What do surfing, massage therapy, medical evaluation and yoga have in common? They’re all components of the ever evolving and expanding spa/wellness industry.

Wellness has increasingly become an integral part of the spa experience, with hotels and resorts around the world adding healing treatments like Ayurvedic massages and activities such as yoga classes to their spa menus. But many have also added high-adrenaline activities, medical testing, nutritional consultations and even health-oriented cooking classes to their offerings.

And travel agents have taken notice. According to the “2015 State of Wellness Travel Report” by Spafinder Wellness Inc., 86 percent of agents in North America and Europe who participated in a survey said they expected to see growth in spa/wellness travel in 2015. And 71 percent said consumers have become more aware of wellness travel.

Those projections are validated by the International Spa Association’s “2015 U.S. Spa Industry Study,” which reported that industry revenue jumped by 5 percent, from $15.5 billion in 2014 to $16.3 billion in 2015 in the U.S. alone. Worldwide, the spa/wellness market is worth an estimated $494 billion, according to the Global Wellness Institute.

The Spafinder report also illustrates how spa/wellness travel has expanded beyond pampering. It lists 16 wellness elements that agents said are most important to travelers, including healthy cuisine, access to nature, outdoor adventures, spiritual healing, alternative and traditional medical services and detox programs.

“We’re seeing more high-octane adventure – ziplining, white water rafting, stand-up paddle-boarding – combined with spa. Some retreats now specialize in surfing classes and yoga,” said Beth McGroarty, Spafinder’s research director. “People want to have transformative experiences when they travel. Beige, generic luxury is being replaced by more exotic and authentic experiences. People can’t get enough of that.”

Referring to the meditation and mindfulness aspect of wellness vacations, Bettye Allis, corporate tour and travel director-sales for Canyon Ranch, which operates two destination spas in the U.S. as well as cruise ship and Las Vegas hotel spas, said that travelers need “innersize,” as well as exercise.

Melisa Novick, regional director of sales for the Americas for Como Hotels and Resorts, with a dozen properties worldwide, calls this overall trend a “360-degree approach,” covering all aspects of well-being: physical, emotional, mental and spiritual.

What’s driving these trends? In a word, stress. “Customers want to turn off and disconnect from the world, from 24-hour connectivity and being always available,” Novick said.

In terms of demographics, millennials are leading the wellness charge. “The line is that baby boomers started the wellness revolution,” McGroarty said. “But the younger generation kind of expects health and wellness in travel because they grew up with more of it. It’s part of their healthy lifestyle.”

Millennials aren’t the only age group that appreciates wellness travel, however. Guests at Red Mountain Resort in St. George, Utah, range in age from 35 to 65, according to Tracey Welsh, the wellness property’s general manager. And, although women still account for most spa vacations, men are becoming more interested, she added.

Multigenerational groups also see the value in wellness vacations, as Allis pointed out: “Couples who have come to Canyon Ranch for years start bringing their children and grandchildren.”

This type of vacation is also appealing for girlfriend getaways, as well as for solo vacationers. “Thirty-five percent of my guests on any given day are traveling by themselves,” Welsh said.

In short, anyone from any demographic can appreciate a wellness vacation, especially with the variety of offerings available. “It’s not one size fits all,” Novick said.

Selling clients on a wellness vacation, then, is a matter of appealing to their need for well-being. They might have a high-stress job or family situation. Or maybe they are going through a major life event, like a career change or becoming empty-nesters. A wellness vacation “is a really great way to reconnect with yourself and find out what those next steps are,” Welsh said.

To that end, it pays to know your clients well, including what’s going on in their lives. “Our travel professionals get very personal with their clients,” said Canyon Ranch’s Allis. The crucial strategy is listening to them. “Listen for key words: I’m exhausted, I’m stressed,” she advised, adding that information like whether they have medical issues or want to get fit, and if they are celebrating such milestones as landmark birthdays and anniversaries, is also helpful to know.

With that information, you can present a wellness vacation as an investment. “Travel is a good investment, and the investment in travel that supports your health and wellness is better in the long run,” said Welsh.

WELLNESS TRAVEL RESOURCES

Here are resources with information about spa/wellness travel, as well as search and booking tools:

Spafinder Wellness, Inc.:A media, marketing and gifting company with a network of spas and wellness businesses. Its website offers a travel agent link with resources like deals, fam trips and a property search tool.

For a copy of the “Global Wellness Travel Guide,”which lists properties worldwide, email travelagent@spafinder.com.305-307-5852 | www.spafinder.com

International Spa Association (ISPA): Represents health and wellness facilities and provides research, webinars, and a wellness facility search tool online. 888-651-4772 | www.experienceispa.com

Global Wellness Institute: A think tank that conducts industry research, supports wellness initiatives, leads roundtables and provides access to studies on wellness approaches. 212-716-1212 | www.globalwellnessinstitute.org

Healing Hotels of the World: A collection of spa/wellness properties with online search and booking tools.011-49-0221-2053-1177 | meetyou@healing-hotels.com | www.healinghotelsoftheworld.com