Wellness and longevity are increasingly becoming central to the global travel and hospitality sector, with investors viewing wellbeing as both a revenue opportunity and an emerging real estate asset class. Industry experts speaking ahead of Future Hospitality Summit (FHS) World 2026 said changing traveller expectations, advances in preventative healthcare and growing demand for personalised experiences were reshaping hospitality investment.

The discussion featured Amit Arora, Chief Operating too, toward an ecosystem where wellbeing is integrated into sleep hygiene, functional nutrition, and bio-harmonized programming,” he says. “At Akala Hotel and Residences, Arada capitalises on this shift by pioneering a mixed-use model that combines ultra-luxury hospitality with preventative healthcare, Officer, Hospitality and Entertainment, Arada; Jordi Sanchis, Senior Director of Development – Middle East, Meliá Hotels International; Christopher Sanderson, Co-Founder, The Future Laboratory; and Wael Al Sharif, Area General Manager, The Torch Hospitality.

Arora said wellness had evolved beyond a supplementary hotel amenity into a core component of the travel experience, with investors increasingly viewing it as a distinct hospitality and real estate opportunity.

“Guest expectations have shifted too, toward an ecosystem where wellbeing is integrated into sleep hygiene, functional nutrition, and bio-harmonized programming,” he says. “At Akala Hotel and Residences, Arada capitalises on this shift by pioneering a mixed-use model that combines ultra-luxury hospitality with preventative healthcare, precision diagnostics, and advanced therapeutics. By treating wellness as an integrated operational thesis, owners can capture premium ADR and drive sustained customer lifetime value.”

Sanchis said wellness was no longer confined to traditional spa and relaxation offerings, but was increasingly focused on helping guests maintain healthier lifestyles.

“It’s about helping guests live better, longer and with more balance,” he says. “Longevity science will increasingly become a credible pillar, particularly in premium and luxury segments, but it will the financial potential of wellness-oriented hospitality. “RLA Global and HotStats’ 2025 analysis of more than 12,000 hotels found properties with major wellness offerings generated more than double the Total Revenue per Available Room of hotels without such offerings in 2024 enhance hospitality rather than replace it. From an owner’s perspective, wellness today is both a revenue enhancer and a long-term value creator, and, in certain destinations, is already evolving into a standalone asset class, especially when integrated into mixed-use projects and branded residences.”

Sanderson highlighted evidence of the financial potential of wellness-oriented hospitality. “RLA Global and HotStats’ 2025 analysis of more than 12,000 hotels found properties with major wellness offerings generated more than double the Total Revenue per Available Room of hotels without such offerings in 2024. UBS separately tips longevity for above-average equity returns this decade. Traditional luxury chases occupancy; wellness tends to compound it,” he says.

Al Sharif similarly described wellness as both a revenue enhancer for existing hotels and an emerging standalone investment category. “Dedicated modern recreation facilities command premium pricing, but integrated wellness amenities also significantly boost the performance and valuation of traditional hotels," he says.

Experts said the strongest value creation increasingly came from integrated wellness ecosystems rather than standalone spas. Arora said mixed-use developments combining hospitality, lifestyle programming and medical wellness could generate revenue across multiple parts of an asset.

“Traditional spas typically operate on localised treatment margins, whereas a holistic destination ecosystem drives performance across the entire asset,” he says. “For a pioneering concept like Akala, value is unlocked by pairing luxury hospitality with medical wellness infrastructure, creating strong resonance and multi-season touchpoints with an affluent demographic. Performance evaluation must look beyond standard metrics like RevPAR towards success through ecosystem-wide KPIs such as total revenue per available room (TRevPAR), Wellness Capture Rates, and customer retention/lifetime value (LTV).”

Sanderson said membership models could also offer significant value, with access to wellness and longevity services becoming an important revenue stream. “The Surrenne private members’ club at The Emory in London charges £10,000 a year plus a £5,000 joining fee for longevity access. Yet 2025’ s RLA Global/HotStats data show it is lean 'minor wellness' hotels, not sprawling spa-led resorts, posting the strongest RevPAR growth. Diagnostics, not décor, are critical here. At this early stage of the longevity curve being able to deliver on a simple longevity framework is the metric that counts,” he says.

The experts also discussed whether longevity represented a new stage in wellness or simply a rebranding of existing concepts. Sanchis described longevity as a natural evolution, while stressing that hospitality should remain accessible and human-focused.

Al Sharif said longevity represented a broader shift toward measurable health outcomes. “longevity represents genuine evolution, not rebranding – and, in time, will become mainstream. Traditional wellness offers relaxation and temporary fitness gains; longevity provides measurable health optimisation through biometric tracking, personalized nutrition, sleep science, and preventative healthcare. As populations age and healthcare costs escalate, preventative longevity travel will achieve mainstream status. It's transitioning from luxury indulgence to health necessity.”

Traveller expectations have also changed significantly. Industry specialists said guests increasingly sought personalised programmes covering physical, mental and nutritional wellbeing rather than conventional fitness centres and spa menus.

Al Sharif said travellers now expected results-oriented programmes supported by personal data. Arora added that affluent guests increasingly sought highly customised experiences, including sleep optimisation, functional nutrition and recovery treatments, while retaining the flexibility to enjoy conventional luxury hospitality.

Despite the growing role of technology, experts stressed that authenticity and local culture remained important. Sanderson pointed to hospitality concepts combining traditional practices with advanced treatments, while Sanchis said technology should support rather than replace the emotional and cultural dimensions of wellness.

“Technology supports diagnostics and personalisation, but the emotional and cultural layer creates lasting impact. In our spa and wellness approach at Paradisus resorts, for example, we integrate local traditions, nature and rituals, ensuring that wellbeing is deeply connected to the destination,” he says.

The sector also faces misconceptions, including the perception that wellness primarily targets women or leisure travellers. Al Sharif said data showed 48% male participation, with business travellers increasingly using wellness facilities for stress management and performance optimisation.

Arora said the wellness market extended across the broader luxury travel demographic because wellbeing was highly individualised. Experiences could range from advanced longevity programmes to simple environments designed for rest and mental recovery.

Looking ahead, Arora said: “The future belongs to an integrated asset model where wellness is no longer treated as an amenity, but is structurally embedded into wellness real estate design, operational DNA, and the long-term compounding value of the destination.”

Sanchis emphasised integrated lifestyle ecosystems combining preventative wellbeing, community, authenticity and real estate value. Sanderson cited Global Wellness Institute projections that wellness tourism could grow 9.1% annually through 2029, while longevity travel could increase from $27 billion in 2024 to $44 billion by 2030.

FHS World 2026, scheduled for September 29 to October 1 at Madinat Jumeirah in Dubai, will feature a dedicated wellness track addressing longevity, health science, hospitality and real estate, healthy communities and leadership in the emerging wellness economy. -TradeArabia News Service