Another wave of wellness-driven, emotionally resonant experiences is taking center stage in luxury corporate events, reflecting broader consumer travel trends that prioritize personal transformation, spiritual nourishment and immersive well-being in ways we haven’t explored before.
The concept of spirituality, for example, is something that’s long been considered personal and private in the luxury corporate events space—at least in my experience—but younger generations are much more open to making spirituality a common topic of conversation, and the general population seems to be following suit.
According to a PEW Research Foundation study published in February, 86% of U.S. adults believe humans have a soul and spirit, and this spiritual belief is increasingly being reflected in luxury consumer travel, where wellness offerings go far beyond the traditional spa and fitness amenities. As highlighted in Travel + Leisure’s January/February 2025 issue, “Parisian-style” salon retreats, life coaching, mindful crafting and creativity (painting, pottery, weaving) and ancient wellness practices are redefining the modern travel experience.
As event marketers, we’re now being tasked with the challenge of walking a fine line between delivering the spiritual services and experiences our attendees crave without overstepping or offending anyone—but pleasing everyone is an impossible feat.
When it comes to corporate luxury events, are we truly nourishing the souls and inspiring the spirits of our attendees? Are these transformational wellness trends making their way into boardroom retreats, executive summits and incentive travel experiences? What can we do to ensure we give some attendees what they are looking for without making others feel uncomfortable?
I explored these wellness-related changes and challenges through conversations with luxury corporate event experts to see how they’re approaching shifting consumer trends. Here’s what I’ve learned about the rise of experiential wellness in luxury events, what attendees want and how we can deliver.
[Related: Luxury Redefined: The Luxury Revolution Continues]
The Rise of Experiential Wellness in Luxury Events
Certain wellness-related amenities and activations have been staple elements of luxury events since their inception—24/7 fitness centers with high-end equipment, state-of-the-art spa facilities, morning yoga on the beach. But the pandemic made all of us reevaluate how we practice and prioritize health and wellness in our lives, and as people continue to incorporate new ideas, methods and conversations around well-being into their daily routines, we have to make an effort to do the same in our luxury corporate events.
For several years, across all event categories, we’ve seen a movement toward providing non-alcoholic beverage alternatives, but often it's a last-minute and unexciting option like cucumber- or lemon-infused water or high-sugar options like soft drinks and energy drinks.
But creative and healthy non-alcoholic options with active experiential elements that feature education and hand-crafted experiences are gaining momentum.
Engaging activations include offering a coffee connoisseur experience with a knowledgeable barista, artisan coffee bean drum roaster and demonstration along with high-end coffee tastings or nitro cold brew stations, or a kombucha bar with a barista and locally brewed options.
Heather Long-Dills, creative director at Elite Production Services, recommends a made-to-order fresh-juice bar with a nutritionist who engages with attendees and recommends ingredients based on the guests desired state (energy, immunity and gut health).
Mocktails are growing up and shifting away from the traditional sugary concoctions to include low-calorie herbal infusions (rosemary, thyme, basil), cold-pressed juices and botanical syrups made with agave, monk fruit and coconut nectar that offer low-glycemic, healthy and tasty options.
The little things have always mattered, but in today’s world, successful event design goes beyond the basics. Sarah Reuter, CEO of Elevate Travel, believes it’s now about creating experiences that resonate on a deep, emotional level that require event marketers to work with careful and focused attention.
"Beyond logistics, numbers and planning, designing events is an exercise in emotional intelligence,” Reuter said. “It requires self-awareness, empathy and intentional communication, which ultimately foster stronger, more connected communities."
Reuter’s proprietary “Six Sense Experience Design” methodology prioritizes multi-sensory, immersive activations that create lasting impact—exactly the types of experiences today’s luxury corporate event attendees need. By incorporating breathwork, energy alignment and mindful movement into luxury event programs, Reuter helps high-achieving professionals break free from burnout and rediscover balance through thoughtfully curated wellness experiences.
For an upcoming mastermind event with 120 executives, Reuter is curating a mind+body+soul space (breakout room). Attendees can drop in to the M+B+S room, similar to a holistic zen spa experience, where they can relax with a chair massage, enjoy peaceful binaural beats and grab energizing brain food along with non-alcoholic, low-sugar beverages during their highly curated eight-hour event. This offers guests the opportunity to leave a full-day conference feeling elevated and refreshed, rather than depleted and drained.
[Related: Luxury Redefined: Off-the-Beaten-Path Is the New Luxury of Incentive Travel]
What Luxury Travelers (and Executive Event Attendees) Want Now
Attendee well-being is not a new priority for event marketers, but what the concept of “well-being” encompasses, how it’s defined and the ways in which it can be practiced or prioritized is constantly evolving.
Sergio Pereira, regional managing director, Americas for One&Only Resorts, part of the Teneo Hospitality Group, notes that corporate groups are increasingly seeking holistic, immersive wellness experiences—ones that go beyond physical well-being to encourage mental clarity, emotional connection and cultural engagement.
"We still see demand for group yoga and fitness classes, but more and more, groups want something outside of their comfort zone—experiences that connect them to the destination and its healing traditions,” Pereira said. “Whether it's sipping freshly pressed cacao before a guided salutation to the spirits of the North, South, East and West, or engaging in ancestral healing rituals led by local shamans, these moments create powerful shared experiences that deepen connections."
Other trends shaping luxury corporate wellness experiences include:
- Sound healing and breathwork: Immersive sound baths and guided breathwork sessions to calm the mind and improve focus
- Eco-immersion activities: Sailing excursions, nature retreats and forest bathing to encourage relaxation and mindfulness
- Mindful creativity: Watercolor masterclasses, ceramics workshops and art therapy to foster self-expression and mental clarity
- On-demand well-being: Instant access to wellness activities, such as private meditation pods or mobile therapy stations, to accommodate busy executive schedules
[Related: Luxury Redefined: The Appeal of Craftsmanship and Hands-on Learning in High-End Event Programs]
Curating Authentic Experiences: The Challenge of Wellness in Luxury Events
As demand for transformational wellness experiences grows, so does the challenge of ensuring authenticity. Pereira acknowledges that finding genuine, expert well-being practitioners is essential to maintaining the integrity of these offerings.
"In a destination that is continuing to flourish, there’s a heightened demand for expert practitioners, but also an influx of those looking to pass themselves off as genuine experts,” Pereira said. “We are lucky to have long-standing relationships within the local community and pride ourselves on working with true masters of their craft."
For event professionals, this means vetting local partners carefully and working with trusted brands that specialize in curated, high-quality wellness activations. Whether designing an intimate C-suite retreat or a large-scale executive summit, the key to success lies in asking the right questions, being an active listener and partnering with brands that align with the event’s greater vision.
Final Thoughts: The Future of Executive Wellness
Luxury corporate events prioritize relationship building, deal-making and the highest level of comfort and personalization, but they are also becoming transformational experiences that prioritize holistic well-being, emotional intelligence and cultural connection.
By embracing these wellness trends, event marketers and planners can create more meaningful, memorable and impactful gatherings that truly inspire the mind, body and spirit.
As we redefine executive wellness in 2025 and beyond, the question isn’t just how we design events, but can we design experiences that nourish the soul?
With love and luxury, Laurie
