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Saturday 21 July 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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17 Jul 2018
Azerbaijan to host 2019 session of World Heritage Committee
The 43rd session of Unesco's World Heritage Committee will take place in Baku, Azerbaijan, it has been revealed.
12 Jul 2018
David Lynch Foundation CEO to keynote at GWS
Bob Roth, CEO of the nonprofit David Lynch Foundation and an expert on Transcendental Meditation, will keynote at the Global Wellness Summit taking place 6-8 October at Technogym Village in Cesena, Italy.
03 Jul 2018
Registration open for Give Kids the World charity events at IAAPA
IAAPA has opened registration for its annual charity events supporting Give Kids the World Village – the cost-free resort for children with life threatening illnesses.
25 Jun 2018
Belfast loses right to host 2021 Commonwealth Youth Games
Belfast has been stripped of its right to host the 2021 Commonwealth Youth Games, after the required funding for the event was not released by the Northern Irish government.
22 Jun 2018
ukactive Awards winners revealed – Stockport's Life Leisure named centre of the year
Winners of the inaugural ukactive Awards were revealed at a gala dinner in Manchester last night (21 June), as part of the three-day Active Uprising event.
21 Jun 2018
European thermal heritage to be celebrated in Budapest
The European Historic Thermal Towns Association (EHTTA) will hold an event this October in Budapest to celebrate European thermal heritage.
21 Jun 2018
Active Uprising kicks off in Manchester
Leaders from across the physical activity industry have gathered for the first ever Active Uprising event – organised by ukactive – which is being billed as a "three-day celebration of physical activity".
20 Jun 2018
‘Blue Zone Communities’ to be explored at GWS
Dan Buettner – who identified the five places in the world where people live the longest, healthiest lives and founded Blue Zone wellness communities – will discuss the science of living longer at the Global Wellness Summit this October at the Technogym headquarters in Cesena, Italy.
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Diary dates
24 Apr - 26 Nov 2018
MAPIC Russia
Expocentre
Moscow
Russia
29-31 Jul 2018
Cosmoprof North America Las Vegas
Mandalay Bay Convention Center
Las Vegas
United States
14-16 Aug 2018
Australasian Gaming Expo - AGE 2018
International Convention Centre Sydney
Sydney
Australia
27 Aug 2018
Micklegate Run Soap Box Challenge 2018
Micklegate
York
United Kingdom
28 Aug - 01 Sep 2018
World Leisure Congress 2018
tbc
Sao Paulo
Brazil
30 Aug - 01 Sep 2018
19th Annual IHRSA / Fitness Brasil Latin American Conference & Trade Show
Transamerica Expo Center
Sao Paulo
Brazil
01 Sep 2018
International Wellness Conclave 2018
tbc
Delhi
India
02-03 Sep 2018
Professional Beauty Johannesburg
Gallagher Convention Centre
Johannesburg
South Africa
05-06 Sep 2018
MAPIC India/India Retail Forum
Renaissance Hotel
Mumbai
India
06-09 Sep 2018
CIDESCO World Congress & Exhibition
tbc
Stockholm
Sweden
10-11 Sep 2018
Cosmoprof India
Sahara Star Hotel
Mumbai
India
12-12 Sep 2018
ukactive National Summit
Queen Elizabeth II Centre
Westminster
United Kingdom
12-13 Sep 2018
ARCHITECT@WORK - Netherlands
Ahoy (Rotterdam) - Hall 1
Rotterdam
Netherlands
22-23 Sep 2018
World Wellness Weekend
Worldwide
more diary dates
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