In this session we explore the evolving preferences of diverse age groups, unraveling the unique allure each option holds. It will also examine the challenges and opportunities presented by this dynamic scenario in the hospitality industry. Key Takeaways • Varying wellness preferences of different age groups, from millennials to baby boomers, and understand how spas and hotel retreats cater to their distinct needs • Strategies for navigating the challenges posed by the wellness dilemma, finding innovative solutions to meet the expectations of a diverse clientele while maintaining the essence of hospitality