Wellness has come a long way from being a simple add on in luxury hotels. Soraya Jouzy, founder of  Pearl Tree explains why she believes that it’s a critical component in the guest journey.

The global rise of wellness

People are turning to wellness to feel better, live longer and take care of minds and bodies in meaningful ways. Therefore, with the global wellness market projected to hit USD 8.5 trillion by 2027, staying ahead of key trends remains essential. The Global Wellness Summit’s Future of Wellness Report outlines major shifts, from science-led skincare to mental and hormonal health, redefining industry opportunities.

Emerging wellness trends in hospitality

One of the rising trends we’re excited about at Pearl Tree is the head spa, originally developed in Japan. This scalp-focused treatment blends haircare with relaxation. Consequently, it is now entering luxury hotels across the rapidly growing Middle East. We’re proud to be the first to introduce it regionally through Miriam Quevedo Hair Spa, focusing on stimulation, microcirculation and follicle nourishment.

Expanding dimensions of wellness

Brain wellness is also taking center stage because it’s no longer about unplugging devices or meditating briefly. Indeed, guests seek deeper recovery. Destinations like Kamalaya in Thailand are leading the way with personalized retreats focused on mental clarity, emotional balance and stress release.

In addition, spas are introducing advanced tools like hyperbaric oxygen chambers, as seen at Jumeirah Marsa Al Arab, enhancing function and recovery. In skincare, the focus is shifting from short-term visible results to long-term health, supported by scientific innovation and luxury-driven experiences. Brands such as 111SKIN are at the forefront, using advanced ingredients like exosomes and PDRN to promote ongoing skin regeneration. These products are firmly rooted in science but feel luxurious, and importantly, they’re appearing increasingly often in spa treatments globally.

The future of wellness experiences

Another major area of growth is regenerative wellness, involving stem cell therapies and personalized IV treatments supporting full-body health proactively. Resorts are beginning to collaborate with leading clinics, such as Clinique La Prairie, offering programs focused on longevity, prevention and holistic care.

We’re also finally seeing open conversations around hormonal wellness, especially supporting women transitioning through both pre-menopause and post-menopause with innovative wellness solutions. Wellness resorts are beginning to integrate hormone testing, tailored supplement plans and innovative treatments designed to restore balance across the body. It’s a space long overdue for serious attention and innovation and encouragingly, the industry is finally providing women-focused wellness solutions. Additionally, gyms are increasingly building spaces for muscle repair and relaxation, offering recovery with Therabody, cold plunges and infrared sauna experiences. These recovery tools are becoming essential not only for professional athletes but for anyone wishing to properly recharge after exercise.

Looking ahead, the wellness experience in hotels will become smarter, highly personalized and grounded firmly in rigorous, advanced scientific approaches. With the Middle East quickly becoming a global luxury wellness leader, the region is perfectly placed to set pioneering new standards. Therefore, how we rest, recover and feel our best will evolve significantly.