RIVIERA MAYA, Mexico -- In the latest testament to the phenomenal growth of the wellness travel sector, the International Luxury travel Market (ILTM) is considering adding a spa component to two of its shows next year.
ILTM is talking to spas and exhibitors about potentially tacking two or three days focused on spa and wellness to the end of next year's Mexico and Asia shows according to Alison Gilmore, director of the ILTM portfolio of global networking events.
In an interview here at this week’s annual Mexico show connecting luxury travel companies with North American travel advisors, Gilmore said the plan is to not only bring in more spa and wellness-focused exhibitors, but to also offer educational sessions in addition to the traditional speed-dating type meetings between luxury travel sellers and advisors that are a hallmark of ILTM shows.
She said some exhibitors and advisors would stay for the spa-focused component, but that ILTM would also bring in fresh buyers and sellers who are specifically focused on wellness.
“I want people that are interested here to stay on if they want to have that conversation,” she said. “And we’re going to talk to some of the spas around here - maybe go out and actually go to spas and try things. I want it to be about education and how you book spas and wellness travel. … Everyone throws around the world wellness, but what does it mean?”
The potential additions would be just the latest in steady growth for ILTM, which launched what has become the world's premier global luxury travel event 18 years ago in Cannes. Today, it also has a global show in Singapore each year, as well as five regional events in Brazil, Mexico, Dubai, China and Africa. Additionally, two years ago it launched the LGBTQ show, Proud Experiences, and this year has taken over a global golf event, the International Golf Travel Market, which is being held next month in Marrakech.
Besides expanding the portfolio, the individual shows themselves continue to grow each year.
Now in its eighth year, the Mexico event has tripled in size, counting 999 attendees this year, said Simon Mayle, event director for ILTM North America.
Correction: This article has been updated to reflect that ILTM revised its initial statements to say that spa additions are still in preliminary, planning stages for 2020 shows.