The Global Wellness Institute's Hydrothermal Initiative, Chaired by Design for Leisure's Don Genders, released their top 5 trends for 2026. Here we share "Trend 5: Guided Rituals, Free Bathing."

Hydrothermal spaces are evolving from passive amenities into actively programmed recovery environments. Many venues now offer scheduled contrast sessions, aroma rituals, Aufguss performances, and breathwork-and-heat classes. Much like boutique fitness studios, guests increasingly arrive for a specific recovery session — not simply to use the facilities — helping operators drive engagement, education, and community.

At the same time, operators are rediscovering the value of unstructured bathing. Even highly programmed concepts such as Othership are designing new locations with free-flow thermal circuits alongside guided sessions. Guests increasingly want both: expert-led experiences when they seek structure and learning, and open bathing when they want autonomy, social connection, or quiet restoration.

The result is a hybrid model — curated programming layered onto flexible hydrothermal environments that allow guests to move through heat, cold, and rest at their own pace.

Why it matters

Guided experiences create differentiation, support ticketed programming, and build community, while free bathing preserves accessibility and longer dwell times. Together, they broaden the audience for thermal wellness and help operators maximize both engagement and revenue.

Sources:

1.    “Aufguss: The Sauna Ritual Bringing Theatre to the Spa Experience.” https://www.spabusiness.com/spa-business-magazine/Aufguss-sauna-ritual-spa-trend/

2.    “Social Bathhouses and Guided Sauna Rituals Are Transforming Wellness.” https://www.cntraveller.com/article/social-bathhouse-wellness-trend

3.     “Othership’s Social Sauna Model Expands as Guided Breathwork and Contrast Classes Gain Popularity.” https://athletechnews.com