The luxury travel landscape is currently navigating a pivotal transition.

The era of the "standard" spa menu — defined by quiet rooms, light music and generic relaxation treatments — is rapidly fading.

In its place is a more rigorous, highly personalised age of wellness. Today’s guests arrive already invested in their own longevity, utilising everything from wearable biometrics to implementing daily rituals such as contrast therapies like cold plunges and saunas. Guests are no longer seeking a temporary escape from their lives, but a fundamental recalibration of their physical and emotional health.

At the helm of Jayasom Wellness Resort, CEO Karen Campbell oversees a philosophy that treats wellness as a lifelong pursuit rather than a seasonal retreat. By moving beyond the surface-level "quick wins" of the industry, she is championing an approach that balances clinical precision with the irreplaceable value of human connection and sustainable habit-building.

In this discussion, Campbell explores how the industry must evolve to meet the needs of the truly discerning traveller — focusing on measurable vitality, the integration of advanced diagnostics, and the growing demand for deep, tech-free emotional recovery.

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1. How is the luxury traveller's focus shifting from traditional pampering (e.g., standard massages) to truly holistic and preventative treatments, and what specific services are now considered non-negotiable?

Luxury travellers now demand personalised wellness that addresses both physical and emotional needs. Standard massages are no longer enough; treatments must be adaptive, therapeutic, and responsive to the guest’s unique body and mood. Services like Chi Nei Tsang (abdominal massage), lymphatic drainage, and personalised nutrition plans have become staples. Guests seek connection with therapists they trust and expect treatments that deliver measurable improvements - stress reduction, improved circulation, digestive relief - rather than simple relaxation. Personalisation and recognition are essential; repeated guests expect continuity, not generic experiences.

2. With the rise of the "longevity economy," how do you foresee the integration of biomarker testing, genetic profiling, and personalised health prescriptions becoming standard offerings at five-star resorts?

Five-star resorts are increasingly integrating advanced diagnostics into wellness programmes, often through partnerships with accredited labs. Genetic profiling, biomarker testing, and personalised health prescriptions allow guests to receive actionable insights without the resort itself providing the testing. Sophisticated travellers value the guidance of qualified professionals who interpret data and translate it into tailored programmes. These offerings transform a stay from a short-term retreat into a proactive, evidence-based wellness journey.

3. Beyond yoga and a treadmill, what are the most innovative or unusual deeper wellness experiences (e.g., sound healing, thermal cycling, or contrast therapy) that sophisticated travellers are actively seeking out?

Guests are drawn to experiences that combine physical, mental, and emotional rejuvenation. Sound healing, thermal cycling, cryotherapy, contrast therapy, and touch-based modalities like Thai massage or Chi Nei Tsang are increasingly sought-after. Sophisticated travellers also value immersive, meaningful rituals that provide a sense of connection, mindfulness, and emotional release - experiences technology alone cannot replicate.

4. Do you see a difference in the wellness approach between a high-net-worth individual seeking a "wellness vacation" versus those seeking a dedicated, life-changing stay at a longevity clinic?

Yes, there is a clear distinction.

Many longevity clinics lean heavily into data, diagnostics, and highly technical interventions, which can feel prescriptive and, at times, trend-led rather than transformative. While these approaches promise optimisation through biometrics and testing, they often overlook the fundamentals of how people actually live day to day.

By contrast, a wellness-led stay focuses on meaningful, sustainable lifestyle change. Rather than chasing short-term metrics, the emphasis is on restoring balance through movement, sleep, nutrition, emotional wellbeing, and purpose — habits that guests can realistically maintain long after they leave. This approach is less about bio-hacking and more about re-learning how to live well, creating long-term vitality through consistency rather than intervention.

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5. How do you see luxury travellers measuring the ROI of a wellness trip? Do you think it's purely emotional, or are they seeking measurable health data? Or maybe its in the number of return visits…

ROI is both emotional and measurable. For many guests, weight loss is still the initial, most familiar benchmark - it’s simple, visible, and easy to grasp. However, it is also a shallow indicator of real progress. As guests spend more time immersed in wellness, their understanding evolves, and focus shifts toward deeper markers such as sleep quality, sustained energy, stress resilience, heart rate variability, and overall vitality. Wearables and biometric data can support this journey, but the most meaningful return comes from lasting lifestyle change. Longer stays enable this shift in perspective, with repeat visits often becoming the clearest indicator of true value realised.

6. How is the Jayasom addressing the demand for fully personalised wellness programming that adapts to a guest's needs, wants, goals and even travel fatigue upon arrival?

At Jayasom, Wellness Advisors curate adaptive programmes, adjusting treatments, activities and routines in real time. Every day is tailored to a guest’s energy, mood, and recovery needs, ensuring each experience is responsive, personal, and optimised for both immediate wellbeing and long-term vitality. The Travel & Technology Nexus

7. Wellness now extends beyond the four walls of the spa, and in-room wellness technology (e.g., air purification, smart lighting, or advanced sleep systems) are now almost expected for a certain type of traveller, do you think this more expansive wellness experience throughout impact guest choice?

Advanced in-room technology enhances comfort and perception of wellbeing, but true luxury wellness depends on seamless integration with human expertise. The combination of personalised staff support, adaptive programming, and immersive experiences delivers far greater impact than technology alone, shaping guest choice at the most discerning level.

8. Given the increasing desire to "live well" even on vacation, how do you see the luxury travel sector catering to this in the next 5 years?

New hotels are increasingly equipped to deliver a true ‘live well’ experience. It begins with the right hardware and thoughtfully curated healthy options, gradually moving toward a consistent, high-quality wellness offering. Self-service wellness solutions - requiring less staff training and lower operational costs - allow properties to showcase wellness to guests through quick wins, or gimmicks, for marketing purposeYet for authentic luxury travel, the experience extends far beyond the spa or gym: connection to the outdoors through running trails, biking, or hiking, engagement with local dining and cultural talent, and sustainability initiatives that highlight the community and the property’s genuine efforts are all integral. These immersive, purposeful experiences now sit firmly within the modern wellness umbrella and are highly prized by discerning travellers.

9. Is the concept of a "Digital Detox" still relevant for luxury travellers, or are they more interested in using technology (like wearable data) to optimise their wellness journey while travelling?

Digital detoxes remain highly relevant. While wearable technology helps track health and optimise performance, many travellers - especially younger ones - seek periods of focus and presence, unplugging from devices to reconnect physically and mentally. Active, immersive experiences are the most effective antidote to digital fatigue.

10. Looking five years ahead, what is the most significant unmet need in the luxury wellness industry that a new hotel, product, or service could capitalise on?

Continuity and memory-driven personalisation. Guests increasingly expect resorts to remember preferences, treatments, and outcomes across multiple visits. The ability to securely collect, interpret, and activate this data for truly bespoke experiences represents a major opportunity for luxury wellness providers.

About Jayasom Wellness Resort, AMAALA

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Jayasom is a luxury integrative wellness brand and operator designed to represent the future of "purposeful luxury." Founded as a sister brand to the legendary Thai wellness pioneer Chiva-Som, Jayasom is built on the philosophy of “tread lightly, live well.” Its name is derived from the Thai words “Jay” (heart) and “Asom” (peaceful learning place).

The brand is set to debut its flagship property, Jayasom Wellness Resort, AMAALA, on Saudi Arabia’s Red Sea coast in 2026. This landmark destination will span over 7,000 square metres of dedicated health facilities, offering a multigenerational approach with distinct zones for adults-only retreats and family-focused wellness. The resort’s curriculum blends Western evidence-based medicine with Traditional Arab and Islamic Medicine (TAIM), alongside an on-site organic farm that serves as both a culinary source and an educational hub for guests.

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