Profiling the Motivations of Wellness Tourists Through Hotels Services and Travel Characteristics

Recently, wellness tourism has grown motivated to improve physical, emotional and mental health, and well-being. The hotel industry needs to prepare for this trend in terms of offering services and products, it needs to identify the motivations and preferences of wellness tourists and define strategies according to the profile of this new type of guest. A questionnaire was prepared, which obtained 303 valid respondents, whose data were analyzed using descriptive statistics methods and clusters to identify the main segments. Two clusters associated with motivations were obtained: Holistic wellness (at the full-body level) and self-transformation (at the mental level). Moreover, the implications for the policymakers are presented to develop wellness programs on all the dimensions of physical and mental levels.