The category is ripe for expansion with demand for the experience showing no signs of abating.
New properties will be opening in the next year. New product has historically been in short supply in this category.
Some clients who checked out existing spas off their list have been waiting for the next one.
Those that have already been to a Canyon Ranch or Miraval will be looking for something different to do. When people say "I've been here, here and here; where else can I go?", they are often surprised that there are only a few destinations in the US.
The upcoming opening of the Amrit Ocean Resort & Residences on Singer Island in Palm Beach, Fla., is a highly anticipated property in the destination health space. The 100,000- square-foot spa and wellbeing facility will be the anchor of the resort.
Part of the reason that purpose-built, large-scale wellness destinations are hard to scale is that they are, according to Roger Allen, group CEO of RLA Global.
"There are some very good brands, but we haven't seen them move across the global market like traditional hospitality brands." It's difficult to duplicate their genes in other markets. Miraval needs a big site based on its genetics. There are many challenges in replicating those brands.
Miraval opened its first resort on the east coast in 2020. The Ranch, which has long cultivated a cult following around its Southern California flagship, the Ranch Malibu, and specializes in highly regimented fitness retreats, is partnering with a medical retreat in Italy to launch a retreat program. The Ranch Hudson Valley will be opening in upstate New York next summer.
The Ranch's founder and CEO, Alex Glasscock, said that the Pandemic helped accelerate the company's plans to expand. After Covid caused the Ranch Malibu to pause operations for most of the first half of 2020, it ended up with a long waiting list.
We were booked out for six months, which was upsetting to a lot of our guests, because they don't want to wait that long. We decided to open the Ranch Italy because of that.
The cutting-edge wellbeing brand is co-founded by Larry Ellison. Sensei is known for its science-backed, hyperpersonalized approach that takes measure of everything from a guest's heart rate to REM sleep and will open a new outpost in November.
Kevin Kelly, the CEO of Sensei, describes as "very strong demand" what the ranch has enjoyed.
"Over the last two years, we've found that our customers spend 50% more when they're with us compared to the traditional luxury traveler," said Kelly.
Ranch Hudson Valley will be different from other sites. The Ranch Hudson Valley will be located on an estate that contains more than 200 acres of forest and is close to two state parks.
Kelly said that the property would meet the same luxurious requirements as the brand's Lanai-based outpost. Both properties are using their expansions to cater to new customers as well as existing ones.
The Ranch Hudson Valley will be located in upstate New York. A photo of The Ranch.
The brand will offer three-day and four-day programs at the Ranch Hudson Valley that are more accessible than the seven-day retreat at the Ranch Malibu.
"Not only have these programs received interest from individuals, but our intention was to also attract groups with the Ranch 3.0, whether it be corporate groups or groups of friends," said Glasscock. The shorter stay is perfect for groups or companies that are looking for a healthy backdrop for their meetings.
The brand will be able to attract guests from drive markets.
A lot of people are waiting to drive to this property instead of flying to Lanai. New York, Chicago, Dallas, Atlanta and Washington are some of the major hub cities.
According to Dawn Oliver, founder of Florida-based Well Xplored, new product from the likes of the Ranch is a sign that interest in more serious, results oriented offerings is on the rise.
Oliver is excited about the new Ranch. There's definitely a demand for something more rigorous when it comes to something like this.
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