Is Britain Becoming the Next Big Wellness Destination?
Salcombe, UK.
Reflections on a rising movement, from a Brit in wellness-led brand strategy
Featured Article: Forbes – How Britain Quietly Became The Next Big Destination In Wellness
The Article in Brief
In this recent Forbes piece, journalist Jordi Lippe-McGraw explores how Britain is emerging as a serious player in the global wellness travel space - not through flashy campaigns or social media hype, but through subtle, deeply intentional shifts.
Long overshadowed by more obvious wellness meccas like Bali, Tulum, or Costa Rica, the UK is now gaining traction with travellers who crave depth over drama, substance over spectacle.
Key takeaways from the article:
A wave of regenerative wellness retreats is rising across Britain - from Cornwall to the Scottish Highlands.
These experiences are rooted in nature, history, and slowness, offering guests reconnection over stimulation.
There’s a growing appetite for wellness that feels grounded and emotionally resonant, not performative.
The UK is beginning to reclaim its own traditions, rather than importing wellness trends from abroad.
My Perspective: Why This Matters
As a Brit who’s spent the past decade immersed in wellness-led brand and hospitality strategy across Latin America, Europe, and beyond, this shift feels both overdue and incredibly promising.
The UK has long had the raw ingredients for meaningful transformation:
wild, healing landscapes
centuries of herbal and spa traditions
a cultural appreciation for introspection and stillness
But for years, the local wellness scene struggled to find its voice - caught somewhere between outdated notions of “spa breaks” and a reluctance to claim its place in a more soulful, international wellness movement.
Now, that’s changing. And it’s not about mimicking Bali or Sedona. It’s about offering something different: subtle, slow, emotionally intelligent wellness rooted in our own land, stories, and aesthetic.
British Boutique Brands Leading the Way
These are the brands that reflect a quieter kind of British power, less about presence, more about resonance. Let’s take a look at a few that are quietly leading the way.
The Detox Barn (Suffolk) – A rustic, barn-conversion retreat offering cosy weekend detox breaks. It uses local food, walking trails, and open fireplaces in a down‑to‑earth atmosphere
Salcombe No.1 (Salcombe) – A boutique property that embodies the new British wellness aesthetic: minimal, refined, and embedded in nature. I helped bring the brand online with a digital identity that speaks to quiet luxury and soulful hospitality. Check out the case study here >>
The Heartbreak Hotel (Norfolk): A three‑night retreat for women healing from breakup or loss. Attendees stay in a converted barn, guided by psychologist Alice Haddon and trauma specialist Dr Kate Scruby. Powered by group therapy, yoga, wild swimming, EMDR, and psycho‑education, it’s a therapeutic cocooning experience.
Moddershall Oaks (Staffordshire): A family‑run spa retreat in woodland pods offering private hydrotherapy, hobbit-style cabins, and tech‑free serenity. Just 10 rooms in the main house, deep immersion in the forest, and spa packages under £200 - a perfect blend of boutique luxury and digital detox.
These companies are a testament to what’s possible when wellness isn’t loud, but deeply intentional.
What This Means for Wellness Brands in the UK
This isn’t just a passing trend. It’s the beginning of a more mature, place-based approach to wellness travel in Britain.
For founders, hoteliers, and developers, now is the moment to build something real. Don’t copy Bali. Don’t chase trends. Root your experience in what this land already holds, and what your audience is truly seeking: presence, peace, and perspective.
For travellers, if you’re craving something quieter, something that doesn’t need to shout to be transformative, you may not need to fly so far after all.
Ready to Expand your Wellness Brand into the UK?
If you're:
Launching or refreshing a boutique wellness concept
Looking for new places to expand your wellness brand and offerings
Curious how to bring depth and place into your brand story
I help founders and leaders craft wellness and hospitality brands that feel real and resonate globally. Book a discovery call with me below to explore whether now is the moment to build your brand in Britain.
