According to a joint study by the consulting company Nikoliers and the largest Russian hotel chain AZIMUT Hotels, the profile of sanatorium guests has changed significantly over the past seven years. This type of vacation is increasingly chosen by younger guests and families. The shift in consumer behavior is encouraging operators to develop more diversified wellness and treatment programs and to improve service quality.

Changes in Age Structure

Traditionally, sanatoriums were perceived as facilities for older adults who chose this type of отдых to maintain and restore their health or to take advantage of social benefits. However, in recent years this perception has been changing, and the audience has been steadily getting younger. While in 2019 the average age of guests at AZIMUT Hotels sanatoriums was 56, by 2025 this figure had decreased to 45.

According to AZIMUT Hotels, the most active group of guests are people aged 36–45, accounting for 34% of all visitors. These consumers choose sanatorium stays due to the growing popularity of a healthy lifestyle and modern wellness trends.

New Approaches to Treatment and Leisure

Medical, spa, and cosmetic services are increasingly combined with other travel purposes. Around 40% of guests visit sanatoriums on a doctor’s recommendation, while approximately 30% come for family vacations, according to AZIMUT Hotels.

Anna Borisova, Vice President for Development at AZIMUT Hotels, emphasizes the importance of these new trends: “The sanatorium and resort segment received a strong boost in development after the COVID-19 pandemic. Guests have realized that the key to health lies in prevention rather than treatment, and now increasingly travel with their families and children for comprehensive recovery programs. The new audience takes a more conscious approach to health. They are interested not only in formal medical treatment but also in gentle recovery of resources: quality sleep, nutrition, and procedures that help reduce stress. Wellness services are in particularly high demand.”

Трансформация ожиданий потребителей

Вслед за омоложением аудитории санаториев меняется и поведение потребителей. По данным AZIMUT Hotels, среди заметных трендов – сокращение сроков пребывания в санаториях. Если раньше он составлял не менее 14 дней, сейчас становятся более популярны краткосрочные программы восстановления на 5-7 дней.

Сокращение длительности пребывания отражает трансформацию сегмента – традиционная модель отдыха уступает место более гибким форматам. Потребители всё чаще выбирают короткие оздоровительные туры или поездки на выходные, совершая такие визиты несколько раз в год.

Industry Outlook

According to analysts at Nikoliers, there is a steady increase in demand for sanatorium stays and treatment. Oleg Germanenko, Head of Strategic Consulting at Nikoliers, commented on the market outlook: “The audience for sanatorium and resort services is undergoing a noticeable transformation. The share of younger and family guests is growing, with their interest shifting toward prevention and preventive medicine. In response to these changes in the consumer profile, modern sanatorium complexes are offering programs tailored to younger and more active age groups. This shift is driving demand for diversified programs and encouraging operators to raise quality standards, as the new audience — having a certain level of customer experience — places higher demands on service quality, as well as on the variety and composition of services.”

12 January 2026