The trade show that helps boost business - London, United Kingdom - Ttg Media Limited

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The trade show that helps boost business – and your wellbeing

29 Apr 2024 by April Hutchinson

Spending time at a trade show devoted to wellbeing was a unique, immersive experience, so why don't more UK travel advisors embrace this booming sector?

Synergy brings wellness experts and luxury travel designers together for a three-day tradeshow

I'm lying down in a large but calm room with about 50 people, and Charlotte Church is conducting a sound bath.

This is not like any other trade show I have been to. And that's the point. Not only is Synergy – The Retreat Show unique in the dynamics of those who attend this event, which is now heading into its third year, but it's also the most "un-trade show" event you can imagine.

Wellbeing experts among you will know that Church has long been an advocate for spirituality and healing through sound, and runs her own wellbeing retreats called The Dreaming, held at a beautiful Welsh bolthole she has had converted called Rhydoldog House.

Being immersed in the sounds of not only her angelic voice, but also the gongs and other instruments played by Church and her partner was, to me, a perfect finale for the show, one where I found I learnt as much about myself as I did about this growing sector and those involved in it.

Pretty much everyone I met at Synergy was there because they firmly believed in the power of wellbeing to heal the world. It sounds a bit "woo-woo", but if we all followed, or had access to, even half of the retreats, books and philosophies of the people at Synergy, the world could indeed be something of a better place.

The show's organisers say Synergy is designed to "unite everyone from luxury properties and industry experts to practitioners including yoga instructors and fitness coaches – as well as luxury travel designers looking for the next experiential wellness escape".

"People who attend Synergy have similar goals in common, and we take the time to speak to each attendee so we make sure they are coming with similar desires and visions for what they want to get out of their experience and to create out there in the world," says Synergy's founder Laura Montesanti.

"You can see that in the results, everyone is aligned with a similar energy and you can feel it, as people forge deep connections when they are united by one vision."

Syngery is attended by around 300 people and features many talks on wellness

Meet and retreat

The next outing of the event will be fittingly held in Bali in October, and was first held – equally fittingly – in Ibiza in 2022, followed by the show I attended in 2023, at Palmaia: The House of Aia, a resort in the heart of the Riviera Maya in Mexico.

Synergy is attended by around 300 people and consists of a boutique-size trade show (you can easily get to meet with all exhibitors if you want to) alongside a series of inspiring and useful talks on subjects ranging from Mayan wisdom to wellness codes; nurturing collaboration to retreat design; and retreat marketing to unleashing your inner strengths.

And, of course, there are wellness elements that all delegates can experience. At the end of one fascinating alfresco talk shaded from the beating Mexican sun under a giant canvas, the speaker (former winter Olympian Michelle Roark; now a bioenergetic specialist and owner of Phia Lab) actually lit a lightbulb just by holding it, using her own energetic force. I think. I must admit I was a bit confused about was happening. But I was inspired nonetheless.

At another session on the beach, I relaxed on a beanbag listening to a range of globally renowned wellness practitioners, yoga gurus and retreat owners – think Kamalaya co-founder John Stewart among others, and including Church again – share stories of their achievements and motivation.

One thing I loved about Church's concept was how she ensures a place on each one of her retreats is given away to someone who gives a good enough reason to get it for free.

Good to talk

This show makes real sense: the hotel or resort, the retreat leader (who comes with a large community of followers ready to travel with them) and the tour operator and/or travel advisor can really work in synergy (pun intended) to create some amazing trips that people genuinely love and value.

Over three days, I had between 10 and 12 fascinating meetings per day, and gong therapy, or sound bathing, came up many times in conversation (it's said to help the brain reach deep relaxation and help to ease stress), as did women's health and menopause, and gut health and immunity, which chimes with broader trends in the wellbeing sector. Also frequently popping up were conversations around psychedelic retreats, which involves the micro-dosing of plant-based medicines to release deeply held or hidden emotions.

Then there were the wellbeing or fitness sessions: people are just as likely to make a useful connection or spark an idea practising yoga together as they are sitting around a meeting table.

And it's clear to see how the connections do form: yes, everyone is here because they believe in the power of conscious wellbeing, but they're also here to do business.

Take Sanctum. Dutch-based, it is developing a cult global following – partly due to its founder Luuk Melisse's enthusiasm, dynamic magnetism and its zeitgeist-y timing, with huge sessions held in venues such as churches, with "silent disco" tech through which attendees move to a well-curated playlist and revel in the "dance like no one's watching" vibe. Those who did Melisse's morning session at Synergy were raving about it, and how it made them feel. I later took one of Melisse's classes in a draughty candlelit church in Camden in January and I could see the appeal, even there.

One of the main partners at Synergy was innovative wellness resort Joali Being in the Maldives and these two have now come together to create a retreat, the Sanctum Wellbeing Residence (available 28 April-10 May), which promises "radical self-care and joyful healing immersions".

Synergy encourages delegates to connect with one another during the retreat.

Perfect places

From the hotel and resort side of things, I met with some truly unique places I had never heard of, such as Le Monastere des Augustines – a beautiful converted monastery in Quebec City – as well as the gorgeous Barracuda Hotel & Villas in Brazil. Meanwhile, I discovered We Love Transformational Travel, run by Niamh Keohan, as a way to bring the best retreats and trips into one searchable website.

And what was particularly interesting was being able to meet the practitioners and retreat leaders themselves. These included the fascinating Dr Monisha Bhanote, who runs a retreat called Wellkula and calls herself a "fruit and veggies dealer", as well as telling me "all disease starts in the gut".

I was sold, and immediately Googled this incredibly qualified physician afterwards, and bought her book. Or how about Elinor Fish, who organises inspiring running and wilderness retreats in the likes of Bhutan and Nepal?

What became clear was that, yes, this is a huge opportunity, but one that does require a specific focus.

You can't just suddenly declare you're a wellness travel expert – as much as we would baulk at committing our own health to someone we didn't believe qualified, why should a consumer trust someone to plan a trip like this if they don't feel you're knowledgeable and experienced?

It's not something to be scared of, though. Getting to know more about this growing sector is a win-win all-round – for your own health, that of your clients and, ultimately, for the planet, as this kind of conscious wellbeing makes us all think about the impact of all our actions.

"Luxury travel advisors who are thinking of registering to attend can learn how to sell wellness and develop a good connection within the industry that will allow them to establish some great contacts with relevant people," Montesanti says. "This will not only give them more confidence in selling wellness but also better knowledge of what is out there.

"Generally something we hear a lot at Synergy is people feeling re-inspired by what they do, too. I think that is very important. That drive and desire to make an impact out there and feel that connection with our work is so important. That alone is going to benefit any attendee not only in their profession, but also in their life. Set on the magical island of Bali, the 2024 show will not only spark ideas centred around responsible wellbeing and slow travel, but help build long-lasting relationships that will nourish businesses."

The event website says "every single person you meet will leave you feeling enthused", and you know what, I am minded to agree. I will definitely be looking into going again this year, and I suggest you do, too.

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