Wellness on the Water: The Growing Trend of Health-Focused Cruises

Did you know that wellness tourism is growing twice as fast as general tourism? The Global Wellness Institute has reported the high demand of this travel niche, which is predicted to expand further in the coming years.

At sea, some leading cruise lines are responding to this market shift by increasing their wellness programs and amenities. What once consisted of a spa and fitness center has evolved into a comprehensive wellness experience, including mind-body activities, healthy dining, and excursions focused on physical and mental health.

These wellness offerings allow guests to indulge in relaxation, reduce stress, stay on track with their fitness goals, and improve overall well-being. Today’s cruises are designed to not only take guests to beautiful destinations, but to also help them return home feeling rejuvenated and refreshed.

Monika Leuenberger, CTC, president/owner, Avenues of the World Travel, says the wellness programs and amenities now available at sea “are part of a vacation experience for most travelers. They finally have the time, and they like to splurge. This is especially true for busy professionals!”

And Nina Patel, owner, Vacations That Matter, reflects about these programs: “It is really helpful to have specialists, doctors, nutritionists, fitness professionals who have a following to do workshops, so clients find more value around the whole wellness experience from facilities, treatments, food (recipes), and education that they can bring home with them.” 

For travel advisors, the wellness trend represents an exciting opportunity to cater to clients who are seeking more than just a vacation — they are looking for a voyage that nurtures their well-being. The more advisors become familiar with the healthy living options onboard, the better they can weave these high-value messages into their sales efforts.

Here are the types of wellness services and programs that can be found on cruise ships now.

Holistic spa treatments

Cruise ship spas have long been a staple of the onboard experience, but wellness-focused cruises take this a step further by offering a variety of holistic treatments. Guests can enjoy therapies inspired by ancient healing practices, such as Ayurveda, reflexology, and aromatherapy. Some cruise ships offer signature treatments that incorporate natural elements like seaweed wraps and saltwater baths, aligning with the oceanic surroundings.

Kristin Bodin, owner and travel advisor, Acadiana Travel, reports that: “Clients are thrilled to have the opportunity to indulge in the lasted technology treatments while onboard. I find many indulging in new experiences they typically do not take the time to do at home.”

Leuenberger notes that the spa areas are much more than just treatment rooms,” and she relays that on one luxury line, “the salt room is just amazing!”

Mindfulness sessions

Catering to the growing interest in mental wellness, many cruise ships now offer guided mindfulness and meditation sessions. These activities are designed to help travelers disconnect from the stresses of everyday life and connect with their inner peace. With the calming presence of the sea as a backdrop, these sessions offer an unparalleled opportunity for mindfulness and relaxation.

One luxury small ship line offers a complimentary ritual for guests to reconnect with others – a meaningful in-person experience, since most people crave more opportunities to connect with others in an increasingly digital world. It is a gathering designed to help guests center and focus themselves on developing their “Ocean State of Mind,” using rotating techniques of visualization, breath work, crystal therapy, sound therapy, and meditation.

Yoga and fitness classes

Yoga has become a popular activity on wellness cruises, with classes designed for all levels of experience. Whether it is sunrise yoga on the deck or sunset yoga overlooking the horizon, these experiences allow travelers to stretch, strengthen, and find balance in their bodies. In addition to yoga, many cruise ships offer Pilates, Tai Chi, and other low-impact fitness classes that promote physical well-being while reducing stress.

For more active travelers, wellness cruises often feature state-of-the-art fitness centers, complete with strength-training equipment, cardio machines, and fitness trainers who offer personalized workout sessions. These programs ensure that guests have access to a well-rounded fitness regimen during their journey.

Bodin says that “clients are looking for more than just the same old fitness options. Now the options are vast, from yoga to Pilates, as well as the high-energy fitness activities.”

Healthy dining options

Food plays a critical role in wellness, and cruise lines are now offering more diverse and healthy dining options for wellness-focused travelers. From farm-to-table cuisine to plant-based menus, wellness cruises emphasize fresh, nutritious ingredients that nourish the body. Some cruises offer cooking classes where guests can learn how to prepare healthy meals, ensuring that the lessons learned at sea can be carried over into everyday life.

Patel sees that “more people are looking for healthier food options and a la carte choices versus big dining rooms. Vegetarian options are also more requested, and we loved that every dining venue onboard [one of the smaller luxury cruise ships] had a vegetarian option. And it was tasty.” 

Cruise ships often partner with nutritionists or wellness experts to design menus that balance flavor with health benefits. Options may include nutrient-rich meals, detox juices; and meals designed for specific dietary needs, such as gluten-free, vegan, or keto-friendly dishes.

Wellness excursions

Wellness extends beyond the ship, and cruise lines are incorporating wellness-focused shore excursions into their itineraries. These adventures offer guests the chance to explore nature, practice mindfulness, and engage in physical activity in a stunning destination. Examples of wellness excursions include nature hikes, beach yoga sessions, kayaking, snorkeling, and guided mindfulness walks in peaceful surroundings.

Selling tips for advisors

We have a few tips to share to help travel advisors leverage wellness offerings when selling cruises.

First, scan your client database to see who might be predisposed to the idea of immersing themselves in wellness at sea. They might be: health-conscious individuals who want to stay active and maintain their healthy lifestyle while on vacation; those who are drawn to mindfulness and are seeking peace, quiet, and personal growth; solo travelers looking for experiences that foster self-care and personal enrichment; or retreat seekers who need a break from their demanding lives and want a fully immersive, all-inclusive wellness program that allows them to focus solely on their well-being.

Leuenberger finds “women that have a busy professional life really appreciate the relaxation that a wellness cruise offers.” And Bodin says “Millennials are attracted to the holistic offerings, as well as the adventurous activities a cruise offers.”

Bodin also suggests: “Don’t just sell the cruise, sell the image of the sea view sunrise yoga, the quiet time with your loved one in one of the many hot tubs with the view of the ocean. Sell the image of fitness, spa, and multi destinations without the hassle of daily transportation logistics.”

Leuenberger recommends making sure you communicate the cruise line’s wellness options well in advance with your clients.

And Patel notes to “definitely educate yourselves about the differences between the wellness offerings on the various cruise lines.”

By focusing on the holistic experience, tailoring recommendations, and promoting the benefits of wellness excursions, travel advisors can position wellness cruises as the perfect vacation for today’s travelers. The calming environment of the ocean creates a wonderful atmosphere for deep relaxation, self-reflection, and rejuvenation.

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