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Spa People: 20th anniversary issue
Emlyn Brown

Spas still lag in terms of sales and marketing planning and execution


What have been the most pivotal moments in your career?
In 2002, I moved to Dubai to work at the Burj al Arab and this was the start of my journey in the spa, wellness and luxury hospitality space. It was a steep learning curve but the knowledge I accrued still serves me well.

Joining Accor in 2018 was also a significant milestone that has seen me work globally in the wellness realm.

Who have been the biggest industry influencers?
We should remember the positive impact ESPA had on our industry in its early days, as well as the foundations laid by Mandarin Oriental spas, started by Ingo Schweder and Fairmont’s Willow Stream spas led by Anne McCall.

Six Senses, which I was fortunate enough to work for, was a passionate advocate of wellness and sustainability well before it became mainstream in hospitality and should be congratulated for what it’s achieved.

What spa models are coming down the track?
I’m really excited by the interface of technology and spa. Nothing will replace the power of human interaction and touch therapists, but the advances in medi-tech over the past 20 years have been incredible and I truly believe it will have a dramatic role in helping people live better for longer.

How can the industry realise its true potential?
We still lag in terms of sales and marketing planning and execution. We also need to see better commercial education of future leaders as they develop and enter the workforce.

Meanwhile, the current boom in social bathing is a great example of how we can embrace a business model that’s more affordable and that’s understood by and accessible to a broader demographic.

Read more: www.spabusiness.com/emlynbrown
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: Kenneth Ryan

Read more from this issue of Spa Business magazine

View contents of Spa Business 2023 issue 3
Emlyn Brown

Spa People: 20th anniversary issue

Emlyn Brown

Current article
Brown praises the foundation laid by Willow Stream spas
Brown praises the foundation laid by Willow Stream spas / photo: Accor Hotels Group
FEATURED SUPPLIERS

HPO Tech brings design-led hyperbaric systems to the spa floor
Hyperbaric oxygen therapy has moved well beyond the clinic and spa operators represent the fastest-growing market for the technology. [more...]

MSpa Oslo series: a timeless bestseller
The MSpa Oslo series is a perennial bestseller in global markets. With innovative engineering and premium performance, this completely portable spa line-up is expertly designed to meet the needs of customers worldwide. [more...]
+ More featured suppliers  
COMPANY PROFILES
UK Spa Association

Our mission is to raise awareness of our industry within schools, colleges, society and crucially at [more...]
Myndstream

The Stream, Myndstream's purpose-built streaming service enables you to personalise the music to sui [more...]
+ More profiles  
CATALOGUE GALLERY
 

+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

03-05 Jul 2026

World Championship in Massage

Copenhagen, Copenhagen, Denmark
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
 
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©Cybertrek 2026
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
Emlyn Brown

Spas still lag in terms of sales and marketing planning and execution


What have been the most pivotal moments in your career?
In 2002, I moved to Dubai to work at the Burj al Arab and this was the start of my journey in the spa, wellness and luxury hospitality space. It was a steep learning curve but the knowledge I accrued still serves me well.

Joining Accor in 2018 was also a significant milestone that has seen me work globally in the wellness realm.

Who have been the biggest industry influencers?
We should remember the positive impact ESPA had on our industry in its early days, as well as the foundations laid by Mandarin Oriental spas, started by Ingo Schweder and Fairmont’s Willow Stream spas led by Anne McCall.

Six Senses, which I was fortunate enough to work for, was a passionate advocate of wellness and sustainability well before it became mainstream in hospitality and should be congratulated for what it’s achieved.

What spa models are coming down the track?
I’m really excited by the interface of technology and spa. Nothing will replace the power of human interaction and touch therapists, but the advances in medi-tech over the past 20 years have been incredible and I truly believe it will have a dramatic role in helping people live better for longer.

How can the industry realise its true potential?
We still lag in terms of sales and marketing planning and execution. We also need to see better commercial education of future leaders as they develop and enter the workforce.

Meanwhile, the current boom in social bathing is a great example of how we can embrace a business model that’s more affordable and that’s understood by and accessible to a broader demographic.

Read more: www.spabusiness.com/emlynbrown
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: Kenneth Ryan

Read more from this issue of Spa Business magazine

View contents of Spa Business 2023 issue 3
Emlyn Brown

Spa People: 20th anniversary issue

Emlyn Brown

Current article
Brown praises the foundation laid by Willow Stream spas
Brown praises the foundation laid by Willow Stream spas / photo: Accor Hotels Group
LATEST NEWS
Preidlhof Luxury DolceVita Resort to unveil new spa in February 2027
Preidlhof Luxury DolceVita Resort, a destination resort and spa in Naturno, South Tyrol in Italy, will reveal a new spa in February 2027, which has been designed by wellness expert and consultant Patrizia Bortolin.
ISPA launches on-demand customer experience course by Dan Gingiss
The International Spa Association (ISPA) has launched a course by customer experience expert Dan Gingiss on its iLearn platform.
Virgin Active opens social wellness club in London's Mayfair
Corinthia appoints Peter Roth as president of hotel operations
Peter Roth has been appointed as Corinthia’s president of hotel operations.
Hoshino Resorts opens Kai Kusatsu as it expands the Kai onsen ryokan brand
Kai Kusatsu, an onsen ryokan property has launched in the famous Japanese hot spring destination, Kusatsu Onsen in Gunma Prefecture.
Luxury resort coming to Hunter Valley will have longevity spa
Private hotel owner and developer HVL Hotels will open a new luxury resort and tourism destination called Laval Hunter Valley in the second half of 2027 in Pokolbin, Australia.
Rocco Forte’s Verdura Resort to host wellness festival Alma near emerging Blue Zone in Sicily
The annual wellness festival dedicated to wellbeing, culture, longevity and human connection, called Alma, will be hosted by Rocco Forte hotel, Verdura Resort in Sicily, Italy.
Feisal Jaffer becomes chief development officer for Capella Hotel Group
Capella Hotel Group has appointed Feisal Jaffer as chief development officer as the company ramps up its global expansion of both its Capella and Patina brands.
Industry mourns the loss of Les Mills, a founding father of fitness
Les Mills, whose name became synonymous with one of the world's leading fitness brands, has passed away peacefully at the age of 91.
HCM News: Taking GLP-1s is linked to a decline in physical activity
People taking GLP-1 weight loss medications such as Ozempic, Wegovy, Mounjaro and Zepbound may be losing weight, but they’re also becoming less physically active, according to new research presented at the ENDO 2026 annual meeting of the Endocrine Society
Mubadala makes €1 billion bid for Pierre and Vacances
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed €1 billion offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the continental European Center Parcs business.
Synergy The Retreat Show launches resource for retreat business leaders to showcase specialisms
Global retreat trade show, Synergy The Retreat Show, has launched a resource called The Source, which hosts an open-access online Transformation Series programme.
+ More news   
 
FEATURED SUPPLIERS

HPO Tech brings design-led hyperbaric systems to the spa floor
Hyperbaric oxygen therapy has moved well beyond the clinic and spa operators represent the fastest-growing market for the technology. [more...]

MSpa Oslo series: a timeless bestseller
The MSpa Oslo series is a perennial bestseller in global markets. With innovative engineering and premium performance, this completely portable spa line-up is expertly designed to meet the needs of customers worldwide. [more...]
+ More featured suppliers  
COMPANY PROFILES
UK Spa Association

Our mission is to raise awareness of our industry within schools, colleges, society and crucially at [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

03-05 Jul 2026

World Championship in Massage

Copenhagen, Copenhagen, Denmark
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

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