There’s significant potential in encouraging Americans to explore Europe and the Middle East for more affordable, advanced wellness services. This burgeoning sector ties health, wellness, and longevity to travel, and investor Greg O’Hara sees an opportunity for substantial financial growth.
O’Hara highlights that his firm, Certares, is prepared to invest nine figures in this space, anticipating it could reach multi-billion dollar heights. His expertise points to the vast possibilities for Americans to benefit from high-tech wellness treatments—available at a fraction of the cost overseas compared to the U.S. For example, while a DNA test in Boston can reach $10,000, it’s only about €400 in Italy, despite both being processed in the same lab.
He envisions travel companies capitalizing on this by enticing customers to enjoy a health-focused getaway in stunning locations like the Amalfi Coast, combining treatment with a memorable vacation experience. Even cruise lines are tapping into this niche with wellness-oriented cabins.
### What’s the Plan?
O’Hara’s journey into wellness investing began in 2018 when he sought ways to improve his health and lost weight, even participating in an Ozempic trial. Reflecting on missed opportunities, he recognized the rising demand for wellness retreats in Europe that often struggle to fill reservations.
He believes the longevity experience should be linked to a specific destination, adding to the allure of health retreats. Rather than the monotony of continuous therapy sessions, travelers still seek engaging activities and attractions during their stays. Destinations like Milos and Crete could be ideal venues that not only provide wellness services but also generate job growth in various regions, including Europe, Latin America, and the Middle East.
### Certares’ Impact on Travel Expansion
Certares has already made significant strides in the travel sector. The firm participated in a strategic $900 million venture to acquire half of American Express Global Business Travel, which is in the process of acquiring CWT for approximately $570 million. They also played a key role in the $6 billion acquisition of Hertz during its bankruptcy process.
Certares’ portfolio extends to various investments, encompassing Internova Travel Group, Latam Airlines, and cruise lines, among others. As the demand for wellness travel scopes out, Certares appears poised to lead the charge in redefining how consumers connect health and travel in the coming years.
