Wellness has evolved past being a healthy break at a spa or a low-calorie meal at a vegan restaurant; it’s an approach to living that has impacted almost every aspect of society, including the world of meetings and incentive travel. For executive travelers in 2025, wellness is no longer a luxury or afterthought; it’s often a top priority. Running the gamut from personalized spa treatments to nature-infused conference zones, the wellness landscape for C-suite attendees is now a focus for industry leaders.

From the planning perspective, the shift brings both a challenge and an opportunity: how to design offerings that meet the high expectations of executive guests while also supporting their physical, mental and emotional well-being. The answer perhaps lies in personalization, integration and a solid understanding of what today’s C-level leaders truly need to thrive.

To explore how wellness is being redefined for high-level hospitality, we spoke with industry experts who are helping guide the future of executive travel. Their insights reveal a movement toward more meaningful, restorative and customized experiences — and offer a compass of sorts for planners and resorts aiming to meet the rising expectations of their top-tier clientele.

At Hyatt Regency Huntington Beach Resort & Spa, wellness is more than just a perk — it’s a pillar of the guest experience.

Shifting Landscape

Kevin Devanney, president of Charlotte-based Incentive Travel Solutions, has spent over three decades working closely with C-suite executives. He’s witnessed firsthand how their travel preferences have evolved. The days of indulgent, all-inclusive getaways are giving way to curated experiences that prioritize health, balance and purpose.

“For example, I witnessed a period when groups favored all-inclusive resorts in the Caribbean,” he remarks. “Today, however, I see a clear move away from those types of programs, where attendees often spend the week overindulging and leave without much else to show for the experience.”

Executives, he says, are now seeking destinations and itineraries that offer more than just lazing in the sun with cocktails; they are now eager for activities that energize and inspire.

“Options such as hiking, biking, golf, tennis and other outdoor pursuits are becoming increasingly important, allowing participants to tailor their experience,” Devanney says. “While food and drink still play a role, there’s much more emphasis on providing balanced menus, with vegan, gluten-free and health-conscious options included alongside traditional fare.”

This shift, he says, isn’t just about activities — it’s about location too. Devanney notes that wellness-focused settings are gaining traction among executive travelers.

“Locations such as Patagonia in South America, Switzerland, Norway, Sweden and Denmark are especially appealing, offering abundant opportunities for outdoor activity and healthier lifestyle choices,” he says.

This means a bit of rethinking for planners when it comes to the traditional incentive trip. Luxury is typically a given for executive travelers, so the experience must also support the physical and mental well-being of attendees while also being exceptional. Wellness, thus, is becoming a core component of ROI — return on intention.

Devanney’s reflections seem to highlight a broader industry trend, the rise of experiential wellness. Planners are now relied upon to curate programs that not only reward performance but also potentially rejuvenate the mind and body. Whether it’s a sunrise hike in Patagonia or a plant-based culinary workshop in Copenhagen, the goal is to leave attendees feeling better than when they arrived.

Many treatments are available to help leaders to stay in balance, such as this sound bath at Hyatt Regency Huntington Beach Resort & Spa.

Resort-Driven Wellness

At the Hyatt Regency Huntington Beach Resort & Spa, in California, wellness is far from just a perk — it’s a pillar of the guest experience. The team has crafted offerings that speak directly to the needs of executive travelers, blending cutting-edge treatments with holistic care. Tailored wellness packages, including private fitness sessions, spa treatments and mindfulness workshops, are central to their approach. They incorporate flexible scheduling to accommodate demanding executive calendars.

Executives today have elevated their expectations past generic spa menus. They’re looking for memorable experiences that enhance both body and mind, providing a meaningful work-life balance to their frequently demanding careers.

A key industry trend right now is the integration of high-tech treatments with holistic experiences that cater to both physical and mental well-being. To that end, they offer innovative therapies that combine the best of modern technology with natural healing practices, and layer these new therapies with their current menu of spa wellness treatments to create a truly transformative experience. These are designed to help their guests feel restored, relaxed and revitalized, enhancing both their body and mind. This includes the Halotherapy Infrared Sauna, LumaPod Pro, professional red-light bed, the Therabody Zero Gravity Experience and the Sedona PEMF (Pulse Electromagnetic Field) Mat.

This advancement in treatment offerings illustrates a wider shift in how executives view wellness — not as simply a serene break from work, but as an energizing catalyst for productivity and performance.

Executives are increasingly prioritizing wellness as part of productivity, seeking stress-reducing and recovery-focused experiences. There’s a noticeable interest in holistic offerings and nutrition-focused programs, and even incorporating well-being collection into sessions.

The Hyatt Regency Huntington Beach Resort & Spa’s oceanside locale also plays a starring role in supporting this balance. Being a beachfront resort, many leaders are intentionally setting aside time for restorative experiences there while integrating brief work sessions as needed. The resort supports this balance with spaces that accommodate both focused work and relaxation.

Companies are also appreciating the value of wellness retreats for leadership teams, realizing these aren’t just spa days — but rather strategic investments in boosting resilience, energy and focus.

Programs often include team fitness classes, spa days, mindfulness workshops and curated healthy dining experiences. Retreats are designed to strengthen leadership cohesion while promoting overall well-being. Personalized spa treatments, oceanfront yoga and guided meditation are top favorites. These offerings resonate because they provide stress relief, mental clarity and a sense of renewal that supports peak performance.

By working flexibility into the schedule, providing a blend of high-tech and holistic treatments, and forging spaces that support peaceful productivity, C-level guests will receive a wellness experience that goes beyond just a day at the beach.

Incentive Travel Solutions crafts rejuvenating trips such as this one, which included snorkeling in Tahiti.

Wellness in Event Design

For Timothy Arnold, CMP, CMM, PCA, regional vice president, Hospitality Performance Network – HPN Global, wellness isn’t just a feature — it’s an approach that guides many aspects of effective event planning. From in-room amenities to conference layouts, he’s vested in every facet of executive attendee wellness.

“Every hotel has a gym obviously, but I am seeing more and more in-room wellness amenities. Yoga mats, weights, sleep enhancing products, compact exercise equipment, the list goes on and on,” Arnold explains. “These allow busy executives to maintain healthy habits, but also prioritize time working. I was just at The Westin Resort & Spa, Whistler, in Canada, and was able to use their property-wide sleep well program, and their in-room amenities and do some yoga/stretching in my room.”

He stresses the significance of integrating wellness into the event itself — not just offering it as a throw-in.

“Including wellness activities into the fabric of the event is so key and takes away a lot of the recovery needed. Schedule it so your attendees can prioritize sleep, not every event needs to end at midnight after heavy drinking,” Arnold remarks. “Planning healthy options for meals helps to prevent fall off from any health goals that attendees have. I recently lost 50 pounds by eating healthier, and so sought out the fruits, salads, water, lean proteins and low-calorie options at all meals and breaks. This made coming back from a week in Las Vegas much easier by avoiding the things that could derail my progress. Had these not been offered or thought of in advance, it would have been much harder to maintain my goals.”

Wellness, he opines, is no longer confined to fitness and diet, but about creating environments that specifically support mental clarity and emotional well-being.

Arnold says, “I am seeing more conferences take attendees outdoors for lunches, which really helps attendees get a mental break. At a recent event in Las Vegas, they did a great job keeping attendees moving and seeing new spaces of the resort. This enhanced networking avoided ballroom fatigue and enlivened the conference. At our HPN annual, one of my coworkers organized a two-mile walk on the Strip at 6 a.m. I assumed five people would show up, but 25 people were there. I also love when they bring plants and nature into the space. We just had a plant dome in the wellness zone of our conference beside the oxygen bar and massage chairs. It was a really cool place to just Zen out when I needed a break from the bustle.”

Personalization is invaluable for optimizing wellness efforts. Arnold shares a recent experience that highlights the power of thoughtful planning.

“You have to personalize your offerings to your attendees, especially executives,” says Arnold. “Knowing any dietary needs is basic, but crucial. I was just at an event at Sheraton Vancouver Wall Centre, in Canada, and they did such an amazing job catering things to my needs — no dairy and I don’t drink. I have never seen such attention to detail at any hotel and it made me feel amazing knowing that they cared this much about me and my needs. They also offered a morning yoga class that was most excellent.”

The impact of prioritizing wellness isn’t just anecdotal — it’s measurable.

“We see our meeting scores be significantly higher when wellness is prioritized. This is why we always have a wellness zone, healthier options, reduced role of alcohol in the receptions and organized runs/walks,” he adds.

For planners, Arnold’s advice is clear: wellness isn’t part of a checklist — it’s a strategy. And when thoughtfully applied, it elevates the entire experience.

At the HPN Global Annual Conference in Las Vegas this year, 25 people participated in an two-mile walk on the Strip.

The Planner’s Takeaway

As wellness continues to shape the landscape of executive travel, one thing seems certain: the expectations of C-level attendees are rising. They’re looking for experiences that not only restore and inspire, but align with their personal values. Be it a sunrise stroll on the Strip, a red-light therapy session or a plant-filled Zen dome, wellness is becoming a reliable path to connection and performance.

From the planning viewpoint, this likely indicates wellness can no longer be treated as a side dish or optional upgrade. It must be plotted into the blueprint of the event — from the destination and programming to the dining choices and breakout sessions. The most effective experiences are those that anticipate the needs of executive guests and deliver wellness in ways that feel not only top tier, but personal, purposeful and seamless.

That potentially means working with resorts to offer in-room yoga kits and sleep-enhancing amenities — or could involve scheduling early morning walks, designing plant-filled lounges or offering unique spa treatments that pair technology with holistic care. It also means being mindful of dietary preferences, alcohol consumption and even the emotional tone and work-life balance of an event.

Wellness isn’t merely about fitness or food — but designing and fostering environments where leaders can recharge, connect and perform at their best. And when planners get it right, the rewards are abundant: higher satisfaction scores, stronger team cohesion and a lasting impression that goes far beyond the meeting room or reception hall.

Incentive travel and executive meetings are evolving, and wellness is at the forefront. For planners ready to embrace this shift, the future of events looks like a healthy one.

Four Quick Tips for C-Level Wellness Offerings

C-suite travelers are no longer content with yesterday’s cookie-cutter wellness options. They now look for thoughtful, curated experiences that bolster their performance, recovery and overall well-being. Whether you’re planning a leadership retreat, incentive trip or elegant executive summit, here are four possible ways to help you deliver wellness offerings that make a lasting impression on top-tier attendees.

1. Personalize Everything

Executives are used to having their preferences honored, why would wellness be an exception? Get to know your attendees and dig into the details: Do they avoid dairy? Prefer morning or afternoon activity? Need quiet zones for meditation or prayer?

Pro tip: Send a pre-event wellness survey to gather preferences and tailor your offerings accordingly.

2. Integrate Wellness into the Agenda

Wellness shouldn’t feel like a side dish at the buffet. It should be thoughtfully woven into the fabric of the event. That means scheduling time for movement, relaxation and nourishment, not just meetings and mixers.

Consider early morning yoga, walking meetings or outdoor lunches to keep energy high and minds clear.

3. Choose Destinations That Inspire

Location, Location, Location isn’t just a real estate strategy, especially for wellness-minded executives. Destinations that offer natural allure, fresh-air activities and health-conscious dining options are increasingly in demand.

When selecting a venue, seek out places that nurture movement, mindfulness and meaningful experiences that go beyond the boardroom.

4. Mix High-Tech with Holistic

Modern executives appreciate innovation, but they also crave balance. Resorts that offer cutting-edge wellness treatments alongside traditional therapies are striking the right chord.

For planners, this means partnering with properties that understand the dual value of tech and tradition, and can provide both with enough sophistication to please even the most discerning guests. C&IT