Category
Lifestyle
Calendar Consumption
Trend cluster
Category
Fitcation
Consumers are battling productivity guilt through fitness-oriented vacations.
4.3
Trend score
What's Happening
What is the Fitcation trend?
Fitcation: Increasingly concerned about their overall health and wellness, consumers no longer look solely for relaxation and indulgence when planning their vacations, rather, they’re looking for ways to integrate productivity and self-improvement. Fitness-focused retreats are the ideal solution for the consumer looking to dip their toe into the aspirational healthy lifestyle and feel great about a vacation getaway with friends. This shift is indicative of the way health and wellness is increasingly being seen as a status symbol.
Evidence
Examples of the Fitcation trend
CategoryWorld
Floating Urban Workout Tours
The 'Paris Navigating Gym' Gives a Workout Tour of Paris by the Seine
Fitness industry can integrate floating spin studios and develop gym equipment that converts human pedal power into energy.
CategoryWorld
Luxury Fitness Retreats
'The Body Camp' is a Luxury Retreat for Health-Conscious Travelers
The luxury travel and hospitality industry can capitalize on the trend towards health-conscious travel by creating unique, luxury retreats that focus on fitness and wellness.
CategoryLifestyle
In-Flight Well-Being Apps
Air France and Mind Keep Travelers Relaxed and Happy During Flights
To keep up with the growing demand for wellness and personalized experience, airlines can invest in the partnership with wellness apps and other forms of innovative technology to…
CategoryWorld
Jogging Tourism Apps
The RunGo App Lets Travelers Experience Cities While Getting Fit
The travel and tourism industry can leverage jogging tourism apps like RunGo to attract fitness enthusiasts looking for unique travel experiences.
CategoryWorld
Meditative Mexican Retreats
Rancho La Puerta Rejuvenates the Mind, Body and Spirit of Attendees
Companies can create new and unique destination spa and wellness experiences that cater to diverse customer segments.
CategoryLifestyle
Group Fitness Tours
This Platform Helps Users Organize Fitness-Oriented Vacations
The travel industry can explore opportunities to collaborate with fitness-oriented travel platforms like Connected Getaways to cater to the rising demand for wellness-focused vaca…
Workshop question
How does productivity guilt impact your industry and where can you alleviate that stress for consumers?
Trend themes
Themes within the Fitcation trend
Three behaviours holding the trend together01
Health and Wellness Travel
Consumers are increasingly looking for fitness-oriented vacations to integrate productivity and self-improvement, indicating health and wellness as a status symbol.
02
Technology-Enabled Travel and Fitness
Apps and platforms that incorporate tech with travel and fitness are disrupting traditional tourism and fitness offerings.
03
Mindfulness and Meditative Retreats
Retreats that prioritize meditation and relaxation over traditional fitness activities provide a means for travelers to de-stress and connect with themselves.
Industry implications
What the Fitcation trend means for industry
Where the trend changes the playbookFor
Hospitality
Opportunities to introduce services and facilities that cater to health and wellness travelers, and tech-savvy travelers who seek gamification of their fitness regime.
For
Travel and Tourism
Opportunities to develop tour packages using tech and advanced fitness destinations to meet different consumer needs (active vacation, self-discovery and altruistic experiences).
For
Fitness and Health
Opportunities to market alternative and innovative fitness products and ideas related to travel and leisure activities like meditation and spiritual retreats.
Trend signals
Trend signals for Fitcation
Trend score 4.3 out of 10, from popularity 63%, activity 57%, freshness 8%.
Popularity63%
Activity57%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
