More than two-thirds of travel agents saw positive growth in hotel, resort and destination spa bookings last year, according to a new Spafinder Wellness survey.
The survey noted that 68 per cent of agents reported growth in 2012 spa bookings, up from 37 per cent in 2011 and that the average price-per-night-booked is also rising significantly.
Findings are based on a survey that was carried out in Q4 2012 of more than 160 travel agents around the world.
In 2010 only 10 per cent of bookings topped US$350(€269, £234)-per-night, but last year that jumped to 29 per cent, with the majority of bookings now falling above US$300(€230, £200)-a-night, up significantly from 2009-2011, when only 25-40 per cent fell in that range.
More than 35 per cent of agents said that the "stay spa" deals were more aggressive in 2012 than in 2011, with 55 per cent reporting they held firm, while only one in ten saw a decline in spa discounting.
The Mexican Tourist Board reported a record number of inbound tourists in 2012, and agents surveyed reported that the Mexico/Caribbean region was the number one global spa travel destination in 2012, surpassing the 2010 and 2011 leader, North America.
Agents also reported that Hawaii toppled the west coast as the US region attracting the most spa travellers in 2012.
The Baby Boomer generation (individuals aged 48-67) remains the spa travel sector's core demographic, with 67 per cent of agents reporting that they were the age group most likely to book spa travel in 2012.
However, 31 per cent of agents said the 26-45 age group were now most likely to book spa vacations.
Spafinder Wellness president Susie Ellis said wellness tourism is no longer an exotic concept, but is becoming a powerful, mainstream trend that will continue to fuel the spa travel market.
"With more than two-thirds of agents reporting that people are now more interested in travelling to spas specifically for programmes like stress-reduction, fitness, and weight loss, the results are a clear indication that more travellers are deciding they simply can't afford exhausting, unhealthy vacations."
