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Sunday 20 May 2018
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02 Mar 2018
Global head of Miraval unveils plans for growth

Hyatt has plans to grow both Miraval and Exhale following its recent acquisition of the two wellness brands, with the hospitality giant investing another US$100m (€81.4m, £72.5m) in Miraval by the end of this year, according to Marc Ellin, global head of Miraval Group.

Hyatt acquired Miraval in January 2017 for US$215m (€201m, £175m), and the investment is already paying off, said Ellin, speaking at the World Spa and Wellness Convention in London.

According to Ellin, last year, Miraval Arizona’s RevPAR grew 20.4 per cent, he said, while its daily average rate increased by 15 per cent and occupancy grew by another 6 per cent.

Ellin outlined Hyatt’s commitment to preserving the sanctity of the Miraval brand, while at the same time finding ways to expand its reach to Hyatt’s global customer base.

“As a global leader in wellness resorts and spas, we observed that Miraval understood that wellness is a mindset, not a commodity to be thrust upon consumers, which is a distinction that underscores our wellness strategy moving forward,” he said. “Miraval is truly an integrative and authentic approach to wellness and wellbeing – an approach that we, over time, think will go over the broad mention of Hyatt in general.”

Hyatt acquired Exhale – which offers cardio, barre and yoga classes along with a spa – in August 2017 for an undisclosed amount. Exhale currently has 24 locations, with a large portion concentrated across the Eastern seaboard of the US, and Ellin said the brand was a “natural fit to complement the offerings of Miraval, and over time, to expand its reach into locations at certain Hyatt properties, which will expand Exhale’s reach materially”.

Historically, Ellin said, the hospitality industry has interpreted wellness as having a well-equipped gym or healthy menu options, but Hyatt wanted to bring a more holistic, impactful approach to wellbeing to its guests. In order to do that, Hyatt looked beyond traditional segments of hospitality, moving into what he termed “adjacent spaces” to Miraval and Exhale in order to give guests more options.

“The decision to acquire both brands was motivated by our desire to focus on wellness and wellbeing in a way that the hospitality industry had not done before in a material way,” Ellin explained. “We thought it made perfect sense, considering Hyatt’s global footprint, development and structure.”

Hyatt conducted a consumer study in conjunction with The Boston Consulting Group that found consumer interest in mindfulness and wellness is high – 72 per cent of respondents saw mindfulness as being important to overall wellness, 65 per cent were open to meditation, and 41 per cent were looking for new wellness options.

“We didn’t acquire these brands just to end up with more resorts or more spas – we did it for a material kind of growth and to deepen our relationships with our guests, and to increase our involvement in our customers’ lives,” explained Ellin.

Ellin said the company is discussing how to incorporate Miraval teachings or practices into each of Hyatt’s 13 brands, and whether that differs by brand. Things like Mindful Meetings or Conscious Cooking might be brought into various properties, while Miraval Life in Balance Spas are being considered for several urban Hyatt locations, and Miraval’s Floating Meditation programme will be trialled in Exhale locations, but Ellin said he wants to be mindful of not diluting the Miraval brand.

“It’s very very special, and that’s why you’re not going to see a Miraval Resort, or for that matter a Life in Balance Spa in every Hyatt,” he explained.

The biggest opportunity, Ellin said, is exposing the World of Hyatt loyalty programme guests to Miraval programming through downloads and apps, and from allowing those guests to redeem their points at Miraval.

“We hope over time that 12-15 per cent of our business at Miraval will come from our Hyatt Point guests,” said Ellin.

Exhale will be maintained as a standalone business, but Exhale studios will also be brought into Hyatt hotels where it makes sense, said Ellin.

“Exhale really does have more legs to be integrated into Hyatt than Miraval does for the obvious reason: studios are small – between 2,500 and 4,000sq ft – while a Miraval Resort takes hundreds and hundreds of acres,” said Ellin. “We’ve put dots in the map all over the United States for the opportunity to grow Exhale. We are going lightspeed.”



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16 May 2018
Wellness for Cancer hosts second roundtable at Mayo Clinic
Attendees at the second Wellness For Cancer roundtable last week identified steps to take to move the spa industry forward in treating guests who have – or have had – cancer.
15 May 2018
Global Wellness Day 2018 to focus on kids’ wellness
Global Wellness Day – an international celebration offering a range of free health and wellness activities to the public – will be celebrated this year in more than 4,000 locations in 100 countries on 9 June.
15 May 2018
National Fitness Day 2018 to celebrate local 'fitness heroes'
This year's National Fitness Day (NFD) will look to celebrate the most inspiring fitness individuals in communities across the UK.
09 May 2018
Wellness designer Clodagh to speak at GWS
Multi-disciplinary designer Clodagh, whose recent projects include the Six Senses Douro Valley and the reopened Six Senses Kaplankaya, will share her vision for truly integrated wellness design with conference delegates at the Global Wellness Summit in Italy this October.
08 May 2018
London Stadium to host Europe's first ever MLB game in 2019
Major League Baseball (MLB) will be making its European debut next year, when the London Stadium will host two regular season games between the New York Yankees and the Boston Red Sox.
08 May 2018
Venue plans completed for Tokyo 2020 Olympics
The Tokyo Organising Committee for the 2020 Olympic and Paralympic Games (TOCOPG), has finalised its plans for the venues for the Games.
08 May 2018
Breaking: Jeremy Hunt to headline ukactive National Summit 2018
Health secretary Jeremy Hunt will be the headline speaker at the ukactive’s National Summit 2018.
03 May 2018
ukactive Awards finalists revealed
The finalists for this year's ukactive Awards have been revealed. The 2018 award categories have been divided into three groups – business excellence, specialist impact and individual achievement – and in total winners will be announced in 11 categories. Replacing the Flame Awards, this year's edition will feature an expanded Leisure Centre Operator of the Year award, which covers any club or centre – from independents, studios and boutiques to budget gyms, local authority centres and clubs that are part of a nationwide chain.
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Diary dates
24 Apr - 26 Nov 2018
MAPIC Russia
Expocentre
Moscow
Russia
20-21 May 2018
Professional Beauty Durban
Greyville Convention Centre
Durban
South Africa
20-23 May 2018
SPATEC Spring North America
Ritz Carlton Sarasota
Sarasota
United States
21-22 May 2018
Total Supply Chain Summit
Heythrop Park Resort
Enstone
United Kingdom
21-22 May 2018
World Spa & Wellness Asia
JW Marriott Resort & Spa
Phuket
Thailand
23-24 May 2018
SIBEC UK
tbc
tbc
United Kingdom
23-24 May 2018
MAPIC Italy
MiCo Milano Congressi
Milan
Italy
23-24 May 2018
MAPIC Food and Beverage
MiCo Milano Congressi
Milan
Italy
23-25 May 2018
23rd Annual ESPA Congress
Various
Domburg
Netherlands
30-31 May 2018
Vision for Cardiff Bay & Heritage
The Exchange Hotel
Cardiff
United Kingdom
04-05 Jun 2018
Hotel Summit
Radisson Blu Hotel
Stansted
United Kingdom
04-05 Jun 2018
Professional Beauty Delhi
Pragati Maidan
Delhi
India
05-08 Jun 2018
IAAPA Asian Attractions Expo 2018
Hong Kong Convention and Exhibition Centre
Hong Kong
Hong Kong SAR
06-08 Jun 2018
HI Design Europe: Hotel Interior Design: The Decision Makers' Forum
Andel’s by Vienna House Hotel
Berlin
Germany
more diary dates
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