GET SPA BUSINESS
magazine
Yes! Send me the FREE digital editions of Spa Business and Spa Business insider magazines and the FREE weekly Spa Business and Spa Business insider ezines and breaking news alerts!
Not right now, thanksclose this window
Interview
Amadeo Serra

"The need to relax and disconnect is universal and this gives Aire a wide appeal across all demographics"


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]

Every Aire site is candlelit and infused with a signature orange blossom scent Credit: photo: AIRE ANCIENT BATHS
FEATURED SUPPLIERS

Comfort Zone’s new Sun soul, safe for the skin and the ocean
The new Comfort Zone Sun Soul range has been completely reformulated to be at the forefront of anti-ageing, sustainable sun care. [more...]

Living Earth Crafts® - the first choice for world-class spas
Living Earth Crafts (LEC) is the world’s most recognised manufacturer of premium spa and wellness equipment. [more...]
+ More featured suppliers  
COMPANY PROFILES
Agilysys

Agilysys is a leader in hospitality software, delivering innovative cloud-native SaaS and on-premis [more...]
Orbit4

Orbit4 is the umbrella brand for FitnessCompared, FitnessFinance, WeServiceGymEquipment and WeBuyGym [more...]
+ More profiles  
CATALOGUE GALLERY
 

+ More catalogues  

VIDEO GALLERY

Art of Cryo cryo chamber manufacturer | test and research center in Cologne
Here you see a tour of the Art of Cryo test and research center in Cologne. Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

25-27 Jun 2022

IECSC Las Vegas

Las Vegas Convention Center, Las Vegas, United States
27-28 Jun 2022

Medical Wellness Congress

St. Martins Spa & Lodge, Frauenkirchen, Austria
+ More diary  
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
SPA BUSINESS
SPA OPPORTUNITIES
SPA BUSINESS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022
News   Products   Magazine
Interview
Amadeo Serra

"The need to relax and disconnect is universal and this gives Aire a wide appeal across all demographics"


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]

Every Aire site is candlelit and infused with a signature orange blossom scent Credit: photo: AIRE ANCIENT BATHS
LATEST NEWS
Susie Ellis, Belgin Aksoy and Michael Roizen head up GWS' all-new podcast season
The Global Wellness Summit (GWS) has kicked off the sixth season of its wellness podcast which has recently been renamed Global Wellness Conversations (GWC).
New Deloitte report finds the health and fitness sector contributes up to US$91.22bn a year to global GDP
A new report by Deloitte, outlining the social and economic value of the global health and fitness industry, has been released by The Global Health & Fitness Alliance (GHFA), in collaboration with IHRSA.
Jacqueline Berry steps up to group director of spa and wellbeing at Miraval
Industry veteran Jacqueline Berry has been appointed group director of spa and wellbeing at Miraval. She will oversee the company's Life in Balance spas at Miraval Arizona, Miraval Austin and Miraval Berkshires.
Rosewood set to make Venetian debut following restoration of Hotel Bauer
Rosewood Hotels & Resorts is continuing its strategic global growth plan and will open its first property in Venice, Italy, in 2025.
Tuscan wine country inspires Hotel Le Fontanelle’s new nature-centric wellness sanctuary
A new spa and wellness retreat has launched at The Fontanelle Estate in Tuscany, a countryside property nestled among the rolling hills and vineyards of Italy’s Chianti wine region.
Good Spa Guide Awards name top UK spas following record-breaking voter turnout
The winners of the 13th annual Good Spa Guide Awards were announced last night (20 June) at industry conference Spa Life UK taking place this year in the Cotswolds.
Mandarin Oriental launching first alpine resort in Cortina, Italy, in 2025
Mandarin Oriental Hotel Group (MOHG) has signed a long term management agreement with Attestor Limited to rebrand and manage Hotel Cristallo in Cortina d’Ampezzo, Italy.
Stefan Szirucsek named chair of Great Spa Towns of Europe
Newly-formed industry body The Great Spa Towns of Europe association has appointed Stefan Szirucsek as its new board chair.
Jennifer Young’s new training helps therapists support menopausal or premenopausal clients
On 24 June 2022, skincare specialist and therapist trainer Jennifer Young will launch a new training course called Hormonal Wellness Touch Therapies.
Wellness drives record TRevPAR results thanks to pandemic, reports RLA Global
Hotels with wellness revenues exceeding US$1m generated 126 per cent more in total revenue per available room (TRevPAR) in 2021 than those with wellness revenues of less than US$1m, according to the latest Wellness Real Estate Report by RLA Global*.
European wellness industry gathers in Paris for the 14th Forum HOTel&SPA
After a two-year hiatus due to the pandemic, the 14th annual HOTel&SPA event returned last week, bringing together top hospitality and spa executives from across Europe and beyond for a day of talks and networking.
Nobu to grow Spanish footprint with new hotel and spa in Madrid
Global lifestyle brand Nobu Hospitality, founded by Robert De Niro, Nobu Matsuhisa and Meir Teper, has announced plans to open its fifth Spanish destination in Madrid.
+ More news   
 
FEATURED SUPPLIERS

Comfort Zone’s new Sun soul, safe for the skin and the ocean
The new Comfort Zone Sun Soul range has been completely reformulated to be at the forefront of anti-ageing, sustainable sun care. [more...]

Living Earth Crafts® - the first choice for world-class spas
Living Earth Crafts (LEC) is the world’s most recognised manufacturer of premium spa and wellness equipment. [more...]
+ More featured suppliers  
COMPANY PROFILES
Agilysys

Agilysys is a leader in hospitality software, delivering innovative cloud-native SaaS and on-premis [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

VIDEO GALLERY

Art of Cryo cryo chamber manufacturer | test and research center in Cologne
Here you see a tour of the Art of Cryo test and research center in Cologne. Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

25-27 Jun 2022

IECSC Las Vegas

Las Vegas Convention Center, Las Vegas, United States
27-28 Jun 2022

Medical Wellness Congress

St. Martins Spa & Lodge, Frauenkirchen, Austria
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022

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