Latest
issue
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
Uniting the world of spa & wellness
Get Spa Business and Spa Business insider digital magazines FREE
Sign up here ▸
News   Features   Products   Company profilesProfiles   Magazine   Handbook   Advertise    Subscribe  
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

IDEA® Health & Fitness Association partners with CoverMe Fitness to deliver real-world solutions for fitness professionals across the globe
IDEA® Health & Fitness Association and CoverMe Fitness are proud to announce a strategic partnership to address some of the biggest challenges facing fitness professionals and the industry at large, which will launch at IDEA® World Convention in the US this week. [more...]

Prepare your spa for peak season with SpaSoft
The busy season is here, and it's time to shine! Prepare your spa to deliver an exceptional experience to guests who walk through your doors. [more...]
+ More featured suppliers  
COMPANY PROFILES
SALT Chamber

Since 2012, SALT Chamber has completed over 3,600+ projects and is considered the leading authority [more...]
Matrix Fitness

Matrix Fitness, one of the world’s leading commercial fitness brands, is a division of Johnson Hea [more...]
+ More profiles  
CATALOGUE GALLERY
 

+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

28-29 Jul 2024

Les Nouvelles Esthetiques Spa Conference 2024

Southern Sun Rosebank, Johannesburg, South Africa
03-05 Sep 2024

ASEAN Patio Pool Spa Expo

IMPACT Exhibition Center, Bangkok, Thailand
+ 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 2024
Uniting the world of spa & wellness
Get Spa Business and Spa Business insider digital magazines FREE
Sign up here ▸
News   Products   Magazine   Subscribe
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
Auberge Resorts to land in London in 2025 with two-floor spa inspired by Roman bathing
Auberge Resorts Collection will launch its first UK property and destination spa in Mayfair, London, in 2025, following a deal with UK-based global private investment group Reuben Brothers.
Texas welcomes WorldSprings: a new 46-pool social bathing hot spot and spa
A large new mineral springs destination has launched in Texas, inspired by some of the world’s most famous hot springs – such as Jordan’s Dead Sea, Iceland’s Blue Lagoon and Mexico’s Grutas Tolantongo.
New study uncovers hidden wellness market segments
A thought-provoking, US national probability study, The WELLSurvey™, has revealed that the majority of Americans now include several health and wellness practices in their everyday lives. They also view the concepts of 'wellness' and 'wellbeing' differently.
The Well appoints Ariella Willoughby as VP of operations to drive global growth
US integrative wellness brand The Well has named Ariella Willoughby as its new VP of operations, aiming to drive significant growth and operational success across its current and future locations worldwide.
Light Centre secures £1.6 million to launch 10 new wellbeing centres across London
Middleton Enterprises, a UK-based family investment office, has committed £1.6 million (US$2.1 million, €1.9 million) in funding to the Light Centre – a network of medical, therapeutic and wellbeing centres with four locations in London.
Rianna Riego joins Seed to Skin as director of global business development
Rianna Riego, a seasoned professional in the wellness and spa industry, has been appointed director of global business development at Seed to Skin Tuscany, a premier Italian botanical skincare and spa brand.
Rugby legend Jonny Wilkinson joins the speaker lineup at the HCM Summit to share insights into his journey to health and wellbeing
Rugby legend, Jonny Wilkinson has been announced as a keynote speaker for the HCM Summit on 24 October in London.
Woodland Spa to double footprint with £16m revamp, set to complete in August
The Woodland Spa, a premier UK day spa located in Burnley, Lancashire, is set to unveil the results of its £16 million (US$20.5 million, €18.9 million) transformation this August.
Therme creating ‘natural-healing urban oasis’ in South Korea, eyes further locations in Asia and US
Global wellbeing organisation Therme Group is on a mission to make wellness accessible to all and is expanding globally, bringing its social spas to the US, Canada, the UK and now South Korea.
Prime IV Hydration & Wellness unveils Nashville location amid plans for 97 new franchise spas this year
Nutrient vitamin IV therapy franchise, Prime IV Hydration & Wellness, is accelerating its expansion across the US, having recently launched its third location in Nashville's Green Hills area.
Third Space is on a roll with the second of three 2024 club launches
Third Space is celebrating the launch of its 11th club in London at the historic Battersea Power Station development.
SwellSpa taps AI to deliver nature-based sound therapy for spa treatment rooms
Sound wellness company Swell has launched AI-generated music solutions for spas and hotels, scientifically proven to improve wellbeing.
+ More news   
 
FEATURED SUPPLIERS

IDEA® Health & Fitness Association partners with CoverMe Fitness to deliver real-world solutions for fitness professionals across the globe
IDEA® Health & Fitness Association and CoverMe Fitness are proud to announce a strategic partnership to address some of the biggest challenges facing fitness professionals and the industry at large, which will launch at IDEA® World Convention in the US this week. [more...]

Prepare your spa for peak season with SpaSoft
The busy season is here, and it's time to shine! Prepare your spa to deliver an exceptional experience to guests who walk through your doors. [more...]
+ More featured suppliers  
COMPANY PROFILES
SALT Chamber

Since 2012, SALT Chamber has completed over 3,600+ projects and is considered the leading authority [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

28-29 Jul 2024

Les Nouvelles Esthetiques Spa Conference 2024

Southern Sun Rosebank, Johannesburg, South Africa
03-05 Sep 2024

ASEAN Patio Pool Spa Expo

IMPACT Exhibition Center, Bangkok, Thailand
+ 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