Miraval At 30: The Iconic Wellness Brand Expands To The Red Sea

Forbes

7 days ago

Scheduled to open this winter, Miraval The Red Sea is set on three million square feet of coastline on the southern edge of Shura Island. Miraval Resorts
Thirty years is a long time to stay relevant in the wellness business, especially when you helped invent it. Before TikTok therapists, matcha influencers and corporate breathwork retreats, there was Miraval. When the flagship property opened in the Sonoran Desert in 1995, the idea of a luxury resort dedicated to mind-body-spirit healing was basically fringe.
Today, 'wellness' is a booming $6.3 trillion global industry, with rivals like Canyon Ranch, Sensei, SHA and the Goop industrial complex staking claims. Next year, a splashy new resort and longevity center called the Estate, developed by Sam Nazarian and Tony Robbins, opens in Los Angeles as part of a feel-better venture that will launch 15 wellness hotels and residences by 2030. And yet, Miraval remains a Zen-like leader, doubling down on what it does best (and without showing much sweat on its brow).
Part of Hyatt's luxury portfolio since 2017, Miraval is marking its 30th anniversary with a bold expansion this winter called Miraval The Red Sea. It's the brand's first international location and the only wellness-focused hotel on Shura Island, a pristine stretch of Saudi Arabia's Red Sea coast being developed into a major 'sustainable tourism' destination, with properties under construction by Four Seasons, Fairmont, Raffles, Rosewood and others.
Set across more than three million square feet of beach and desert landscape, the new Miraval resort will feature 180 rooms and villas, extensive spa and fitness offerings, a Life in Balance Culinary Kitchen, and immersive new experiences, including Hammam Journeys and a Middle Eastern take on Miraval's signature floating meditation therapy.
Miraval The Berkshires is part of an expanding group of Miraval properties that also includes resorts in Arizona, Austin and on the Red Sea (opening this winter) Miraval Resorts
The move underscores the staying power of a brand that takes the long view on wellness. While the landscape has exploded (and sometimes imploded) with gimmicks and guru hype, Miraval's approach has always stayed true to the basics of its original 1995 mission: helping people unplug, reflect and just chill out a little. Miraval opens its first global property this winter
There are now locations in Arizona, Austin and the Berkshires and each one reflects a slightly different flavor of the core idea that launched Miraval 30 years ago. That mindfulness doesn't require mysticism, mumbo-jumbo or an ego trip to help you know yourself better.
To mark the 30-year milestone and learn more about what's next (including that ambitious Red Sea opening) I spoke with Heather David, Director of Digital & Brand Marketing at Miraval Resorts & Spas. We talked about how the brand has evolved, what makes a Miraval experience feel different from the competition and why a horse might be the best therapist you never knew you needed.
David Hochman: Looking back over 30 years, how has the Miraval philosophy of wellness evolved and what's stayed the same?
Heather David: When Miraval opened in the Sonoran Desert back in 1995, the idea of a destination resort entirely devoted to holistic well-being was virtually unheard of. Nobody was leading with mindfulness or talking about things like sound baths or equine therapy or floating meditation. We also didn't yet understand the overwhelming impact of social media and digital overload. Today the idea of mind, body, spirit is pretty much part of the mainstream and we're all trying to figure out how to find space away from digital distractions and stress.
What hasn't changed is that people still come for the reason they always came, which is to find the space to reconnect with themselves , including the messy, beautiful, complicated parts of themselves. So while you can come for a massage or to play golf, Miraval gives space for deeper emotional work, for clarity, and for healing. Not just pampering.
From left to right, Miraval Austin, Arizona and The Berkshires Miraval Resorts
We've grown by listening to our guests, our practitioners and the world around us. That's why we've expanded into places like Austin and the Berkshires. It's why we're moving deeper into digital mindfulness, into expressive healing, and into new life stages like postpartum and menopause support. And this year, we're going global with our first international resort. That's a huge step forward as far as meeting people wherever they are, quite literally.
Hochman: What can you say about Miraval The Red Sea?
David: That Red Sea project is incredibly close to my heart. Creating our first global destination has taught us how universal this work really is. People everywhere are craving presence, meaning and space to reconnect. And the Red Sea property is just such a beautiful place to do that. It's on Shura Island on three million square feet of beaches on the southern end of the island. We doing some innovative takes on classic Miraval Resort experiences, like our Vasudhara warm-water floating meditation. Plus, we're introducing Hammam Journeys, which is a new offering within the Miraval Resorts & Spas portfolio. The project really brings the work we're doing to a new level. I'm really excited about it. How to stand out in a travel world where 'wellness' is everywhere
Hochman: 'Wellness' is now everywhere, from corporate retreats and meditation apps to airport yoga rooms. In general, how does Miraval stand out?
David: Well, partly because we were among the first to put healing, transformation and mindfulness at the center, we've have time to develop and adjust the programs. That means bringing in the best practitioners and figuring out what guests want and what maybe doesn't work as well.
I like to say we're about practice, not performance. And we're also accessible. Conversations by the pool often go past the surface. Guests return year after year because they know they can come exactly as they are, whether they're seeking clarity, connection or just a place to exhale. We love when our guests feel safe and comfortable enough to dine in their spa robes, show their vulnerable sides in a workshop, and then want to share their stories and aha moments with our colleagues and other guests.
We also created some first-of-their-kind experiences like equine therapy and aerial yoga. We created Vasudhara, our water-based meditation experience, that's a signature at our Arizona resort. And we're constantly adding new programming to meet people where they are, whether that's midlife, menopause support, new parenthood, burnout or just seeking clarity. The idea, as always, is to continue to meet our guests at whatever stage they are at in their life's journey and invite them to explore where they want to go. Classic treatments and what's next at Miraval
Hochman: The equine therapy program has always been a standout.
David: That's been a signature since it was created by Wyatt Webb in the early days. People sign up thinking it's going to be a lighthearted thing with horses. But it's often a catalyst. The surprise is that it's not about riding so much as it's about reflection. The horse becomes a mirror. You're understanding yourself better, in relation to the horses, with a lot of non-verbal cues and non-verbal communication. You're tapping into presence, body language, listening, confidence. It's really quite profound and at this point, the program is really part of the Miraval DNA.
Hochman: Now that Miraval has celebrated the big 3-0, what's next for the brand?
David: We're constantly evolving. In 2025, in addition to Miraval The Red Sea, we've introduced new workshops focused on creative expression, sexuality and relationships, and life transitions pre-natal, post-partum, and peri-menopause. We have some new fitness experiences that encourage active play and we're continuing to expand our outdoor adventure offerings to help guests connect more deeply with nature and with themselves. I always say that whether it's a first visit or a tenth, there's always something new to discover, because our approach to well-being is so responsive and always rooted in meaning.
The interview has been edited and condensed for clarity.