Longevity meets Experiences: What It Means for Tours & Activities

This panel at ITB Berlin 2026, titled 'Longevity Meets Experiences: What It Means for Tours & Activities,' was moderated by Daniela Gerdes (founder of Mon Bliss, an innovation hub dedicated to tourism, longevity, and hospitality, with 30+ years in tourism) and Karina Bertagnolli (co-founder of Mon Bliss Lab, 20+ years in leadership and project management). Panelists were Katharina Hegemann, a veteran tour operator and hotel owner celebrating her 35th anniversary with Nea Vega, and Celina Hiller, founder of Longevity Hotels, a global platform for longevity-oriented hospitality.

The session opened by framing longevity not as a lifestyle trend but as a 'profound shift' relevant to the entire tourism industry. Daniela Gerdes defined longevity as extending health span — not just lifespan — citing the ability to pick up grandchildren or run 5 kilometers on the Promenade des Anglais as practical markers. Karina Bertagnolli added that longevity in travel means making science-based choices that support energy and resilience, and that experiences should energize guests rather than leave them exhausted.

Katharina Hegemann identified three key market signals based on her 35 years of operational experience: (1) travelers are shifting from accumulating experiences to seeking the 'right' experiences that provide lasting value; (2) demographics are evolving — the traditional Ayurveda traveler was a 'silver ager,' but now young professionals and even men are seeking health-integrated travel for prevention and long-term lifestyle integration; and (3) expectations around pacing, intensity, and authenticity are rising sharply. Her company's Sardinia yoga retreat integrates Blue Zone principles, with excursions designed not just as sightseeing but as immersions into community — learning from centenarians about low stress, plant-based diets, daily movement, and social connection. She recommends 2–3 well-curated activities per week within a weekly retreat format, with ample unstructured time for integration through breathwork, yoga, and meditation.

Celina Hiller, who spent over 100 nights in hotel beds last year, outlined three non-negotiable longevity pillars for travel: (1) Movement — a well-equipped gym with both strength and cardio capability, noting that filtering for 'gym' on booking platforms can result in 'a hotel gym in the basement with only an odd treadmill'; (2) Recovery — heat and cold exposure such as cold plunges, saunas above 80°C, or cryo-chambers, citing a specific statistic that using a sauna above 80°C five times per week can reduce the risk of Alzheimer's disease by up to 60%; and (3) Nutrition — protein-rich meals and quality fats. She added two 'bonus' hygiene factors: intentional design (acoustic environment, lighting ambiance) and service/cleanliness for peace of mind. The Longevity Hotels platform has over 15,000 followers and all recommended hotels must meet these criteria.

On designing ideal longevity tours, Celina advocated for chronotype-based scheduling — as an early bird who wakes at 5am, eats first meal at noon, dines at 6pm, and sleeps at 9pm, she suggested sunrise HIIT sessions around 5:30–6am. She also recommended incorporating longevity gadgets (Apple Watch, Oura Ring, Eight Sleep mattress, red light therapy, daylight lamps) as affordable add-ons that let guests see real-time impact on wellbeing. Her third wish was better storytelling: citing a partner hotel with a 1,000-year-old olive tree in the garden with no signage, and another offering homegrown apple juice and honey at breakfast with no explanation — she argued that 'the good things are already there in the gardens' and that guides and facilitators must learn to tell those stories.

Katharina Hegemann's dream longevity tour centered on reconnecting with nature and self: a slow Sardinia morning, nature walk combined with breathwork, meditation, and yoga, local guides sharing indigenous knowledge, culminating in daily lifestyle integration. All panelists agreed: 'less is more,' rest is an undervalued component of tours and activities, and no one should return home exhausted from an experience that was supposed to improve their health. The session closed with a preview of a follow-up longevity panel the next day focused on hospitality, led by Nina Ruger.