Health and beauty tourism is said to be booming in Mallorca, with visitors travelling to the island primarily to undergo treatments but to also enjoy the weather, the shopping and the food.
Indicative of this is the opening of Mallorca's first 'longevity' clinic, Iune, which is currently in the process of finalising agreements with luxury hotels such as La Residencia in Deia. The hotel's head concierge and guest experience manager, Pep Ferreiro, says they are working on creating packages that include health and beauty treatments plus accommodation and other services.
He explains that the pandemic brought about a change. Customers now seek more experiences, especially those focused on well-being, relaxation and health. This has led hotels in Mallorca, particularly at the top end of the market, to adjust to this demand. "We try to show them the Mallorcan way of life, to slow down our guests' pace and allow them to relax in an idyllic and unique setting, like the one offered by the Tramuntana Mountains."
María José Aguiló, vice president of the Mallorca Hoteliers Federation, points to the new routes from Montreal and from Abu Dhabi opening up the north American market further and opening the doors to the Middle East, "marking the beginning of a new era with Asia". This, she says, represents an opportunity for the entire island, as these tourists have higher-than-average purchasing power.
These are both markets that are of particular interest to Iune. The vast majority of its clients are north Americans and Arabs as well as Germans. Mallorca, because of the climate, the air connections and location, was chosen for the longevity clinic rather than Frankfurt. The clinic in Palma boasts state-of-the-art technology. "Many Americans, Arabs and Germans are coming for a week, to stay in luxury hotels, have treatments in the morning and spend the rest of the day enjoying the island." Facilities include a whole-body cryo chamber.
Aguiló adds: "Mallorca must be prepared to meet the demands of these tourists". Heavy investment has helped hotels to reposition their products, and increasing numbers of visitors are travelling from further afield. "Long-haul tourism is not a quantitative leap, it’s a strategic one. Mallorca must be proactive to compete effectively in a different league."