ABSTRACT
This chapter provides an overview of some of the main lifestyle trends in Western developed countries that inuence the health tourism sectors (e.g. spas, wellness hotels, retreats, medical facilities). This includes health developments, such as the increase in life expectancy and longevity, but the parallel decrease in healthy lifestyle practices. It includes the growing obsession with food, not only in positive directions such as healthier eating and local, homegrown produce, but also the more negative sides such as anorexia and other eating disorders like orthorexia. There is a focus on the importance of exercise and tness for both health and happiness, while recognising that moderation can be as good as, if not better than, excess. Sleep deprivation and poor sleep quality are also growing problems for many people, and research suggests that the impacts of this are signicant. Emphasis is placed on the need to slow down, to be more mindful, to decrease the use of technology and to (re)connect with nature. A positive outcome of this may be greener lifestyles and more sustainable approaches to hospitality and tourism. Work plays an important role in life but can also be a major source of stress and even depression. The use of complementary and alternative therapies appears to be growing, despite a convincing lack of evidence to prove their benets. The implications of these and other trends are then considered for the health tourism sector in terms of product and service development.
