North America: Deprivation Holidays On The Rise

Spurning luxury and excess, deprivation holidays are the new trend for North American business executives. Instead of relaxing, stressed out consumers enroll in boot camp-style spa resorts, take up adventure racing or extreme trekking to improve their health and wellness. The affluent are leaders in extreme exercise. 12% of Americans who exercise do so five times a week and 44% earn over US$75,000 according to a NIH survey in 2008.

Destination spas( for families) and camps( for young singles) with tough fitness programmes will flourish as travellers seek physically and mentally transformative experiences