Canyon Ranch CEO Talks Rising Interest in Wellness Travel for Executives
In recent years, a notable shift has been observed among executives, who are increasingly forgoing traditional tropical beach vacations in favor of wellness-focused getaways that promote health optimization and longevity. Wellness tourism has emerged as a significant sector within the travel industry, surpassing $1 trillion in value last year and is anticipated to maintain an impressive annual growth rate of over 16%, according to the Global Wellness Institute.
The Evolving Landscape of Wellness Tourism
This burgeoning sector is particularly catering to a demographic often referred to as ‘alpha executives’, comprising high-achieving professionals who prioritize their wellness amidst demanding work schedules. Mark Rivers, the CEO of Canyon Ranch, a pioneer in the wellness resort industry, elaborates on this trend, noting that the company is reimagining its approach to keep pace with the evolving demands of its clientele.
“For years, we could sit back, and [guests] would come to us because we were one of the few in the space. Today, we know that guests are interested in longevity, menopause, and burnout resilience.”
Wellness as a Multidimensional Experience
Founded in 1979, Canyon Ranch initially branded itself as a “fitness resort.” However, the definition of wellness has broadened significantly over the past four decades. Now, it encompasses various dimensions of health, including physical fitness, mental wellness, nutrition, and more refined aspects like hormonal balance and emotional resilience.
Rivers emphasizes the importance of an integrative approach: “Some entrepreneurs might figure out how to do a DEXA scan in a shopping mall; we strive to offer a comprehensive, integrative approach that encompasses body, mind, and spirit.” This highlights a growing awareness among executives that well-being is not merely about longevity but also involves maintaining optimal health throughout the years—a concept referred to as “health span.”
Health span and lifespan are crucial metrics in modern healthcare. Lifespan measures the duration of life, while health span focuses on the years one lives in good health. Rivers articulates this thought efficiently, stating, “Hitting 103 but spending the last 10 years in a chair is not a win for me.” Therefore, many executives are seeking environments that facilitate healthier living.
Canyon Ranch’s Tailored Programs for Executives
The Longevity8 program, in particular, has gained traction among corporate leaders. Launched last year at the Tucson property, it consists of a four-day immersive experience concentrated on eight principles of longevity that go beyond mere diet and exercise. The program integrates aspects like outdoor activity, spiritual wellness, mental health, flexibility, and movement into a well-rounded regimen that resonates with participants.
Focused Programs for Women’s Wellness
The growing interest in specific health concerns such as menopause, perimenopause, and postpartum wellness has led Canyon Ranch to develop tailored initiatives geared towards women executives. Women represent 60% of Canyon Ranch’s customer base, prompting the need for programs that address their unique health journeys.
Rivers noted, “We just brought in a female doctor to lead our health and performance program. In our upcoming women-only Longevity8 cohort, we’ve modified programming to focus explicitly on women’s health needs, differentiating ourselves from the predominantly male-oriented offerings typical in the industry.” This commitment to inclusivity in wellness programming marks a progressive step towards addressing the holistic needs of all attendees.
The Growing Demand for Stress Management
Alarming rates of burnout among professionals underscore the urgent need for effective stress management strategies. Canyon Ranch is keenly aware of this, launching a specialized program that focuses on resilience against burnout. Rivers highlights the importance of preventive measures, stating, “Companies that are proactive about burnout can mitigate the risks before employees reach a breaking point.” By offering practical solutions for stress management, wellness retreats can help attendees develop strategies for maintaining mental well-being.
The Technological Intersection of Wellness and Hospitality
As the wellness landscape continues to evolve, there is a growing interest in how technology can enhance personal well-being. Not only do guests seek therapies, but many also desire data-driven insights that can inform their wellness journeys. Canyon Ranch is adapting to this trend by ensuring that guests leave with tailored strategies and measurable goals that can be tracked over time.
“We want to send our guests home with meaningful actions and guidance,” says Rivers. Offering unique experiences, memorable engagements, and human connection remains vital in this ever-competitive wellness travel market. The ability to connect deeply with others amplifies the transformative impact of these wellness journeys.
The Future of Wellness Travel for Professionals
Looking forward to the next five to ten years, Rivers anticipates an increase in interest for short, meaningful wellness retreats as executives seek to maximize their limited time. The challenge remains to differentiate between genuine, evidence-based wellness practices and fleeting trends. To navigate this complexity, the wellness industry must balance the benefits of human engagement with the advancements in technology.
“We must present an amalgamation of human connection and advanced tech solutions,” says Rivers, envisioning a future where the latest in wellness innovation is seamlessly integrated into the richness of human experience.
Conclusion: The Ultimate Recommendation
Given the diversity of programs available, Rivers firmly believes that the Longevity8 program stands out for both men and women. With an extensive framework providing 18 personalized consultations, testing against 200 biomarkers, and a holistic view of longevity practices, it offers an unparalleled depth of engagement. For women executives specifically, the M/Power program is dedicated to addressing critical hormonal transitions.
The shift towards wellness travel among executives signifies an evolving landscape where health optimization becomes paramount. As the boundaries of wellness travel continue to expand, so too does the potential for personal and professional transformation.
Explore the future of wellness travel through Canyon Ranch’s innovative offerings, which strive to redefine how executives approach personal health and well-being.
About the Author
Alexa Mikhail is a senior health and wellness reporter for Fortune Well, specializing in longevity, aging, caregiving, workplace wellness, and mental health.