In 2025, luxury travel is undergoing a profound transformation. No longer defined solely by opulence and exclusivity, the new benchmark is holistic wellbeing. Affluent travellers are increasingly seeking experiences that nurture the mind, body, and spirit, marking a significant shift in the luxury tourism landscape.
The global wellness tourism industry is experiencing remarkable growth, projected to reach USD 1.3 trillion by the end of the year. This surge reflects a broader trend where travellers prioritise health and personal fulfilment over traditional luxury markers. According to the Global Wellness Institute, wellness tourists spend significantly more than average tourists, underscoring the value placed on health-centric experiences. “For today’s luxury traveller, wellness isn’t an add-on—it’s the main event,” the Institute has noted.
At the forefront of this movement is Chiva-Som, a renowned wellness resort in Hua Hin, Thailand. Celebrating its 30th anniversary in 2025, Chiva-Som has long been a sanctuary for those seeking transformative health experiences. The resort offers a comprehensive range of programmes, including detoxification, fitness, physiotherapy, and holistic retreats, all tailored to individual needs. Set amidst seven acres of lush tropical gardens, Chiva-Som provides an environment conducive to relaxation and rejuvenation. Its commitment to sustainability and integrative wellness has earned it numerous accolades, including recognition as a top destination spa in Condé Nast Traveller’s Readers’ Choice Awards.
To mark this milestone year, Chiva-Som brought its philosophy of integrated wellness to Australia, hosting an exclusive six-course lunch in Sydney for a handpicked group of travel advisors and their guests. The invitation-only event, held at Bentley Restaurant + Bar and organised by Travel the World, Chiva-Som’s Australian representative for over two decades, showcased the brand’s unique blend of nutrition and gastronomy. Chiva-Som’s Executive Chef Sinchai Srivipa collaborated with celebrated local chef Brent Savage to create a wellness-inspired tasting menu that artfully balanced nutrition and flavour—an edible embodiment of Chiva-Som’s approach to healthy indulgence.
“This extraordinary collaboration with Brent Savage brought Chiva-Som’s philosophy of wellness cuisine to life in a way that resonated deeply with our Australian partners,” said Win Rojanastien, grandson of Chiva-Som’s visionary founder Boonchu Rojanastien. His presence at the event underscored the significance of the Australian market and offered guests the rare opportunity to connect personally with the family behind the iconic resort.
Karen Christie of Travel the World noted, “Wellness is no longer a niche—it’s now at the heart of what discerning travellers are seeking.” From the artful presentation of each dish to the warm, attentive service, guests were immersed in a dining journey that reflected the calibre of experiences awaiting them in Hua Hin.
The appeal of wellness travel is global. In the Maldives, the Hilton Amingiri Resort & Spa offers immersive wellness experiences that blend traditional healing practices with modern therapies. In the Middle East, Zulal Wellness Resort in Qatar is breaking ground with family-oriented wellness programmes, further broadening the appeal of health-focused holidays. These developments indicate a clear shift in traveller expectations—experiences that enrich wellbeing are fast replacing more material measures of luxury.
Within wellness travel, two trends are especially noteworthy: longevity and sleep tourism. Luxury resorts are increasingly introducing programmes that include advanced medical assessments, personalised nutrition, and therapies designed to extend healthy lifespans. Sleep tourism—where guests seek destinations that optimise conditions for rest—is also booming, driven by growing awareness of sleep’s impact on overall health.
For those seeking inspiration on where to embark on their next wellness journey, Traveltalk has highlighted several top destinations in our recent feature, Top Spots for Wellness Travel in 2025.
Wellness travel is redefining the concept of luxury. As travellers increasingly value health, sustainability, and personal growth, destinations that offer comprehensive wellness experiences are setting new standards. Resorts like Chiva-Som exemplify this evolution, providing guests with not just a holiday, but a pathway to holistic wellbeing.
