Wellbeing is now everywhere: from intravenous infusions to biohacking labs, from longevity technologies to dedicated programs, to the “wellbeing weeks” offered in every hotel. In such a crowded market, many spas have strayed from what guests really appreciate, struggling to explain why it’s worth choosing them. With over 15 years of experience across 4 continents – culminating in the management of spa and wellness operations for Marriott International in the Asia-Pacific region – I intend to analyze where the industry has lost its way, proposing a practical model for defining a clear positioning, an authentic narrative, and promotional strategies capable of transforming a spa into a true commercial and brand asset.
