Wall has been tasked with defining each brand’s distinct wellness offering / Kerzner International
January 2022 signalled the start of a new direction for resort developer and operator Kerzner International. Having appointed former group spa director for MSpa International, Zoe Wall, to head up its wellness division, Kerzner indicated its intent to ramp up its spa and wellness offering.
“We want to position our hotels with wellness as a central resort hub and not just an add-on or an afterthought,” Wall tells Spa Business.
At present, Kerzner’s portfolio includes 12 One & Only Resorts, Mazagan Beach & Golf Resort in Morocco and three Atlantis Resort & Residences – with an anticipated cap of five being built, given their US$2bn price tag. In 2021, the brand had also outlined plans to grow its portfolio with the launch of a new fitness-focused hospitality concept called Siro Hotels.
Wall has been brought on board to align and define each brand’s wellness offering. She says the most important thing for Kerzner is that each hotel group is very distinct, so each concept needs to be unique to that brand. “Currently, properties that are part of a bigger portfolio – such as One&Only – are running almost independently from the collection,” says Wall. “My job is to ensure we make the spa and wellness offering specific to each location while we also achieve consistency between properties under one brand.”
Wall says Kerzner is unlikely to develop its own spa brand for One&Only until it has at least 30 properties worldwide.
The overall strategy Ultimately, her main goal is to weave wellness through the experience of every Kerzner location.
“We want to leverage our destinations and have a flawless wellness flow throughout the entire resort,” she says. “It’s a big task, and there’s only one brand out there that does it well and that’s Six Senses.”
Wall emphasises that her appointment doesn’t just signal a new focus on spa, but also on Kerzner expanding its wellness reach in terms fitness, recreation, nutritional F&B and retail, within both the resort and the spa.
One&Only has the largest wellness focus following an alignment with Chenot Group in 2019. Fast-forward three years and only two Chenot Spas have opened, in Malaysia and Montenegro. However, Wall says Chenot will feature at upcoming locations in Greece and Montana.
“When that deal was signed, it seemed Chenot would roll out across all properties,” she says, “But Kerzner soon realised that medical wellness is complex and requires a completely different business model from a spa.”
Adding medical across the One&Only portfolio isn’t viable, says Wall and also doesn’t really make sense. “Having worked on medical spas for years, I know demand is specific to certain locations and markets. The destinations where you launch must have the infrastructure to support it. You need the capacity for hospital collaborations so you can run diagnostic tests, for example.”
Licensing and expensive staffing are also pitfalls, especially because regulation varies by region, while refits are challenging. “If you’re doing greenfield projects, you build your spa to meet requirements, but if you’re pivoting an existing spa to incorporate medical, it’s more difficult,” says Wall.
Guest perspectives are also a factor, because positioning a medical offering where the majority are on holiday can cause a mismatch of expectations.
“I agree there’s a space for medical in the right location, but that offering has to be adapted if it’s a luxury hotel where guests are predominately on holiday,” says Wall. “The biggest challenge going forward will be to make the medical model more hospitality-friendly.”
Partnering up One&Only properties will either open in partnership with Chenot or offer a holistic wellness pathway in partnership with other brands, something Wall is already pursuing.
She’s gained inspiration from collaborations with fashion houses such as Guerlain, Givenchy and Dior, having seen strong results at the Guerlain Spa One&Only The Palm, in Dubai which delivers 130-150 treatments a day.
“I was impressed by the attention to detail in the spa, retail boutique and treatments,” she says. “The entire guest journey is very high couture.
“Previously I think these luxury brands only wanted one exclusive spa, but now they’re open to exploring collaborations with high-end hotels,” she says.
“From their perspective, they’ve changed their business dynamics because these spas can be very profitable – they also massively drive retail. A couple of well-known fashion house spas in Paris have a retail turnover of a couple of million euros annually.
“Much like Chenot, a partnership like this wouldn’t be for every location,” says Wall, “but perhaps more for urban locations where you have the footfall.”
Wall says 40 per cent of Guerlain Spa’s custom comes from day guests, something she’s impressed by as it’s not the most accessible location in Dubai. “The fact guests are willing to drive all that way is telling. So for city locations where we have the residential locations, I think partnerships like this could be interesting,” she continues.
Wall doesn’t confirm which brands she’s looking into, but she’s searching further afield for fashion house tie-ups that are new to the spa market.
Introducing SIRO The latest brand for Kerzner is SIRO (pronounced sigh-row), representing the pillars of Strength, Inclusive, Reflection and Original. Moving away from a traditional spa model, the brand will invite guests to aspire to live at their fullest potential through a blend of hospitality, fitness and wellness.
A fitness club will be at the heart of a SIRO hotel, offering a Technogym-equipped gym, space for yoga and meditation, classes, a pool and use of local sports venues.
Each will also offer a Recovery Lab, offering massage therapies, cryotherapy, infrared saunas, meditation classes and sports rehab, for mindful regeneration.
Wall says SIRO will have a major focus on recovery which can either be approached holistically with sauna, steam, infrared or cryo, or via IV therapy, micro-needling and acupuncture.
The gameplan involves two openings in Porto Montenegro and another at One Zabeel, Dubai – a very interesting project, according to Wall: “The location consists of two towers joined at the middle and we’re splitting these into one for SIRO and one for One&Only,” she says.
The main connection between the towers will be the SIRO club where guests will be offered memberships and retreats. Kerzner has also partnered with AC Milan to leverage the club’s expertise in fitness and recovery.
“We’re looking to build more partnerships like this, where we can invite guests to our properties and entice them to train like an AC Milan footballer, or come and train like GB Olympic swimmer, Adam Peaty (a SIRO ambassador).”
SIRO has the biggest growth potential, says Wall: “We want to grow the brand in all major cities, so there’s synergy between locations, with unique programmes and ambassadors – so if you’re visiting SIRO Dubai then progressing to the Montenegro resort, there’s a flow,” she explains.
To achieve this, there’ll be a digital component, including an app, so guests can remotely check-in, log workouts, access nutritional advice, use videos, view class schedules, book retreats or reach out to team members.
Maintaining momentum The task now is to keep up the momentum, but there are promising signs, says Wall: “If anything good has come from COVID, it’s been that it’s put the spotlight on wellness and made us hyper-aware we need to take time out – when you’re on holiday is a perfect time to do this,” she says.
More to the point, the Kerzner clientele have the disposable income and Wall says they want to indulge after such troubled times. Emirates One&Only Wolgan Valley in Australia is producing an ADR of AUS$3,000 (£1,698, US$2,249, €2,043) while One&Only Nyungwe House in Rwanda rolls in at US$2,400 (£1,818, €2,181).
“COVID has caused a pent-up demand for wellness and people are eager to experience new things,” she says. “Some of the numbers we’ve been seeing are higher than in 2019. For example, at Atlantis The Palm, the end of 2021 saw the highest revenues since opening 13 years ago.
“Because guests have so much choice, I think the biggest job will be to keep up with the times,” says Wall. “Often spas get stuck in their ways and are not very adaptable, especially in retail. If we want this momentum to be sustainable we need to be more flexible, adaptable and listen to the markets.
“You’ll start to see a lot more from Kerzner,” she says. “Previously as a brand it’s been quiet in terms of wellness, but I’m aiming to change that moving forward.”
Zoe Wall: career path
Steiner Leisure 2004 - 2008
Atlantis The Palm 2008 - 2013
Animator 2013 - 2015
Natura Bissé 2015 - 2017
MSpa 2017 - 2021
Kerzner 2022
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 1
"When you know you're doing things right, you have power" – Deborah Szekely talks to Spa Business
Spa People: Zoe Wall
Zoe Wall talks about driving the global spa and wellness agenda at Kerzner
New opening: Healing oasis
Zoya, a new integrative health and wellbeing retreat, is opening in the Middle East, as Megan Whitby reports
Interview: Deborah Szekely
As the 'godmother of spa' approaches her 100th birthday, Jan Kitchen travelled to Rancho La Puerta to find out more about her extraordinary life
First Person: Siempre Mejor!
After 82 years, Rancho La Puerta is
still beloved among guests around
the world, who return year after
year for a dose of holistic wellbeing.
Jane Kitchen spent a week at the
Mexican resort to discover how the
spirit of ‘Siempre mejor!’ or ‘Always
better!’ lives on in the 21st century
Sponsored: Phytomer: Celebrating the sea
The story surrounding Phytomer is one of a unique wellness vision, a loyal family, remarkable marine science and pioneering skincare. We talk to deputy general manager Mathilde Gédouin-Lagarde as the company celebrates its 50th anniversary
GWS: Boston strong
If you missed the GWS – or even if you were there – Jane Kitchen's detailed report will give you endless useful actionable insights
Promotion: Yon-ka: Plant power
Benefiting from its founders’ passion for plants, Yon-Ka’s new brand identity reflects its past and its continued research into the healing power of plants which enables the company to craft innovative formulas that deliver results
First person: Paradise at Preidlhof
Lisa Starr travelled to Italy to interview Patrizia Bortolin for Spa Business and experience all that Preidlhof has to offer
Q&A: Patrizia Bortolin
Lisa Starr talks to the award winning visionary
who’s injecting new vigour into Preidlhof
Promotion: Reconnect with ISPA
After a two-year absence, ISPA’s annual Conference offers its
members an opportunity to reconnect and to learn more about
the available tools that can help them recharge their businesses
Q&A: Daniele Vastolo
Chiva-Som has opened a major new property in Qatar, with treatments focused on Traditional Arabic and Islamic Medicine. We talk to the GM
Research: Human nature
Anne Dimon reports on the latest research insights from the Wellness Tourism Association
Saunas: Aufguss
The first aufguss sauna experience in the US has opened in Las Vegas, as Cassandra Cavanah reports
Software: Getting (Hyper) personal
Software that drives generational marketing can create hyper-personalised offerings, as Karen Maxwell discovers
Supplier showcase: Art of Cryo: Best of both worlds
Art of Cryo is blending its high-performance cryotherapy
solutions with intermittent vacuum therapy to offer a
complete and effective whole-body wellness experience
Promotion: Comfort Zone
From 2022, Comfort Zone’s products are going plastic-neutral, certified by Plastic Bank
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...]
Wall has been tasked with defining each brand’s distinct wellness offering / Kerzner International
January 2022 signalled the start of a new direction for resort developer and operator Kerzner International. Having appointed former group spa director for MSpa International, Zoe Wall, to head up its wellness division, Kerzner indicated its intent to ramp up its spa and wellness offering.
“We want to position our hotels with wellness as a central resort hub and not just an add-on or an afterthought,” Wall tells Spa Business.
At present, Kerzner’s portfolio includes 12 One & Only Resorts, Mazagan Beach & Golf Resort in Morocco and three Atlantis Resort & Residences – with an anticipated cap of five being built, given their US$2bn price tag. In 2021, the brand had also outlined plans to grow its portfolio with the launch of a new fitness-focused hospitality concept called Siro Hotels.
Wall has been brought on board to align and define each brand’s wellness offering. She says the most important thing for Kerzner is that each hotel group is very distinct, so each concept needs to be unique to that brand. “Currently, properties that are part of a bigger portfolio – such as One&Only – are running almost independently from the collection,” says Wall. “My job is to ensure we make the spa and wellness offering specific to each location while we also achieve consistency between properties under one brand.”
Wall says Kerzner is unlikely to develop its own spa brand for One&Only until it has at least 30 properties worldwide.
The overall strategy Ultimately, her main goal is to weave wellness through the experience of every Kerzner location.
“We want to leverage our destinations and have a flawless wellness flow throughout the entire resort,” she says. “It’s a big task, and there’s only one brand out there that does it well and that’s Six Senses.”
Wall emphasises that her appointment doesn’t just signal a new focus on spa, but also on Kerzner expanding its wellness reach in terms fitness, recreation, nutritional F&B and retail, within both the resort and the spa.
One&Only has the largest wellness focus following an alignment with Chenot Group in 2019. Fast-forward three years and only two Chenot Spas have opened, in Malaysia and Montenegro. However, Wall says Chenot will feature at upcoming locations in Greece and Montana.
“When that deal was signed, it seemed Chenot would roll out across all properties,” she says, “But Kerzner soon realised that medical wellness is complex and requires a completely different business model from a spa.”
Adding medical across the One&Only portfolio isn’t viable, says Wall and also doesn’t really make sense. “Having worked on medical spas for years, I know demand is specific to certain locations and markets. The destinations where you launch must have the infrastructure to support it. You need the capacity for hospital collaborations so you can run diagnostic tests, for example.”
Licensing and expensive staffing are also pitfalls, especially because regulation varies by region, while refits are challenging. “If you’re doing greenfield projects, you build your spa to meet requirements, but if you’re pivoting an existing spa to incorporate medical, it’s more difficult,” says Wall.
Guest perspectives are also a factor, because positioning a medical offering where the majority are on holiday can cause a mismatch of expectations.
“I agree there’s a space for medical in the right location, but that offering has to be adapted if it’s a luxury hotel where guests are predominately on holiday,” says Wall. “The biggest challenge going forward will be to make the medical model more hospitality-friendly.”
Partnering up One&Only properties will either open in partnership with Chenot or offer a holistic wellness pathway in partnership with other brands, something Wall is already pursuing.
She’s gained inspiration from collaborations with fashion houses such as Guerlain, Givenchy and Dior, having seen strong results at the Guerlain Spa One&Only The Palm, in Dubai which delivers 130-150 treatments a day.
“I was impressed by the attention to detail in the spa, retail boutique and treatments,” she says. “The entire guest journey is very high couture.
“Previously I think these luxury brands only wanted one exclusive spa, but now they’re open to exploring collaborations with high-end hotels,” she says.
“From their perspective, they’ve changed their business dynamics because these spas can be very profitable – they also massively drive retail. A couple of well-known fashion house spas in Paris have a retail turnover of a couple of million euros annually.
“Much like Chenot, a partnership like this wouldn’t be for every location,” says Wall, “but perhaps more for urban locations where you have the footfall.”
Wall says 40 per cent of Guerlain Spa’s custom comes from day guests, something she’s impressed by as it’s not the most accessible location in Dubai. “The fact guests are willing to drive all that way is telling. So for city locations where we have the residential locations, I think partnerships like this could be interesting,” she continues.
Wall doesn’t confirm which brands she’s looking into, but she’s searching further afield for fashion house tie-ups that are new to the spa market.
Introducing SIRO The latest brand for Kerzner is SIRO (pronounced sigh-row), representing the pillars of Strength, Inclusive, Reflection and Original. Moving away from a traditional spa model, the brand will invite guests to aspire to live at their fullest potential through a blend of hospitality, fitness and wellness.
A fitness club will be at the heart of a SIRO hotel, offering a Technogym-equipped gym, space for yoga and meditation, classes, a pool and use of local sports venues.
Each will also offer a Recovery Lab, offering massage therapies, cryotherapy, infrared saunas, meditation classes and sports rehab, for mindful regeneration.
Wall says SIRO will have a major focus on recovery which can either be approached holistically with sauna, steam, infrared or cryo, or via IV therapy, micro-needling and acupuncture.
The gameplan involves two openings in Porto Montenegro and another at One Zabeel, Dubai – a very interesting project, according to Wall: “The location consists of two towers joined at the middle and we’re splitting these into one for SIRO and one for One&Only,” she says.
The main connection between the towers will be the SIRO club where guests will be offered memberships and retreats. Kerzner has also partnered with AC Milan to leverage the club’s expertise in fitness and recovery.
“We’re looking to build more partnerships like this, where we can invite guests to our properties and entice them to train like an AC Milan footballer, or come and train like GB Olympic swimmer, Adam Peaty (a SIRO ambassador).”
SIRO has the biggest growth potential, says Wall: “We want to grow the brand in all major cities, so there’s synergy between locations, with unique programmes and ambassadors – so if you’re visiting SIRO Dubai then progressing to the Montenegro resort, there’s a flow,” she explains.
To achieve this, there’ll be a digital component, including an app, so guests can remotely check-in, log workouts, access nutritional advice, use videos, view class schedules, book retreats or reach out to team members.
Maintaining momentum The task now is to keep up the momentum, but there are promising signs, says Wall: “If anything good has come from COVID, it’s been that it’s put the spotlight on wellness and made us hyper-aware we need to take time out – when you’re on holiday is a perfect time to do this,” she says.
More to the point, the Kerzner clientele have the disposable income and Wall says they want to indulge after such troubled times. Emirates One&Only Wolgan Valley in Australia is producing an ADR of AUS$3,000 (£1,698, US$2,249, €2,043) while One&Only Nyungwe House in Rwanda rolls in at US$2,400 (£1,818, €2,181).
“COVID has caused a pent-up demand for wellness and people are eager to experience new things,” she says. “Some of the numbers we’ve been seeing are higher than in 2019. For example, at Atlantis The Palm, the end of 2021 saw the highest revenues since opening 13 years ago.
“Because guests have so much choice, I think the biggest job will be to keep up with the times,” says Wall. “Often spas get stuck in their ways and are not very adaptable, especially in retail. If we want this momentum to be sustainable we need to be more flexible, adaptable and listen to the markets.
“You’ll start to see a lot more from Kerzner,” she says. “Previously as a brand it’s been quiet in terms of wellness, but I’m aiming to change that moving forward.”
Zoe Wall: career path
Steiner Leisure 2004 - 2008
Atlantis The Palm 2008 - 2013
Animator 2013 - 2015
Natura Bissé 2015 - 2017
MSpa 2017 - 2021
Kerzner 2022
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 1
"When you know you're doing things right, you have power" – Deborah Szekely talks to Spa Business
Spa People: Zoe Wall
Zoe Wall talks about driving the global spa and wellness agenda at Kerzner
New opening: Healing oasis
Zoya, a new integrative health and wellbeing retreat, is opening in the Middle East, as Megan Whitby reports
Interview: Deborah Szekely
As the 'godmother of spa' approaches her 100th birthday, Jan Kitchen travelled to Rancho La Puerta to find out more about her extraordinary life
First Person: Siempre Mejor!
After 82 years, Rancho La Puerta is
still beloved among guests around
the world, who return year after
year for a dose of holistic wellbeing.
Jane Kitchen spent a week at the
Mexican resort to discover how the
spirit of ‘Siempre mejor!’ or ‘Always
better!’ lives on in the 21st century
Sponsored: Phytomer: Celebrating the sea
The story surrounding Phytomer is one of a unique wellness vision, a loyal family, remarkable marine science and pioneering skincare. We talk to deputy general manager Mathilde Gédouin-Lagarde as the company celebrates its 50th anniversary
GWS: Boston strong
If you missed the GWS – or even if you were there – Jane Kitchen's detailed report will give you endless useful actionable insights
Promotion: Yon-ka: Plant power
Benefiting from its founders’ passion for plants, Yon-Ka’s new brand identity reflects its past and its continued research into the healing power of plants which enables the company to craft innovative formulas that deliver results
First person: Paradise at Preidlhof
Lisa Starr travelled to Italy to interview Patrizia Bortolin for Spa Business and experience all that Preidlhof has to offer
Q&A: Patrizia Bortolin
Lisa Starr talks to the award winning visionary
who’s injecting new vigour into Preidlhof
Promotion: Reconnect with ISPA
After a two-year absence, ISPA’s annual Conference offers its
members an opportunity to reconnect and to learn more about
the available tools that can help them recharge their businesses
Q&A: Daniele Vastolo
Chiva-Som has opened a major new property in Qatar, with treatments focused on Traditional Arabic and Islamic Medicine. We talk to the GM
Research: Human nature
Anne Dimon reports on the latest research insights from the Wellness Tourism Association
Saunas: Aufguss
The first aufguss sauna experience in the US has opened in Las Vegas, as Cassandra Cavanah reports
Software: Getting (Hyper) personal
Software that drives generational marketing can create hyper-personalised offerings, as Karen Maxwell discovers
Supplier showcase: Art of Cryo: Best of both worlds
Art of Cryo is blending its high-performance cryotherapy
solutions with intermittent vacuum therapy to offer a
complete and effective whole-body wellness experience
Promotion: Comfort Zone
From 2022, Comfort Zone’s products are going plastic-neutral, certified by Plastic Bank
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
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.
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.
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’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 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.
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 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.
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.
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).
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.
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