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Friday 23 March 2018
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02 Mar 2018
Global head of Miraval unveils plans for growth

Hyatt has plans to grow both Miraval and Exhale following its recent acquisition of the two wellness brands, with the hospitality giant investing another US$100m (€81.4m, £72.5m) in Miraval by the end of this year, according to Marc Ellin, global head of Miraval Group.

Hyatt acquired Miraval in January 2017 for US$215m (€201m, £175m), and the investment is already paying off, said Ellin, speaking at the World Spa and Wellness Convention in London.

According to Ellin, last year, Miraval Arizona’s RevPAR grew 20.4 per cent, he said, while its daily average rate increased by 15 per cent and occupancy grew by another 6 per cent.

Ellin outlined Hyatt’s commitment to preserving the sanctity of the Miraval brand, while at the same time finding ways to expand its reach to Hyatt’s global customer base.

“As a global leader in wellness resorts and spas, we observed that Miraval understood that wellness is a mindset, not a commodity to be thrust upon consumers, which is a distinction that underscores our wellness strategy moving forward,” he said. “Miraval is truly an integrative and authentic approach to wellness and wellbeing – an approach that we, over time, think will go over the broad mention of Hyatt in general.”

Hyatt acquired Exhale – which offers cardio, barre and yoga classes along with a spa – in August 2017 for an undisclosed amount. Exhale currently has 24 locations, with a large portion concentrated across the Eastern seaboard of the US, and Ellin said the brand was a “natural fit to complement the offerings of Miraval, and over time, to expand its reach into locations at certain Hyatt properties, which will expand Exhale’s reach materially”.

Historically, Ellin said, the hospitality industry has interpreted wellness as having a well-equipped gym or healthy menu options, but Hyatt wanted to bring a more holistic, impactful approach to wellbeing to its guests. In order to do that, Hyatt looked beyond traditional segments of hospitality, moving into what he termed “adjacent spaces” to Miraval and Exhale in order to give guests more options.

“The decision to acquire both brands was motivated by our desire to focus on wellness and wellbeing in a way that the hospitality industry had not done before in a material way,” Ellin explained. “We thought it made perfect sense, considering Hyatt’s global footprint, development and structure.”

Hyatt conducted a consumer study in conjunction with The Boston Consulting Group that found consumer interest in mindfulness and wellness is high – 72 per cent of respondents saw mindfulness as being important to overall wellness, 65 per cent were open to meditation, and 41 per cent were looking for new wellness options.

“We didn’t acquire these brands just to end up with more resorts or more spas – we did it for a material kind of growth and to deepen our relationships with our guests, and to increase our involvement in our customers’ lives,” explained Ellin.

Ellin said the company is discussing how to incorporate Miraval teachings or practices into each of Hyatt’s 13 brands, and whether that differs by brand. Things like Mindful Meetings or Conscious Cooking might be brought into various properties, while Miraval Life in Balance Spas are being considered for several urban Hyatt locations, and Miraval’s Floating Meditation programme will be trialled in Exhale locations, but Ellin said he wants to be mindful of not diluting the Miraval brand.

“It’s very very special, and that’s why you’re not going to see a Miraval Resort, or for that matter a Life in Balance Spa in every Hyatt,” he explained.

The biggest opportunity, Ellin said, is exposing the World of Hyatt loyalty programme guests to Miraval programming through downloads and apps, and from allowing those guests to redeem their points at Miraval.

“We hope over time that 12-15 per cent of our business at Miraval will come from our Hyatt Point guests,” said Ellin.

Exhale will be maintained as a standalone business, but Exhale studios will also be brought into Hyatt hotels where it makes sense, said Ellin.

“Exhale really does have more legs to be integrated into Hyatt than Miraval does for the obvious reason: studios are small – between 2,500 and 4,000sq ft – while a Miraval Resort takes hundreds and hundreds of acres,” said Ellin. “We’ve put dots in the map all over the United States for the opportunity to grow Exhale. We are going lightspeed.”

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22 Mar 2018
Architect Antonio Citterio to Keynote 2018 Global Wellness Summit
Underscoring the important connection between design and wellness, Antonio Citterio, the architect and visionary behind the design of Technogym Village – the 2018 Global Wellness Summit venue – will be a keynote at this year’s conference in Cesena, Italy, set to take place 6-8 October.
15 Mar 2018
Jeff Kohl to receive ISPA Dedicated Contributor award
The International Spa Association (ISPA) will present Jeff Kohl, former chief operating officer of Spa & Club Ideations, with the 2018 ISPA Dedicated Contributor Award at the 28th annual ISPA Conference & Expo at the Phoenix Convention Center in Phoenix, US, set to take place 24-26 September.
13 Mar 2018
Wellness professionals gather for inaugural Women in Wellness Leadership Conference
On 6 March, two days before International Women’s Day, 230 wellness professionals from across the USA and beyond convened in New York City for the first-ever Women in Wellness Leadership Conference presented by American Spa magazine.
08 Mar 2018
RKF debuts luxury linen line with Paris fashion show
RKF Luxury Linen has debuted its new collection of high-end luxury linen wear with a fashion show in Paris.
08 Mar 2018
Attendances for women’s elite sport events set to break 500,000 barrier for first time
Women’s sport has never been more popular, as the number of spectators attending elite events in the UK is set to break the half-million barrier for the first time this year.
07 Mar 2018
Details confirmed for first ever FIBO USA event
Reed Exhibitions has confirmed the dates and venue for the first ever FIBO USA fitness trade show later this year.
01 Mar 2018
Matt Roberts reveals details of spa and fitness partnership at The Langley
London-based fitness entrepreneur, author and personal trainer Matt Roberts has called for a greater integration of spa and fitness in today’s holistic wellness space.
26 Feb 2018
Programme of speakers revealed for boutique fitness event Sweat
Daniel Macaulay, CEO of sports marketing group Brandwave, has been revealed as the keynote speaker at this year’s Sweat event, taking place on 8 March.
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Diary dates
21-24 Mar 2018
21-24 Mar 2018
IHRSA 2018
San Diego
United States
23-25 Mar 2018
International Fitness Showcase
Blackpool Winter Gardens
United Kingdom
26-29 Mar 2018
(ISEA) International Sports Engineering Association Conference
Brisbane Convention and Exhibition Centre
27-28 Mar 2018
Hotel Investment Conference Asia Pacific (HICAP)
Pan Pacific
02-03 Apr 2018
Professional Beauty Kolkata
Nicco Park Big Lawn
03-05 Apr 2018
AAA 2018 (Asia Amusement & Attractions Expo)
China Import & Export Fair Complex (Area A)
03-05 Apr 2018
World Travel Market Latin America
Expo Center Norte
Sao Paulo
03-05 Apr 2018
2018 Asia VR&AR Fair & Summit (VR&AR Fair 2018)
China Import & Export Fair Complex (Area A)
03-05 Apr 2018
2018 China (Guangzhou) Int'l Game & Amusement Exhibition(CIAE)
China Import & Export Fair Complex(Area A)
09-11 Apr 2018
Dubai Entertainment Amusement and Leisure Show (DEAL)
Dubai World Trade Centre
United Arab Emirates
12 Apr 2018
The National Attractions Marketing Conference
Royal Armouries
United Kingdom
12-15 Apr 2018
FIBO 2018
Exhibition Centre
17-20 Apr 2018
HOTEC Middle East
The Ritz-Carlton Abu Dhabi, Grand Canal
Abu Dhabi
United Arab Emirates
more diary dates
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