Fitness hotels, sensory facials: Luxury wellness trends in 2025

Longevity and wellbeing are becoming core to luxury’s evolving value proposition, according to a new report by The Future Laboratory and Together Group, released on Wednesday. Titled “New Codes of Luxury: Longevity and Wellness Strategies,” the report delves into how consumers are moving away from material luxury goods toward experiences that promote healthier, happier, and more fulfilling lives. This shift has given rise to the longevity market, projected to reach $610 billion globally by the end of this year, where beauty, health, and hospitality converge. “Real scarcity today isn’t found in rare materials like gold or diamonds, but in something far more valuable: time,” writes Christian Kurtzke, CEO of Together Group, in the report. “The ultimate luxury value proposition is now about extending and enriching our lifespan and wellbeing, enhancing the quality of life.” With time of the essence, today’s discerning consumers expect hyper-personalized experiences that reward their investment. The report shows that 77% of luxury consumers prefer to buy a product or service simply for the experience of being part of a brand’s community, while 61% want brands to help them feel more intense emotions. This signals a clear opportunity for brands to craft curated worlds that inspire, engage, and deliver tangible benefits. A holistic approach to wellness The report’s findings align with trends currently observed in China, including a growing penchant for health and wellness — from the rise of outdoor sports to the resurgence of Traditional Chinese Medicine — along with a shift toward personalized, immersive experiences. For brands globally, connecting with health-conscious consumers means shifting focus from superficial wellness offerings, such as spa treatments and pop-ups, to more comprehensive, end-to-end experiences. This includes building therapeutic physical spaces, leveraging health data for bespoke solutions, and designing programs that integrate nutrition, fitness, recovery, and rest. Cross-sector innovation and collaboration will be key to future-proofing the guest experience. Siro, a fitness hotel in Dubai, serves as a prime example of this, seamlessly blends hospitality and medicine. Centered around active recovery and mindfulness, the hotel offers state-of-the-art gyms, thermoregulation-enhancing cooling mattresses, in-house nutritionist consultations, and remedial treatments like cryotherapy and dry needling. Beauty: The next big driver of industry change The beauty sector, in particular, stands to benefit from the wellness boom, with 50% of consumers defining beauty as “looking healthy,” according to Euromonitor. As Chris Sanderson, CEO of The Future Laboratory, notes in the report, “Beauty will be to the luxury industry what fashion has been since the 90s — the driver of change, the benchmark of future expectations.” Beauty brands are already reimagining their traditional product-led approach, shifting their focus to sensory-driven retail spaces, science-backed formulations, and emotional storytelling. The report highlights Skin Pple in Singapore, where facials are designed to evoke sensory experiences like stargazing, rainbow chasing, and even the feeling of being in the womb, all while addressing complex skin concerns. Regardless of industry, brands that want to succeed in today’s landscape must address what luxury consumers — and ultimately, all people — desire: health, time, and meaningful connection.

Fitness hotels, sensory facials: Luxury wellness trends in 2025

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Published February 27, 2025

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Fitness hotels, sensory facials: Luxury wellness trends in 2025