“Free from” Phenomenon to Become Travel Standard?

With more and more people recognising they suffer from food allergens and intolerances, operators really need to know all about the latest buzzword, ‘free from’. We asked Dr László Puczkó, Director of Industry Intelligence, Resources for Leisure Assets, to tell us more.

More and more people want to know what’s in their food, where it comes from and the details about how it’s made. The freefrom demand does not stop at foods and drinks, though. Now literally every spectrum of our lives is affected by that – the bed we sleep in; the clothes we wear; the creams, lotions and other products we use on our body, etc.

What does the free-from phenomenon have to do with wellness?

We have to consider market intelligence from general consumer profiles, from hospitality and wellness developments to conclude how the wellness tourism sector can and should respond. Wellness hotels and centres all around the world show signs of conversion in terms of what and how they offer to their guests. It is not a novel idea to suggest that what we currently see in hotels will soon become the entry level standard and not a USP. Wellness operators therefore need to think outside the box. One rather relevant option is to turn to natural resources such as thermal springs, muds, microclimate or cultural traditions, lifestyles and rituals.

What advice do you have for operators and developers?

‘Free from’ guests can be attracted by services and treatments that have natural properties and represent cultural value. Evidence is the key and that can turn such novel approaches such as ‘prancercising ’ ( yoga + crossfit + Japanese horse backarchery ) t o something more mainstream. Old terminologies and concepts enjoy revival. Heritage is no longer a dusty old term. Contemporary is no longer the opposite of traditional (consider contemporary traditional lifestyle as an option). Operators and developers need to look for new skill sets and funding strategies since, as, for example, a thermal resource based hotel needs to be run significantly differently to a standard ‘wellness hotel’


  • Category: Destinations, Wellness
  • Date: March 8, 2018
  • Time: 12.25pm – 12.45pm
  • Location: Convention Hall 7.1a, Auditorium New York 3

Photo : Dr László Puczkó Director of Industry Intelligence, Resources for Leisure Assets