How Travel Brands Are Getting Wellness Right

Given the macro shift toward wellness in culture, it shouldn’t be surprising that travel brands, with their expansive reach, need to be innovating in this space as well. Some of the smartest brands here are trying thoughtful new strategies to improve guest comfort and boost well-being.

Given the macro shift toward wellness in culture, it shouldn’t be surprising that travel brands, with their expansive reach, need to be innovating in this space as well. Some of the smartest brands here are trying thoughtful new strategies to improve guest comfort and boost well-being.

Any way you slice it, discomfort is a part of travel. But as more airlines put together new routes that push the boundaries of human endurance, there are new ways of thinking that can help take out a bit of the sting. In the past trends for premium passenger amenities tilted toward decadence: heavy meals, lots of champagne, and areas in the lounge to completely veg out — or drink even more champagne.