A Designer Travel agent has launched a wellness directory after noticing a gap in the market for a comprehensive index of reputable health suppliers that serve the trade.

Lizzie Adamson-Brown is working with a group of health specialists to develop the list, which was inspired by the growing demand from high-net-worth clients for bespoke wellness travel. 

Her team ranges from private GPs and nutritionists to physiotherapists and personal trainers, some of whom hold up to 30 years’ experience in their field. These experts then vet the applying suppliers, ensuring that everyone who makes the list is a “qualified” practitioner. 

The directory now comprises 138 properties, each of which are given a profile with details on their location, specialism, staff, cost, seasonality and sustainability. Suppliers do not pay to be featured, but instead negotiate with the agents to give their clients preferable rates. 

Adamson-Brown believes the directory – which will only be available to other agents once it has been tested – will be especially valuable for agents whose clients require a more personalised approach to their wellness journey. 

“A lot of people pay up to £20,000 for these type of trips, and they think they know what they want,” she said. “They might go away for a week and come back, believing they’re cured.”

The wellness directory, however, encourages advisors to be more intentional in the type of property they recommend to the client. 

The agent would ask the client for their needs, then consult the directory for guidance on the appropriate holiday. 

For example, an Ayurvedic retreat may be prescribed for weight management, or a longevity programme could be recommended to an overworked executive.

The directory will not include suppliers of cosmetic enhancements, however, with Adamson-Brown arguing that this area of tourism is “too risky” to explore.

“I’m not interested in people going and getting botox, fillers and face lifts,” she added. “It’s about looking after your physical, mental and possibly spiritual well being.”

This decision to avoid cosmetic medical tourism speaks to Adamson-Brown’s commitment to providing a reputable source of information for agents and their clients.

“A lot of people are jumping on the luxury wellness bandwagon, but it’s got to be someone who knows what they’re talking about,” she said. “When ultra-high-net-worth people are spending so much money, we’re going to have to build their trust.” 

The directory will also track wellness trends by documenting which suppliers are being booked most often, by whom, and when. 

Adamson-Brown says she’s already noticed enquiries for ‘biohacking’, which involves using genetic analysis to customise an optimal diet and supplement plan. The trend is symptomatic of an overall demand for longevity travel, which focuses on increasing the quality of a person’s life rather than quantity of years. 

“Instead of looking at a person’s lifespan, we’re looking at their health span,” explained Adamson-Brown. “We want to be 115 years old, ultra-fit and healthy and looking after ourselves!”