The annual wellness trade show conducted two surveys between July and August 2026, as part of its objective to better understand the industry’s strengths and weaknesses.

Led by Ivana Damnjanovic, PhD, the global research initiative was particularly keen to understand how the sector perceives itself versus the reality of guests’ experiences, as well how the two perspectives converge and diverge.

The first questionnaire had more than 250 responses from industry professionals – including agents, suppliers, consultants, coaches and practitioners. The second survey was completed by 203 consumers, more than half of whom had attended at least one retreat and 91 of whom had expressed interest in attending.

The industry is wrong about burnout

The research found that the majority of industry professionals believe burnout and stress recovery is the primary driver of bookings.

However, when guests were asked what motivated them to try a wellness retreat, they cited “personal growth”, “curiosity” and “a desire for something more intentional” than a standard vacation. All of these answers were ranked higher than burnout, which was listed as the fourth most common reason.

Speaking at the report’s launch, Damnjanovic added that trust in the supplier was key when it came to a client booking. 

“When we asked what holds many consumers back from booking, their hesitancy was about not knowing whether the retreat was designed for them and whether they can trust the person hosting. Authenticity and genuine interest in who they are opens more doors than any discount can.”

The industry is unusually optimistic about the future

Industry professionals believe the future of wellness is bright, with 84% rating their optimism for its growth potential as eight or higher out of ten. This confidence was consistent across every stage of their careers, from those new to the sector to those with more than a decade of experience.

Synergy

‘Responsibility to people and place’ top of retreat hosts’ priorities

Retreat operators rate their relationship to people and place above every other measure, according to the survey. When asked to rate the wellness industry’s sense of responsibility towards local communities, respondents gave an average score of 9.12 out of 10. If that wasn’t telling enough, more than six in ten ranked it as a perfect score.  

Post-retreat support is the industry’s weakest point

There is, however, work to be done. Respondents rated post-retreat support notably poorly, with 61% giving it a score of four or lower out of ten. First-time attendees to the retreat rated it the lowest at 3.3 out of 10, while several industry professionals independently mentioned post-retreat integration as the area most overlooked in their own businesses.