It’s important to note that there are two types of wellness tourists, primary and secondary.

Those traveling to places like Canyon Ranch are primary wellness tourists defined by their goal of travel for the purpose of wellness. These travelers make up only a small portion of the wellness travel market.

The secondary wellness traveler is on a trip for any purpose other than wellness (could be work-related or a family vacation) and spending money on some wellness service or product such as a massage or new sneakers.

Secondary wellness travelers make up a whopping 89% of the total wellness traveler market.