Wellness is luxury

Campaign ME

2 days ago

Wellness is no longer a side quest within the premium luxury hospitality marketing landscape; it is, in fact, having its main character moment.
This is being driven by consumer appetite for holistic, meaningful escapes, which is an evident shift from 'Instagrammable' escapades to balanced, transformative and rejuvenating experiences that feel exclusive.
For the discerning traveller – especially ultra-high net-worth individuals (UHNWIs) and high net-worth individuals (HNWIs) – wellness isn't just a trend. It has become a non-negotiable lifestyle and a mandatory aspect of expected hospitality experiences.
Campaign Middle East speaks to luxury hospitality marketers who comment on these shifts, while sharing their reasoning for making wellness a core part of their brand positioning and identity.
They discuss a world where access to health, recovery and time for self-care is a privilege, and those who afford it can unlock real 'luxury'. This is a world where the new marker of status is premium wellness.
Stepping beyond the status quo
Moving past luxury narratives of sun, sand and scenery, premium luxury getaways are currently being marketed and advertised as transformative retreats, and spaces for introspection, creative renewal and a physical reset.
Rana Eid, Director of Marketing and Communications, The Ritz-Carlton Dubai, says, 'In luxury hospitality, we've moved past the flawless visuals.'
She explains how, post-Covid, luxury travellers have become significantly more focused on real concerns such as their health, actively seeking out destinations that support and elevate their wellness journeys.
Other leading marketers from recognised luxury hospitality brands in the region echo these sentiments.
Gaurav Arora, Senior Marketing and Communications Manager, Palazzo Versace Dubai, says, 'Over the years within the hospitality industry, we've witnessed how luxury wellness has become an integral part of the overall guest experience.'
Earle Enriquez, Marketing, PR and Communications Manager, Anantara Santorini Abu Dhabi, adds, 'There are a growing number of guests nowadays who aren't just looking for a stay, but also experiences and spaces that help them slow down, recharge and reconnect
with themselves.'
However, while bringing these experiences to life, it's crucial for everyone within the luxury hospitality landscape to view them as more than just a 'consumer offering'.
Azzah AlGhamdi, Marketing Manager, Rosewood Hotel Jeddah, explains, 'Wellness is no longer an optional amenity or additional service; it is now an essential part of the guest's lifestyle and emotional connection to a brand.'
As such, marketers call for luxury wellness experiences to be structured and packaged as strategic brand
and business differentiators in a competitive landscape.
Enriquez says, 'Personalised wellness experiences speak to lifestyle and values, and they create a deeper connection with the brand. When thoughtfully integrated, they encourage longer stays, build loyalty and open up new revenue streams.
She adds, 'Wellness and fitness offerings have evolved from amenities into strategic brand and business assets that appeal to niche markets and boost positioning in a competitive landscape.'
More than a spa day
Leaders agree that tailored fitness programmes will become critical to luxury hospitality marketing in the
near future.
'The modern luxury traveller is increasingly seeking personalised wellness experiences that go beyond traditional spa offerings,' says Nehal Fahim, Director of Marketing and Communications, Waldorf Astoria
Cairo Heliopolis.
The Ritz-Carlton Dubai's Eid echoes this sentiment saying, 'We're seeing a real shift from indulgent spa moments to more meaningful, purpose-driven wellness experiences. Tailored treatments and fitness offerings are becoming key drivers to why guests choose a destination.'
Fahim adds that trends such as social 'spa-ing' and longevity are no longer 'nice to have' offerings but are make-or-break strategies within premium luxury hospitality marketing. They actively inform how brands should promote destination experiences.
Anantara Santorini Abu Dhabi's Enriquez says, 'Destinations are now marketed as transformative escapes rooted in wellbeing, especially when paired with close-to-nature experiences, wildlife encounters and artistic immersions. These experiences are transforming how travellers choose where to go and why.'
Having identified the need to leverage specialised wellness experiences as part of the luxury offering, marketers also advise a word of caution. They insist that luxury hospitality brands must take a thoughtful approach.
Wellness with intention
Palazzo Versace Dubai's Arora emphasises that effective marketing must reflect the true philosophy behind a wellness-centric approach – one that prioritises substance, intention and long-term impact instead of merely following trends.
Taking the example of Palazzo Versace Dubai, Arora explains that while its marketing efforts include wellness-centric content, strategic collaborations with relevant influencers, media and targeted digital campaigns, what stands out is that the brand's wellness philosophy has become a defining pillar of its identity.
He comments, 'The thoughtful design of The Spa and its tailored treatments are crafted not just to provide relaxation but to restore balance, energy and focus.'
This shift is visible across the region.
Anantara Santorini Abu Dhabi's Enriquez says, 'I think it's all about authenticity, purpose and being intentional. The messaging should go beyond showcasing spa rooms or facilities. Instead focus on capturing personal journeys, highlighting how real guests feel and what they discover about themselves during the experience.
Enriquez adds, 'Truly connecting with them means listening to them and understanding their values, wellness goals and lifestyles to personalise the experience.'
Insights derived from being intentional show that travellers seek much more than just sightseeing experiences, culture, art and restorative events.
Putting this into practice, Enriquez explains how the visually calming Greek-inspired retreat is paired with personalised experiences such as yoga with handpan meditation; creative expression workshops; and spa treatments. The resort has positioned itself as a sanctuary for emotional balance, mental clarity and holistic renewal.
Reiterating the argument for marketing with intention, The Ritz-Carlton Dubai's Eid takes this a step further, saying, 'It's not just about relaxation; it's about helping our guests feel grounded and recharged.'
A dip in the pool, a trip to the spa
Another common theme that emerges in conversation with marketers is the need for effective visual storytelling.
Rosewood Hotel Jeddah's AlGhamdi points out the power of storytelling as a key differentiator, saying, 'Moving beyond the traditional 'perfect visuals', successful campaigns must humanise wellness by showcasing real experiences, guest journeys and purpose-led initiatives that resonate on a personal level. We believe wellness should be communicated through authentic storytelling that reflects our local culture and nuances, speaking to individual aspirations while still addressing the modern traveller's need for mindful luxury.'
She adds, 'By highlighting how wellness is seamlessly integrated into daily life, from tailored treatments to holistic rituals, we create emotional relevance that elevates the brand and builds long-term loyalty.'
Similarly, The Ritz-Carlton Dubai and The Spa at Palazzo Versace Dubai also focus on storytelling that highlight relaxation, renewal and the art of slowing down.
Eid says, 'What matters now is telling stories that feel authentic, intentional and human. That's why our campaigns lean into stories of renewal, vitality, using behind-the-scenes moments and raw content that capture the emotional journey of wellness, not just the aesthetic.'
Arora adds, 'Our curated content features visuals that provide a sense of peace, emotional renewal and bodily rejuvenation.'
While a swim or a spa session may once have sufficed, today's luxury guests seek more than momentary relaxation – they seek transformation. In response, leading properties are weaving holistic wellness into every layer of the guest journey.
'For modern travellers seeking inspiration or a sense of calm, these elements strongly influence their decision-making when choosing a meaningful luxury escape,' Enriquez adds.
But storytelling 'wellness' for luxury travellers also means recognising that these audiences are nuanced and, often, ask questions that need well-informed messaging.
Enriquez explains, 'It's about helping guests understand that wellness practices are science backed, with experts leading the programmes. It is about building trust so guests can embrace the process, making the experience meaningful and deeply human, which is something UHNWIs and HNWIs truly value and appreciate in a world of oversaturation.'
Prioritising personalisation
Personalisation has also become central to luxury hospitality marketing – often ingrained in descriptors and phrases such as 'customised', 'exclusive', 'signature', 'one-of-a-kind' experiences – which caters specifically to HNWIs and UHNWIs.
Waldorf Astoria Cairo Heliopolis' Fahim says, 'By offering everything from customised yoga and meditation sessions to expert-led, exclusive nutrition consultations and spa treatments, we've positioned our hotel as a sanctuary for guests seeking not just relaxation, but a transformative wellness journey.'
At The Ritz-Carlton Dubai, wellness is similarly integrated into the guest experience.
Eid adds, 'Our signature spa treatments are both advanced and trend-driven. Nutrition also plays a key role in our approach. Through our farm-to-table initiatives and the use of our in-house vertical farm, we provide our restaurants and bars with fresh, organic produce daily. This allows our chefs to craft healthy, good-for-you menus and dishes that align with our guests' wellness goals.'
The soul of hospitality
As brands compete to create sanctuaries of serenity, those who lead with intention, authenticity and emotional resonance are poised to shape the future of luxury hospitality.
Rosewood Hotel Jeddah's AlGhamdi sums it up well, saying, 'For UHNWI and HNWI guests, wellness represents balance, personalisation and meaningful experiences. Ultimately, luxury wellness today is about sharing a vision of wellbeing as a way of life, deeply rooted in place, purpose, and personal connection.'
After all, for the world's most discerning travellers, wellness isn't simply a break from reality; it's an investment in living well.