UK-based independent hotel group Macdonald Hotels & Resorts has appointed Keith Pickard as its new group director of spa, leisure and golf.

Pickard has been tasked with overseeing the lifestyle departments of the group’s 45 hotels across the UK and Europe.

The Macdonald portfolio includes 21 spas, each with their own style and selection of wellbeing experiences – and ranging in size from small day spas to large resort-style offerings.

In his new role, Pickard – who has more than 15 years of experience in hospitality – will take charge of developing Macdonald’s spa and wellness services through its Vital Health & Wellbeing Club brand.

Wellness has become a focus for the hotel group in recent years. Since 2015, the company has spent more than £10m (US$12.7m, €11.4m) on renovating and expanding its spa properties.

According to Pickard, the investment in spas will continue as the group looks to “enhance its wellness services, maximise membership growth and introduce new recruitment and retention drives.”

“Spa and wellness play a major part in the Macdonald Hotels & Resorts' business strategy,” he said. “Over the past few years there’s been significant investment into the spa facilities so my aim now is to enhance the customer journey through new and memorable experiences, amazing staff service and wonderful facilities. I look forward to work closely with our spa managers and our partners – which include product houses Elemis and ESPA – to create a robust spa model.”