2026年旅行的未来报告-TrendHawk

trendHAWK

3Introduction

4TheImpactofAIonTravel,AccordingtoAI(NotReally)

7All’sWellnessthatEndsWell

11WhentheJourneyistheDestination

14There’saTripforThat:2026TravelTrends

17TakingLuxuryPersonally

20TheDawnofIntentionalTravel

24TravelThatClicks

27TellMeWhatYouEat,I’llTellYouWhereYou’veBeen

2trendHAWK

Introduction

Iftwoisacoincidence,isthreeatrend?Italldepends.

IanFleming,creatorofthemost-famous,iffictional,memberoftheBritishSecretIntelligenceService,spunthepointdifferently,withJamesBond

informedbythetitlecharacterofGoldfinger:“Theyhaveasayingin

Chicago,‘Onceishappenstance.Twiceiscoincidence.Thethirdtimeit’senemyaction.’”

Dark?Definitely,especiallyconsideringGoldfingeruttereditbeforedirectinghishenchman,Oddjob,toescort007to“ThePressureRoom.”Butthereisa

pleasingrhythmtoFleming’sphrasing,justasthereistoother,similarmaximsitmayhaveinspired,includingthepared-downversionabove,whichaFINN

Partnerseditorlearnedearlyduringhisdaysatmagazines.

Withthecalendarrecentlyturnedto2026,trendsightingshavebeenpoppingupandgrabbingattentioneverywhere.Thatincludestravel,wherethey’re

spottedlikethewingsofinvasivelanternfliesbytastemakers,influencers,journalists,industryinsiders,marketresearchers,andtheeagle-eyedpublicrelationsandmarketingprosofFINNPartners’GlobalTravelPractice.

Butaretraveltrendsactuallytrends?Somemightsayno,arguingthat,aswithanything,traveliscyclicalandthetrendswelearnaboutandobservetodayaremoreevolutionsofthingspeoplehaveadoptedandshapedtheirownwayforyears.

That’saninterestingangle,butit’snothowFINNPartnersapproachestraveltrends.Instead,weworktobringcreativeapproachestotraveltolight,and

we’refansofhowtrendsenlighten,inspire,andguideusandtheluxuryclientsweworktopromote.

Pagethroughthelatesteditionofourlong-runningTrendHawk

report,piecedtogetherbyourdiverseandpassionateglobalteam,

anddiscoverhoweverythingfromdestinationstodining,wellnesstotravelpackages,AItosustainability,andmoreareshapingtravel–andbeingshapedbytravelersthemselves.

Nopressure,ofcourse.

DebbieFlynn,GlobalTravelPracticeLeader

JenniferHawkins,ManagingPartner,U.S.Travel

CathyFeliciano-Chon,ManagingPartner,AsiaPacific

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There’ssomuchtosayabouttheimpact–alreadyfeltandstilltocome–thatartificialintelligenceishavingontravel,it’shardtoblameaTrendHawkwriterforaskingforinputfromthetechnologyitself.

“AIisrevolutionizingtravelbyenablinghyper-personalizedplanning,

automatingbookings,offeringreal-timeassistanceviachatbots,optimizinglogisticsforproviders,andenhancingon-the-groundexperienceswith

instanttranslationandnavigation,makingtripsmoreseamless,efficient,

andtailoredtoindividualpreferencesfrombookingtoreturn,”spatbacktheAIOverviewgeneratedbyaGooglesearch.

SearchforAItrendsintravelandexpectasimilarabundance.Ina

look

attravelfortheEurope,MiddleEastandAfricain2026,forinstance,

MarriottBonvoy

,

theloyaltyprogramoftheworld’slargesthotelcompany,noted“AIisgoing

mainstreamintravelplanning”with50percentoftravelershavingusedittoplanorresearchaholiday,upfrom41percentthepreviousyear,and50percentexpressingcomfortattheprospectofusingAItobookaccommodationsin

thefuture.Whilethoseaged18to24aremostlikelytohaveusedAI,MarriottBonvoyreportedthat29percentoftravelersaged55to64haveusedit,too,

upfrom18percentlastyear–orthesameamountwhoprofessbookingtravelthroughAIplatformsmakesthem“uncomfortable.”

TheyearaheadwillseehotelsusingAItogainabetterunderstandingofthosetheykeep,“movingfromreactingtoguestrequeststopredictingtheirwants”viapredictiveintelligence,accordingto

CNBC’s

readingofan

OracleHospitality

report.Meanwhile,thetraveltechnologyoutfit

Amadeus

seesguestsableto

personalizeeverydetailoftheirroom,fromsqueezinginaPilatesReformertoblockingoutmorningsunshinewithblackoutblinds,stating:“AsAIaccelerates,personalizationwillnolongerbeanice-to-havebutthedefaultoperating

systemofchoice.”

Forecastingin

Forbes

atthestartof2026,renownedfuturistBernard

Marrnotedthat“artificialintelligence,automationandimmersivedigital

experiencesarefundamentallyreshapinghowweplantrips,movethrough

TheImpactofAIonTravel,AccordingtoAI(NotReally)

airports,stayinhotelsandengagewithdestinations.”AmongMarr’sexamplesareAIagentscapableofproviding“end-to-end,always-onassistance”;

automationofhospitalityexperiences,suchastherobots–a.k.a.,Digital

Curators–thatdeliverroomservice–a.k.a.,in-roomdining–at

LUMAHotel

inSanFrancisco;andthemarketingoftravelviagenerativeAItools.

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Sincehotelbookingplatform

HotelPlanner

launchedtheworld’sfirstAI-poweredcallagentsattheend

of2024,thenumberofcallsbeingfieldedbythe

AIagentshasincreasedfivefoldfrom10,000aday

to55,000,demonstratingagrowingappealforthis

technologyamongconsumers.TheircombinedAIandhumanagentcallcenteristakingtensofthousands

ofcallsadayandiscurrentlyresponsiblefor61percentoftheirtotalbookingsworldwide,indicatingthat

conversationalbookingsareavitalpartofthebookingprocess,globally.

Meanwhile,onthegroundacrossEurope,

a&oHostels

hasbeenquicktoseizethemoment,employing

artificialintelligenceforeverythingfromAI-powered

robotstovacuum,clean,anddisinfectpublicareasofitsmorethan40hostelsinnearly30cities;toofferingquickresponsesonlivechatsona&o’swebsite;and

improvingon-propertyhospitalitybymanagingarrivalsanddepartures,arrangingtransportation,addressingguestconcerns,andmore.

“AIisfundamentallychanginghowtravelersinteractwithhospitalitybrandslongbeforetheyeverreachabookingengine,”saysEliseCarlin,AssociateVice

PresidentatFINNPartners.

“a&oHostelsunderstandsthatvisibilitywithinAItools,whetherthroughchatplatformsor

LLMs(largelanguagemodels),isnowpartof

themodernmarketingfunnel.They’vealready

seenacompetitiveedgebecausethey’regetting

aheadofsearchesforthingslikebudgettravel,

affordableexperiencesinEuropeancities,and

insertingtheirbrandintotheseplatforms.BetweenprioritizingPRtohelpthemrankbetterinthese

systemsandrefiningtheirsocialchannelswith

thehelpofAI,hospitalitybrandsshouldtakenoteofthesuccessandthinkabouthowtheycan

thoughtfullyimplementAIintotheirmarketingandcommunicationsstrategy.”

Inarecent

piece

for

HospitalityTechnology

,

ThomasHertkorn,HeadofOnlineMarketingata&o,

encouragedhotelierstosharpentheirfocusand

attitudesonthefutureofAIfortheindustry.Hertkornhasmuchsuccesstotrumpet,notleastthatEurope’slargesthostelchainhasbeenusingAIto“drivereal

bookings”byproactivelyensuringitshostelsarevisiblethroughoutthediscovery,comparison,andbooking

stagesofvariousAItools,whilealsodrivingdirectbookingsthroughLLMssuchasChatGPT,Mistral,andGemini.

Result?Thougha&oonlybeganleveragingAI

solutionsin2019andLLMsin2023,thecompanyis

generatingupto3percentofitstotalrevenuethroughLLMreferrals.“Whilethatmayseemmodest,”

wroteHertkorn,“it’sameaningfulshareatsuch

anearlystage,particularlygiventhatmostofthehospitalityindustryhasn’tyetstartedtrackingAI-driventraffic.”

a&o’stakeisonthemoney,with

Skift’sMegatrends

2026highlighting

AImodelsincludingChatGPT

andMistralas“thenewtravelgatekeepers”thataredrivingtravelbrandstorewritetheirplaybooks“foranerawherevisibilityhingesonbeingmentioned,notranked.”

Whilethere’snostoppingAIintravel,hospitality–oranythingelse–thereistakingitintoconsideration.

InterviewedbyconsumeradvocateChristopherElliottofthenon-profit

ElliottAdvocacy

forarecent

travel

trendroundup

inTheSeattleTimes,JessicaParker,

founderofthePhiladelphia-basedtravelagency

Trip

Whisperer

,notedlimits.“AItoolsaredesignedtofillroomsandchasethecheapestorfastestoption,notcurateyourbestexperience.AIcangetyouaroom,whilerelationshipsgetyoutheexperience.”

Indeed,writingaboutluxuryhospitalitydesigntrendsfor

TheHotelYearbook2026

,ScottLaMont,CEO

andPrincipalofthetech-savvyplanning,landscapearchitecture,andurbandesignfirm

EDSA

,cautionedhoteldeveloperstorememberthemanypositives

ofthepersonaltouch.“AIandsmartsystemsnow

streamlineoperationsandallowstafftoanticipate

needswithunprecedentedaccuracy.Yet,evenwiththeseadvancements,authentichumaninteraction

remainstheelementthatelevatesaguestexperiencefromgoodtoexceptional.”

Thechallengeforhoteliersanddesigners,he

continued,“isstrikingthisdelicatebalance:integratingtechnologyinwaysthatenhanceconvenienceand

efficiencywithoutdilutingthewarmth,empathy,

andintuitivecarethatmakeastaytrulymemorable.”LaMont’sprotip?“Designspaceswithflexible

infrastructuresosmarttechnologycanimprovetheguestexperiencewithoutdiminishingthepersonalserviceandsubtlegesturesthatdefineexceptionalhospitality.”

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AsAIrapidlyevolvesinthetravelspace,travelpublicrelationsneedstokeeppace.Lastsummer,FINNPartnersintroduced

CanaryForCrisis

,an

AI-poweredcrisistrainingprogram

designedtoprepare

communicationsteamsfornavigatingtheincreasinglychaoticmedialandscapeinwhichbrand

orcorporatenarrativescanbeamplifiedandevenweaponizedintheblinkofaneye.DevelopedbyDavidKrejci,whojoinedFINNasaPartnerin2024followingthreedecadesinpublicrelationsthatin-cludedlaunchinghisownconsultancyfirm,MediaForensics,(nowpartofFINN),Canaryevolvescrisistrainingforanerainwhichfactscangetsidelinedbyviralityandcontextcanbelosttochaos.

“CanaryForCrisisisascrimmageforcrisisteams,”explainsDavid.“Yougethit.Yousweat.Youmakegoodplaysandlearnbetterones.Butmorethananything,youcomeoutbetterpreparedfortherealgame.We’retrainingteamstoactwithspeed,clarity,andemotionalintelligence

beforethenarrativegetsawayfromthem.”

That’swhenhavingapartnerlikeFINNmatters.Inmomentswhereinstinctandjudgmentareas

criticalasdata,FINNhelpsclientscutthroughnoisetodeterminethreatsbeforetheybeginbypairinghumaninsight,patternrecognition,andhard-earnedintuitionwithFINN’sownproprietarytechnolo-gytoidentifyrisksearly,modelscenariosinrealtime,andsupportfaster,smarterdecision-makingincrisiswhenitcounts.

FINNlooksatmorethanthedarksideofAI,ofcourse.HaldunDinccetin,SeniorPartneronFINN’s

NorthAmericanTravelTeam,describesAIas“mypassion”andisenthralledbylearningtouseitbothpersonallyandprofessionallytokeeppacewithfuturegenerations.“There’sacommonmisconcep-

tionthatAIintravelbeginsandendswithcurateditineraries.Inreality,we’removingtowardastateof‘ambientintelligence,’wherethetechnologyquietlymanagesthelogisticalfrictionofajourneybeforethetravelerevenperceivesit.Itisbecomingtheinvisiblecuratorofourmovements–lesslikeasearchengineandmorelikeasilentconciergethathandlesthecognitiveload,allowingthetravelertofocusentirelyontheexperienceitself.”

So,howdoesAIpanoutfortravelinthemoment?Lastsummer,onawhimandaneed,Rachel

Frank,VicePresidentatMaverickCreative,tappedAIforassistanceinfindingadestinationforherselfandacompanioninFrance.“ItoldAIthatIdidn’twantsomethingtoohotortoocrowded,and

afewotherparameters,”sherecalls.“Itspitout10optionsinnotime,includingBrittany,whichwouldn’thaveworkedbecausewedidn’thaveacar.”

ThebestAIoptionforRachelturnedouttobethefishingportofSaint-Jean-de-LuzalongtheAtlan-ticinsouthwesternFranceneartheborderwithSpain.ThetrainridefromPariswasabitofahaul,buttheweatherwasmilderthantheCôted’Azur,whereRachelmighthavetraveledhadshe–likesomanyvacationers–chosensomethingmorefamiliar.“AIwascombatingovertourism,helpingusavoidcrowdsindestinationsthatIhadonmyradarbecausetheyweretheonlyplacesIknew.”

Thetakeaway?“AItiesbacktotheadventuretravelmindset,revealingnewplacesforpeopletoexpe-rienceanddiscover.Iwasahappycustomer.”

All’sWellnessthatEndsWell

LikethehottestoftheFiveElementsofChineseMedicine,thelatestforecastfromthe

GlobalWellnessInstitute

reveals“awellnessmarketonfire.”

GWI’s

2025GlobalWellnessEconomyMonitor

reportedthemarketdoublingsince2013andrising7.9percentsince2023toanewpeakof$6.8trillionin

2024,witheverywellnesssectorfromMentalWellnesstoPersonalCare&Beauty,surpassingpre-pandemicnumbers.WellnessTourism,definedastravelintendedtoenhanceone’swell-being,wasthefourthloftiestsector,contributingnearly$900billion.Spas,standaloneorhotelandresort-based,addedanother$157billion.

Alongwithitsheadfornumbers,GWIhasaneyeforwellnesstrends.

Among10forecastinthe

FutureofWellness2026Trendsreport

area“riseofneurowellness,”whichseestraditionalmodalitiessuchasmassage,

yoga,andbreathworkbeingrecastasmedicineforthenervoussystem;

“fragrancelayering,”withtechnologiesaidinghospitalityandleisurespacesshiftaromasindifferentenvironments;and“skinlongevityredefinesbeauty,”withanti-agingmessagingoutandoptimizationofskinhealthandfunctionoverthelongtermin.There’salso“the‘festivalization’ofwellness,”witheventssuchaswellnessraves,sobermorningdanceevents,andmoretomake

wellnessplayful,group-oriented,andinclusive.

Meanwhile,hospitality-derivedwellnesshasgraduatedfromoptionalto

expected.Asobservedby

Today’sHotelier

ofthe

AsianAmericanHotel

OwnersAssociation,

“Theshifttowardhealthandwellnessisn’tmerelyatrend;it’safundamentalchangeinconsumerbehavior.”

Thisshiftinwellnesstravelisevidencedacrosstheglobe.Asnotedin

The

IntentionalTraveler

reportpreparedbyFINN’sHongKongofficeforThe

LuxuryGroupbyMarriottInternational,well-beingiseverythingforhigh-

net-worthtravelersinAPAC,with90percentcitingwellnessofferingsaskeyfactorstotheirbookingdecisionsin2025,upfrom80percent–stillprettysolid–in2024.

IntheUK,thegrowingnumberofpublicsaunaswasonpathtoreach200byyear-end2025,upfromjust45nearthestartof2023,accordingtothe

non-profit

BritishSaunaSociety

,andinkeepingwithanotherGWItrend,

“theover-optimizationbacklash”.AndFood&Beveragedepartmentsacrossthehotelindustryarefashioninghealth-consciousmenusforeverything

fromguthealthtoathleticperformance,plantingchefs’gardenswithseasonalproduce,andchoreographingexperientialculinaryofferingstoteachgueststotransformlocalingredientsintoculturallyastutemeals.

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InFlorida,

CarillonMiamiWellnessResort

remainsashiningstaroftech-driven

wellness,leadinginAIforpersonalhealthmanagement,asitdidpioneering

“touchlesswellnesstechnologies”fortherapeutichealingduringthedarkest

daysofthepandemic.FromVibroacousticElectromagneticInfraredtechnology(V.E.M.I.)thatuseshealingsoundresonancewithfull-bodyvibrations,naturalearthfrequencies,andinfraredtoeliminateeffectscausedbyelectro-smogradiation;

toleveragingAItoprovidedetailedinsightsintoimbalancesinorgans,tissues,

bones,andmentalwell-being(OYAHealth),theresorthaslongbeenadestinationforoptimizinghealthandwellness,embracingadvancestoofferunparalleled

experiencesand,often,servicesunavailableelsewhereintheU.S.oraroundtheworld.

IfpropertieslikeCarillonMiamirepresentthefutureofwellnessthroughhigh-techAI,

LanghamHospitalityGroup

provesthattheultimate“personalizationdata”

mayactuallybethousandsofyearsold.TheHongKong-basedhospitalitybrandhasspentthelasttwodecadesperfectingabridgebetweenancientwisdomandmodernscience.Thebrand’s

ChuanSpa

–thenamemeans‘flowingwater’–doesnotjustoffertreatments;itoffersadiagnosticsystemrootedintheFiveElementsofTraditionalChineseMedicine(TCM).

ThroughasignatureFiveElementquestionnaire,ChuanSpaidentifiescurrent

internalimbalances,enablingtherapiststocurateasensoryjourneyspecificallyforthatmomentintime.Fromtheelementaloilsusedinthetreatmenttothespecific‘elementtea’servedintherelaxationlounge,theexperienceisabespokeroadmaptoequilibrium.Inaneraofseeking‘fountainsofyouth’andstressreliefthatgoes

deeperthantheskin,ChuanSpastandsoutbytranslatingcenturiesofTCM

philosophyintoahigh-touch,data-drivenwellnessexperience,offeringatailoredprescriptionforemotionalandphysicalequilibrium.

McKinsey&Co.’s

most-recent

FutureofWellnessSurvey

trumpetedin-person

experiencesandwellnesstravelaspoisedforgrowth,withboutiquefitnessclassesandretreatsasstandoutofferings,especiallyintheU.S.Thesurveyalsoanticipatedtheuptickinlongevity-focusedwellness,withconsumers–especiallyGenZ,whofeel“almostalwaysstressed”–pinpointinglongevityasanareainwhichtheir

needsareunmet.Arecentmoveby

TheInnatRanchoSantaFe

inSouthern

Californiaaddressespreciselythatglitch,withits

MilaMoursiSpa

partnering

withDr.SarahCorey,aleaderinintegratedconciergemedicine,tocraftanew

StaywellLongevityMenufeaturinghormonetherapy,peptidetherapy,IVtherapies,andmore.

Meanwhile,

UpperHouseHongKong

from

SwireHotels

,overlookingthe

shimmeringcityfromtheAdmiraltybusinessdistrict,offersahalf-dozen“wellnessresidences”including

10xLongevity.

Originallyintroducedduringthepandemicinkeepingwithsurginglocaldemandforcellularrejuvenation,10xisdesignedforbusy

urbanprofessionalsto“levelup”theirhealthspanandprovide

reliefforsufferersofjetlag,incorporatinghigh-pressureoxygen

therapy,infraredsaunas,andcoldplungestoboostenergy,promoterelaxation,improvecirculation,andreduceinflammation.

Evenwithsuchstridesforward,FINNPartnerscan’thelpnoticing

areturntotraditioninwellness.“Therearealotofbright,shiny,

fast-movingofferingsthesedays,buttheflipsideiswellness

programmingrootedinancienttraditions,rituals,and

philosophiesthataretruetothedestination,”observesEliseCarlin,AssociateVicePresidentonFINN’sNorthAmericantravelteam.Carlinpointstothe

SongtsamGroup

,whichhasbegunofferingSowaRigpa,anancientTibetanmedicalsystemthatblendsnaturalenergywith

culturalwisdomtosparkphysicalandspiritualtransformation,atsevenofits18boutiquehotelsandresortsinTibetandtheYunnanProvinceofChina.

Atthe

QiyuanHealingSpace

of

TheSpa

at

MandarinOriental

Qianmen,Beijing

,“QiYua,”atermusedbyTaoists,conveysthe

meaningofgatheringandrestoringinnerenergy,aswellasa

calmatmosphereinthemeditationandhealingspace.Guestscanimmersethemselvesintransformativeexperiencesfeaturingthe

transcendentgongbath,longconsideredanexcellenttoolforsoundhealingandupliftingthemindandbodyinancientChineseculture.

Farfromeverythingexceptthedramaticlandscapesthatdefine

them,luxurysafarioperator

Wilderness

isunderscoringhowwellnesshasevolvedintoacentralpillarofthemodernluxurytraveler’s

mindsetwiththedebutof

TheSanctuary

at

WildernessBisateLodge

inRwanda’s

VolcanoesNationalPark

andat

WildernessMombo

Camp

inBotswana’sOkavangoDelta.Purposefullyembeddedinto

eachdestination,TheSanctuaryreflectsabroadershiftinluxurytraveltowardpresence,ritual,andplace-drivenwell-being,offeringguestsspacetore-centerthroughcuratedsoundscapesandsignature

scents;aheatedsaltwaterindoorlappooldesignedforquiet

reflection;steamroomsandicebathsfortherapeuticrenewal;and

cocoon-likemeditationpodscreatedforstillnessandsolitude.BothSanctuariesalsofeaturefullyequippedgyms,treatmentroomsfor

massageandbeautytherapies,andfireplacesthatencouragegueststoslowdownandlinger.

“Today’sluxurytravelerisnolongercompartmentalizingwellnessandculturalimmersionasseparateexperiences,”saysCaroline

Keane.,VicePresidentatFINNPartnersinNewYork.“Weare

seeingaclearevolutiontowardwell-beingthatisintrinsicallytiedtodestination,landscape,andlocaltradition.WhatWildernessis

doingwithTheSanctuaryfeelsemblematicofwherethemarketisheaded–wellnessthatisquietlysophisticated,deeplycontextual,anddesignedtoenhancethejourneyratherthaninterruptit.In

thesamewayCarillon’stouchless,tech-forwardapproachreflectsMiami’sinnovation-ledenergy,TheSanctuaryisanaturalextensionoftheenvironmentsWildernessexplores,reinforcingthatthe

futureofluxurywellnessisrootedinauthenticity,intention,andasenseofplace.”

Similarly,thecityofSeoulhasemergedastheworld’s“fountainof

youth,”asthe

WallStreetJournal

putit,fortravelersseekingsavingsonskincareproceduresthatcan’tbeaccessedelsewhere.Asreportedin

TheKoreaHerald

,localluxurypropertieshavebeentargeting

MillennialsandGenZwithcreativeskincarespecialssuchaslast-

summer’s“Pool-cation”packageat

VistaWalkerhillSeoul

,aseasonalpartnershipwithveganbeautybrandFrebitsfrom

MoxySeoul

Insadong

,and

BanyanTreeClub&SpaSeoul’s“

BloominginPink”programwiththeFrenchskincareline

NUXE.

Theseexamplesalsosignalabroadershifttowardwellnessasanintegrated,sensoryexperience,shapedasmuchbyatmosphereanddesignasbytreatmentsorprograms.At

PanPacificLondon

,well-beingisembeddedintotheguestjourneyfromthemomentofarrival.Thehotel’slobbysetsthetonewithadeliberatelycalm,minimalistaesthetic,wheremutedmaterials,curatedartworks,

andsoftenedacousticscreateasenseofdecompressionfromthecityoutside.

“Aswellnessmatures,it’sbecominglessaboutindividual

treatmentsandmoreabouttheoverallexperienceofaplace,”saysGregoryCole,SeniorPartnerinLondon.“Themosteffectivehospitalityenvironmentsarethosethatsupportwell-being

continuously,throughdesign,atmosphere,andrhythm.”

Attheheartoftheexperiencesitsthededicated

SENSORYSpa&

Wellbeing

floor,conceivedasaholisticenvironmentsupportingphysical,mental,andemotionalbalancethroughspace,ritual,

andtechnology.Thefloorintegratesahigh-performancefitnesscenter–amongthemostadvancedhotelgymsinLondon–andatemperature-controlled18.5-metreinfinitypooloverlookingtheSquareMile.

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TreatmentsblendWesternclinicalresearchwithSoutheastAsiantraditionsofclean

beautyandrestorativepractice,deliveredthroughtailor-madeseasonalrituals.From

mindful,biometric-ledtrainingandimmersivespajourneystofamily-friendlywellnessinitiatives–includingtheUK’sfirst

Bonpoint

children’sspatreatments–theexperienceisdesignednotasanescapefromthecity,butasacalm,sensorycounterpointto

itsintensity.

TheMiddleEasthasgoneboldonwellnesstoboostthehealthandwell-beingoflocalpopulationsandattracttravelers.

AsnotedbytheGlobalWellnessSummit,whoseexaminationofwellnessintheregionwaspennedbyThomasMorris,SeniorPartner,MiddleEast,ofFINNPartners,the

dramaticlandscapesoftheregionofferabackdropforauthenticwellnessexperiencessuchasstargazingandhikingexperiencesinspiredbytheBedouincultureofJordan,evenasworld-classtrainingforyoungathletesunfoldsat

AspireAcademy

insports-

crazyQatar,andinvestmentsinAI,digitalhealthcareinfrastructure,andmorearesettinguptheMiddleEastasaleaderinwellness.

“TheMiddleEastisnotborrowingwellnessfromanywhereelse;itisbuilding

somethingentirelyuniqueofitsown,”saysThomasMorris.“Thisisaregionwhere

ancienthammams,dese