Marriott and Hilton are significantly expanding their spa presence across Asia in response to the region’s rapid surge in wellness tourism, driven by rising disposable incomes, health-conscious travelers, and a growing preference for holistic, preventive care. As the Asia-Pacific region emerges as the fastest-growing market in the global health and wellness spa industry, both hospitality giants are strategically launching new properties with state-of-the-art spa facilities to capture demand. Their latest openings in Thailand and India exemplify this shift, reflecting a broader trend where luxury hospitality aligns with immersive wellness experiences to cater to evolving travel expectations.

The global health and wellness spa market is experiencing transformative growth, reaching an estimated value of $124.23 billion in 2024 and projected to surge to $173.74 billion by 2030. With a robust compound annual growth rate (CAGR) of 5.75% during the forecast period, the spa industry is being shaped by a convergence of rising health consciousness, aging populations, and booming tourism. Nowhere is this transformation more dynamic than in Asia, where wellness tourism is redefining hospitality standards. In this evolving landscape, major global hospitality giants like Marriott and Hilton are strategically expanding their spa footprints across key Asian destinations to meet soaring demand.

Asia’s Spa Boom Fueled by Wellness-Conscious Travelers

The Asia-Pacific region is emerging as the world’s most rapidly expanding hub for health and wellness spa growth, outpacing all other global markets. Driven by rising disposable incomes, the increasing popularity of holistic health treatments, and an influx of wellness-focused tourists, the region is witnessing heightened investment in resort and hotel spas. Among the standout performers in this race are India and Thailand, where wellness travel has emerged as a core sector within tourism development policies.

India, in particular, has taken center stage as the fastest-growing country in both the APAC region and the world in terms of spa market expansion. From traditional Ayurvedic therapies to advanced wellness retreats, the country’s offerings appeal to both domestic and international travelers seeking preventive healthcare, rejuvenation, and immersive cultural experiences.

Marriott’s Expansion in Thailand: Khao Lak Marriott Beach Resort & Spa

In 2024, Marriott International advanced its strategic presence in Asia with the opening of the Khao Lak Marriott Beach Resort & Spa in Thailand. This new luxury beachfront resort is designed to blend contemporary amenities with elements of traditional Thai hospitality, offering guests a tranquil, culturally immersive wellness escape.

The wellness sanctuary at Khao Lak Marriott offers an extensive selection of treatments, including custom body exfoliations, revitalizing facials, and acclaimed massage therapies rooted in traditional healing techniques. Designed to revitalize the body and mind, the facility incorporates local wellness traditions and natural ingredients, ensuring alignment with growing global preferences for organic, eco-friendly, and holistic spa experiences.

This expansion is part of Marriott’s broader strategy to capitalize on Asia’s rising profile as a wellness tourism hotspot. The location’s integration with beachside tranquility and therapeutic services exemplifies how the brand is adapting to consumer expectations that now extend beyond comfort into full-scale physical, emotional, and mental well-being.

Hilton’s Flagship Entry into India: Wellness at Hilton Gurugram Baani City Centre

Complementing Marriott’s movement in Southeast Asia, Hilton made a significant debut in India with its flagship property—Hilton Gurugram Baani City Centre. Opened in Delhi’s vibrant Gurugram district, the 223-room hotel emphasizes high-end wellness through state-of-the-art spa and fitness facilities.

The spa at Hilton Gurugram is tailored to urban professionals and leisure travelers seeking rejuvenation through modern and traditional therapies. Services include curated body treatments, hydrotherapies, and personalized fitness programs that align with Hilton’s global focus on health-centric hospitality.

India’s rapid spa market growth provides an ideal foundation for Hilton’s expansion, with the hotel group strategically positioning itself at the intersection of luxury, convenience, and wellness-driven experiences. This development affirms the hospitality industry’s shift toward integrating spa services as essential offerings rather than auxiliary amenities.

Market Overview: Wellness as a Global Tourism Pillar

The global health and wellness spa market is being reshaped by shifting consumer priorities. Stress-related health concerns, sedentary lifestyles, and mental health awareness have led individuals across demographics to embrace holistic wellness as an essential part of travel. Spas are no longer perceived as indulgences but as integral to health, prevention, and self-care.

Key drivers of this market evolution include:

• The aging global population seeking non-invasive, therapeutic care.
• The mainstreaming of mental health treatment through wellness experiences.
• Greater interest in natural, organic, vegan, and environmentally responsible spa products.
• The rise of personalized and immersive service models in wellness hospitality.

The inclusion of services such as Ayurvedic healing, aromatherapy, acupuncture, and body contouring treatments has fueled consumer interest, creating a demand for diverse, culturally rooted offerings. Hotel groups that cater to these shifting needs are finding new revenue streams and broader customer loyalty.

Segment Analysis: Massage and Body Treatments Dominate

Among the core service categories, massage and body treatments remain the largest and fastest-growing segments. Consumers are increasingly opting for massage therapies not only for relaxation but also for physical and mental rehabilitation.

Popular types of massage such as Swedish, deep tissue, Thai, and aromatherapy are gaining traction across all age groups. In the United States alone, over 25% of women and 20% of men received massage treatments in 2024. This indicates the global normalization and growing appeal of massage therapy as a health service.

Body treatments such as scrubs, hydrotherapy, and body wraps are also experiencing growth due to their effectiveness in alleviating chronic pain, joint discomfort, and muscular tension. Consumers are leaning into treatments that combine aesthetic benefits with deeper therapeutic outcomes.

Spa experiences that integrate traditional healing modalities and cutting-edge techniques—such as acupressure and infrared therapies—are gaining attention in luxury and destination spa settings.

Facility Analysis: Hotel and Resort Spas as Market Catalysts

Hotel and resort spas represent one of the most lucrative facility segments in the wellness market. These spas are typically embedded within hospitality ecosystems, offering premium experiences for guests seeking wellness tourism packages.

The expansion by brands like Marriott and Hilton exemplifies the growing importance of full-service spas within the broader hotel value proposition. As wellness becomes a deciding factor in travel planning, hotels with dedicated spa services hold a strategic advantage.

Other key facility segments include day spas, destination spas, and medical spas. While destination spas focus on immersive wellness retreats, medical spas integrate cosmetic and healthcare services. Hotel spas, however, are best positioned to serve both leisure and business travelers with convenience and luxury.

Gender and End-User Insights: Inclusive Wellness for All

The global spa market is becoming increasingly inclusive. Women continue to dominate spa patronage, but there is a noticeable uptick in male participation. Services tailored to male clients—such as grooming therapies, muscle recovery massages, and stress-relief programs—are seeing increased demand.

Teenagers and younger adults are also becoming active participants in the wellness ecosystem. Many spas now offer age-specific treatments that focus on skin care, anxiety management, and body positivity, reflecting generational shifts toward self-care from an early age.

Senior citizens, too, are contributing to the market’s growth, drawn to wellness programs that address mobility, joint health, and chronic condition management. This multi-generational demand highlights the market’s evolution toward accessibility and inclusiveness.

Regional Landscape: Europe Dominates, Asia Accelerates

Europe holds the largest share in the global health and wellness spa market, with approximately 60,000 spa establishments across countries like Germany, France, Italy, and Spain. High health awareness, emphasis on preventive care, and a mature tourism infrastructure have made Europe a leader in spa-based wellness.

Corporate wellness programs, aging demographics, and premium lifestyle spending continue to fuel demand across the continent. The growth of social media, influencer marketing, and health tourism initiatives has helped Europe maintain its leadership in the global spa landscape.

However, Asia-Pacific is outpacing all other regions in terms of growth. Surging travel activity, strengthening economies, culturally rooted wellness traditions, and the growing spending power of the middle class are propelling the Asia-Pacific region into a leading position in the global spa and wellness market. Countries like India, Thailand, China, and Japan are becoming hubs for international travelers seeking transformative wellness experiences.

Technological Innovation: Elevating the Spa Experience

Technology is playing an increasingly vital role in enhancing spa services and operations. From AI-powered booking systems to personalized wellness programs based on biometric data, spas are integrating digital tools to offer convenience and customization.

Virtual reality meditation sessions, app-based therapy guides, and AI-assisted diagnostics are just a few examples of innovations reshaping how spa services are delivered. These advancements appeal particularly to tech-savvy consumers looking for science-backed wellness solutions.

Hotels and resorts are also using digital platforms to streamline service offerings, manage guest preferences, and maintain contactless experiences—further aligning with post-pandemic health expectations.

Europe’s Strategic Position in the Spa Industry

While Asia-Pacific is the growth engine, Europe remains the heart of the wellness spa market. High disposable income levels, sophisticated infrastructure, and centuries-old spa traditions support the region’s strong market presence.

The sector’s growth is further supported by:

• The growth of wellness getaways nestled in scenic and culturally rich environments is accelerating across global travel markets.
• Increasing government support for medical and thermal tourism.
• Cross-border travel agreements facilitating wellness-driven mobility.

From traditional thermal spas in Germany to luxury wellness retreats in the French Alps, European destinations continue to attract wellness seekers globally.

Leading Companies in the Global Wellness Spa Market

The health and wellness spa sector comprises a diverse mix of niche specialists and multinational hospitality groups. Leading players actively shaping the market include:

• Accor S.A.
• Four Seasons Hotels Limited
• IHG Hotels & Resorts
• OneSpaWorld Holdings Limited
• Massage Envy
• Hand & Stone Franchise Corp.
• Mandarin Oriental Hotel Group
• Kempinski Hotels
• Chiva-Som
• Therme Group
• Canyon Ranch
• Elemis
• Woodhouse Spa

These companies are expanding into emerging markets, developing wellness-centric hospitality offerings, and incorporating sustainable practices to stay competitive.

Marriott and Hilton are expanding their spa offerings in Asia to capitalize on the region’s booming wellness tourism, fueled by rising health awareness and demand for holistic travel experiences. Their new properties in Thailand and India highlight a strategic move to meet growing consumer interest in luxury wellness services.

The Future of Spa Tourism in Asia

With wellness continuing to influence how people travel and where they stay, Asia is set to become a global wellness tourism leader. The presence of trusted global brands like Marriott and Hilton ensures the region will deliver premium, trustworthy, and culturally relevant experiences to a diverse clientele.

As economic growth and wellness awareness intersect, the spa industry will likely see continued innovation, personalization, and sustainability-focused transformation. The strategic expansion of spa services by hospitality leaders reflects an industry in transition—one that sees health not as an add-on, but as the core of the modern travel experience.