The Health and Wellness Industry: A Global Powerhouse
In 2023, the global wellness tourism industry generated approximately $868 billion in revenue, marking a significant increase from $651 billion in 2022. Global Wellness Institute This growth reflects the sector’s robust recovery and the rising consumer interest in health-focused travel experiences. Projections indicate that the wellness tourism market will surpass $1 trillion in 2024 and reach $1.4 trillion by 2027, with an anticipated annual growth rate of 16.6% over the next five years.Global Wellness Institute
This trajectory underscores the increasing demand for travel experiences that promote physical, mental, and spiritual well-being. The wellness tourism sector’s expansion is outpacing overall tourism, with wellness trips accounting for 7.8% of all tourism journeys but representing 18.7% of total tourism expenditures in 2022. Global Wellness Institute This trend highlights travelers’ growing willingness to invest in wellness-oriented experiences.
Small towns transformed by wellness tourism have seen tremendous economic benefits. Take Sedona, Arizona, for example. Known for its red rock landscapes, Sedona evolved into a hub for spiritual and wellness retreats, driving up property values and creating a thriving local economy. Similarly, Ubud in Bali became a magnet for yoga and holistic health enthusiasts, turning it into a premier global wellness destination. These examples suggest a similar trajectory for Bacalar, given its natural allure and growing accessibility.
Wellness tourists often look for destinations that offer tranquility, sustainable practices, and authentic cultural experiences. Bacalar’s lagoon, eco-friendly accommodations, and budding wellness retreats make it uniquely positioned to capitalize on this lucrative market.
The “Modern Traveler”
Times are changing, and travelers have been redefining how they explore the world. Today’s “Modern Traveler Era” is characterized by a desire for meaningful experiences and a willingness to invest in them. Modern travelers seek inspiration, adventure, and wellness-focused journeys, prioritizing unique and transformative experiences. Notably, they are prepared to spend more on vacations that align with these aspirations. Globally, international wellness tourists spend about 36% more than the average international tourist. As of 2024, the most successful and profitable real estate investments are found in distinctive Airbnb properties located in extraordinary destinations.
This new demographic of travelers—often professionals, entrepreneurs, and digital nomads—values exclusivity and customization in their stays. They seek accommodations that reflect the culture and spirit of the destination while delivering high-end amenities. This market segment isn’t hesitant to pay high average daily rates (ADRs), often ranging between $300 to $800 per night for properties that meet their criteria of uniqueness, comfort, and location. In destinations like Bacalar, where the beauty of nature and a slower pace of life intersect with growing luxury offerings, these travelers are driving up demand for well-curated stays.
Why Targeting Modern Travelers Matters in the Airbnb Space
For Airbnb hosts, specifically targeting this emerging demographic can be a game-changer. Modern travelers are more likely to prioritize value over price alone, meaning they will spend significantly more on properties that resonate with their lifestyle. By understanding their needs—such as eco-friendly features, Instagram-worthy designs, spa-like amenities, and proximity to adventure or wellness activities and amenities—you can position your Airbnb property to stand out among competitors.
Additionally, this group is highly influential. Their reviews, social media posts, and recommendations can amplify your property’s reach, providing organic marketing that leads to more bookings. They are also inclined toward longer stays, as they merge work and leisure in what’s often referred to as “bleisure” travel, further boosting profitability.
Promoting specifically to this demographic with detailed listings, professional photography, and narratives that speak to their desire for connection and exclusivity can give you a significant edge. Highlighting unique offerings like private access to Bacalar’s lagoon, sustainable luxury features, and personalized local experiences positions your property as more than just a stay—it becomes a part of their story. By aligning your property with their preferences and expectations, you’re not only meeting their needs but also ensuring that your investment thrives in this competitive, high-ADR space.
Why Bacalar is the Perfect Storm for Wellness Tourism
Bacalar’s tranquil environment, combined with its focus on low-density, eco-conscious development, creates the ideal conditions for wellness tourism. Visitors can enjoy sunrise paddle boarding sessions, yoga by the lagoon, and a plethora of water activities like swimming and sailing—all while basking in the town’s unspoiled natural beauty. Adding to its allure are the new luxury accommodations slated to open, including Habitas Bacalar, Banyan Tree Veya Bacalar, and Boca de Agua. These projects not only bring world-class hospitality but also adhere to Bacalar’s low-density development plan, ensuring the town retains its charm.
It’s also worth pointing out that all these new projects in Bacalar are low density, aligning with the town’s carefully designed urban development plan. Because of this, you won’t see the kind of urban sprawl that’s taken over Cancun and Playa del Carmen. If anything, Bacalar is a prime example of the benefits of thoughtful, sustainable planning. To give some context, Tulum provides a great case study in preserving what’s most valuable: the beach road. The municipality has done an excellent job of keeping development on the beach low-density with boutique hotels, protecting its charm and appeal. Meanwhile, the inland areas like Region 15 —where we’ve seen more growth and density—were always outlined in the town’s urban plan , which included a vision for a metropolitan area.
As an investor, I’ve witnessed firsthand how thoughtful urban planning can protect a destination’s most valuable assets. Tulum’s beach road, for example, has maintained its integrity with boutique hotels, even as the inland areas like Aldea Zama have seen increased density. Bacalar’s commitment to preserving its natural and cultural identity makes it a safe bet for long-term investment.
How the Wellness Industry Impacts Real Estate Investments
Investing in real estate where wellness tourism flourishes has proven to yield impressive financial returns. Wellness-oriented destinations command higher average daily rates (ADRs) for accommodations and see significant property value appreciation. For Airbnb owners, tapping into this market means the potential to charge premium rates while maintaining high occupancy levels.
Moreover, the wellness industry attracts not just tourists but also foreign investment dollars. As Bacalar gains international recognition, it will draw hoteliers, restaurant owners, and small business entrepreneurs to create unique offerings that cater to this high-spending demographic. This influx of capital and innovation will further elevate Bacalar’s real estate market, creating a positive feedback loop of demand and growth.
Accessibility: The Key Performance Indicator for Growth
Bacalar has long been a hidden gem, but now the doors are wide open. When I evaluate an emerging market, my number one KPI (key performance indicator) is accessibility. It’s the single most critical factor in determining how quickly an area can proliferate. Major hotel brands rely on accessibility when conducting due diligence and feasibility studies. They assess whether a site is close enough to an airport—typically within 60 to 90 minutes—to make it feasible for travelers. If it’s too far, they won’t move forward.
Now that the Tulum International Airport is operational—and already surpassing expectations with over 1.1 million passengers in its first year—the entire Costa Maya region, specifically Bacalar, is on the map. This is game-changing, but what excites me even more is the connectivity the Tren Maya brings. Together, these two infrastructure projects have made Bacalar more accessible than ever, opening it up for serious business.
The Untapped Potential of Luxury Accommodations in Bacalar
Digging deeper, you’ll want to analyze the data: what type of inventory is available, how much inventory exists, what the ADRs (average daily rates) look like, and whether there’s demand for a specific type of property. Right now, Bacalar is severely lacking in luxury accommodations. And by “luxury,” I mean properties with modern finishes, reliable amenities, and thoughtful designs.
If you’ve visited Bacalar recently, you’ve likely noticed that people are paying $300–$500 USD a night for accommodations that, frankly, don’t measure up. Think outdated finishes, no running hot water or water pressure, unreliable A/C units, moldy smells, old furniture, and even spotty electricity and internet. The reason they’re still able to charge those rates? There’s simply no competition.
People want to visit Bacalar, and they’ll pay a premium because they have no other choice. This creates a massive opportunity for investors to step in, meet the demand for higher-quality accommodations, and capitalize on the growing wave of wellness tourism—now supported by unprecedented accessibility.
The Bottom Line: Why Bacalar is a Smart Investment
So, how does this affect your bottom line? Let’s break it down.
For investors like us, this is a big deal. Accessibility drives volume, and volume is critical for a successful Airbnb investment. Bacalar’s supply of accommodations is still limited, which creates an ideal scenario from a supply-and-demand perspective.
Now, with the Tulum International Airport and the Mayan Train operational, Bacalar has transitioned from a hidden gem to a destination on the global stage. These infrastructure projects eliminate previous barriers to entry, making it easier than ever for high-spending wellness tourists to visit. And when accessibility meets demand for high-quality, eco-conscious accommodations, the result is a perfect storm for growth.
When accessibility meets demand, thoughtful planning, and a thriving wellness sector, Bacalar becomes a smart investment that’s poised for long-term success.
By Ryan Gravel, Real Estate Investor and Developer