How to be a 'promad': What is 'promadic travel' and why should you care about it? - CNA Luxury

“Alma Festival is a modern approach that challenges traditional stereotypes of wellness. People want to vibe with their conscious tribe, seeking a “healthy high” as a community – rocking out in supercharged fitness classes in the morning, meditating in the afternoon and dressing up in finest boho gowns for the fire ceremony at night,” said Bjurstam.

Last year’s line-up included environmental leaders like marine biologist Manu San Felixa, alongside inspiring individuals such as London-based wellness expert Jasmine Hemsley and actress and environmentalist Lily Cole.

In September 2023, Soneva is launching the first SOUL Festival, which Shivdasani describes as “a life-enriching festival with a purpose”. The 10-day event at Soneva Fushi pitches itself as a global gathering of thought leaders, practitioners, entrepreneurs, investors and enthusiasts in the wellness sector.

“They will gather not only to exchange knowledge and ideas but to manifest them into scalable solutions. It provides an opportunity to experience true wellness from the personal to the planetary,” stressed Shivdasani.

On weekdays, guests will focus on their own journey by enjoying intimate workshops as well as one-on-one consultations with renowned wellness specialists. Weekends, on the other hand, will feature a diverse programme of panel discussions, interspersed with “group yoga and meditation classes, healing rituals, live music performances and barefoot gala celebrations on the sand.”

While these types of events gather the most committed of promadic travellers, those who want to begin changing their travel habits can start with educating themselves. Design Hotels is launching “The Good Traveller” series, which aims to offer “actionable insight on how to travel better from some of the world’s leading experts”. They’re also introducing a podcast series in collaboration with social impact club, The Conduit.

“As our hotels continue to evolve alongside the changing needs of the promadic traveller, we expect to see more forward-thinking collaborations that engage local communities and offer meaningful cultural exchanges; thoughtfully programmed cultural events and pop-ups; and better storytelling, so the next generation of travellers recognise and appreciate the hotel’s conscious efforts,” said Doyle.

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