Emlyn Brown, Accor's global SVP of wellbeing, has revealed the key wellness trends he predicts will shape 2025
Expect a focus on evidence-based health practices, the rise of athletic wellness escapes and the growing influence of brain health and low-impact workouts
From functional wellness drinks to the emergence of master nutritionists, Brown's vision highlights a shift toward science-backed, holistic wellbeing
In 2025, wellness will shift from fleeting fads to science-driven authenticity, predicts Emlyn Brown, Accor’s global SVP of wellbeing, strategy, design and development, as he identifies eight trends set to redefine the wellness industry in the year ahead.
"Wellness in 2025 will go beyond fleeting trends, grounding itself in science and authenticity,” Brown said.
“As consumers increasingly prioritise truth over hype, the future of health will be defined by a blend of technology, trust and transparency. The path to genuine wellbeing is clear: informed choices, sustainable habits and a holistic focus on the whole self.”
Spa Business has summarised Brown’s top trends to watch in 2025:
1. Beyond the Hype: Backlash Against BiohackingIn 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 per cent 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 prioritise 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," states Brown.
"We recognise that wellbeing thrives not in fleeting trends but in the steady pursuit of evidence and integrity."
2. Athletic Wellness Escapes: The Rise of Transformational Sports & Nature ExperiencesOutdoor, sports-driven wellness is soaring, blending physical endurance with a sense of community. From cycling and hiking to high-intensity retreats, these experiences foster transformation.
“These activities build resilience and deepen social bonds, delivering more than just fitness – they inspire accomplishment,” Brown adds. This trend is set to grow as more people seek active, transformative getaways.
3. Functional Wellness Drinks: The Future of BeveragesWith alcohol consumption on the decline, especially among Gen Z, wellness drinks are taking over social settings. Adaptogenic beverages with ingredients like collagen and magnesium offer focus and energy without the alcohol.
Brown predicts that functional beverages will become staples in hospitality and wellness industries, reshaping social gatherings and redefining relaxation.
4. Brain Fitness: Optimising Cognitive Performance for a Longer, Healthier LifeWith 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 personalised brainwave programmes designed to optimise cognitive performance.
“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."
5. Back to Basics: The Return to Wellness FundamentalsSimplicity is making a comeback, with a renewed emphasis on core wellness pillars: movement, nutrition and mindfulness. Walking, sauna sessions and nature retreats are becoming mainstream wellness staples.
Consumers are seeking straightforward, effective wellness practices that fit seamlessly into their daily lives, Brown explains, pointing to a growing demand for accessible, back-to-basics wellness solutions.
6. Stealth Muscle: Shifting Focus from Aesthetics to Functional FitnessThe trend toward over-muscularity is fading as fitness enthusiasts shift their focus to balance, flexibility and functional muscle development.
Brown says this shift is evident in the 176 per cent 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 now surging in popularity and are set to continue their upward trajectory in 2025.
7. Wellness, Your Way: The Continued Rise of Personalised Health ExperiencesAdvances in AI and wearable tech are driving hyper-personalised wellness, from real-time workout adjustments to bespoke nutrition plans. With 82 per cent of consumers favouring tailored experiences, hospitality brands are offering customised sleep therapy, meditation, and spa treatments.
Brown believes this trend will redefine wellness, making it more personal and accessible than ever before.
8. Master Nutritionists: The New Celebrities of the Culinary WorldAs wellness centres on nutrition, specialist nutritionists are rising as culinary stars. By 2027, the personalised nutrition market is expected to hit US$23.3 billion. Brown says Accor’s Pillar Kitchen at Raffles London exemplifies this trend, with Michelin-starred chef Jason Atherton and personalised nutrition coaching redefining how diet supports wellbeing.
