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Read original →Russian travel preferences are shifting: demand for sanatoriums has grown 22%, with average spending reaching 20,000 rubles. Popular destinations, new demographics, and industry challenges—an analysis of the wellness tourism market.
Demand for sanatorium and resort vacations in Russia grew by 22% in August 2025, while market turnover increased by 38%. Russians have begun to perceive wellness vacations as a conscious investment in health, choosing short programs of 4-7 days with an average check of 20 thousand rubles. The growing popularity of sanatoriums creates new opportunities for industry development, but requires infrastructure modernization and resolution of staff shortages.
Over the past two years, domestic travel has largely become a natural substitute for trips abroad. Sanctions and complex logistics have made international travel less accessible and predictable. Meanwhile, with abundant options in the domestic tourism market, Russians have become more discerning about what they're paying for. People are increasingly choosing formats that deliver not just experiences, but tangible benefits.
The sanatorium and resort segment has proven most advantageous in this context. According to data from YuMoney and Sutochno.ru, demand for stays at sanatoriums and rest homes in August 2025 grew by 22%, market turnover increased by 38%, and the average check reached 20,000 rubles, up 13% year-over-year. Yet rising prices aren't deterring customers: on the contrary, the growing average check shows that people are willing to invest in quality, medical services, and comfort.
Russians' entire approach to vacation is changing—it's becoming not simply "spending time away," but a conscious investment in health and recovery.
An increasing share of bookings is for trips lasting four to seven days—a format chosen by about 42% of vacationers. These are short but regular getaways that easily fit into work schedules and family budgets. Another 23% opt for programs lasting 8–14 days—the "sweet spot" between comprehensive treatment and a proper vacation.
At the same time, the sanatorium audience is becoming more diverse. It's no longer just older people, but also young adults, families, and those seeking a "quiet" vacation format. The share of Russians aged 36–45 among guests this year has grown to 36%.
The most popular destinations remain the Caucasian Mineral Waters—accounting for about 55% of bookings—followed by Krasnodar Krai and Crimea, which together capture around 15%. The domestic geography of health tourism is forming not around resorts with vibrant tourist infrastructure, but around regions capable of offering medical services, natural resources, and a relaxed pace.
Growing demand for sanatorium and resort vacations presents businesses with several challenges. First, infrastructure modernization is required: from medical equipment to accommodation services. Depreciation of medical equipment at Russian sanatoriums exceeds 48%, while buildings stand at just over 32%. A customer willing to pay more than 20,000–21,000 rubles for a three-day trip expects quality medical facilities, proper meals, and modern living conditions.
Second, the industry is experiencing a staffing shortage—particularly of mid-level medical personnel and specialized practitioners, with shortfalls reaching 60% of required staff. Large sanatoriums and hotel chains are being forced to increase personnel expenses and raise salaries. Whereas previously, personnel costs accounted for roughly 30% of such facilities' budgets, that share now exceeds 40%.
On top of this, the growing popularity of short trips is forcing health resorts to restructure their programs. Classic 12-to-18-day treatment courses are taking a back seat—replaced by intensive three-to-seven-day programs focused on diagnostics and recovery. This format requires a new approach to the medical component, logistics, and staff workload.
Nevertheless, this also presents an opportunity for the market: rising average checks and an expanding audience make it possible to develop more premium and high-quality vacation formats, create specialized programs, and elevate service standards.
Against the backdrop of shifting tourist demand, wellness tourism is becoming a long-term trend rather than a temporary substitute for foreign travel. This creates room for infrastructure development, investment attraction, and the emergence of new medical tourism centers.
Analysts believe the market will move toward hybrid formats: stress recovery programs, rehabilitation products, and weekend getaways within a 100–200 km radius of major cities. The segment's main advantage is that it addresses society's growing demand for health, quality of life, and relaxing vacations.