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Spa People: 20th anniversary issue
Emlyn Brown

Spas still lag in terms of sales and marketing planning and execution


What have been the most pivotal moments in your career?
In 2002, I moved to Dubai to work at the Burj al Arab and this was the start of my journey in the spa, wellness and luxury hospitality space. It was a steep learning curve but the knowledge I accrued still serves me well.

Joining Accor in 2018 was also a significant milestone that has seen me work globally in the wellness realm.

Who have been the biggest industry influencers?
We should remember the positive impact ESPA had on our industry in its early days, as well as the foundations laid by Mandarin Oriental spas, started by Ingo Schweder and Fairmont’s Willow Stream spas led by Anne McCall.

Six Senses, which I was fortunate enough to work for, was a passionate advocate of wellness and sustainability well before it became mainstream in hospitality and should be congratulated for what it’s achieved.

What spa models are coming down the track?
I’m really excited by the interface of technology and spa. Nothing will replace the power of human interaction and touch therapists, but the advances in medi-tech over the past 20 years have been incredible and I truly believe it will have a dramatic role in helping people live better for longer.

How can the industry realise its true potential?
We still lag in terms of sales and marketing planning and execution. We also need to see better commercial education of future leaders as they develop and enter the workforce.

Meanwhile, the current boom in social bathing is a great example of how we can embrace a business model that’s more affordable and that’s understood by and accessible to a broader demographic.

Read more: www.spabusiness.com/emlynbrown
More from spa industry leaders...

In celebration of Spa Business’ 20th anniversary, industry leaders take a look at how far the sector has come since the magazine’s inception in 2003, share personal career highlights and reveal their plans and ideas for the future

View next: Kenneth Ryan

Read more from this issue of Attractions Management magazine

View contents of Attractions Management 2023 issue 3
Emlyn Brown

Spa People: 20th anniversary issue

Emlyn Brown

Current article
Brown praises the foundation laid by Willow Stream spas
Brown praises the foundation laid by Willow Stream spas / photo: Accor Hotels Group
COMPANY PROFILES
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
+ More profiles  
FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
 

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DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
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Spa People: 20th anniversary issue
Emlyn Brown

Spas still lag in terms of sales and marketing planning and execution


What have been the most pivotal moments in your career?
In 2002, I moved to Dubai to work at the Burj al Arab and this was the start of my journey in the spa, wellness and luxury hospitality space. It was a steep learning curve but the knowledge I accrued still serves me well.

Joining Accor in 2018 was also a significant milestone that has seen me work globally in the wellness realm.

Who have been the biggest industry influencers?
We should remember the positive impact ESPA had on our industry in its early days, as well as the foundations laid by Mandarin Oriental spas, started by Ingo Schweder and Fairmont’s Willow Stream spas led by Anne McCall.

Six Senses, which I was fortunate enough to work for, was a passionate advocate of wellness and sustainability well before it became mainstream in hospitality and should be congratulated for what it’s achieved.

What spa models are coming down the track?
I’m really excited by the interface of technology and spa. Nothing will replace the power of human interaction and touch therapists, but the advances in medi-tech over the past 20 years have been incredible and I truly believe it will have a dramatic role in helping people live better for longer.

How can the industry realise its true potential?
We still lag in terms of sales and marketing planning and execution. We also need to see better commercial education of future leaders as they develop and enter the workforce.

Meanwhile, the current boom in social bathing is a great example of how we can embrace a business model that’s more affordable and that’s understood by and accessible to a broader demographic.

Read more: www.spabusiness.com/emlynbrown
More from spa industry leaders...

In celebration of Spa Business’ 20th anniversary, industry leaders take a look at how far the sector has come since the magazine’s inception in 2003, share personal career highlights and reveal their plans and ideas for the future

View next: Kenneth Ryan

Read more from this issue of Attractions Management magazine

View contents of Attractions Management 2023 issue 3
Emlyn Brown

Spa People: 20th anniversary issue

Emlyn Brown

Current article
Brown praises the foundation laid by Willow Stream spas
Brown praises the foundation laid by Willow Stream spas / photo: Accor Hotels Group
LATEST NEWS
Warner Bros Discovery collaborates on upcoming Pompeii attraction
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii is preparing to open near the world-famous archaeological site in southern Italy.
Bob Rogers hands BRC to long-serving leadership team
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Movie Park Germany reveals new Paramount attraction as part of its 30th anniversary celebrations
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s longstanding “Hollywood in Germany” positioning.
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once complete, according to prof David Russell, CEO of Therme UK. 
Efteling expands family offer with new Hooghmoed drop tower
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
Universal and Puy du Fou projects point to rise of Oxford–Cambridge corridor
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’ planned resort in Bedford are emerging as part of a wider transformation of the Oxford– Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium upgrades its visitor experience with new Immersion Theater
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx- Iwerks, as part of a wider strategy to enhance the guest experience and create additional revenue opportunities.
UK government cuts VAT on attractions to boost summer visitor economy
The UK government has announced a temporary reduction in VAT on visitor attractions and children’s meals as part of a summer cost-of-living support package designed to stimulate the visitor economy and encourage family days out.
Joy as a radical act: Yinka Ilori launches solo exhibition celebrating the rebellious power of spreading happiness
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively to CLADmag about his mission to spread joy, the power of play, and his bold approach to using colour (including the colours you won’t see in his work).
Government of Thailand reveals it is courting major theme park operators
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn) entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials proposing a large-scale theme park and sports destination as part of a broader tourism and economic development strategy.
Hainan Science Museum by Ma Yansong, opens in China
A new science museum has opened to the public in Haikou after attracting more than 350,000 visitors during a four-month soft opening period.
+ More news   
 
COMPANY PROFILES
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
+ More profiles  
FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
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