The South African wellness scene is abuzz over the rapidly-growing demand for “inclusive comfort”, where spa and wellness environments ensure guests feel welcome, relaxed, and valued regardless of their background, body type, or health status.
In recent years, South Africa, and the Western Cape in particular, have come to be considered a “new Bali” for the high standard of their wellness retreats.
According to the South Africa Spa Market Research Report, 2029, published by Actual Market Research last year, the South African spa market is projected to add more than US$700 million (R13.3 billion) between 2024 and 2029 due to wellness tourism, stress relief, and luxury beauty services.
Another recent report, The Health and Beauty Spa Industry in South Africa, states that destination spas that combine spa services with luxury accommodation, dining, wellness activities, and experiential packages, the growing demand for anti-aging treatments, an increased focus on male grooming, and a surge in group wellness sessions are all propelling the local sector forward.
Now, with inclusive comfort firmly in play, local spa and holistic health specialists believe the country is perfectly placed to make its mark in the wellness space.
Monique Pereira, Manager of Steenberg Spa in the heart of Cape Town’s stunning Constantia Valley, explains that inclusive comfort is all about accessibility and diversity, ensuring that treatments, facilities, and services are suitable for everyone.
“It is becoming key because consumers are seeking more personalised, inclusive experiences that cater to diverse needs. There is also a heightened awareness of body positivity, diversity, and mental well-being, while at the same time, the demand for accessible wellness experiences that go beyond traditional beauty standards is growing.”
Last year, Steenberg Hotel & Spa was named one of the top ten hotels in Africa in Condé Nast’s 2024 Readers’ Choice Awards.
The spa establishments in the Western Cape are known for delivering inclusive, high-end wellness experiences thanks to their scenic locations, focus on sustainable practices and alignment with international trends.
Miranda Forrester, Director and Executive Recruiter of spa, beauty, and hospitality recruitment agency MF Spa & Beauty Placements, says wellness, wine, and the Western Cape go hand in hand.
“Other provinces rely on safari spas or city spas, but the Western Cape offers a bit of everything. All-inclusive scenic safaris are a huge tourist attraction and hotels offering wellness, good food, accommodation, and scenery are a top choice.”
As inclusive wellness gains ground, so more specialists like Steenberg Spa are ensuring that all services and facilities cater to a diverse clientele. Staff are trained to be sensitive to various cultural, physical, and emotional needs, while there is also greater emphasis on providing access facilities such as ramps and wider doorways.
Where before spa services had focused primarily on relaxation and beauty treatments, there has been a notable shift towards holistic wellness, integrating mental, physical, and emotional well-being, Pereira notes.
With this has come a rise in “luxurious wellness”, which integrates high-end treatments and more personalised services. This often involves a complete mind-body experience, including meditation, detoxification, and nutritional guidance.
“It also focuses on quality, exclusivity, and sustainability, offering curated experiences using organic and premium products. Conventional spas tend to focus more on beauty, grooming, and relaxation, while luxurious wellness prioritises health, mental clarity, and long-term wellness benefits.”
Olivia Moon, Holistic Wellness Coach and Retreat Facilitator at Olivia Moon Wellness says wellness is becoming “a way of being”.
It is now not uncommon for people to invest in a wellness retreat rather than a boozy weekend away. The rise of wellness-focused travel speaks to this aspect.
“This expanding interest in wellness is something we will see more and more in 2025 and beyond,” Moon says.
She agrees with Pereira that the days of a “one-size-fits-all” approach are gone. It has become clear to most wellness practitioners that when it comes to nutrition, exercise, supplements, skincare, and spiritual practices like meditation and yoga, what works for one person may not work for another.
As inclusive comfort experiences develop, there is expected to be greater integration of technology in the customisation of treatments. Data will capture individual health, preferences, and needs, and AI-powered skin analysis will be used to formulate client-specific skincare and wellness plans.
Even VR meditation to create immersive experiences to aid relaxation and mindfulness may feature on spa treatment menus, Pereira says.
Forrester adds that while AI is certainly being incorporated to a larger extent, guests still enjoy the “empathy of human element”.
Sustainability is another hallmark of the inclusive comfort model and already there has been a strong movement towards environmentally conscious spa experiences.
More spas are also incorporating diverse healing practices, such as Ayurveda, Chinese medicine, and other traditional wellness methods, into their offerings.
“This trend reflects a broader global move towards integrating ancient therapies with modern wellness techniques,” Pereira says.