Accor is sharing its insights on the top wellness trends for 2025. This information, curated by Emlyn Brown, the Global Senior Vice President of Wellbeing, Strategy, Design, and Development at Accor, offers a detailed overview of the key advancements and innovations expected to shape the wellness industry in the coming year. Emlyn Brown, Global SVP of Wellbeing, Strategy, Design, and Development at Accor "Wellness in 2025 will go beyond fleeting trends, grounding itself in science and authenticity. As consumers increasingly prioritize truth over hype, the future of health will be defined by a blend of technology, trust, and transparency. The path to genuine well-being is clear: informed choices, sustainable habits, and a holistic focus on the whole self," said Emlyn Brown, Global SVP of Wellbeing, Strategy, Design, and Development at Accor. 1. Beyond the Hype: Backlash Against Biohacking In 2025, consumers will move away from biohacking fads, quick fixes, and misleading health claims—or 'health washing'—that dominate social media. One study found that only 2% of video nutrition content on TikTok is accurate, so there"s a growing shift toward trusted, professional healthcare advice. Frustrated and confused by unreliable information, people increasingly seek evidence-based wellness solutions over influencer-driven trends. "At Accor, and across our spectrum of hospitality brands, we prioritise tested-and-true fundamentals and science-backed practices, such as our sleep research commissioned by Sofitel Hotels & Resorts that is published in the Journal of Sleep Disorders & Therapy," states Brown. "We recognize that well-being thrives not in fleeting trends but in the steady pursuit of evidence and integrity." 2. Athletic Wellness Escapes: The Rise of Transformational Sports & Nature Experiences Wellness travel is evolving, shifting from passive relaxation to dynamic, athletic-focused experiences. Post-pandemic, there"s been a surge in outdoor, sports-based wellness activities - ranging from cycling excursions and hiking adventures to high-intensity challenges. Imagine joining a cycling club with a hundred fellow enthusiasts, tackling the scenic Route 14 of the Tour de France, or training at an elite soccer academy alongside professionals. This active engagement fosters a powerful sense of belonging and motivation, creating transformative experiences for participants. Accor is at the forefront of this trend, offering immersive outdoor experiences at hotels such as Fairmont Windsor Park, Fairmont Chateau Whistler and Fairmont Chateau Lake Louise, where guests benefit from access to elite training spaces in truly breathtaking locations. Another example from Accor is a partnership with Cinq Mondes for The Spartan Massage and Recovery Sequence at The Purist Retreat & Spa, Cures Marines Hôtel & Spa Trouville - MGallery Collection. These experiences promote physical endurance, build community, and inspire a sense of accomplishment through shared challenges. 3. Functional Wellness Drinks: The Future of Beverages As alcohol consumption continues to decline globally, particularly among Gen Z, functional wellness beverages are taking centre stage and reshaping social gatherings. Adaptogenic drinks infused with ingredients like collagen, magnesium, and herbs are becoming popular for their ability to improve focus, enhance cognition, and provide balanced energy without alcohol. These functional beverages are set to take a prominent role in hospitality. Raffles London exemplifies this trend at The OWO and its Pillar Kitchen, where health-focused, nutritionally balanced juices and smoothies are crafted by wellness experts to optimize performance, inviting guests and members to enjoy healthy socialization. Novotel has introduced signature teas, which are available throughout their hotels, from guest rooms to lobby bars. These beverages promote relaxation and well-being, aligning with Novotel's holistic approach to guest wellness. 4. Brain Fitness: Optimizing Cognitive Performance for a Longer, Healthier Life With life expectancy on the rise, brain health has become a top wellness priority. Consumers across all age groups, from 25 to 75, actively seek ways to enhance cognitive function and mental clarity. In response, the market focuses on four key trends: brain supplements, nootropic-infused drinks, high-tech brain devices, and personalized brainwave programs designed to optimize cognitive performance. From Bio Trust"s Eternal Mind supplement and Japan"s Sun Neuro product to Rebalance Impulse Tech, Accor is introducing innovative solutions to support memory and brain function. “Wellness offerings will increasingly integrate these brain-boosting technologies. As life extends, so does the quest for a sharper mind—wellness now means nurturing the brain as much as the body," added Emlyn Brown. 5. Back to Basics: The Return to Wellness Fundamentals In 2025, simplicity will take centre stage, emphasizing the core pillars of well-being: movement, nutrition, and mindfulness. Consumers are moving away from complex wellness regimens, embracing more accessible practices such as walking, nature-based retreats, sauna sessions, and open-water swimming. For example, MGallery embraces mindfulness throughout its everyday guest experiences and regenerative retreat experiences that go beyond classical wellness practices. Whether in-room, at the restaurant or walking around the hotel, guests discover opportunities to align mind and body and breathe with consciousness. Santa Teresa Hotel RJ – MGallery Collection held a transformative three-day mindfulness retreat in 2024, focusing on self–care fundamentals and setting the stage for similar retreats at select MGallery hotels in 2025. As one of the newest additions to the Ennismore collective, a creative hospitality company Accor owns a majority share, Our Habitas encourages a digital disconnect to enable guests to reconnect with nature meaningfully. This off-grid philosophy also fosters social connections that nourish the soul, with strangers becoming friends and friends becoming family. At Swissôtel Uludağ Bursain in Türkiye, guests can embrace nature"s offerings year-round, from invigorating summer hikes to world-class ski slopes in the winter. 6. Stealth Muscle: Shifting Focus from Aesthetics to Functional Fitness The trend toward over-muscularity is fading as fitness enthusiasts focus on balance, flexibility, and functional muscle development. This shift is evident in the 176% rise in low-impact workout bookings since 2022 on ClassPass. With an emphasis on "being fit rather than looking fit," workouts like Reformer Pilates are surging in popularity. Traditionally associated with women's fitness, Pilates is gaining traction among men as well, as seen in the rise of the hashtag #RealMenDoPilates, with men increasingly recognizing its numerous benefits. Several Fairmont hotels across the Americas leverage their partnership with Three Sages, providing in-room wellness programs that guide guests through restorative yoga and meditation practices on demand. 7. Wellness, Your Way: The Continued Rise of Personalized Health Experiences Customisation and personalization are transforming the wellness industry, with 82% of consumers stating that tailored experiences are key to their brand choices. AI and wearable technology advances are making hyper-personalized wellness plans, real-time workout adjustments, and bespoke nutrition insights possible. This shift creates exciting opportunities for the hospitality sector to offer hyper-personalized wellness programs, create bespoke nutrition plans for guests, enhance spa treatments, and provide individualized sleep therapy, guided meditation, and dynamic bathing experiences—all powered by the latest technology. This is precisely what guests will encounter at The Purist Retreat & Spa, Cures Marines Hôtel & Spa Trouville - MGallery Collection, where the seaside resort"s traditional thalassotherapy experience is enriched with advanced diagnostics to create personalized wellness plans incorporating the four essential components of wellness: care, sport, nutrition, and sleep. At Pullman Hotels & Resorts, the brand is redefining personalization within guestrooms to meet the evolving needs of modern travellers. The recently unveiled Transforming Room at Pullman Singapore Orchard exemplifies this vision, allowing guests to seamlessly convert their room into a functional wellness space for activities such as yoga or meditation. 8. Master Nutritionists: The New Celebrities of the Culinary World As nutrition becomes central to wellness, expert nutritionists are replacing celebrity chefs. With the personalized nutrition market projected to reach $23.3 billion by 2027, individuals increasingly seek tailored dietary solutions to enhance physical and mental health. At Accor, this trend is embodied by Pillar Kitchen at Raffles London at The OWO. Part of the Pillar Wellbeing concept; this health café puts plant-based food and nutrition at the forefront. With a menu crafted by Michelin-starred chef Jason Atherton, the program also offers one-on-one nutrition coaching sessions, helping individuals deepen their understanding of diet and supplements to support a personalized nutritional strategy for members and guests. Similarly, Emilie Félix, a chef specializing in energetic cuisine, collaborates with Cures Marines Hôtel & Spa Trouville – MGallery Collection to create balanced, revitalizing, and personalized menus. Her approach uses ingredients, flavours, colours, textures, and cooking methods to provide a holistic, energy-boosting dining experience.