Wellness travel is no longer just a luxury—it’s a lifestyle. 74% of Canadian travellers believe that holidays can help build resilience and strength, making them better equipped to handle the everyday stresses of life (source). This shift toward intentional, restorative travel opens up huge opportunities for brands—if they know how to tell the right story. 

As demand grows, so does competition. For wellness brands and destinations, effective PR is key to standing out. Here are three ways PR can elevate your wellness offering to consider when working with PR firms or building out your Canadian PR strategy. 

1. Press Trips That Inspire Stories

There’s no better way to show the essence of wellness travel than to let media experience it first-hand. 

Earlier this year, we hosted a wellness-themed press trip to Los Angeles, designed around calm, connection, and curiosity. We invited journalists from top lifestyle and wellness publications for a curated experience featuring beach yoga, luxury spa treatments, a bike ride along the coast, and a sailing session with Naos Yachts. 

The success of this trip came down to one thing: alignment. Every stop along the itinerary reflected the brand’s core values—and gave media plenty of substance for rich, immersive storytelling. 

2. Smart, Targeted Media Outreach

Wellness travel intersects with many verticals—lifestyle, health, beauty, and more. Securing coverage means knowing how to pitch the right angle to the right outlet. 

A strong PR agency doesn’t just send press releases—they build relationships, understand editorial needs, and crafting pitches that speak to wellness as a solution, not just a product. 

3. Authentic Influencer Partnerships

Wellness travellers crave real recommendations from trusted voices. The best influencers for this space live the lifestyle they share. 

Partnering with creators who genuinely align with your brand values builds trust and engagement. From mindful routines to retreat highlights, influencer content adds a human layer to your brand storytelling. 

In conclusion 

Wellness travel is about feeling good—and your PR should reflect that. With curated experiences, thoughtful outreach, and real partnerships, brands can connect with travellers on a deeper level. And with the right Canadian PR strategy in place, that story can travel far.