Sexual wellness is a travel trend in 2024 – also in Switzerland?

Fancy a wellness vacation of a different kind? According to the travel magazine “Condé Nast Traveler”, sexual wellness is one of the most popular travel trends in 2024. Behind this are vacation offers that revolve around sexual well-being.

This development is not surprising: two years ago, an analysis by the booking.com platform showed that 36 percent of respondents wanted a break that focused on sexual well-being. According to Condé Nast Traveler, the global market for sexual well-being is expected to reach a value of 46 billion Swiss francs by 2028.

But what does sexual wellness actually mean? Many people associate wellness with a relaxing massage in the spa or a green smoothie after a meditation class. However, it is often forgotten or repressed that sex also has many benefits for our physical and mental health.

Hotels and resorts all over the world have now discovered this potential and are offering tailor-made holiday packages. Their aim: to break the taboo subject in public and bring body and mind into harmony on a new level.

For example, the Sha Resort in Alicante, Spain, is one of those that focuses on health and wellness. Since August 2023, their offering is no longer limited to health programs such as detox or well-aging.

Guests can now book the “Sexual Well-being” package, which includes everything from hormone analysis to therapeutic advice on sexual well-being. Cost: from 1,900 francs (excluding overnight stay).

But there are also hotels in Austria that have found an approach to the trend. The family-friendly nature hotel Forsthofgut focuses entirely on togetherness and romance. Parents have the option of taking advantage of daily childcare from 9 a.m. to 9 p.m. and, for example, booking a two-hour sensual spa treatment for 330 francs.

After an onsen ritual with massage, you can relax together in a private atmosphere. If you like, you can also book the whirlpool on the roof from 9 p.m., including a bottle of champagne and strawberries, for a private fee of 400 francs.

The Walker Hotel Tribeca in New York, on the other hand, is all about self-love: To mark Sexual Health Awareness Month in September, the hotel has introduced a self-love room aimed primarily at single women. Those who book the offer will be surprised with a journal, a meditation and spa visit, anti-stress drinks and a sex toy.

The offer can be booked until the end of September from 300 francs per night; whether it will be extended after that is not clear from the hotel’s website.

But has the desire for sexual wellness also arrived in Switzerland? Muriel Wolf Landau, press spokesperson for Hotelplan, confirms that the topic is becoming increasingly popular as part of the general wellness travel trend.

“Even if the hotel plan does not offer any special sexual wellness trips, we are seeing a trend towards wellness trips with spa experiences, yoga trips or other retreats,” she explains. Customers are increasingly looking for a time out in which they can concentrate on themselves and recharge their batteries.