Longevity has evolved from a personal aspiration into a global economic powerhouse, and for hospitality leaders, that represents an extraordinary opportunity.
The global longevity market is expected to grow to $63 billion by 2035, with a CAGR of 10.37% (market research future), fueled by growing demand for science-backed products and experiences that help people live not just longer, but better. As this demand accelerates, it’s not just wellness brands and biohacking clinics cashing in.
The hospitality sector is increasingly well-placed to meet the expectations of affluent, health-conscious travelers who are looking for an experience that supports their mission to increase their health span. Hotels that understand this early will reap the rewards.
From wellness to longevity: A paradigm shift
Longevity has evolved far beyond the realm of spa detoxes and green juices. It’s now about four essential pillars — fitness, nutrition, wellness and sleep — working together to enhance physical and cognitive function over time. McKinsey reports that 70% of U.S. and U.K. travelers, and a staggering 85% of Chinese travelers, have increased their spend on longevity-related products and services.
In this context, the return on investment for hotels is clear: Longevity-focused travel commands premium pricing, drives loyalty and encourages longer stays. The ‘forever getaway’ is no longer a rising trend, but a gold standard for travel.
Pioneers setting the pace
Some wellness destinations are already setting the bar with fully integrated longevity programs: Chenot Palace offers cellular rejuvenation protocols across Europe and the Middle East; SHA Wellness blends Eastern and Western medical practices in Spain, Mexico and, soon, the United Arab Emirates; Clinique La Prairie specializes in DNA-based therapies and stem cell treatments; and Sensei Lanai combines artificial intelligence and personalized diagnostics for a tech-forward approach.
But let’s be realistic; most hotels don’t have the scale, budget or guest profile to support fully fledged longevity clinics. So, where does that leave everyone else?
Start smart, start early
Here’s the problem: too often, longevity — or even broader wellness — is bolted on at the last minute. By the time a head of spa or wellness is hired — often just three months before a hotel opening — the brand standards have been set (and are often outdated); the procurement is locked-in, with pre-approved vendors assigned; and there’s little room for innovation.
Instead, hotels need to start thinking commercially and strategically from Day 1. That means calling in the right experts from the outset — specialists in longevity, fitness, nutrition, sleep and, crucially, revenue. This ensures that what gets built aligns with what today’s — and tomorrow’s — guests actually want, and, therefore, puts you on the path to profitability.
It also avoids costly mistakes such as filling your gym or spa with high-margin equipment no one uses or designing "longevity rooms" that have no scientific grounding or commercial value.
Four pillars, endless opportunities
Longevity doesn’t have to be complex or capital-intensive. Many of the most impactful upgrades fall into four simple categories:
1. Fitness
A state-of-the-art gym is table stakes, but it’s the programming that counts. Offer memberships for local residents, design guest engagement journeys and measure return on interest from Day 1.
2. Wellness
Craft a spa narrative that’s rooted in science and differentiation. Don’t follow trends — set them.
3. Nutrition
From healthy kids’ menus to anti-inflammatory dishes, nutrition is an overlooked touchpoint. Tailor your food and beverage to both longevity principles and the preferences of your guest profile.
4. Sleep
Hotels are in the business of sleep, but few truly excel at it. Think beyond the mattress and exhaustive pillow menus: eliminate blinking lights, enable guest-controlled temperature, and reduce sound and light pollution. These tweaks cost little but can transform sleep quality and guest satisfaction.
Don’t fake it, commercialize it
Longevity isn’t a wellness buzzword. It’s a deep, evidence-based discipline. And if it’s going to become a revenue stream, hotels must stop treating it like a branding gimmick. You don’t need cryotherapy chambers or stem cell treatments to get started, but you do need clarity.
Define your longevity niche and equip your team to deliver it; not just spa staff, but everyone from food and beverage to front desk. And be clear about how your offer translates into bookings, spend and loyalty.
Tipping point
The conversation is already shifting. At FIBO 2025 in Cologne last month, the first-ever Longevity & Hospitality Summit brought experts in both fields together to explore new ways to collaborate. It marked a key moment: the start of a serious crossover between industries that, until recently, barely spoke the same language.
It’s a reminder that the window is open, but it won’t stay that way forever.
Judith Cartwright is founder and managing director of Black Coral Consulting and a member of the International Society of Hospitality Consultants (ISHC).
This column is part of ISHC Global Insights, a partnership between CoStar News and the International Society of Hospitality Consultants.
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