A new global study by Kevin Kelly and Peter Yesawich, called WELLSurvey 2.0, has revealed more than half of consumers in the UK, US and Germany would not choose numerous high-profile wellness resort brands  for a future trip.

Respondents were shown 36 prominent wellness resort brands and asked which they would prefer for a holiday intended to enhance their wellness or wellbeing and 53 per cent selected “none of the above.” This could point to either a void in brand leadership, the absence of meaningful brand differentiation, or both.

Among respondents who stated a choice, Six Senses and Canyon Ranch were cited most frequently (each by 10 per cent of respondents).

Access to wellness over the past few decades has increased – across hospitality, fitness, healthcare, nutrition and technology sectors – but differentiation has diluted, say Kelly and Yesawich, leaving a gap in the market for more distinctive wellness brands.

WELLSurvey 2.0 is an international follow-up to WELLSurvey 1.0, which was published in 2024. The new research expanded its respondent outreach from US consumers only to those in the UK and Germany. It focused on consumer perceptions of wellness versus wellbeing, a new category of consumer known as WELLZoomers and destination preferences. Read a summary of the most recent findings in the latest edition of Spa Business here.

WELLSurvey 2.0 surveyed 2,648 adults aged 25 to 74: 51 per cent were female and 49 per cent male. They lived in the top half of all households defined by annual income in their respective countries. The survey included 1,026 respondents in the US, 804 in the UK and 818 in Germany and was conducted online in November 2025.

WELLZoomers

A new category of consumer, dubbed WELLZoomers, was identified by the researchers, who estimate this group represents an opportunity worth US$540 billion (€459 billion, £397 billion).

These consumers are affluent 25-44-year-olds whose attitudes to health and wellbeing are remarkably consistent across national boundaries. The headline finding is that differences between WELLZoomers in these three markets are smaller than the differences between generations within any single country.

What makes WELLZoomers compelling as a customer segment is that they're highly stressed and also highly engaged. They report greater emotional strain than older cohorts, driven by financial pressures, geopolitical instability and environmental concerns and their way of dealing with this is investing more in their health.

Of the respondents in this group, 17 per cent expressed a preference in the wellness resort brand question above, for Six Senses. This suggests that, despite being a modest advantage over other brands, Six Senses may be leading the charge with this generation.

Wellness vs Wellbeing

The initial reason for conducting this second survey was to establish clarity around the often-blurred concept of “wellness” and “wellbeing” in the eyes of consumers.

The research shows that consumers see a clear difference between wellness and wellbeing, viewing wellness as the things they do – such as exercise, treatments and nutrition and wellbeing as how those activities make them feel. Longevity is understood to be whether that positive state can be sustained over time.

Across all three markets, half of respondents said they were interested in improving their wellbeing, compared with just 38 per cent who are focused on wellness. Around 80 per cent also associate wellbeing with longevity, underlining its growing importance.

The research highlights a shift in priorities, with emotional health now playing a central role. Issues such as stress, sleep and anxiety are increasingly shaping how people judge both their wellness routines and their overall sense of wellbeing.

Visit Civano Advisory Services' website to download a copy of the report.

WELLSurvey, WELLZoomers are trademarks of Civano Advisory Services.