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Thanks to GLP-1 weight loss drugs, it's time to pack the skinny jeans—new medications like Ozempic, Mounjaro and Wegovy are reshaping luxury travel in ways few expected. At the recent Forbes Travel Guide Summit in Monaco, we sat down with Alison Furman, US Consumer Markets Industry Leader and Partner at PwC, and Jeanelle Johnson, Managing Partner at PwC DC, to discuss new data and trends behind the growing influence of GLP-1 medications on consumer behavior. The takeaway? Hoteliers need to adapt, and fast.
A Market in Motion: The Rise of GLP-1s
“Right now, 8% of Americans are on GLP-1 drugs, but that number is going to grow exponentially over the next few years,” shared Alison Furman, opening our chat. This projection is based on new research her team conducted—PwC’s 2024 GLP-1 Trends & Impact Survey, an in-depth consumer study of approximately 3,000 people, which provides new insights into how these medications are influencing lifestyles, spending habits, and consumption patterns.
“With over 100 million obese Americans and 137 million eligible for weight-loss therapies, we’re looking at a market primed for explosive growth.” Furman continued. As these drugs shift from niche to mainstream, they are reshaping consumer behavior—especially in travel. The survey findings indicate a significant shift in how travelers plan and experience their trips, making it clear that the hospitality industry must adapt accordingly.
How Weight Loss Drugs Are Changing Travel Preferences
As luxury travelers on GLP-1s shift their habits, the hospitality industry must rethink its approach to meet evolving guest expectations. Luxury travelers on GLP-1s are making different choices:
Less indulgence, more wellness. “We found that GLP-1 users spend 11% less on food and 9% less on beverages,” noted Furman. “Alcohol consumption is particularly impacted, with many users cutting it out entirely. This changes how travelers approach food-and-wine-heavy destinations.”
Shift in shopping habits. “Women who previously invested in handbags and accessories are now choosing form-fitting apparel instead,” Johnson added. “There’s a confidence shift that we’re seeing reflected in spending patterns.”
Prioritizing experiences over indulgence. “Our survey found that 15% of GLP-1 users reported feeling happier and more self-assured,” Furman explained. “This translates into a stronger preference for immersive, active experiences over traditional luxury lounging.”
What Hoteliers Need to Know
For luxury hotels, these shifts present a massive opportunity.
Food & Beverage. Hoteliers must rethink their food and beverage strategies. As GLP-1 users cut down on overall food consumption, typically reducing their daily intake to about 1,000 calories per day, and eliminate alcohol, menus should be adapted to highlight high-protein, nutrient-dense options that align with their dietary needs. Restaurants can also take the lead by partnering with health organizations to certify ‘GLP-1-friendly’ dishes, ensuring their offerings appeal to this expanding market. With alcohol consumption declining, forward-thinking properties are introducing wellness beverage programs and sophisticated mocktail menus to maintain revenue streams.
Wellness. Beyond dining, the wellness boom is impossible to ignore. “Luxury travelers on these drugs are shifting toward fitness-forward experiences,” Johnson emphasized. Many hotels are already pivoting toward this trend, integrating amenities like guided hikes, pilates retreats, and in-room fitness equipment. Others are taking it a step further by forging partnerships with wellness brands such as Peloton and offering access to nutritionists and personalized wellness consultations. Developing packages focused on longevity and holistic health will resonate with this audience, ensuring that hotels remain competitive in the evolving luxury market.
Shopping & Retail. This transformation is also reflected in shopping habits. According to Furman, "Previously, many women leaned toward handbags and accessories, but as they gain confidence with weight loss, there’s a noticeable shift toward form-fitting apparel." Hotels with retail spaces should expand their offerings beyond traditional souvenirs and embrace luxury activewear collections, collaborating with fashion brands that cater to this new demand.
Solo Travel. Solo travel is another key trend intertwined with this demographic shift, particularly as GLP-1 users report increased confidence and a stronger desire for personal growth through travel. With many on these medications seeking more active and health-conscious experiences, solo trips focused on wellness and self-discovery have become more appealing. As more women on GLP-1 medications seek transformative travel experiences, their preferences are shifting towards solo travel that prioritizes wellness, confidence, and self-discovery. According to the Virtuoso x Globetrender Luxury Trend Watch 2025 report, 71% of Virtuoso’s solo travelers are women. Hotels can cater to this evolving market by integrating wellness programs, fitness retreats, and curated health-conscious experiences designed for these empowered travelers.
From solo hiking excursions to wellness retreats with personalized nutrition plans, luxury properties have an opportunity to align with this growing demand for purposeful, health-oriented travel.
The Bigger Picture: The Wealth Transfer & the Future of Spending
The impact of GLP-1s aligns with another significant trend: the Great Wealth Transfer. Women are set to inherit $40 trillion, and younger generations are more inclined to spend on experiences over savings. “Luxury travelers historically drive a disproportionate share of spending,” Furman pointed out. “The top 10% of earners account for 50% of consumer spending, and their changing habits will reshape the industry.” As these moneyed ranks swell, so does access to weight-loss drugs, potentially accelerating their adoption and compounding their impact on consumer behavior.
The Opportunity for Luxury Hospitality
GLP-1 users—once dropping serious cash on indulgent dining and top-shelf cocktails—are now funneling their spending into high-end experiences that complement their health-conscious lifestyles. The shift from excess to wellness-driven luxury is redefining what premium travel looks like. As adoption and availability of GLP-1s expands and costs decrease, this shift is expected to accelerate over the next two to three years, bringing even more demand for wellness-focused, experience-driven luxury travel.
Hoteliers who pivot now—trimming outdated offerings and expanding wellness-driven experiences—will be best positioned to capture this evolving, high-value market. The question isn’t if hoteliers should adapt, but how fast they can do it.
Thank you Alison and Janelle for taking the time to expand on your presentation which was one of the most talked about at the 2025 Forbes Travel Guide Summit in Monaco!