Intentional, wellness-centric travel as escapism from the humdrum of daily life is changing the way luxury hotels and resorts are working to appeal to weary travelers.
More than just an add-on, wellness treatments and activities are expected to be integrated into resort offerings lists and calendars by many looking to book. “We are seeing a shift toward intentional travel, where wellness is integrated into the overall stay rather than treated as a separate experience. Even when away from home, they want to maintain their personal routines, feel grounded, and make conscious choices that support their wellbeing while still immersing themselves in the destination,” Max Dijkema, director of sales and marketing at The Dylan Amsterdam in the Netherlands, told Newsweek.
Dijkema went further, outlining three trends he’s seeing in guest demands: balance, flexibility and privacy. For many, these aren’t just asks, but non-negotiables, and they’re willing to find properties that will cater to their desires, driving market competitiveness.
Nearly 22 million travelers visited Amsterdam in 2024, 9.4 million of which were from international destinations according to Road Genius. The city has one million residents.
There are approximately 200 hotels in the area where The Dylan is located. The property is in Amsterdam’s historic heart, with its front door facing a canal and the rest of its offerings tucked behind closed doors that separate the street from the sanctuary of the hotel.
The manager sees this as an asset, saying, “Our approach is defined by intimacy and authenticity. We are not a destination spa resort. Instead, we offer a boutique setting in the heart of Amsterdam where wellness is subtly and thoughtfully integrated into the overall experience,”
The Amsterdam hotel stands ready to meet luxury travelers’ demands. “At The Dylan, wellness begins with atmosphere and scale. With just 41 rooms, we are able to offer a level of tranquility and personal attention that larger properties often cannot. From the moment guests step through our historic entrance, there is an immediate shift in pace. The architecture, refined interiors, and soft natural light create a sense of calm that feels almost instinctive,” he said.
The property takes that a step further, from dining menus that focus on balanced options that feature seasonal, high quality ingredients to rooms that feature products by Aesop, a company noted for its use of botanicals designed to create a sensory experience.
Concierge-level attention to detail for guests is also implemented. “Throughout the stay, our team remains closely attuned to individual preferences. This may mean arranging a private massage, recommending a quiet morning walk along the canals, or curating a dining experience that feels balanced and intentional. Wellness is not confined to a single facility. It is reflected in the rhythm of the service, the privacy we provide, and the continuity of care from arrival to departure,” Dijkema said.
These touches play into the larger focuses of The Dylan’s guest experience offerings: intention, discretion, and genuine care. “We aim to create an environment where guests can maintain their personal routines, feel supported in conscious choices, and experience both the cultural energy of Amsterdam and a sense of personal restoration within the same stay,” the manager said.
