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The trade show that helps boost business
3 months ago
Spending time at a trade show devoted to wellbeing was a unique, immersive experience, so why don't more UK travel advisors embrace this booming sector?
Synergy brings wellness experts and luxury travel designers together for a three-day tradeshow
Wellbeing experts among you will know that Church has long been an advocate for spirituality and healing through sound, and runs her own wellbeing retreats called The Dreaming, held at a beautiful Welsh bolthole she has had converted called Rhydoldog House.
Pretty much everyone I met at Synergy was there because they firmly believed in the power of wellbeing to heal the world.
The show's organisers say Synergy is designed to "unite everyone from luxury properties and industry experts to practitioners including yoga instructors and fitness coaches – as well as luxury travel designers looking for the next experiential wellness escape".
"This show makes real sense:the hotel or resort, the retreat leader (who comes with a large community of followers ready to travel with them) and the tour operator and/or travel advisor can really work in synergy (pun intended) to create some amazing trips that people genuinely love and value.
Over three days, I had between 10 and 12 fascinating meetings per day, and gong therapy, or sound bathing, came up many times in conversation (it's said to help the brain reach deep relaxation and help to ease stress), as did women's health and menopause, and gut health and immunity, which chimes with broader trends in the wellbeing sector.
Then there were the wellbeing or fitness sessions:
people are just as likely to make a useful connection or spark an idea practising yoga together as they are sitting around a meeting table.
And it's clear to see how the connections do form: yes, everyone is here because they believe in the power of conscious wellbeing, but they're also here to do business.
Dutch-based, it is developing a cult global following – partly due to its founder Luuk Melisse's enthusiasm, dynamic magnetism and its zeitgeist-y timing, with huge sessions held in venues such as churches, with "silent disco" tech through which attendees move to a well-curated playlist and revel in the "dance like no one's watching" vibe.
One of the main partners at Synergy was innovative wellness resort Joali Being in the Maldives and these two have now come together to create a retreat, the Sanctum Wellbeing Residence (available 28 April-10 May), which promises "radical self-care and joyful healing immersions".
Meanwhile, I discovered We Love Transformational Travel, run by Niamh Keohan, as a way to bring the best retreats and trips into one searchable website.
I was sold, and immediately Googled this incredibly qualified physician afterwards, and bought her book. You can't just suddenly declare you're a wellness travel expert – as much as we would baulk at committing our own health to someone we didn't believe qualified, why should a consumer trust someone to plan a trip like this if they don't feel you're knowledgeable and experienced?Getting to know more about this growing sector is a win-win all-round – for your own health, that of your clients and, ultimately, for the planet, as this kind of conscious wellbeing makes us all think about the impact of all our actions.
"Luxury travel advisors who are thinking of registering to attend can learn how to sell wellness and develop a good connection within the industry that will allow them to establish some great contacts with relevant people," Montesanti says. "Set on the magical island of Bali, the 2024 show will not only spark ideas centred around responsible wellbeing and slow travel, but help build long-lasting relationships that will nourish businesses."The event website says "every single person you meet will leave you feeling enthused", and you know what, I am minded to agree.
