Auberge Collection Redefines Luxury Wellness: A Blueprint for Health Tourism's Future

The global wellness tourism sector has evolved into a formidable multi-billion dollar industry, reflecting a profound shift in consumer priorities. This expansion signifies a critical convergence of the wellness and travel industries, particularly within the ultra-luxury segment, where discerning travelers increasingly expect to integrate their health and well-being routines seamlessly into their journeys. Against this backdrop, Vivianne Garcia-Tunon, Vice President of Wellbeing at Auberge Collection, recently provided insights to BoF on how the distinguished hospitality brand is strategically addressing the sophisticated demands of its affluent clientele.

The Evolving Landscape of Health and Wellness Travel

Modern wellness paradigms have moved beyond conventional fitness regimens, now encompassing a comprehensive pursuit of physical, mental, and emotional health and longevity. This transformation underscores the growing importance of holistic care within the broader health tourism landscape.

Evidence underscores this trend: a 2025 report by Altiant revealed that over 90 percent of luxury travelers actively seek wellness provisions, with a strong emphasis on:

• Mental health support
• Immersive nature experiences
• Advanced technological solutions

Indeed, the Global Wellness Institute estimates the global wellness tourism market to exceed $650 billion, with projections indicating sustained growth as individuals across various demographics increasingly weave well-being into both their professional and leisure travel. This trend significantly impacts the development of new healthcare destinations and the expectations for quality of care in cross-border healthcare.

Auberge Collection's "The Joy of Wellbeing" Vision

In direct response to these expanding guest needs, the luxury hotel, resort, and residence company, Auberge Collection, has dedicated the past two years to crafting a new strategic vision for its well-being approach, aptly named "The Joy of Wellbeing." This initiative, now a cornerstone of their global operations, fundamentally redefines the experience of feeling well while away from home.

Auberge, long recognized for its leadership in upscale hospitality, grounds its methodology in a straightforward yet profound philosophy: joy is not merely an emotion, but a scientifically validated pathway to enduring health and enhanced longevity. This innovative perspective elevates the discourse around patient travel and the potential for preventative health tourism.

Core Principles and Tailored Experiences

The "Joy of Wellbeing" framework is structured around four foundational tenets, ensuring a holistic and deeply personal experience for guests:

• Awe
• Connect
• Excel
• Nurture

This innovative program also incorporates collaborations with renowned experts, such as best-selling self-help author Gabby Bernstein. It is designed to offer guests wellness experiences that are both emotionally impactful and scientifically supported, meticulously customized for each unique property.

Across its diverse portfolio of properties, including the serene Stanly Ranch in California's Napa Valley and the historic Collegio alla Querce in Florence, Auberge Collection demonstrates this commitment to bespoke well-being, solidifying its position as a premier healthcare destination for those seeking international wellness experiences.

Setting a New Industry Benchmark

Vivianne Garcia-Tunon, Auberge Collection’s Vice President of Wellbeing, elaborated to BoF on the strategic underpinnings of the "Joy of Wellbeing" program. Her insights detailed its consistent implementation across all Auberge Collection properties and outlined the company's ambition to establish a new gold standard for the entire wellness tourism sector, influencing broader trends in cross-border healthcare and the expectations of patient travel.

Key Takeaways

1. The luxury wellness tourism segment is experiencing significant growth, driven by affluent consumers seeking comprehensive, integrated well-being solutions during their travels.
2. Auberge Collection's "The Joy of Wellbeing" initiative exemplifies a strategic response to these evolving demands, focusing on a philosophy that positions joy as a core element of long-term health.
3. Through tailored experiences, expert collaborations, and a four-pillar framework (Awe, Connect, Excel, Nurture), the brand aims to deliver emotionally resonant and scientifically validated wellness.
4. This approach sets a new benchmark for quality of care within health tourism, potentially influencing how future healthcare destinations cater to international patients seeking holistic well-being beyond traditional medical interventions.