Accor has released its take on the top trends guiding wellness in 2025.

Emlyn Brown, Accor’s global vice-president of Wellbeing, Strategy, Design and Development, curated the list which provides an in-depth look at key advancements and innovations in the category in the coming year.

“Wellness in 2025 will go beyond fleeting trends, grounding itself in science and authenticity,” says Brown. “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.”

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 on social media. With one study finding that only 2 percent of video nutrition content on TikTok is accurate, there’s a growing shift toward trusted, professional healthcare advice. Frustrated and confused by unreliable information, people are increasingly seeking evidence-based wellness solutions over influencer-driven trends. “At Accor, and across our spectrum of hospitality brands, we prioritize 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,” says 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. Examples at Accor properties, include elite training spaces and outdoor experiences at hotels such as Fairmont Windsor Park, Fairmont Chateau Whistler and Fairmont Chateau Lake Louise; and the hospitality company’s partnership with Cinq Mondes for The Spartan Massage and Recovery Sequence at The Purist Retreat & Spa, Cures Marines Hôtel & Spa Trouville – MGallery Collection.

3. Functional Wellness Drinks: The Future of Beverages

As alcohol consumption continues to decline globally, particularly among Gen Z, functional wellness beverages are taking center 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. Accor’s take on the trend: Raffles London at The OWO and its Pillar Kitchen, serving health-focused, nutritionally balanced juices and smoothies crafted by wellness experts to optimize performance and promote healthy socialization. Novotel’s introduction of signature teas available throughout their hotels, from guest rooms to lobby bars.

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, are actively seeking ways to enhance cognitive function and mental clarity. In response, the market is focusing 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 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,” says Brown.

5. Back to Basics: The Return to Wellness Fundamentals

In 2025, simplicity will take center 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. Examples from Accor properties, include: Santa Teresa Hotel RJ – MGallery Collection holding a transformative three-day mindfulness retreat in 2024 – focusing on the fundamentals of self-care 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 in which Accor owns a majority share, Our Habitas encourages a digital disconnect to enable guests to meaningfully reconnect with nature. 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 summer hikes to skiing in the winter.

6. Stealth Muscle: Shifting Focus from Aesthetics to Functional Fitness

The trend toward over-muscularity is fading as fitness enthusiasts shift their focus to balance, flexibility, and functional muscle development. This shift is evident in the 176 percent 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 gaining in popularity. Traditionally associated with women’s fitness, Pilates is now 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

Customization and personalization are transforming the wellness industry, with 82 percent of consumers stating that tailored experiences are key to their brand choices. Advances in AI and wearable technology are making hyper-personalized wellness plans, real-time workout adjustments, and bespoke nutrition insights possible. This shift creates opportunities for the hospitality sector to offer hyper-personalized wellness programs, offer 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 travelers. The recently unveiled Transforming Room at Pullman Singapore Orchard exemplifies this vision, offering guests the flexibility 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 taking the place of celebrity chefs. With the personalized nutrition market projected to reach $23.3 billion by 2027, individuals are increasingly seeking tailored dietary solutions to enhance both 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 focuses on using five elements—ingredients, flavors, colors, textures, and cooking methods to provide a holistic, energy-boosting dining experience.