In uncertain times, people are turning to the spiritual guidance offered by astrology for both reassurance and meaning. With increasing workloads and rising costs, vacations are no longer a frivolous decision but an opportunity to integrate holistic self-care. Hotels are taking an adaptive approach and providing playful, personalized spiritual narratives through an astrological lens.
Astrological travel gains in popularity as explorers seek to blend wanderlust with personalized cosmic guidance.
Sanctuary Ventures x Moxy Hotels
Sanctuary has teamed up with Marriott International’s Moxy for a year-long partnership that will include digital astrological guides, cocktails tailored to zodiac signs. Guests can use a playfully retro in-room phone to hear their personalized Sanctuary horoscopes. “We have seen a really substantial increase, specifically in the bringing together of astrology and travel,” Haley Houseman, creative director at astrology app Sanctuary, tells VML Intelligence.
According to Business Research Insights, the global astrology app market is projected to increase to $23.87 billion by 2032. A growing number of hotel brands are tapping into the trend with curated stays that cater to a desire for holidays with cosmic intention and purpose.
Nobu Hotel Santorini has partnered with Veronique Gabai to launch the Holistic Astrology Retreat
In London, throughout 2024 and 2025, The Standard will be running its Zodiac Retreat—a bespoke astrology experience featuring a personalized tarot reading via QR code, zodiac-themed amenities, and beauty treatments tailored to each specific star sign. The package also includes a birth-chart reading as well as a curated minibar selection, in-room decor inspired by astrological traits, and exclusive access to events aligned with the current cosmic calendar. Nobu Hotel Santorini has partnered with Veronique Gabai to launch the Holistic Astrology Retreat, a wellbeing experience also tailored to each guest’s zodiac sign.
As self-growth becomes a priority for gen Z and millennials, Houseman reflects on why the appetite for astrological travel will continue to grow. “Astrology is really identity-driven,” she says. “It helps people learn about themselves. It helps people grow. It helps them see things in a new light and that is exactly what travel does too—it’s that transformational aspect that people are seeking.”
Main image: Sanctuary Ventures x Moxy Hotels in Miami
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