“What’s aspirational has changed,” says Beth McGroarty, research director at the nonprofit Global Wellness Institute. Pressures to be perfectly happy, beautiful, and “healthy” are being replaced with a more realistic, relaxed, and less consumerist culture.

Wellness is inescapable.Up 35% since 2019, it’s now a $6.8T market. Outpacing sports, tourism, and tech, it’s equivalent to 60% of global healthcare spending.But 2025 wasn’t just a growth story; it was a year of transformation — with wellness becoming core to the cultural lexicon.Quickly moving from aspiration to infrastructure, the industry is... See more

According to Accor, Europe’s largest hospitality group, “athletic adventures” are one of this year’s fastest-growing travel trends—a reflection, perhaps, of a culture increasingly obsessed with longevity, wellness, and self-optimization.