# Fitcation Consumers are battling productivity guilt through fitness-oriented vacations. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published Jul 11, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/fitcation ## Key Figures - Trend score: 4.3/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Feb 11, 2016 to Feb 1, 2018 - Published: Jul 11, 2017 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Examples of the Fitcation trend 6 featured examples from Feb 11, 2016 to Feb 1, 2018. - [Floating Urban Workout Tours](https://www.trendhunter.com/trends/paris-navigating-gym): The 'Paris Navigating Gym' Gives a Workout Tour of Paris by the Seine (Category: World) Implication: Fitness industry can integrate floating spin studios and develop gym equipment that converts human pedal power into energy. - [Luxury Fitness Retreats](https://www.trendhunter.com/trends/the-body-camp): 'The Body Camp' is a Luxury Retreat for Health-Conscious Travelers (Category: World) Implication: 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. - [In-Flight Well-Being Apps](https://www.trendhunter.com/trends/air-france-and-mind): Air France and Mind Keep Travelers Relaxed and Happy During Flights (Category: Lifestyle) Implication: 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… - [Jogging Tourism Apps](https://www.trendhunter.com/trends/rungo-app): The RunGo App Lets Travelers Experience Cities While Getting Fit (Category: World) Implication: The travel and tourism industry can leverage jogging tourism apps like RunGo to attract fitness enthusiasts looking for unique travel experiences. - [Meditative Mexican Retreats](https://www.trendhunter.com/trends/rancho-la-puerta): Rancho La Puerta Rejuvenates the Mind, Body and Spirit of Attendees (Category: World) Implication: Companies can create new and unique destination spa and wellness experiences that cater to diverse customer segments. - [Group Fitness Tours](https://www.trendhunter.com/trends/fitness-tours): This Platform Helps Users Organize Fitness-Oriented Vacations (Category: Lifestyle) Implication: 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? ## Themes within the Fitcation trend ### 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. ### Technology-Enabled Travel and Fitness Apps and platforms that incorporate tech with travel and fitness are disrupting traditional tourism and fitness offerings. ### 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. ## What the Fitcation trend means for industry ### For 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 for Fitcation Trend score 4.3 out of 10, from popularity 63%, activity 57%, freshness 8%. - Popularity: 63% - Activity: 57% - Freshness: 8% ## Recent trend clusters - [Calendar Consumption](https://www.trendhunter.com/protrends/holiday-limited-menus) (Lifestyle) - [Routine Compression](https://www.trendhunter.com/protrends/protein-powder-with-fiber) (Lifestyle) - [Absorption Stacks](https://www.trendhunter.com/protrends/mitochondrial-support-capsules) (Lifestyle) - [Release Theater](https://www.trendhunter.com/protrends/themed-whiskey-releases) (Lifestyle) ## Trending in Lifestyle - [Temple-Mounted Health Wearables](https://www.trendhunter.com/trends/temple-mounted-health-wearables) - [Character-Inspired Holiday Candies](https://www.trendhunter.com/trends/character-inspired-holiday-candies) - [Korean-Inspired Convenience Menus](https://www.trendhunter.com/trends/korean-inspired-convenience-menus) - [Social Wellness Destinations](https://www.trendhunter.com/trends/sweat-and-tonics-new-yorkville) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)