Free industry guide
How Discoverable Is Your Wellbeing Destination?
The way travellers discover wellness hotels, retreats and destinations is changing.
Search, social media, editorial coverage, AI recommendations, maps and word of mouth are increasingly working together — while travellers themselves are looking beyond beautiful spas towards experiences that help them sleep, move, reconnect, restore and live well.
The Roam 2027 Wellbeing Travel Visibility Guide has been created for hotels, retreat founders, wellness destinations, tourism organisations and travel PR professionals who want to understand this changing landscape.
Drawing on more than 20 years of wellbeing publishing and our experience discovering wellness destinations around the world, the guide explores what today's wellbeing traveller is looking for — and how destinations can communicate what makes them genuinely worth travelling for.
Inside the free guide
Discover how to move beyond simply selling facilities and start telling the story of your experience; the questions future guests want answered; how travel discovery is changing in the age of AI; what editors look for when deciding which destinations to feature or visit; and the wellbeing travel themes we believe will shape 2027.
You'll also find the Roam Wellbeing Travel Visibility Check, a practical 25-point assessment to help you identify where your destination is already performing well and where there may be opportunities to improve.
Is your destination a Hidden Gem, an Emerging Destination or Wellbeing Travel Ready?
Complete the assessment, discover your score and use our five-question 2027 Visibility Action Plan to start the conversation with your team.
What's Inside the Guide
The Roam 2027 Wellbeing Travel Visibility Guide explores how the wellbeing traveller is changing and what hotels, retreats and destinations can do to become more relevant, memorable and discoverable.
The Wellbeing Traveller Is Changing
From traditional spa breaks to sleep, longevity, nature, nutrition, recovery and meaningful experiences.
From Spa Hotel to Wellbeing Destination
Why the strongest wellbeing propositions extend far beyond the treatment room.
Start With the Question: Who Is This For?
How defining your ideal traveller can make your destination easier to understand and more compelling.
Ten Questions Your Future Guest Wants Answered
The information travellers really want when deciding whether an experience is right for them.
Stop Selling Facilities. Start Telling Stories.
How to turn treatments, amenities, people, place and philosophy into stories travellers remember.
Your Greatest Wellness Asset May Be Outside Your Front Door
Using nature, culture, food, traditions and a sense of place as part of the wellbeing experience.
Discovery Has Changed
Understanding the new journey from inspiration and editorial to search, social, maps, recommendations and booking.
Being Discoverable in the Age of AI
Why clarity, authority, specificity and strong storytelling matter as travellers change the way they search.
Photography: Show Us How It Feels
How to create imagery that helps travellers imagine themselves experiencing your destination.
The Roam Wellbeing Travel Visibility Check
A practical 25-point assessment of your story, wellbeing proposition, digital presence, editorial visibility and traveller journey.
Your Score — How Visible Are You?
Discover whether you're a Hidden Gem, Emerging Destination or Wellbeing Travel Ready — and where your biggest opportunity lies.
What Makes an Editor Want to Feature or Visit?
What catches our attention at Wellbeing Magazine and Roam — and how to find the story behind your destination.
Ten Wellbeing Travel Themes to Watch in 2027
From thermal wellness and longevity to restorative travel, women's wellbeing, active ageing, solo travel and nature.
Your 2027 Visibility Action Plan
Five questions to take back to your team and turn the ideas in the guide into action.
About Roam & Ways to Work With Us
Discover Roam's editorial ecosystem and opportunities for hotels, retreats, destinations, tourism organisations and travel PR teams.
17 pages of insight, practical advice and ideas created for the people shaping the future of wellbeing travel.
Download your complimentary copy
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You may have an extraordinary wellbeing destination. But how easy are you to discover?