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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

Longevity in spas: a strategic choice, not a default setting
Longevity has become one of the most debated concepts in contemporary wellness. [more...]

Endospheres' new protocols are designed to meet real client needs
Spa professionals see it every day: clients are arriving with more complex expectations. [more...]
+ More featured suppliers  
COMPANY PROFILES
Klafs GmbH

Founded in 1928, Klafs is known as an award winning, world-leading trendsetter in wellness and spa. [more...]
Comfort Zone

Comfort Zone’s comprehensive face and body professional and retail range allows clients to experien [more...]
+ More profiles  
CATALOGUE GALLERY
 

+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
09-12 Jun 2026

W3Spa EMEA

Hotel Cascais Miragem Health & Spa, Portugal
+ 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
Almost half of spa survey respondents are unaware cancer is a disability and not adapting treatments is discrimination
A recent survey by the UK Spa Association (UKSA) into the industry’s approach to cancer care has revealed that almost half of participating respondents (46 per cent) are unaware that cancer is a disability and guests with a cancer diagnosis must be given
Solmar Hotels and Resorts offers Temazcal ceremony for Global Wellness Day
Mexican operator, Solmar Hotels and Resorts, is hosting a series of events in celebration of Global Wellness Day, including a Temazcal ceremony at its Playa Grande Resort and Spa in Los Cabos.
Mandarin Oriental announces standalone Mansions-branded residences for Abu Dhabi
Mandarin Oriental has announced a standalone residence brand, Mansions, which will debut at Emirates Palace, Mandarin Oriental Mansions, Abu Dhabi, in 2029.
Healing sanctuary Tulah Clinical Wellness opens in Kerala
Tulah Clinical Wellness, a holistic wellness destination, has officially opened in the hills of northern Kerala, India.
Four Seasons Resort The Nam Hai creates Global Wellness Day programme rooted in nature
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.
Wellness care hospital opens in Vilnius with innovative spa and hospitality concept
Lithuanian care operator Addere Care has launched a new “wellness care hospital” in Vilnius.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Global Wellness Summit announces 2026 theme: the science, art and soul of wellness
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.
All-inclusive eco-wellness development Auko to open near Vietnam’s Son Doong caves
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 reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
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. 
Four Seasons’ Naples Beach Club opens 2,800sq m Sanctuary spa inspired by indigenous Calusa people
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’ Upper House unveils House of Healing wellness programme rollout
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.
+ More news   
 
FEATURED SUPPLIERS

Longevity in spas: a strategic choice, not a default setting
Longevity has become one of the most debated concepts in contemporary wellness. [more...]

Endospheres' new protocols are designed to meet real client needs
Spa professionals see it every day: clients are arriving with more complex expectations. [more...]
+ More featured suppliers  
COMPANY PROFILES
Klafs GmbH

Founded in 1928, Klafs is known as an award winning, world-leading trendsetter in wellness and spa. [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
09-12 Jun 2026

W3Spa EMEA

Hotel Cascais Miragem Health & Spa, Portugal
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

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