The ‘slow wellness’ shift: Three wellness trends reshaping South Africa’s premium spa sector

Industry leaders reveal why transactional wellness is failing discerning guests and how authentic, slower journeys are becoming the new luxury standard. Picture: iStock There’s a gap at the premium end of the market of South Africa’s spa and wellness tourism sector and one expert believes not enough players in wellness are primed to capitalise on this upward trajectory. According to the Global Wellness Institute, the global wellness economy continues to expand, with spa and wellness tourism among its fastest-growing segments.

Locally, the numbers suggest a thriving market; industry data points to a 13% increase in spa sector growth in 2024. Look closer, however, and a more nuanced picture emerges. Growth is concentrated in high-volume, low-cost express services like quick massages, lunchtime facials and other convenience-driven treatments.

These trends have broadened access, but left the discerning wellness guest increasingly underserved. “Transactional wellness is increasingly evident in parts of the industry. However, this risks that treatments become quick fixes rather than intentional experiences.

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True wellness is rooted in care, connection and presence, and cannot be rushed,” said Monique Pereira, Spa Manager at Steenberg Spa. This balance between accessibility and authenticity is not unique to South Africa. Across the Six Senses global portfolio, wellness is positioned as an integrated journey rather than standalone treatments, with personalised programmes designed to encourage guests to slow down and engage more deeply.

Similarly, SHA Wellness Clinic offers structured multi-day programmes focused on prevention, longevity and holistic health. The One&Only brand reflects this global shift, with its spas designed around personalisation, privacy and slower, more intentional journeys rather than transactional treatments. One&Only Cape Town Spa offers structured, multi-step wellness experiences that prioritise depth, rest and restoration over volume.

Another example is Santé Wellness Retreat & Spa, which provides multi-day wellness programmes that combine holistic approaches and are designed to encourage longer stays. Collectively, this reflects a global convergence: wellness is moving away from standardised, transactional services toward deeply personalised and experience-led engagement.

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