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Accor’s new wellness design white paper unveils approaches
to create more impactful, profitable and guest-friendly
environments. Spa Business reveals the key findings
Add opportunities to gather and connect, the white paper says / photo: Accor Hotels Group
The importance of spa design – and the vast opportunities for creativity in this space – are the focus of a new white paper released by hospitality giant Accor, which counts more than 700 spas and 1,500 fitness centres in its portfolio.
Making Waves: Rethinking Spa and Wellness Design for a Modern Era has been spearheaded by Emlyn Brown, the group’s global SVP of well-being, with support from 16 experts. It homes in on everything from the significance of circulation and transition spaces and elevating fitness design to repurposing space and letting go of the outdated.
“A spa is a highly complex space, both in terms of design and programming, that’s intricately woven into each area and the fabric of the hotel,” Brown tells Spa Business. “Our goal is to showcase this complexity, look at what excellence looks like and highlight the future of wellness design.”
He explains that the paper has been in development for more than two years. It started out as 12 video-based learning modules for Accor’s internal design and development teams. Then went live on the group’s website and social media channels last month.
“We’re aiming this at owners, GMs and developers, but most importantly, designers, architects and engineers,” says Brown. “We want to encourage groundbreaking ideas, challenge existing norms and address the many misconceptions that have often shaped spa design based on incorrect assumptions. Our ultimate goal is to spark meaningful conversations and elevate design standards across the industry.”
Here, Spa Business reveals its takeaway points from Making Waves. While further insights are available in Pathways to Wellness Architecture and Design, a separate white paper released by the Global Wellness Institute in January (see www.spabusiness.com/GWIwellnessdesign).
THE ‘WE’ OF WELLNESS • A new generation of spa-goers enjoy the social aspect of gathering to sauna, swim and bathe
• Include opportunities to gather and connect, such as hot and cold plunge circuits or pools for communal bathing, swim clubs or pool parties
LEARN TO LET GO • Release the outdated and unprofitable. Question everything
• There are three elements which are usually safe to remove:
- Salon and beauty spaces tend to be underused and can be easily outsourced
- Yoga studios are often empty and the space could be added to the fitness area for immersive exercise experiences
- There’s no advantage of an F&B space in spas unless it’s a large-scale wellbeing destination
• Be wary of designs with numerous treatment rooms but no other amenities
THE LINGERING PLACES • Spa design isn’t just about treatment rooms. The areas where guests intuitively pause and spend time – relaxation lounges, receptions, corridors, hydrothermal areas and certain fitness zones – deserve just as much attention
• Uplifting designs in these spaces heighten emotional wellbeing to create powerful, intentional moments
SWEAT THE BLOCK PLAN • Question the block plan with architects and designers. Then question it again… and possibly again
• Identifying and working out problems early on ensures smoother transitions into concept and schematic designs – and overall development
THINK THEMATICALLY • Create unique spa environments by complementing, rather than copying, hotel design
• Use design elements to create further distinctions between spa zones
• Focus on the flow, energy levels, lighting and materials in each area
OPTIMISING DESIGN FOR OPERATIONAL EXCELLENCE • It’s not feasible to keep building spas which rely on a substantial labour component
• Programming must pivot towards more self-guided experiences and those supported by tech and AI
• Can we move products and merchandise into spaces that require less staffing?
• Are we able to automate arrivals with self-check-in technology?
NOT YOUR PARENTS’ GYM • Delight guests with a more modern approach to equipment selection and layout
• Give guests the freedom to explore freeweights, skipping ropes, ViPRs, foam rollers, exercise balls and bands
• Provide mats with ample space for yoga, pilates, warm-ups and cool-downs
• Prioritise space for recovery and longevity technologies – cryotherapy, compression,infrared, lymphatic drainage
WHO’S YOUR AVATAR? • Begin by profiling the guests you want to attract and their wellness habits
• Challenge design norms – question and understand how guests will use the space
• With avatars in mind, consider what signature elements will stand the test of time
BRING YOUR OWN TECHNOLOGY (BYOT)
• Provide innovative virtual or digital experiences that allow guests to integrate their own devices
• Support a BYOT culture with docking stations alongside mats and freeweight areas. Allow AirPlay and Bluetooth access to big screens. Equip cardio machines with smartphone holders
• But, consider a digital free spa area as a balance
CLUB, NOT SPA • Creating wellness for local communities and not solely hotel guests pushes the boundaries of traditional designs
• Think about adding a larger space and more equipment, extra showers and lockers and street access
• More diverse programming and membership schemes, with benefits, are also required
NOT THE SIZE, BUT HOW YOU USE IT • When you see a spa proposal of 1,000sq m, plus a pool, you must question its value
• With 400sq m, you can create a compelling self-guided thermal and fitness experience which requires no staffing
• A very solid business plan is necessary to overcome the costs of oversized spaces
THE POOL REDUX • The ubiquitous hotel pool can take up to 250sq m but yet less than 1 per cent of hotel guests are interested in lap swimming
• Imagine carving up the space differently – transforming by including a 75sq m kids pool and a 50sq m aquatonic pool for adult relaxation, as well as a 70-80sq m standard pool for swimmers
photo: Accor Hotels Group
"We want to address the many misconceptions that have often shaped spa design based on incorrect assumptions".
Emlyn Brown oversees Accor’s 700 spas and 1,500 fitness centres
photo: Ghislain Waeyaert
"We need to make wellness experiences
and programmes inviting and accessible
for younger generations" – Ghislain Waeyaert, senior vice president,
global development at BBSPA Group
photo: Oliver Patrick
"We’re seeing the rise of cold
water and wild swimming for
many good reasons" – Oliver Patrick, co-founder, Future Practice
photo: Damien Perrot
"Anything [in design] that helps
trigger happiness, laughter, joyful
living and strong experiences is
clearly part of wellbeing" – Damien Perrot, global chief design,
technical services & innovation officer of premium, midscale and economy brands, Accor
Go for uplifting designs where guests intuitively pause and spend time / photo: Accor Hotels Group
Photo: Jo Littlefair
"Design something unexpected
It’s in those moments of
surprise and wonder that
people drop their tension" - Jo Littlefair, co-founder & director, Goddard Littlefair
Spa design shouldn’t just be about treatment rooms / photo: Accor Hotels Group
photo: Anne Becker Olins
"We design spaces that create
an emotional response" – Anne Becker, global chief design & technical services officer of luxury brands, Accor
Make spas stand out with designs that complement rather than copy the hotel / photo: Accor Hotels Group
photo: Sonal Uberoi
"Sophisticated consumers are
already co-creating their experiences
in our spaces. We need to adapt,
and train staff accordingly" – Sonal Uberoi, author, The Wellness Asset
Can products be moved to areas that require less staffing? / photo: Brandon Barré
photo: Harry Jameson
"Wellness and recovery
facilities must be
combined with fitness,
lifestyle and nutrition
advice for guests to get the
outcome they want" – Harry Jameson, founder & CEO, Pillar
Give guests the freedom to explore different types of equipment / photo: Accor Hotels Group
photo: Marie Soliman
"We ask who the guest
is and how they train, which
transitions to the concept,
journey and then lighting,
sound and materials" – Marie Soliman, founder & creative
director, Bergman Design House
photo: Bryan Green
"Match the physical with the
virtual. If guests bring content
for a specific modality, such
as barre training, provide the
requisite equipment" – Bryan Green, founder, Fitness Design Group
photo: Maud Bailly
"The Purist embodies Accor’s
response to a growing expectation
for physical and mental wellbeing" – Maud Bailly, CEO of Sofitel Legend,
Sofitel, MGallery and Emblems, Accor
Provide mats with ample space for yoga, warm-ups and cool-downs / photo: Accor Hotels Group
photo: Agnes Roquefort
"Opening the doors to the community
enriches the experience for hotel
guests when they mix with people who
live and work in the neighbourhood" – Agnes Roquefort, global chief development
officer of luxury & lifestyle brands, Accor
Provide virtual experiences that allow guests to integrate their own devices / photo: Accor Hotels Group
photo: Josephine Leung
"A smaller space, where you use every single
square meter, allows you to achieve a more
powerful guest experience" – Josephine Leung, managing partner, GOCO Hospitality
Carve up the pool space to add interest / Photo: Accor Hotels Group
photo: Ingo Schweder
You don’t have to have
everything, everywhere …
Excel in a segment,
become known for it" – Ingo Schweder, founder & CEO, GOCO Hospitality
Less than 1 per cent of hotel guests are interested in lap swimming, Accor says / photo: Accor Hotels Group
photo: Don Genders
"When it comes to thermal
planning, space equals
luxury ... especially if you
have a mix of hotel guests
and members" – Don Genders, CEO & founder, Design for Leisure
Always bring in experts for the complex hydrothermal areas / photo: Accor Hotels Group
photo: Tal Danai
"Creating a [design] narrative is about
connecting moments with the right
messages in the right places" – Tal Danai, founder & creative director, ArtLink
Photo: Camille Lopeo
"Today’s affluent travellers seek
more than beautiful spaces. They
desire environments that nurture
their physical, mental and
emotional wellbeing" – Camille Lopeo, VP of Emblems,
Wellness & The Purist, Accor
Upgrade heat experiences to create packages you can charge for / photo: Accor Hotels Group
Read more from this issue of Spa Business magazine
View contents of Spa Business 2025 issue 1
Editor's letter: Auto spas
Fully automated, self-service spas are set to enter the market, presenting a disruptive opportunity for investors and operators
Spa People: Christian Louboutin
The fashion designer teams up with his personal trainer to create a Brain Edit retreat at his hotel in Portugal
Spa People: Julien Alfred
Exercise, endurance and resilience are the focus of a programme being led by Olympic 100m winner Julien Alfred at BodyHoliday in St Lucia
News report: Emerging economies
Two fresh GWI reports highlight the potential of the wellness markets in the Maldives and Saudi Arabia
Interview: Paul Hawco
Katie Barnes talks to the man heading up wellbeing at Banyan Group as it prepares to open its 100th resort and reports a 16 per cent rise in revenue
Wellness design: Design of the times
Sixteen experts share their insights on how wellness design can be used to create more impactful and profitable spas in a new white paper by Accor
Opinion: High leverage learning
What three skills do people need to master to future-proof their spa careers? Jeremy McCarthy reports
Spa tourism: Hot on the trail
A famous pilgrimage route and natural hot springs are being combined in an innovative tourism package in Spain
Opinion: Beacons of light
As cities in the US start to hire chief wellness officers, Mia Kyricos reveals what this means for our sector
Sponsored: 111SKIN - Winning formulation
111SKIN’s spa/clinic concept is making waves globally – backed by a combination of medical expertise, intuitive partner support and potent products
Product focus: AI and robot massage
Spas around the world are starting to offer AI massage. We highlight the different types of equipment coming to market
Menu engineering: At your service
A dedicated brain health facility at Kamalaya and a menopause package by actor Naomi Watts feature in our programming pages this issue
Finishing touch: Big business
Companies investing in workers’ happiness outperform other portfolios in major global stock markets, according to new research
Accor’s new wellness design white paper unveils approaches
to create more impactful, profitable and guest-friendly
environments. Spa Business reveals the key findings
Add opportunities to gather and connect, the white paper says / photo: Accor Hotels Group
The importance of spa design – and the vast opportunities for creativity in this space – are the focus of a new white paper released by hospitality giant Accor, which counts more than 700 spas and 1,500 fitness centres in its portfolio.
Making Waves: Rethinking Spa and Wellness Design for a Modern Era has been spearheaded by Emlyn Brown, the group’s global SVP of well-being, with support from 16 experts. It homes in on everything from the significance of circulation and transition spaces and elevating fitness design to repurposing space and letting go of the outdated.
“A spa is a highly complex space, both in terms of design and programming, that’s intricately woven into each area and the fabric of the hotel,” Brown tells Spa Business. “Our goal is to showcase this complexity, look at what excellence looks like and highlight the future of wellness design.”
He explains that the paper has been in development for more than two years. It started out as 12 video-based learning modules for Accor’s internal design and development teams. Then went live on the group’s website and social media channels last month.
“We’re aiming this at owners, GMs and developers, but most importantly, designers, architects and engineers,” says Brown. “We want to encourage groundbreaking ideas, challenge existing norms and address the many misconceptions that have often shaped spa design based on incorrect assumptions. Our ultimate goal is to spark meaningful conversations and elevate design standards across the industry.”
Here, Spa Business reveals its takeaway points from Making Waves. While further insights are available in Pathways to Wellness Architecture and Design, a separate white paper released by the Global Wellness Institute in January (see www.spabusiness.com/GWIwellnessdesign).
THE ‘WE’ OF WELLNESS • A new generation of spa-goers enjoy the social aspect of gathering to sauna, swim and bathe
• Include opportunities to gather and connect, such as hot and cold plunge circuits or pools for communal bathing, swim clubs or pool parties
LEARN TO LET GO • Release the outdated and unprofitable. Question everything
• There are three elements which are usually safe to remove:
- Salon and beauty spaces tend to be underused and can be easily outsourced
- Yoga studios are often empty and the space could be added to the fitness area for immersive exercise experiences
- There’s no advantage of an F&B space in spas unless it’s a large-scale wellbeing destination
• Be wary of designs with numerous treatment rooms but no other amenities
THE LINGERING PLACES • Spa design isn’t just about treatment rooms. The areas where guests intuitively pause and spend time – relaxation lounges, receptions, corridors, hydrothermal areas and certain fitness zones – deserve just as much attention
• Uplifting designs in these spaces heighten emotional wellbeing to create powerful, intentional moments
SWEAT THE BLOCK PLAN • Question the block plan with architects and designers. Then question it again… and possibly again
• Identifying and working out problems early on ensures smoother transitions into concept and schematic designs – and overall development
THINK THEMATICALLY • Create unique spa environments by complementing, rather than copying, hotel design
• Use design elements to create further distinctions between spa zones
• Focus on the flow, energy levels, lighting and materials in each area
OPTIMISING DESIGN FOR OPERATIONAL EXCELLENCE • It’s not feasible to keep building spas which rely on a substantial labour component
• Programming must pivot towards more self-guided experiences and those supported by tech and AI
• Can we move products and merchandise into spaces that require less staffing?
• Are we able to automate arrivals with self-check-in technology?
NOT YOUR PARENTS’ GYM • Delight guests with a more modern approach to equipment selection and layout
• Give guests the freedom to explore freeweights, skipping ropes, ViPRs, foam rollers, exercise balls and bands
• Provide mats with ample space for yoga, pilates, warm-ups and cool-downs
• Prioritise space for recovery and longevity technologies – cryotherapy, compression,infrared, lymphatic drainage
WHO’S YOUR AVATAR? • Begin by profiling the guests you want to attract and their wellness habits
• Challenge design norms – question and understand how guests will use the space
• With avatars in mind, consider what signature elements will stand the test of time
BRING YOUR OWN TECHNOLOGY (BYOT)
• Provide innovative virtual or digital experiences that allow guests to integrate their own devices
• Support a BYOT culture with docking stations alongside mats and freeweight areas. Allow AirPlay and Bluetooth access to big screens. Equip cardio machines with smartphone holders
• But, consider a digital free spa area as a balance
CLUB, NOT SPA • Creating wellness for local communities and not solely hotel guests pushes the boundaries of traditional designs
• Think about adding a larger space and more equipment, extra showers and lockers and street access
• More diverse programming and membership schemes, with benefits, are also required
NOT THE SIZE, BUT HOW YOU USE IT • When you see a spa proposal of 1,000sq m, plus a pool, you must question its value
• With 400sq m, you can create a compelling self-guided thermal and fitness experience which requires no staffing
• A very solid business plan is necessary to overcome the costs of oversized spaces
THE POOL REDUX • The ubiquitous hotel pool can take up to 250sq m but yet less than 1 per cent of hotel guests are interested in lap swimming
• Imagine carving up the space differently – transforming by including a 75sq m kids pool and a 50sq m aquatonic pool for adult relaxation, as well as a 70-80sq m standard pool for swimmers
photo: Accor Hotels Group
"We want to address the many misconceptions that have often shaped spa design based on incorrect assumptions".
Emlyn Brown oversees Accor’s 700 spas and 1,500 fitness centres
photo: Ghislain Waeyaert
"We need to make wellness experiences
and programmes inviting and accessible
for younger generations" – Ghislain Waeyaert, senior vice president,
global development at BBSPA Group
photo: Oliver Patrick
"We’re seeing the rise of cold
water and wild swimming for
many good reasons" – Oliver Patrick, co-founder, Future Practice
photo: Damien Perrot
"Anything [in design] that helps
trigger happiness, laughter, joyful
living and strong experiences is
clearly part of wellbeing" – Damien Perrot, global chief design,
technical services & innovation officer of premium, midscale and economy brands, Accor
Go for uplifting designs where guests intuitively pause and spend time / photo: Accor Hotels Group
Photo: Jo Littlefair
"Design something unexpected
It’s in those moments of
surprise and wonder that
people drop their tension" - Jo Littlefair, co-founder & director, Goddard Littlefair
Spa design shouldn’t just be about treatment rooms / photo: Accor Hotels Group
photo: Anne Becker Olins
"We design spaces that create
an emotional response" – Anne Becker, global chief design & technical services officer of luxury brands, Accor
Make spas stand out with designs that complement rather than copy the hotel / photo: Accor Hotels Group
photo: Sonal Uberoi
"Sophisticated consumers are
already co-creating their experiences
in our spaces. We need to adapt,
and train staff accordingly" – Sonal Uberoi, author, The Wellness Asset
Can products be moved to areas that require less staffing? / photo: Brandon Barré
photo: Harry Jameson
"Wellness and recovery
facilities must be
combined with fitness,
lifestyle and nutrition
advice for guests to get the
outcome they want" – Harry Jameson, founder & CEO, Pillar
Give guests the freedom to explore different types of equipment / photo: Accor Hotels Group
photo: Marie Soliman
"We ask who the guest
is and how they train, which
transitions to the concept,
journey and then lighting,
sound and materials" – Marie Soliman, founder & creative
director, Bergman Design House
photo: Bryan Green
"Match the physical with the
virtual. If guests bring content
for a specific modality, such
as barre training, provide the
requisite equipment" – Bryan Green, founder, Fitness Design Group
photo: Maud Bailly
"The Purist embodies Accor’s
response to a growing expectation
for physical and mental wellbeing" – Maud Bailly, CEO of Sofitel Legend,
Sofitel, MGallery and Emblems, Accor
Provide mats with ample space for yoga, warm-ups and cool-downs / photo: Accor Hotels Group
photo: Agnes Roquefort
"Opening the doors to the community
enriches the experience for hotel
guests when they mix with people who
live and work in the neighbourhood" – Agnes Roquefort, global chief development
officer of luxury & lifestyle brands, Accor
Provide virtual experiences that allow guests to integrate their own devices / photo: Accor Hotels Group
photo: Josephine Leung
"A smaller space, where you use every single
square meter, allows you to achieve a more
powerful guest experience" – Josephine Leung, managing partner, GOCO Hospitality
Carve up the pool space to add interest / Photo: Accor Hotels Group
photo: Ingo Schweder
You don’t have to have
everything, everywhere …
Excel in a segment,
become known for it" – Ingo Schweder, founder & CEO, GOCO Hospitality
Less than 1 per cent of hotel guests are interested in lap swimming, Accor says / photo: Accor Hotels Group
photo: Don Genders
"When it comes to thermal
planning, space equals
luxury ... especially if you
have a mix of hotel guests
and members" – Don Genders, CEO & founder, Design for Leisure
Always bring in experts for the complex hydrothermal areas / photo: Accor Hotels Group
photo: Tal Danai
"Creating a [design] narrative is about
connecting moments with the right
messages in the right places" – Tal Danai, founder & creative director, ArtLink
Photo: Camille Lopeo
"Today’s affluent travellers seek
more than beautiful spaces. They
desire environments that nurture
their physical, mental and
emotional wellbeing" – Camille Lopeo, VP of Emblems,
Wellness & The Purist, Accor
Upgrade heat experiences to create packages you can charge for / photo: Accor Hotels Group
Read more from this issue of Spa Business magazine
View contents of Spa Business 2025 issue 1
Editor's letter: Auto spas
Fully automated, self-service spas are set to enter the market, presenting a disruptive opportunity for investors and operators
Spa People: Christian Louboutin
The fashion designer teams up with his personal trainer to create a Brain Edit retreat at his hotel in Portugal
Spa People: Julien Alfred
Exercise, endurance and resilience are the focus of a programme being led by Olympic 100m winner Julien Alfred at BodyHoliday in St Lucia
News report: Emerging economies
Two fresh GWI reports highlight the potential of the wellness markets in the Maldives and Saudi Arabia
Interview: Paul Hawco
Katie Barnes talks to the man heading up wellbeing at Banyan Group as it prepares to open its 100th resort and reports a 16 per cent rise in revenue
Wellness design: Design of the times
Sixteen experts share their insights on how wellness design can be used to create more impactful and profitable spas in a new white paper by Accor
Opinion: High leverage learning
What three skills do people need to master to future-proof their spa careers? Jeremy McCarthy reports
Spa tourism: Hot on the trail
A famous pilgrimage route and natural hot springs are being combined in an innovative tourism package in Spain
Opinion: Beacons of light
As cities in the US start to hire chief wellness officers, Mia Kyricos reveals what this means for our sector
Sponsored: 111SKIN - Winning formulation
111SKIN’s spa/clinic concept is making waves globally – backed by a combination of medical expertise, intuitive partner support and potent products
Product focus: AI and robot massage
Spas around the world are starting to offer AI massage. We highlight the different types of equipment coming to market
Menu engineering: At your service
A dedicated brain health facility at Kamalaya and a menopause package by actor Naomi Watts feature in our programming pages this issue
Finishing touch: Big business
Companies investing in workers’ happiness outperform other portfolios in major global stock markets, according to new research
Anna Bjurstam has left her role as Wellness Pioneer at Six Senses Hotels and Resorts and
launched a new wellness, longevity and “consciousness consultancy” called Wahayla.
Fairmont Cheshire, The Mere, has opened today (10 July) in the Northwest of England with a
1,715sq m Fairmont Spa that has been designed using a ‘Wellness without Walls’ concept.
Wellness hotels generating less than US$1 million (€932,700, £785,200) – or 10 per cent of
total revenue from wellness and leisure – recorded the strongest RevPAR and TRevPAR growth
in 2025 across categories when compared with 2024, according to the latest Wellness Real
Estate Report by RLA Global, produced in partnership with P and L benchmarking firm HotStats.
Lefay Resorts, the portfolio of two luxury wellness properties in Italy, has added emotional
dance classes and group cold plunge sessions in response to market demand for social
connection.
Aditya Saluja, an industry leader in luxury wellness hospitality, has been
appointed as
commercial director of spa and wellness for the spa management division of
Minor Hotels,
MSpa International.
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.
