Wellness and hospitality thought leaders gathered recently for a workshop at Yasuragi, the Japanese spa and conference hotel near Stockholm.

The purpose was to shape the FIBO Longevity and Hospitality Summit, which will happen in Cologne from 8–11 April 2027.

“For us at FIBO, it’s essential to understand how markets are evolving – not only through reports and trends, but also by listening directly to the people shaping them every day,” said FIBO's Anke Brendt, who convened the meeting.

“The exchange of ideas we experienced during the workshops were incredibly valuable, with honest conversations, shared perspectives and thoughtful exploration of where our industries are heading.”

The discussions were led by Andrew Gibson, founder of Andrew Gibson Advisory, and Judith Cartwright, founder and CEO of Black Coral Consulting.

Participants included Anna Bjurstam, wellness pioneer at Six Senses; Bryan Hoare, wellness and longevity strategist; Stefan Ludwig, head of the sport business group at Deloitte; and Liz Terry, CEO of Leisure Media and editor of HCM.

Also attending were Claudia Wagner, managing director of FIT Reisen; David Kugler, CEO of DALUMA; Dr Katharina Sepp, medical doctor at Alpin Resort Sacher; and Henrik Gockel, founder of Prime Time Fitness.

Silke Frank, event director of FIBO, and Christian Redl, world-record freediver, completed the group.

The conversation focused on how demographic and climate change are shaping the longevity market and how growing consumer interest is accelerating the rollout of new products and services.

The group explored the relationship between longevity and wellness and examined the trends likely to define the sector in the years ahead.

Participants highlighted the growing importance of cellular health and reverse-ageing, along with the central role of diagnostics in identifying effective preventive and therapeutic interventions. Standards were also seen as critical to supporting the sector’s long-term development.

The workshop considered the scepticism that still exists within parts of the allopathic medical community and discussed ways to engage healthcare professionals more fully in prevention and health optimisation.

The group stressed the importance of hospitality buyers prioritising modalities with scientifically-proven efficacy.

While much of the investment in longevity facilities is currently being driven by high-net-worth individuals rather than corporations, the consensus was that institutional investment is likely to increase as the market matures.

Participants predicted that premium longevity services will gradually move into the mass market, driven by technological innovation that will make offerings more accessible and less elitist.

The potential impact of AI was also discussed. It was suggested that it will reshape the disposable income of white-collar workers, altering demand patterns, while also accelerating the development of new longevity services.

The overall consensus was that interest in longevity is strong, but many operators still lack a clear understanding of customer needs and there remains a shortage of robust research to guide decision-making.

Cartwright said: “There is still a significant gap between what longevity truly is, and what much of the hospitality industry currently believes it to be.

“ Longevity is not simply adding a few wellness treatments, biohacking gadgets or healthy menu items, it is a holistic commercial ecosystem that touches every revenue stream, from accommodation and F&B to wellness, fitness, residences, programming, retail and experiences. 

“The biggest question for operators and owners is, how do we monetize longevity in a meaningful, scalable and profitable way, because longevity cannot become another expensive trend with unclear ROI.

“We must create tangible commercial value, increased guest spend, stronger loyalty, onger stayed, higher asset values and sustainable long-term profitability.”

“It’s clear that this is an ongoing process,” said Brendt. “The market keeps evolving and so must we at FIBO.

That’s why continuing the dialogue is so important – through workshops such as this, through partnerships and by staying connected with the industry worldwide.”

In addition to hosting the FIBO Longevity and Hospitality Summit in 2027, the FIBO event team will also welcome a strong lineup of high-end exhibitors to the accompanying trade show, offering services and products for the global longevity, spa and wellness sectors.

There will also be a VIP lounge where exhibitors, visitors and delegates can network and do business.