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Boot camp for the boss
Rich North Americans are turning their backs on excessive luxury in favour of boot camp-style holidays, reveals WTM Global Trends Report.
The report, in association with Euromonitor International, shows the global economic downturn and age of austerity have pushed North America’s affluent to seek self-improvement holidays and extreme sports.
The rise in obesity and the dawn of fitness TV programmes such as The Biggest Loser has pushed extreme pursuits and fitness up the agenda.
The trend has spurred the development of a new breed of resorts such as The Ranch at Live Oak Malibu. At US$5,600 a week the retreat offers high-level executives, amongst others, a punishing regime of 10 hours of exercise daily with the promise of shedding up to five percent of body fat.
World Travel Market chairman Fiona Jeffery said, “The desire for healthier lifestyles and deeper experiences represents a massive opportunity globally.”
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