Jet lag might be a pain for many frequent travelers, but for others, it is big business. From melatonin supplements to apps, such as Timeshifter, this sector of the wellness market is worth US$0.50 billion in 2025 and is expected to reach US$0.94 billion by 2034, at a CAGR of 7.34% during the forecast period from 2025 to 2034, according to Business Research Insights.
Jet lag occurs when your circadian rhythm falls out of sync due to flying across different time zones. Side effects include dehydration, digestive problems and, of course, sleep disruption. As a response, there has been a growth in solutions to help with these problems. From the rise in sleep tourism to new solutions for jet lag offered in medical spa retreats, such as the sleep programme at Six Senses Kaplankaya in Bodrum, Türkiye, and at SHA Wellness Clinic in Spain, you can now travel the world, rather ironically, in search of solutions to combat jet lag.
Reporting on a lesser-known side-effect to frequent travel, known as ‘Jet Set Jaw’, Dr. Edward Li and Dr. Tanya Patel, founders of the a.b.c smile clinic on Mortimer Street, London, reveal a rise in patients seeking a solution to the problem, and also comment on the fact that London is becoming known as a hub for travelers looking to tap into premium wellness.
“London is at the heart of the drive for ‘quiet luxury’ when it comes to wellness,” says Dr Tanya. “There is a culture where exceptional quality and artistry are recognised by those in the know, not by a flashy public presence. The character of the most discerning clinicians in London blends the appreciation and preservation of nature seen in many of our European colleagues, yet is cosmetically-focused enough to appeal to those from the US and Middle East.”
The ‘abc’ concept of the clinic—standing for ‘align, brighten and contour’—has led to Dr. Edward Li and Dr. Tanya Patel becoming known as leaders in their field. Dr. Edward views each smile “as a work of art”, combining advanced materials with his innate understanding of dental aesthetics. Dr. Tanya ensures the experience is seamless, personable and supportive, offering a standard of care that builds lasting trust with patients. Unlike many clinics, they manage critical aspects of treatment in-house, from hand-sculpted wax models to digitally rendered designs. This integrated approach allows for greater creativity, control and consistency in delivering exceptional results. Another USP is turning the fear-factor, associated to a visit to the dentist, to one of empowerment and positivity.
“While the connection between dental health and all-round wellness has strengthened, many in the industry still rely on scaremongering to push patients into treatment. We have taken the opposite approach,” they say.
“When it comes to travel, we can see a distinct pattern of issues among our high-achieving, frequently-travelling patients,” says Dr Edward. “The core problem isn’t the travel itself, but the systemic disruption it causes. We’ve coined the resulting cluster of symptoms ‘Jet Set Jaw’, because it’s prevalent in this demographic. The main issues are stress-induced bruxism (teeth grinding or clenching), dehydration affecting oral tissues and a breakdown of routine that allows minor issues to escalate and prolong.”
He continues: “Sitting for hours in an airplane, for instance, contributes to tension in the neck and shoulder muscles, which are directly connected to the muscles of our jaw. Furthermore, the low-humidity environment of an aircraft cabin, combined with caffeine, lower water consumption and potentially alcohol consumption, greatly impacts the saliva quality and flow in the mouth, which leads to a big uptick in bad breath, sore gums (gingivitis) and an increased risk of cavity growth, as our saliva is a hugely protective film that washes and nourishes everything in the mouth.”
“Our advice to travelers is to make sure you are hyper-hydrated, by consistently sipping water; to wear a bespoke night guard to prevent teeth grinding, and to use noise-cancelling headphones to help increase the quality of sleep, especially on red-eye flights,” says Dr Tanya. “Most importantly, no matter the time zone, never let a full 12-hour cycle pass without a thorough clean with an electric toothbrush and floss.”
Specialising in bespoke dentistry, whether it is a subtle enhancement or a complete smile makeover, the a.b.c smile clinic offers cutting-edge solutions by blending artistry with innovative technology, such as 3D scanning and printing, specialised photography and ethical image processing.
“These innovations allow us to push the boundaries of both aesthetic results and patient care,” says Dr Tanya. “Our method fuses digital dentistry with traditional craftsmanship to create smiles that are not only natural-looking but also functionally optimal and long-lasting. Each treatment is tailored to the patient, ensuring personalised care that meets their lifestyle and goals.”
Dentistry has long been a main reason for medical tourism, with the global dental tourism market worth US$10.36 billion in 2025 and rising to US$41.49 billion by 2035, according to Roots Analysis. But the boom is seeing a backlash following a rise in complications, with the British Dental Association reporting that nearly all UK dentists have treated patients from dental tourism, with 86% encountering complications such as failed treatments and pain, often requiring expensive remedial work in the NHS.
“We are at the other end of this spectrum,” says Dr Tanya. “We are more aligned to trends in the wellness industry as a whole, such as the search for ‘quiet luxury’ and the quest for a natural look. The alignment between us and overall wellbeing is total and it’s also one of the most innovative shifts in our field. Previously, dentistry was seen as a separate, mechanical necessity to treat pain and fix infections. Now, it’s understood as a cornerstone of systemic health that can deliver high aesthetics at the same time. The science is clear: the mouth is the gateway and start of our digestive system, and also our gateway to self-expression in speech and self-image.”
She continues: “What’s more, the era of the brilliant white, monolithic ‘Hollywood’ smile has been over for some time, followed more recently by a wave of concerningly opaque composite bonding. It was inevitable that look would age poorly and become dated quickly. Nature’s beauty and sophistication are timeless, and they serve as our North Star for inspiration. It’s the same in aesthetics—people want to look natural.”
“The contemporary ideal of perfect imperfection and the subtle use of translucency is the secret to the ‘Quiet Luxury’ smile. It’s about creating teeth that look entirely natural and healthy, appropriate for the patient’s face and genetics, while being meticulously curated to appear flawlessly natural. When using porcelain, we work with our master ceramist to layer in subtle translucency, natural colour gradients, and the surface textures you’d see in a healthy tooth. When using composite resin, I mimic this workflow chairside, intentionally placing each layer of varying colour and opacity to sculpt the natural contours of the teeth. The goal is for people to say, ‘You have a beautiful smile’, not ‘Who did your teeth?’ It’s a reflection of ‘stealth wealth’; true, mature luxury is a result that doesn’t scream for attention but is unmistakably beautiful in all moments of life.”
Dr Edward also links dentistry to overall health and reveals how it is tapping into the booming focus on longevity: “A focus on the microbiome found in our mouths has many links to systemic health. Chronic inflammation in the gums, caused by bacteria like Porphyromonas gingivalis, is linked through dozens of peer-reviewed studies to an increased risk of cardiovascular disease, diabetes and even Alzheimer’s. Our patients are no longer just asking for white teeth; they’re asking how they can optimise their dental health to support their overall health and longevity, and what cosmetic treatments could work cohesively with this ethos. We have moved from a purely restorative model to a preventative, performance-oriented one that makes bespoke plans to encompass the present and the future years for our patients.”
Having the last word is Laura Montesanti, founder of Synergy—The Retreat Show (this year taking place in Sardinia, 7-10 October). The groundbreaking, curated event is at the forefront of the wellness industry, designed for forward-thinking retreat leaders, luxury hospitality professionals, and wellness entrepreneurs, and taps into emerging wellness trends.
“Wellness has indeed become a major driver for travel because people are no longer just looking to escape; they’re seeking experiences that help them reset, grow, and return home feeling better than when they left. In today’s fast-paced and overstimulated world, travel that incorporates healing, mindfulness, and personal transformation has become not just desirable but essential.”
She continues: “People have become more intentional in their search for well-being. A deeper awareness has led to a real desire for a more meaningful, results-driven approach to health.”