Solo travel and corporate retreats reach record highs
Beach instead of banquet hall, forest instead of classroom
Conference innovation, participant-centered experience
※ Maeil Business Newspaper Travel+ is serializing the ‘Travel N Wellness’ series, which looks into the future of wellness and travel with hotel consulting expert Lee Kyung Han, CEO of Polaris Advisor.
news/cms/202411/19/news-p.v1.20241117.3455949aa5a04480bccd927d71556dea_R.jpg" data-width="2835" data-height="1890" /> Enlarge photo Various aspects of wellness travel / Photo = Unsplash
Domestic travel trends have entered a new phase. Travel that emphasizes purpose, such as yoga travel and wellness travel, is rapidly emerging. Overseas, customized wellness travel has recorded explosive growth since the end of the coronavirus pandemic.
According to SPA BUSINESS, a British wellness magazine, the reservation rate for wellness retreats by solo travelers and companies has reached an all-time high. Travel for the purpose of healing is evolving day by day and taking on more diverse forms.
In Korea, the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization promote ‘K-Wellness Tourism.’ Natural forest healing, oriental medicine, and healing meditation were promoted as the main themes. On the other hand, overseas has developed into a more specialized area. It provides specific healing services such as sleep improvement, longevity, and biohacking programs. The rapid growth of wellness tourism has brought changes to the entire industry. In particular, information exchange and networking methods have also changed.
![When I opened my eyes while meditating, the contract was concluded… A new wave of wellness travel [여행N웰니스]](https://pimg.mk.co.kr/news/cms/202411/19/news-p.v1.20241117.37a84e46aab540fe825cb06030d6ba90_P1.jpg "When I opened my eyes while meditating, the contract was concluded… A new wave of wellness travel [여행N웰니스]")
news/cms/202411/19/news-p.v1.20241117.37a84e46aab540fe825cb06030d6ba90_R.jpg" data-width="2835" data-height="1886" /> Enlarge photo Various aspects of wellness travel / Photo = Unsplash
Three years ago, wellness expert Laura Montesanti presented ‘Synergy-The Retreat Show’, which broke the mold of existing conferences. The goal is to bring together people who are serious about wellness, share inspiration with each other, and develop the entire industry. Unlike traditional conferences, participant selection is strict. Only participants invited by the organizer or who have passed strict screening can enter.
The selected participants are divided into four groups. These are the travel industry looking for new travel destinations (Buyers), wellness facility operators and product companies (Exhibitors), yoga instructors, healers, and wellness experts (Retreat Leaders), and wellness specialized media (Media). We provide one-on-one customized meetings so that experts in each field can immediately meet the partners they need.
news/cms/202411/19/news-p.v1.20241117.885b717e66a0446592a2951616cbfe34_R.jpg" data-width="1360" data-height="907" /> Enlarge photo Ca Na Xica on Ibiza Island, Spain / Photo = Hotel site
The selection of the conference location was unconventional. Stiff banquet halls and MICE facilities are a ‘no’. Lectures and meetings are held outdoors overlooking the forest and the sea. We only select resorts or hotels with a wellness philosophy to hold events. Every year, we move continents to find unique hotels and resorts. The first year was Ca Na Xica in Ibiza, Spain, the second was House AIA in Tulum, Mexico, and this year, the Revivo resort in Bali, Indonesia.
news/cms/202411/19/news-p.v1.20241117.208701f342bc4834a2a4266691f67cd8_R.jpg" data-width="2835" data-height="4252" /> Enlarge photo Various aspects of wellness travel / Photo = Unsplash
Before and after the conference, an immersive program called ‘Immersion’ is operated. This is a time to fully experience local culture and nature, and two or three facilitators lead the program. The program includes everything from self-development workshops led by VIA Institute researchers to yoga and sound healing. Above all, white rice is a traditional healing method in each region.
Last year, they introduced ‘Temazcal,’ an authentic steaming method from Mexico’s Aztec civilization. It was done by adding sacred water containing herbs to high-temperature steam made by heating volcanic stones all day. This year, ‘Melukat’ was held at the Balinese Hindu Temple of Water. Melukat is a traditional Balinese ritual that purifies the body and mind with sacred water. Participants are exceptionally satisfied as they can experience physical, emotional, and spiritual healing all at once. Under the guidance of medical qigong expert Master Per Van Spall, we experienced traditional Balinese rituals.
news/cms/202411/19/news-p.v1.20241117.c60d67adf6504483bd0a886598ca6361_R.jpg" data-width="2835" data-height="4253" /> Enlarge photo Various aspects of wellness travel / Photo = Unsplash
The Synergy Conference completely broke the mold of a typical business event. Every day, I start my day at 7 am with yoga and fitness. It continues with one-on-one meetings in the morning, lectures, workshops, and wellness experience programs in the afternoon. The day ends with one-on-one meetings, lectures, workshops, and wellness experiences that last until the evening.
Unlike other conferences where you sit in a chair and listen to lectures, Synergy provides a practical networking opportunity for participants. In addition to lectures, through about 30 customized one-on-one meetings held over three days, participants meet experts in the fields they need and even experience healing programs. The results of one-on-one meetings are also notable. Wellness retreat owners work with professional travel agencies to discover new business opportunities, while eco-friendly hotel supplies manufacturers sign sales contracts directly with retreat owners on site.
The lineup of lecturers is also spectacular. American yoga master Rodney Yee, who appeared on the Oprah Winfrey Show and CNN, Laura Hoff, the daughter of Wim Hoff, famous for iceman, who learned the breathing method, and Madan Katari, who founded laughter yoga. Even doctor and biohacking expert Alex Cousins participates. They lectured and discussed with participants by linking their expert knowledge to real life, from the impact of laughter on health to the effects of peptides. Peptides are attracting attention in the wellness field as effective ingredients for skin regeneration, muscle recovery, and anti-aging.
While existing conferences were one-way communication between speakers and participants, Synergy has an active and experiential nature. The Synergy Conference presents a new paradigm in the wellness industry and tourism. By crossing between theory and experience, we have opened a new horizon in tourism and incorporated each country’s unique traditional culture into wellness travel.
Participants discover new self-reflection and direction in life. This trend of creating new values by combining each country’s traditional culture with modern wellness has significant implications for Korea as well. Korea’s 5,000-year-old traditional culture holds new possibilities for global wellness tourism. Expectations are high that Korea’s unique cultural heritage, including oriental medicine, traditional meditation, and tea culture, will reveal unique value in the global wellness market.
※ Advisory = Han I-kyung, CEO of Polaris Advisors
What insights can be gained from participants’ feedback at Synergy that could shape future iterations of the retreat?
De questions to prompt further dialogue and understanding of each topic.
1. Can you tell me more about Synergy – The Retreat Show and its impact on the wellness industry and tourism?
2. What is the selection process for participants in Synergy, and how does it differ from traditional conferences?
3. What are the benefits of holding the conference at unique and nature-centric locations, compared to typical banquet halls and MICE facilities?
4. How do the ‘Immersion’ programs before and after the conference enhance the overall wellness experience for participants?
5. How do traditional healing methods and practices from the host country contribute to the wellness experience at Synergy?
6. What are some of the unique values that the Synergy Conference brings to the wellness market, and how can they be applied to other industries or cultures?
7. What challenges do you face when it comes to blending traditional and modern wellness practices in the Synergy Conference?
8. How does the conference structure, with its emphasis on networking and personalized meetings, differ from traditional business events?
9. Can you share some success stories from previous Synergy Conferences, in terms of partnerships or collaborations formed between participants?
10. In what ways has the pandemic influenced the wellness industry and Synergy Conference, and how has it adapted to this new reality?
11. As a wellness expert, what role do you see Korea playing in the global wellness market, given its rich cultural heritage?
12. How can Korea incorporate its traditional practices into the wellness industry to create unique experiences for tourists?
