NEWS
Global head of Miraval unveils plans for growth
POSTED 02 Mar 2018 . BY Jane Kitchen
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.”

 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2019

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
 
Spa Business - Global head of Miraval unveils plans for growth...
20 Mar 2019 Spa Business: uniting the world of wellness
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

02 Mar 2018

Global head of Miraval unveils plans for growth
BY Jane Kitchen



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.”




Connect with
Spa Business
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
Jumeirah resort opens holistic spa with Bodyism Centre
Jumeirah resort opens holistic spa with Bodyism Centre   20 Mar 2019

A new spa with a Bodyism Wellness Centre has opened at the Jumeirah at Saadiyat Island Resort in Abu Dhabi. Simply called Spa, it includes holistic .... more>>
Irene Forte joins GWS advisory board
Irene Forte joins GWS advisory board   20 Mar 2019

The Global Wellness Summit (GWS) has appointed Irene Forte to its advisory board. Forte, who is the daughter of British hotelier Sir Rocco Forte, .... more>>
Banyan Tree to open first European hotel in Corfu
Banyan Tree to open first European hotel in Corfu   19 Mar 2019

Banyan Tree will open its first property in Europe this summer, an Angsana-branded hotel on the Greek island of Corfu. Angsana Corfu will include .... more>>
Alpine spa opens at Alpamare Waterpark
Alpine spa opens at Alpamare Waterpark   19 Mar 2019

A new alpine-inspired spa has opened at Alpamare Scarborough, a waterpark attraction in Yorkshire, UK. Sitting alongside the waterpark, which opened .... more>>
Parklane Limassol opens with 3,000sq m thalassotherapy spa
Parklane Limassol opens with 3,000sq m thalassotherapy spa   18 Mar 2019

The eagerly awaited Parklane Limassol, part of the Marriott’s Luxury Collection, has opened its doors this month after an estimated €70m (US$83m, .... more>>
Company profile


Sothys Paris

Founded in 1946, Sothys is owned by the Mas family. Chief executive Christian Mas oversees the company internationally.

View full profile>>

Catalogue gallery


Featured Supplier

Helping your business prosper in 2019

Helping your business prosper in 2019

The Natural Beauty & Spa Show returns to Excel London on 7 & 8 April. More>>




in this issue

• DLL to reach 100th UK club landmark
• Boutique fitness sector 'still thriving'
• Armathwaite launches 'Lemoga' experience



Spa jobs




Spa Host
Salary: Competitive
Location: Newquay, UK
Company: Bedruthan Hotel
Spa Therapist
Salary: Competitive plus uncapped commission
Location: Newquay, UK
Company: The Scarlet Hotel
International Educator - Beauty
Salary: Competitive salary plus benefits – Relocation package available
Location: Parma, Italy
Company: Comfort Zone - Davines S.p.A
Diary dates
Powered by leisurediary.com




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



Spa Business magazine 2019 issue 1
Spa Business
2019 issue 1

View issue contents
View on turning pages
Download PDF
  Research: Finishing touch
Study shows young people are more lonely than older adults More>>
  Software: Emerging trends
We explore upcoming spa tech trends More>>


Spa Business magazine 2018 issue 4

Spa Business
2018 issue 4

View issue contents
View turning pages
Download PDF
  Event report: GWS 2018
An Italian inspired Global Wellness Summit featured fashion, food, fitness and spa… and cameos from Hugh Jackman and Oprah Winfrey. Spa Business gives its highlights More>>
  Promotional feature: Phytomer
Bringing sea to the city – luxury marine skincare brand Phytomer opens its first flagship spa in the heart of Paris More>>


Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd