Women's Health as a Future Trend in Tourism?

Claudia Gföller and Sabine Hasenauer-Scheiber: Becausefor women, health means more and more than just wellness and relaxation. Women in midlife, in particular, want to understand what is happening in their bodies, how they can maintain their health, and what is good for them in the long term. The years surrounding menopause can be associated with changes in sleep, energy levels, stress management, concentration, metabolism, or physical well-being. At the same time, many women in this phase of life are in the midst of their careers and family lives, shouldering responsibilities and often pushing themselves for long periods. In everyday life, however, what health actually requires is often missing: time, distance, and the opportunity to reconnect with one’s own body. And this is where a great opportunity lies for the tourism industry.

A vacation creates a special space. The schedule lightens up, the distance from everyday life grows, and suddenly it becomes clear again: How am I actually doing? What do I need? What could I change? Our recent survey of 50 women on the topic of “Women’s Health on Vacation” confirms this need very clearly. It’s not just about relaxation and wellness. Women are particularly interested in topics such as stress and exhaustion, sleep, exercise and physical strength, prevention, and hormonal health. It’s particularly interesting that many women are looking for something that goes beyond the vacation itself: 68% want to take home ideas they can implement in the long term, 60% want exercises suitable for everyday life, and 60% are seeking renewed energy.

Health tourism can therefore be more than just a few days of relaxation. It can provide women with knowledge, guidance, and practical tools that they can continue to use even after returning to their daily lives. This also changes the perception of a health vacation: moving away from simply “being pampered” toward a stay that combines regeneration, health knowledge, and sustainable inspiration. For us, women’s health is therefore not a short-term wellness trend, but a topic for the future.

Claudia Gföller and Sabine Hasenauer-Scheiber: A woman aged 45 or 55 has different health needs than a woman aged 25. Sleep may become more difficult, recovery becomes more important, and maintaining muscle strength, bone health, and metabolism takes on greater significance. Some women experience hot flashes or sleep problems, while others feel exhausted, have trouble concentrating, or find they have less resilience. And at the same time, no two women experience this phase of life in exactly the same way. That’s precisely why we need services that offer choices and don’t force women into a one-size-fits-all mold.

Our latest survey clearly shows what women are actually looking for. Peace and quiet , as well as time for themselves, are particularly important to them—but so are sound knowledge about women’s health and programs for mental health and stress management. And they don’t just want to be passive consumers. 80% want concrete tips they can then integrate into their daily lives. 60% would like to take home a personalized daily schedule or short exercises.More than half specifically mention time and peace as an important part of a wellness retreat. This is a crucial point. Women don’t just want another wellness package. They want to understand: What is good for me? What can I influence myself? And how can I apply this knowledge at home?

For women in midlife in particular, programs that combine various aspects can therefore be appealing: exercise and physical strength, sleep and recovery, nutrition, hormonal health, stress management, mental health, experiences in nature, and preventive care. The goal isn’t to target every woman with a “menopause program.” Some women want to focus intensively on their health, while others are primarily seeking peace, exercise, or time in nature. Good women’s health programs therefore provide guidance without being prescriptive. And that, for us, is precisely what sets them apart from a traditional wellness vacation: the relaxation doesn’t end at check-out. A good health program gives women something they can continue to incorporate into their daily lives, even weeks later.

Claudia Gföller and Sabine Hasenauer-Scheiber: Thefirst step is surprisingly simple: don’t rush to develop a new product right away; instead, start by putting yourself in the guest’s shoes. How does she sleep? Where does she find peace and quiet? What exercise options are available? Are these activities exclusively performance-oriented, or do they also include strength, mobility, relaxation, and regeneration? Is there a balanced, protein-rich diet? Are there places of retreat? And do employees know what health changes women may be concerned about during this phase of life? Often, a great deal is already in place. A hike in nature, good food, a quiet room, exercise, a sauna, or a quiet retreat are already valuable building blocks. The key is to reconnect these elements from the perspective of women’s health.

Another important point is the connection between relaxation and knowledge. If, after three days, a woman not only returns home feeling more relaxed but also—for example—knows how to improve her sleep, understands the role muscle strength plays from midlife onward, or learns how to better manage stress in her daily life, the stay takes on a different kind of value. This doesn’t mean every hotel has to become a health center. It makes much more sense to connect existing expertise in tourism with qualified specialists in women’s health, exercise, nutrition, or psychosocial health.

Tyrol, in particular, offers ideal conditions for this: nature, mountains, physical activity, tranquility, high-quality hosts and hostesses, and a strong foundation in health and wellness are already in place. If these strengths are strategically combined with sound women’s health expertise, a distinct tourism profile can emerge, featuring offerings that not only help women relax but also provide them with guidance and something lasting to take home.