Hyperbaric chambers, ultra-elaborate blood analyses or cryotherapy: tourism is taking the turn towards longevity, an ultra-luxury trend in the sector for clients seeking new experiences.
Symbolic of this growth, at the Mediterranean Conference Centre in Valletta, Malta, which is hosting the World Travel & Tourism Council (WTTC) summit until Friday, October 9, visitors can test technologies offered in some hotels.
Placed on a briefcase, a mask connected to sensors promises to detect 23 biomarkers and biological indicators in a few minutes, before providing a program to improve one's health.« PNOË is a respiration analysis device«" , explains Panos Papadiamantis, the head of the company, which employs around one hundred people.
“ We functionally assess how well your lungs absorb oxygen, how efficiently your heart pumps it, and how efficiently your cells absorb it." he said.
The link with the world of tourism and hospitality seems tenuous at first glance, and yet the company has already equipped Four Seasons hotels and has other orders coming for the hotel industry.
“ Well-being and longevity represent the new luxury. Therefore, I believe that well-being and hospitality will be inextricably linked in the future. I don't believe it will be possible to sell luxury hotels without closely associating them with well-being.«", the entrepreneur believes.
Next to the PNOË mask, there is an ultra-modern hyperbaric chamber where visitors can sit in a chic and comfortable beige armchair, oxygen mask on their face, for a session under pressure "« equivalent to ten meters underwater«,” explains David Gumbleton, representative for the HPO Tech brand. “With the possibility of continuing to work,” he specifies, “since tablets are connected in the room.”.
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When the hotel becomes a destination in its own right
He claims that this will lead to health benefits, such as processes of "« faster healing " Or " the reduction of inflammation“.
These tools, often reserved for the medical sector or top athletes, are now finding their place in luxury hotels, which can thus offer and monetize additional services.
“ The hotel market used to be more focused on spas and the concept of pampering oneself. Today, people are looking for wellness. It's a market experiencing very strong growth.«,« analyzes David Gumbleton. And the hotel, equipped with new technologies, “ then becomes a destination in itself“.
While the wellness sector was worth $2 trillion last year according to McKinsey, longevity has been brought into the spotlight, notably by American billionaire Bryan Johnson. And it's attracting customers who, in some cases, have turned away from luxury goods.
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According to a report by Bain & Company, Global luxury spending has indeed declined by 1 to 3% last year compared to 2024. While goods suffered, particularly leather goods and fashion, spending on experiences increased by 3% over this period, thanks in particular to the wellness sector.
Scientific promises that are still uncertain, but already lucrative.
The scientific arguments are not all proven but the movement is spreading: the Six Senses hotel group offers longevity stays in certain destinations for several thousand euros per week, excluding accommodation.
Four Seasons hotels have partnered with Chi Longevity clinics, offering genetic testing services to discover "« how your body metabolizes nutrients in a unique way“.
«"It's a demographic reality: the baby boom generation is reaching retirement age."«,« emphasizes Stéphane Durand, tourism specialist at the consulting firm Voltere by Egis.« These are people with purchasing power, used to being big consumers of luxury goods.“
Without forgetting "« A concern for well-being and appearance. This is one of the major trends in society.«" he comments. Provided of course that one has the means.
In Malta, entrepreneur Mark Weingard, head of the Iniala group, intends to launch a longevity program for entrepreneurs in 2028, lasting four weeks in his hotels… for $100,000.
“ Longevity is the buzzword right now. But many places aren't doing it right." he said.
Read also Researchers create centenarian cell bank to study secrets of longevity
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