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Spa People: 20th anniversary issue
Amanda Al-Masri

At times, I was tempted to shortcut my way to bigger things... but there’s no replacement for hard work


What have your career highlights been so far?
Getting Hilton’s newly-created role of global vice president of wellness is truly the job of my dreams. However, there’s been an accumulation of skills and experience that brought me to this point.

Being ambitious, there were times I was tempted to shortcut my way to what I perceived were bigger or newer things. But as I knew – or sometimes learned the hard way – there’s no replacement for hard work. While I have no illusions that I still have much to learn, especially in an industry as dynamic and diverse as ours, I’m so proud of what I’ve achieved so far.

How has the industry evolved?
Hilton’s 2023 global trends report shows that more than half of the 8,000 people surveyed are looking to engage with wellness experiences when they travel. The audience has become increasingly diverse and their expectations are expanding too.

Most hoteliers now engage with wellness in some way at the full-service and luxury level. However, areas once considered “cutting edge” – luxury spas and well-equipped gyms – are now table stakes. There’s a need to provide a sensible, comprehensive and cross-functional approach to wellness across the entire stay experience and portfolio – from focused service to luxury.

What consumer trends are driving change?
Our trends report also showed a hunger for authentic, cultural experiences and our teams are doing a wonderful job creating this programming for guests worldwide. For example, workshops highlighting local healing herbs in Thailand which are then used in treatment compresses, or a wellness wildlife sabbatical in the Galapagos Islands.

Meeting the diverse and ever-changing needs of our guests within this new wellness paradigm means deepening our existing areas of wellness expertise – namely fitness and spa – while we also move into other areas such as sleep, nourishment and mindfulness. But it also requires consistent brand, marketing and communications support to ensure we shine a light on the incredible work happening within our portfolio.

What do you still hope to accomplish?
One of the things that attracted me most to my new role at Hilton was how it aligned with my own vision of democratising wellness.

As the wellness consumer diversifies, our goal is to reach as many people as possible – not just guests in our luxury or full-service properties, but across our entire portfolio of 22 brands and 1.1 million guestrooms in 123 countries.

Read more: www.spabusiness.com/hiltontopteam

More from spa industry leaders...

In celebration of Spa Business’ 20th anniversary, industry leaders take a look at how far the sector has come since the magazine’s inception in 2003, share personal career highlights and reveal their plans and ideas for the future.

View next: Cary & Kim Collier

A deal with Peloton shows Hilton’s commitment to widespread wellness Credit: photo: peloton
Hilton’s latest trends report highlights a hunger for cultural experiences Credit: photo: Hilton Hotels & Resorts
FEATURED SUPPLIERS

The sound of success: three ways music can boost spa revenue according to Myndstream’s Freddie Moross
At Myndstream, we understand the power of music elevates the spa experience. But did you know it can also be a powerful revenue generator? [more...]

Book4Time unveils enhanced day and resort pass functionality
With an increasing number of luxury hotels and resorts offering day and resort passes to drive staycation business, Book4Time, a leader in innovative spa and wellness solutions, is thrilled to announce the launch of Day & Resort Passes on its award-winning platform. [more...]
+ More featured suppliers  
COMPANY PROFILES
Gharieni Group

Our products are made in Germany and designed with the utmost attention to quality and detail. [more...]
Swissline by Dermalab

Inspired by the science of cellular rejuvenation, Swissline was founded in Switzerland in 1989, igni [more...]
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CATALOGUE GALLERY
 

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DIRECTORY
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DIARY

 

13-16 May 2024

W3Spa EMEA

Conrad Chia Laguna Sardinia , Italy
18-22 May 2024

Eco Resort Network

The Ravenala Attitude Hotel, Mauritius
+ More diary  
 
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©Cybertrek 2024
Uniting the world of spa & wellness
Get Spa Business and Spa Business insider digital magazines FREE
Sign up here ▸
News   Products   Magazine   Subscribe
Spa People: 20th anniversary issue
Amanda Al-Masri

At times, I was tempted to shortcut my way to bigger things... but there’s no replacement for hard work


What have your career highlights been so far?
Getting Hilton’s newly-created role of global vice president of wellness is truly the job of my dreams. However, there’s been an accumulation of skills and experience that brought me to this point.

Being ambitious, there were times I was tempted to shortcut my way to what I perceived were bigger or newer things. But as I knew – or sometimes learned the hard way – there’s no replacement for hard work. While I have no illusions that I still have much to learn, especially in an industry as dynamic and diverse as ours, I’m so proud of what I’ve achieved so far.

How has the industry evolved?
Hilton’s 2023 global trends report shows that more than half of the 8,000 people surveyed are looking to engage with wellness experiences when they travel. The audience has become increasingly diverse and their expectations are expanding too.

Most hoteliers now engage with wellness in some way at the full-service and luxury level. However, areas once considered “cutting edge” – luxury spas and well-equipped gyms – are now table stakes. There’s a need to provide a sensible, comprehensive and cross-functional approach to wellness across the entire stay experience and portfolio – from focused service to luxury.

What consumer trends are driving change?
Our trends report also showed a hunger for authentic, cultural experiences and our teams are doing a wonderful job creating this programming for guests worldwide. For example, workshops highlighting local healing herbs in Thailand which are then used in treatment compresses, or a wellness wildlife sabbatical in the Galapagos Islands.

Meeting the diverse and ever-changing needs of our guests within this new wellness paradigm means deepening our existing areas of wellness expertise – namely fitness and spa – while we also move into other areas such as sleep, nourishment and mindfulness. But it also requires consistent brand, marketing and communications support to ensure we shine a light on the incredible work happening within our portfolio.

What do you still hope to accomplish?
One of the things that attracted me most to my new role at Hilton was how it aligned with my own vision of democratising wellness.

As the wellness consumer diversifies, our goal is to reach as many people as possible – not just guests in our luxury or full-service properties, but across our entire portfolio of 22 brands and 1.1 million guestrooms in 123 countries.

Read more: www.spabusiness.com/hiltontopteam

More from spa industry leaders...

In celebration of Spa Business’ 20th anniversary, industry leaders take a look at how far the sector has come since the magazine’s inception in 2003, share personal career highlights and reveal their plans and ideas for the future.

View next: Cary & Kim Collier

A deal with Peloton shows Hilton’s commitment to widespread wellness Credit: photo: peloton
Hilton’s latest trends report highlights a hunger for cultural experiences Credit: photo: Hilton Hotels & Resorts
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+ More news   
 
FEATURED SUPPLIERS

The sound of success: three ways music can boost spa revenue according to Myndstream’s Freddie Moross
At Myndstream, we understand the power of music elevates the spa experience. But did you know it can also be a powerful revenue generator? [more...]

Book4Time unveils enhanced day and resort pass functionality
With an increasing number of luxury hotels and resorts offering day and resort passes to drive staycation business, Book4Time, a leader in innovative spa and wellness solutions, is thrilled to announce the launch of Day & Resort Passes on its award-winning platform. [more...]
+ More featured suppliers  
COMPANY PROFILES
Gharieni Group

Our products are made in Germany and designed with the utmost attention to quality and detail. [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

13-16 May 2024

W3Spa EMEA

Conrad Chia Laguna Sardinia , Italy
18-22 May 2024

Eco Resort Network

The Ravenala Attitude Hotel, Mauritius
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS