Self-care as status. Does wellness go deeper?

Self-care has shifted from indulgence to emotional necessity. Burnout, digital overload and constant connection push people to seek more than surface-level pampering. According to the Global Wellness Institute, travellers now prioritise purposeful wellness. They want experiences that support emotional, physical, and spiritual well-being, not just luxury.

This change reshapes how people travel and why they book wellness escapes.

From pampering to purpose

For years, spa menus stayed predictable. Massages. Facials. Quiet rooms. Today, travellers want meaning.

Around 50 percent of travellers now choose trips for mental or physical wellness rather than sightseeing or rest, according to the Hilton Travel Report. Research in wellness tourism also shows guests experience wellbeing across four dimensions. Body. Mind. Spirit. Environment. Each plays a role in long-term balance.

Global shifts shaping wellness travel

Wellness destinations respond with deeper, more intentional design.

Nature-led experiences
Outdoor treatments in forests, gardens, and vineyards are gaining momentum. Studies show natural environments improve psychological well-being and emotional regulation.

Purposeful rituals
Destinations such as Basin Glacial Waters in Banff National Park guide guests through structured thermal journeys. Phone-free zones support presence and mindfulness.

Holistic health journeys
International retreats like SHA Wellness Clinic combine medical diagnostics with ancient healing practices. The focus shifts to health optimisation rather than luxury alone.

Cultural grounding
Spas integrate Indigenous knowledge and local botanicals. Treatments reflect place, heritage and identity, not generic wellness trends.

Why emotional connection matters

At Steenberg Spa, guests arrive seeking clarity and emotional grounding, not only rest.

Spa Manager Monique Lagorie explains the shift.
“Many guests feel mentally overloaded or emotionally depleted. They want to feel held. They want steadiness and reconnection.”

Industry data supports this. The 2024 ISPA Consumer Snapshot Report shows 78 percent of spa guests believe treatments improve mental wellbeing. Sixty percent book spas to reduce stress.

Ritual over indulgence

Lagorie draws a clear line between distraction and intention.
“Ritual invites awareness. Indulgence distracts.”

At Steenberg, treatments prioritise presence and emotional safety. Therapists trained in marma point therapy and lymphatic techniques focus on space-holding rather than speed. Guests often linger quietly in gardens after sessions, without phones or urgency.

Nature as a therapeutic partner

Biophilic design is playing an increasingly important role in luxury wellness. Vineyards, fresh air and seasonal rhythms support nervous system regulation.

Lagorie notes how the land itself shapes the experience.
“The vineyard slows breathing. Outdoor rituals heighten sensory awareness. The seasons mirror human cycles of renewal and rest.”

Globally, around 55 percent of wellness travellers now choose nature-based experiences, according to Global Growth Insights.

The future of meaningful wellness

The next phase of wellness travel values sincerity over spectacle. Emotional intelligence. Personal relevance. Intentional design.

“Guests want experiences that feel grounded and real,” Lagorie says. “Not status-driven. Not performative.”

In this new era, self-care still looks beautiful. But its real value lies beneath the bubbles.