Serra says each Aire site is chosen for its historic connection to the host city / photo: AIRE ANCIENT BATHS
Aire’s global portfolio of eight properties have all reopened after respective regional lockdowns and, according to CEO Amadeo Serra, business is thriving and demand is flooding in once again. Spa Business spoke with Serra to get a deeper insight into the inner workings of the business and its growth plans for the future.
How would you describe the Aire concept? All Aire Ancient Baths are temples of relaxation. In the beginning, we were inspired by ancient civilisations and their tradition of thermal baths and chose to recreate this experience in historical buildings, focusing on the benefits of water for both body and mind.
The Aire Experience was born as a result of the need that we all have in the modern world to disconnect. So we created an oasis in which you can escape and be transported to a place where time doesn’t exist.
What makes the day spa bathing concept popular? Unlike traditional day spas we offer a range of experience – baths of different temperatures which guests can sample as a standalone package or combine with one of our exclusive relaxing treatments or rituals. What makes Aire so popular is that it’s one of the few locations that truly offers complete relaxation. Every step of the client journey is carefully considered so the guests are free to relax from the moment they’re in our care.
What are your development plans? We’ve been growing steadily over the past couple of years, opening in Copenhagen last August and now focusing on establishing Aire in London as a key destination. We’ll also expand further with an opening in Toronto planned for 2023.
What made you choose the international cities that you’re located in? After establishing four Spanish locations, the natural next step was to expand the brand to key international locations. We always look for cosmopolitan cities that have large populations, as well as a keen interest and investment in leisure and wellbeing. We began our expansion with NYC in 2011, followed by Chicago in 2017, Copenhagen in 2020 and now London in 2021.
How important is the location in the city? Very important, we’re always in key destinations in the cities we choose and in the case of London, we chose Covent Garden as it’s an iconic district in the heart of the capital that’s loved by tourists and Londoners alike.
We also spend a lot of time finding the right buildings because the site needs to have historic importance and a dialogue with the city it’s in. This is often one of the most challenging aspects of opening Aire, as it needs to be large enough for the facilities but also have an authentic story and connection to the city.
How are you staying true to the original concept as you grow globally? The experience at Aire is the same in every location. Every space is candlelit, infused with our signature orange blossom scent and the client journey remains the same. We connect the experience to the city it’s in through the historical building and local touches and naturally every space varies in terms of layout, but the core Aire experience remains the same.
Who are your visitors in terms of demographics? Aire is unique because it’s a very inclusive space. You can come alone, with your mother, a small group of friends or a partner. The need to relax and disconnect is universal and this gives us a wide appeal across all demographics.
Can you give an idea of your facilities’ popularity pre- and post-COVID? The Aire experience is based on privacy and relaxation and so we’ve only ever allowed a limited capacity at our locations. This meant we didn’t have to drastically change the business model when reopening after the pandemic and demand has been very high in all centres since.
What have you done that’s especially different since COVID-19? We’ve reinforced our already strict cleaning protocols and amended staff rotas so they’re in small groups to prevent the spread of COVID-19. We also do regular lateral flow testing, and the team wear masks throughout the whole location.
What percentage of people just come for the bathing experience versus bathing plus a treatment? Most guests come for the full experience of the Ancient Thermal Bath tour and a treatment. Our 120-minute Relaxing Experiences are the most popular, combining time in the Ancient Thermal Bath Experience and a deeply relaxing almond-oil massage ranging from 30-,45-, 60- or 70-minutes. We always encourage people to have a treatment alongside thermal bathing, as we believe it’s the best way to experience Aire.
Megan Whitby is assistant editor of Spa Business magazine
| [email protected]
Read more from this issue of Spa Business magazine
View contents of Spa Business 2021 issue 3
Editor's letter: All about the people
With global staff shortages threatening to stall economic recovery, it’s time to reboot our commitment to driving improvements in pay and working conditions across the spa and wellness industry
Spa people: Dr Mark Hyman
Dr Mark Hyman MD believes functional medicine has the power to be life-changing in the health and wellbeing of patients.
New opening: Six Senses Shaharut
Six Senses has opened the doors to its new 60-key retreat in Israel’s southern Negev Desert, complete with a 1,900sq m, two-level spa and wellness sanctuary
New opening: QC NY
A 74,000sq ft Italian day spa has opened on New York’s Governors Island after a US$50m investment and seven years of planning, building and restoration.
Interview: Kenneth Ryan
We talk to the global head of spa at Marriott International about navigating the global lockdown, re-imagining the company's brand portfolio and what it will take to succeed post-COVID-19
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its Sublime Skin line with a new
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Research: Total impact
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Sponsored: Gharieni Group
CEO Sammy Gharieni talks about his relentless drive
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Analysis: Role model
What business models are showing the most potential in the wellness industry? Lyndsay Madden Nadeau shares her insights
Interview: Lorenzo Giannuzzi
The hospitality veteran dreamed of reinventing an historic Italian palazzo as a world-class medical spa. Lisa Starr went to find out more
Sponsored: TechnoAlpin
Snow rooms are creating a ‘wow’ factor for customers,
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Interview: Gloria Caulfield
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Promotion: Iyashi Dôme
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Serra says each Aire site is chosen for its historic connection to the host city / photo: AIRE ANCIENT BATHS
Aire’s global portfolio of eight properties have all reopened after respective regional lockdowns and, according to CEO Amadeo Serra, business is thriving and demand is flooding in once again. Spa Business spoke with Serra to get a deeper insight into the inner workings of the business and its growth plans for the future.
How would you describe the Aire concept? All Aire Ancient Baths are temples of relaxation. In the beginning, we were inspired by ancient civilisations and their tradition of thermal baths and chose to recreate this experience in historical buildings, focusing on the benefits of water for both body and mind.
The Aire Experience was born as a result of the need that we all have in the modern world to disconnect. So we created an oasis in which you can escape and be transported to a place where time doesn’t exist.
What makes the day spa bathing concept popular? Unlike traditional day spas we offer a range of experience – baths of different temperatures which guests can sample as a standalone package or combine with one of our exclusive relaxing treatments or rituals. What makes Aire so popular is that it’s one of the few locations that truly offers complete relaxation. Every step of the client journey is carefully considered so the guests are free to relax from the moment they’re in our care.
What are your development plans? We’ve been growing steadily over the past couple of years, opening in Copenhagen last August and now focusing on establishing Aire in London as a key destination. We’ll also expand further with an opening in Toronto planned for 2023.
What made you choose the international cities that you’re located in? After establishing four Spanish locations, the natural next step was to expand the brand to key international locations. We always look for cosmopolitan cities that have large populations, as well as a keen interest and investment in leisure and wellbeing. We began our expansion with NYC in 2011, followed by Chicago in 2017, Copenhagen in 2020 and now London in 2021.
How important is the location in the city? Very important, we’re always in key destinations in the cities we choose and in the case of London, we chose Covent Garden as it’s an iconic district in the heart of the capital that’s loved by tourists and Londoners alike.
We also spend a lot of time finding the right buildings because the site needs to have historic importance and a dialogue with the city it’s in. This is often one of the most challenging aspects of opening Aire, as it needs to be large enough for the facilities but also have an authentic story and connection to the city.
How are you staying true to the original concept as you grow globally? The experience at Aire is the same in every location. Every space is candlelit, infused with our signature orange blossom scent and the client journey remains the same. We connect the experience to the city it’s in through the historical building and local touches and naturally every space varies in terms of layout, but the core Aire experience remains the same.
Who are your visitors in terms of demographics? Aire is unique because it’s a very inclusive space. You can come alone, with your mother, a small group of friends or a partner. The need to relax and disconnect is universal and this gives us a wide appeal across all demographics.
Can you give an idea of your facilities’ popularity pre- and post-COVID? The Aire experience is based on privacy and relaxation and so we’ve only ever allowed a limited capacity at our locations. This meant we didn’t have to drastically change the business model when reopening after the pandemic and demand has been very high in all centres since.
What have you done that’s especially different since COVID-19? We’ve reinforced our already strict cleaning protocols and amended staff rotas so they’re in small groups to prevent the spread of COVID-19. We also do regular lateral flow testing, and the team wear masks throughout the whole location.
What percentage of people just come for the bathing experience versus bathing plus a treatment? Most guests come for the full experience of the Ancient Thermal Bath tour and a treatment. Our 120-minute Relaxing Experiences are the most popular, combining time in the Ancient Thermal Bath Experience and a deeply relaxing almond-oil massage ranging from 30-,45-, 60- or 70-minutes. We always encourage people to have a treatment alongside thermal bathing, as we believe it’s the best way to experience Aire.
Megan Whitby is assistant editor of Spa Business magazine
| [email protected]
Read more from this issue of Spa Business magazine
View contents of Spa Business 2021 issue 3
Editor's letter: All about the people
With global staff shortages threatening to stall economic recovery, it’s time to reboot our commitment to driving improvements in pay and working conditions across the spa and wellness industry
Spa people: Dr Mark Hyman
Dr Mark Hyman MD believes functional medicine has the power to be life-changing in the health and wellbeing of patients.
New opening: Six Senses Shaharut
Six Senses has opened the doors to its new 60-key retreat in Israel’s southern Negev Desert, complete with a 1,900sq m, two-level spa and wellness sanctuary
New opening: QC NY
A 74,000sq ft Italian day spa has opened on New York’s Governors Island after a US$50m investment and seven years of planning, building and restoration.
Interview: Kenneth Ryan
We talk to the global head of spa at Marriott International about navigating the global lockdown, re-imagining the company's brand portfolio and what it will take to succeed post-COVID-19
Sponsored: Time out
Answering a growing demand
for non-invasive, anti-ageing skin
care, Comfort Zone is relaunching
its Sublime Skin line with a new
filler-like natural formula that
reverses cellular degeneration
Research: Total impact
Latest ISPA report considers the economic fallout of the pandemic and the spa industry's road to recovery
Sponsored: Gharieni Group
CEO Sammy Gharieni talks about his relentless drive
to deliver innovative products to underpin operators’ success
Analysis: Role model
What business models are showing the most potential in the wellness industry? Lyndsay Madden Nadeau shares her insights
Interview: Lorenzo Giannuzzi
The hospitality veteran dreamed of reinventing an historic Italian palazzo as a world-class medical spa. Lisa Starr went to find out more
Sponsored: TechnoAlpin
Snow rooms are creating a ‘wow’ factor for customers,
while reducing operating costs in the delivery of hot and cold
experiences
Interview: Gloria Caulfield
The executive director of Lake Nona wellness community talks about tapping into the latest tech to create healthy living environments
Software: Revenue management
How software suppliers have been supporting spas to get savvy with yield management since the pandemic began
Promotion: Iyashi Dôme
Iyashi Dôme’s touchless infrared tech is the perfect investment for the post-lockdown world, says Florent Cornelis
Four Seasons Resort The Nam Hai in Hoi An, Vietnam, has put together a Global Wellness Day
(GWD) agenda with activations rooted in nature and shaped by four pillars of Joy – in
alignment with the day’s theme #JoyMagenta.
The Global Wellness Summit (GWS) will celebrate its 20th anniversary at the 2026 event in
Phuket, Thailand, later this year with the theme: The Science, Art and Soul of Wellness.
Auko, an all-inclusive development, is opening in Phong Nha in Vietnam in Q3 2026, with a
series of 30 tented eco-lodges and wellness hospitality operations by Lumina Wellbeing.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Naples Beach Club, a Four Seasons Resort, has opened a 2,800sq m spa called The Sanctuary,
with the design and concept inspired by the Native American people that populated Florida’s
Southwest coast – the Calusa.
Swire Hotels’ luxury hospitality brand Upper House has revealed it will roll out its two-day
House of Healing retreats at its three hotels in Hong Kong, Chengdu and Shanghai.
LVMH-owned beauty house Guerlain will launch up to five spas with partners a year as part of
its plan to expand globally, according to the brand’s international spa and wellness director,
Diane Davody.
A new global study by Kevin Kelly and Peter Yesawich, called WELLSurvey 2.0, has revealed
more than half of consumers in the UK, US and Germany would not choose numerous high-
profile wellness resort brands for a future trip.
Luxury hospitality and wellness pioneer Jeremy McCarthy has launched Leisure Alchemy, a
digital platform that will provide professionals with strategic guidance on how to build
transformational leisure experiences that drive profit.
The Spa Life UK Convention returns from 21–23 June 2026 at Whittlebury Park Hotel, Spa &
Golf Resort, bringing together spa managers, directors and owners for two days of focused
education, meaningful connection and commercial insight. [more...]
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