8pm to midnight, guests have the opportunity to swap dinner and drinks for breathing exercises, an evening swim in an ice pool next to the cenote [poço ou reservatório natural] or a cocoa ritual to prepare Mexican hot chocolate. “For me, that’s listening to guests and what they want now,” he says. “It goes beyond massages and facials at the spa.”
Travel agents are also noticing changing tastes.
“Many of our customers are ditching heavy, alcohol-filled trips to try more unusual wellness experiences,” says Carolyn Addison, head of product at luxury travel company Black Tomato, which says there is huge capital in the wellness side of tourism today.
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“A big trend we’ve seen is wild swimming experiences — or wild bathing, whatever you prefer,” says Addison. “This is tremendously popular with our clients in cities too, such as Dublin, Antwerp and Oslo. There is something cathartic about this exercise, and it brings a sense of peace.” Even Canary Wharf, in London, has become a spot for swimming.
Even the sunny, rosé-soaked south of France is seeing a rise in demand for wellness. The luxurious new Arev Hotel in the trendy resort town of Saint-Tropez is bringing Emma Estrela, a leading expert on the Wim Hof method, for a residency in November. Guests will be able to bathe in the cooler waters of the Bay of Saint-Tropez in November and practice breathing exercises.
These new wellness offerings are becoming increasingly competitive as the wellness tourism trend — valued at $830 billion, according to the Global Wellness Institute — grows exponentially in popularity. Guests are more willing to spend on things like yoga under the stars or IV infusions in Ibiza, while spending less at the bar.
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“The US market and Brazil, where I spent over five years, are extremely, extremely concerned about wellbeing,” says Rosewood’s Grosmangin. “I’ve never seen so much concern about my body and going to the gym every day.”
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