Wellness & Retreat News: October 2026

Four dated stories from the last fortnight of September. Two are research: a large Hilton traveller survey that puts thermal bathing and the outdoors near the top of what guests book for, and a first benchmark of the bathhouse business. Two are openings, one on Saudi Arabia's Red Sea coast and one on Japan's Awaji Island. As always, confirm programmes, dates and rates directly with each property before you plan a trip.

Hilton survey: 61% of travellers lean towards water-based wellness

Hilton's 2027 Trends Report, titled The Great Rebalance, suggests thermal bathing, hydrotherapy and time outdoors now shape where people choose to stay. Morning Consult surveyed 14,744 adults who expect to travel in the next 12 months, across 14 countries including the UK, US, Germany, the UAE, China, Japan and Australia.

61% said they are more likely to try water-based wellness experiences while travelling, and 60% said they are more drawn to them when they can share them with others. One in five (20%) would choose a hotel specifically because it has a sauna or steam room, 29% would book for the pool and 35% for outdoor spaces designed for relaxation. Almost eight in ten (79%) said fresh air and the outdoors matter to how they relax away from home. For anyone choosing a retreat, the takeaway is that thermal suites and outdoor space are fast becoming the selling point rather than an extra. The findings were reported on 30 September 2026 by Spa Business.

Bathhouse survey: 65% of operators expect to run multiple sites within three years

The 2026 Bathhouse and Thermal Wellness Development Benchmark Survey, run by Cassandra Cavanah of the Global Wellness Institute's Hydrothermal Initiative and Lisa Starr of its Consulting Best Practices Initiative, gathered responses from 43 operators and industry participants. Only 10 currently run two or more locations, but 65% expect to within three years.

Of 34 respondents with open facilities, 24 (71%) said they had reached positive cash flow, and half of those disclosing revenue reported gross monthly takings of US$300,000 or more. It is not a cheap business to enter: 15 respondents put their opening investment at US$5 million or more, and 56% of those giving a timeframe said it took two years or longer to open. Day passes remain the main way in, and 77% already offer, or plan to offer, guided thermal sessions. The authors stress the sample is small and mostly North American, so treat the figures as a direction of travel. Reported on 24 September 2026 by Spa Business.

Jayasom opens its first wellness resort at Amaala on the Red Sea

Jayasom has officially opened Jayasom Wellness Resort, Amaala, part of the Amaala destination being developed by Red Sea Global on Saudi Arabia's Red Sea coast. The resort has 153 rooms and suites and 24 branded residences, built around a 7,000 sq m health and wellness centre with 70 treatment rooms and more than 200 therapies.

Treatments are grouped into six pillars, from traditional and holistic health to physio recovery, aesthetics and nutrition, and include Watsu flotation, mineral pools and the ICAROS virtual reality fitness system. The resort is split in two: Jayana is adults-only, while Jayela is designed for families, with age-specific studios for infants through to teenagers. Each guest gets a dedicated wellness advisor, and the flagship programme is Essence of Jayasom, with further programmes for couples, women, families and leaders to follow. The opening was reported on 22 September 2026 by Spa Business.

Shigeru Ban's Pasona Natureverse retreat brings "pre-illness" care to Awaji Island

The Pasona Natureverse retreat on Japan's Awaji Island is a 57-room seafront property designed by Pritzker Prize-winning architect Shigeru Ban. It opened on 23 June, and its full wellness programme was detailed in late September. The concept is built on mibyo, the Japanese idea of "pre-illness", with personalised programmes covering nutrition, exercise and sleep.

Preparation starts before arrival: guests complete an online questionnaire ten days ahead and a preliminary assessment with a partner clinic five days ahead, and the programme is set three days before the stay. Medical support comes from an on-site clinic, the partner clinic and a link with Kobe University Hospital. Facilities include a thalassotherapy spa and pool, a hammam and a Technogym gym, and selected rooms have sensor-equipped beds that adjust to the sleeper. The 11,184 sq m building looks across Osaka Bay and includes a 300m waterfront boardwalk. Reported on 28 September 2026 by Spa Business.

Missed the last edition? Read our August 2026 wellness and retreat news. For more on choosing a place to reset, see our guide to the best spa and wellness resort retreats in the USA, or browse destinations on the Retreat Central homepage.