The Rise of Drive-To Wellness Resorts in California

A Shift Toward Regional Wellness Travel

Often when we think of tourism, we envision once-a-year, bucket-list retreats. However, increasingly, tourism is becoming something that is more frequent and accessible. Vacationers are seeking restorative trips that provide measurable wellness benefits rather than a one-time escape. 

According to the Global Wellness Institute’s 2025 Global Wellness Economy Monitor, the wellness economy reached $6.8 trillion in 2024, growing 7.9% from the prior year. Wellness tourism is one of its fastest-expanding sectors, projected to grow at a CAGR of 9.3% from 2026 through 2035.¹ 

While the wellness industry is growing, domestic travel is too. Recent data from McKinsey shows that by 2030, domestic travel will represent 70% of U.S. travel spending.2   

With the growth in both wellness tourism and domestic travel apparent, we are seeing one clear outcome. Wellness travel is becoming closer to home, and therefore more habitual (45% of wellness retreat revenue comes from repeat visitors3). This shift shows a transition in how consumers think about wellness. Vacations are part of a wellness routine, and drive-to destinations make this possible. 

The Growth of Wellness Tourism 

As the wellness industry matures, the businesses succeeding are those that capitalize on trending wellness modalities, not just rest and relaxation. According to the Global Wellness Institute, standout growth areas include:¹

• Water-based wellness, such as social bathhouses, saunas, hydrotherapy, and mineral soaking

• Close contact with the natural world, often with a focus on lower-tech, human-centered experiences

• Specialized offerings, including sleep wellness programs, women’s wellness retreats, and recovery-focused stays

• Clinical and longevity-oriented programming, building on consumer interest in preventive health and biohacking

Who is the Wellness Traveler? 

While we see the data skew a bit more toward women ages 25 to 44, a significant share of wellness retreat guests are also men and travelers outside of that age range. Some are high-income, but others are not, which suggests wellness tourism is for all income levels, rather than how this type of travel may have been viewed in the past. What unifies wellness travelers is their motivation: they are using retreats as proactive investment in their health rather than an indulgence. 

The Wellness Traveler 3

With 45 percent of wellness retreat revenue coming from repeat clients, and only a quarter of guests making an annual income of over $100,000, the shift favors regional, drive-to destinations as these destinations make wellness more affordable for the typical traveler. 

Why California is Uniquely Positioned for Drive-To Wellness

California is the premier state for drive-to wellness travel in the United States for a number of reasons: 

• Population scale and proximity. The Los Angeles metro area is home to approximately 13 million people, and San Diego County adds another 3.3 million. Together, these two metros represent one of the largest concentrated wellness travel demand pools in the world. Especially when you add on that they sit within 90 minutes of each other along the I-15 corridor.

• Climate. California’s mild, year-round climate eliminates the seasonal barriers that constrain wellness travel in other regions. Guests can visit a Southern California hot springs resort in January or July without concern for road closures, snow accumulation, or extreme cold weather.

• California’s established tourism infrastructure. Southern California’s wine country, coastal cities, and established resort infrastructure create a layered day-trip and overnight-stay ecosystem that no other region in the U.S. can replicate at the same scale.

California’s New Growing Tourism Sector

What is emerging in Southern California is not just a tourism trend, but a new category: the regional wellness retreat. These are repeat-use health destinations that travelers treat as an extension of their personal wellness routine rather than a once-in-a-lifetime trip. This shift reflects broader consumer behavior changes in which wellness is no longer a luxury add-on but a proactive strategy against stress, burnout, and chronic health challenges.

For this category to succeed at scale, destinations must combine a specific set of attributes:

Case Study: A Scaled Model of Drive-To Wellness in Southern California

Murrieta Hot Springs is the premier hot springs wellness destination in Southern California located between Los Angeles and San Diego. See below how the resort stacks up against the criteria. 

Experience the Drive-To Wellness Model For Yourself

Southern California’s new wellness tourism category is built for all types of travelers, and it’s something you can experience right now given its accessibility. Plan your stay at Murrieta Hot Springs Resort and see why regional wellness travel is replacing the long-haul retreat. Visit murrieta-hotsprings.com

Frequently Asked Questions

Why is California a top wellness destination? 

Southern California combines one of the world’s largest concentrated population bases (the Los Angeles and San Diego metros together represent more than 16 million people), there is a year-round mild climate as well as an established regional tourism infrastructure. The I-15 corridor between LA and San Diego creates one of the most accessible wellness travel corridors in the United  States. 

What is a drive-to wellness resort?

A drive-to wellness resort is a regional wellness destination accessible within a half-day drive, designed for repeat visits rather than once-in-a-lifetime trips. These resorts combine natural assets (think geothermal hot springs, mineral water, and natural landscapes) with structured wellness programming that travelers can integrate into their regular routines.

How often do wellness travelers visit retreats? 

Repeat visits are the norm. Research indicates that 45% of wellness retreat revenue comes from repeat clients, and 50% of guests report maintaining post-retreat wellness habits for 6+ months.3 This makes regional, accessible destinations like Murrieta Hot Springs far more practical for habitual wellness travel than fly-to destinations.

What makes Murrieta Hot Springs Resort different from other Southern California spas? 

Murrieta Hot Springs Resort features 49+ natural geothermal mineral-rich soaking pools, which is the largest collection in Southern California. These are all fed by 100% natural geothermal mineral water. It is also the only natural geothermal hot springs resort between Los Angeles and San Diego offering overnight accommodations, the only resort in the region with a historic Kneipp contrast therapy walk, and one of the longest-operating wellness destinations in California, with a history dating to 1902.

References

1. Global Wellness Institute. (n.d.). Wellness Industry Research, 2025 Global Wellness Economy Monitor. Global Wellness Institute. Retrieved 2026, from https://globalwellnessinstitute.org/industry-research/2025-global-wellness-economy-monitor/

2. McKinsey & Company. (2024, May 29). The trends shaping tourism in 2024. McKinsey. Retrieved 2026, from https://www.mckinsey.com/industries/travel/our-insights/now-boarding-faces-places-and-trends-shaping-tourism-in-2024

3. Pemberton, N., Brennan, P., & Ellis, M. (2026, August). Wellness Retreat Industry Statistics. https://zipdo.co/wellness-retreat-industry-statistics/

4. Office of Governor Gavin Newsom. (2026, May 12). California remains the nation’s top travel destination, tourism spending climbs to a record high $158.9 billion. State of California. https://www.gov.ca.gov/2026/05/12/california-remains-the-nations-top-travel-destination-tourism-spending-climbs-to-a-record-high-158-9-billion/

5. Tourism Economics. (2026, March 10). Visitation and spend forecast (February 2026). Visit California Industry. https://industry.visitcalifornia.com/research/reports/travel-forecast