Serra says each Aire site is chosen for its historic connection to the host city / photo: AIRE ANCIENT BATHS
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]
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2021 issue 3
Editor's letter: All about the people
With global staff shortages threatening to stall economic recovery, it’s time to reboot our commitment to driving improvements in pay and working conditions across the spa and wellness industry
Spa people: Dr Mark Hyman
Dr Mark Hyman MD believes functional medicine has the power to be life-changing in the health and wellbeing of patients.
New opening: Six Senses Shaharut
Six Senses has opened the doors to its new 60-key retreat in Israel’s southern Negev Desert, complete with a 1,900sq m, two-level spa and wellness sanctuary
New opening: QC NY
A 74,000sq ft Italian day spa has opened on New York’s Governors Island after a US$50m investment and seven years of planning, building and restoration.
Interview: Kenneth Ryan
We talk to the global head of spa at Marriott International about navigating the global lockdown, re-imagining the company's brand portfolio and what it will take to succeed post-COVID-19
Sponsored: Time out
Answering a growing demand
for non-invasive, anti-ageing skin
care, Comfort Zone is relaunching
its Sublime Skin line with a new
filler-like natural formula that
reverses cellular degeneration
Research: Total impact
Latest ISPA report considers the economic fallout of the pandemic and the spa industry's road to recovery
Sponsored: Gharieni Group
CEO Sammy Gharieni talks about his relentless drive
to deliver innovative products to underpin operators’ success
Analysis: Role model
What business models are showing the most potential in the wellness industry? Lyndsay Madden Nadeau shares her insights
Interview: Lorenzo Giannuzzi
The hospitality veteran dreamed of reinventing an historic Italian palazzo as a world-class medical spa. Lisa Starr went to find out more
Sponsored: TechnoAlpin
Snow rooms are creating a ‘wow’ factor for customers,
while reducing operating costs in the delivery of hot and cold
experiences
Interview: Gloria Caulfield
The executive director of Lake Nona wellness community talks about tapping into the latest tech to create healthy living environments
Software: Revenue management
How software suppliers have been supporting spas to get savvy with yield management since the pandemic began
Promotion: Iyashi Dôme
Iyashi Dôme’s touchless infrared tech is the perfect investment for the post-lockdown world, says Florent Cornelis
Serra says each Aire site is chosen for its historic connection to the host city / photo: AIRE ANCIENT BATHS
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]
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2021 issue 3
Editor's letter: All about the people
With global staff shortages threatening to stall economic recovery, it’s time to reboot our commitment to driving improvements in pay and working conditions across the spa and wellness industry
Spa people: Dr Mark Hyman
Dr Mark Hyman MD believes functional medicine has the power to be life-changing in the health and wellbeing of patients.
New opening: Six Senses Shaharut
Six Senses has opened the doors to its new 60-key retreat in Israel’s southern Negev Desert, complete with a 1,900sq m, two-level spa and wellness sanctuary
New opening: QC NY
A 74,000sq ft Italian day spa has opened on New York’s Governors Island after a US$50m investment and seven years of planning, building and restoration.
Interview: Kenneth Ryan
We talk to the global head of spa at Marriott International about navigating the global lockdown, re-imagining the company's brand portfolio and what it will take to succeed post-COVID-19
Sponsored: Time out
Answering a growing demand
for non-invasive, anti-ageing skin
care, Comfort Zone is relaunching
its Sublime Skin line with a new
filler-like natural formula that
reverses cellular degeneration
Research: Total impact
Latest ISPA report considers the economic fallout of the pandemic and the spa industry's road to recovery
Sponsored: Gharieni Group
CEO Sammy Gharieni talks about his relentless drive
to deliver innovative products to underpin operators’ success
Analysis: Role model
What business models are showing the most potential in the wellness industry? Lyndsay Madden Nadeau shares her insights
Interview: Lorenzo Giannuzzi
The hospitality veteran dreamed of reinventing an historic Italian palazzo as a world-class medical spa. Lisa Starr went to find out more
Sponsored: TechnoAlpin
Snow rooms are creating a ‘wow’ factor for customers,
while reducing operating costs in the delivery of hot and cold
experiences
Interview: Gloria Caulfield
The executive director of Lake Nona wellness community talks about tapping into the latest tech to create healthy living environments
Software: Revenue management
How software suppliers have been supporting spas to get savvy with yield management since the pandemic began
Promotion: Iyashi Dôme
Iyashi Dôme’s touchless infrared tech is the perfect investment for the post-lockdown world, says Florent Cornelis
London Museum will open four new food and drink destinations when it launches its new home
at Smithfield on 28 November, making hospitality a central part of the visitor experience at one
of the capital's biggest cultural openings of the year.
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
