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Tuesday 19 February 2019
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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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14 Feb 2019
IAAPA winter forum addresses crisis issues
Crisis management and public relations were mixed with water and wildlife as more than 60 attractions industry professionals from 14 countries attended trade association IAAPA’s EMEA Winter Forum in the Canary Islands, Spain, at the end of January 2019.
14 Feb 2019
Speakers announced for Women in Wellness event
The Women in Wellness Leadership Conference, set to take place on 12 March in New York City, has announced a host of speakers designed to motivate attendees and galvanise them to take charge of their careers and lead with confidence.
11 Feb 2019
AEG Facilities and SMG merge to create global venue management business
AEG Facilities and SMG has revealed plans to merge, creating a standalone global facility management and venue services company that will operate as ASM Global.
11 Feb 2019
Tokyo 2020 medals to be made from salvaged metals from recycled electronic devices
All medals at the Tokyo 2022 Olympic and Paralympic Games will be made from recycled electronic devices – such as discarded mobile phones, digital cameras, laptops and other handheld devices.
08 Feb 2019
Seven sports secure UK Sport funding to help with Tokyo 2020 plans
Seven sports will receive extra funding to support their plans for the Tokyo 2020 Olympic and Paralympic Games.
08 Feb 2019
Bryan Williams to receive the ISPA Dedicated Contributor Award
Dr Bryan Williams will be the recipient of the 2019 ISPA Dedicated Contributor Award. Williams is an international speaker and author who first spoke to ISPA members in 2006 and focuses on service excellence and leadership effectiveness.
05 Feb 2019
Chris Evans launches RunFestRun event
Radio DJ and media personality Chris Evans has launched a new running and music festival.
31 Jan 2019
2021 Rugby League World Cup venues revealed – Old Trafford to host finals day
Old Trafford in Manchester will host the "finals day" of the 2021 Rugby League World Cup (RLWC2021).
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Diary dates
24-25 Feb 2019
International Manufacturers & Distributors Forum
ExCeL
London
United Kingdom
24-25 Feb 2019
Active Wellness
ExCeL London
London
United Kingdom
24-25 Feb 2019
World Spa & Wellness Convention London
ExCeL London
London
United Kingdom
24-25 Feb 2019
Professional Beauty London
ExCeL London
London
United Kingdom
27-28 Feb 2019
Quest/NBS & CIMSPA Conference
Chesford Grange
Kenilworth
United Kingdom
04-06 Mar 2019
International Hotel Investment Forum (IHIF)
Hotel InterContinental
Berlin
Germany
07-09 Mar 2019
(IWF Shanghai 2019) Int'l Health, Wellness, Fitness Expo
Shanghai New International Expo Center
Shanghai
China
12 Mar 2019
Women in Wellness Leadership Conference
tbc
New York
United States
14-15 Mar 2019
Asia Pacific Spa & Wellness Coalition Round Table
tbc
Kuala Lumpur
Malaysia
20 Mar 2019
FIT Summit
Hotel Jen Tanglin
Singapore
Singapore
21-21 Mar 2019
Spa Connection / iConnection Event
Orange County Resort
Orange County, CA
United States
25-27 Mar 2019
Dubai Entertainment Amusement and Leisure Exhibition (DEAL)
Dubai World Trade Centre
Dubai
United Arab Emirates
27-28 Mar 2019
active-net 2019
Eastwood Hall
Nottingham
United Kingdom
01 Apr 2019
English Tourism Week Conference 2019
128 Piccadilly
London
United Kingdom
more diary dates
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