You are viewing 1 of your 2 free articles
Hotels bank on booming wellness market
Atlantis Dubai and One&Only among brands looking for healthy returns on wellbeing packages
The Gulf’s travel and tourism sector has been forced to refocus on domestic tourism after international arrivals stalled following the February 2026 outbreak of the Iran war. Dusting off the Covid playbook, the industry is looking at ways to increase local footfall – typically a challenge in the summer months regardless of geopolitical issues – and wellness packages are proving to be a draw.
The UAE leads the way in wellness tourism in the Gulf. In 2025, the Global Wellness Institute reported that the UAE’s wellness economy was the largest in the Middle East and North Africa (MENA), and one of the fastest-growing in the world, with the wellness tourism sector worth more than US$7 billion (AED25.7 billion).
Wellness tourism has expanded at an annual rate of 23.5% in recent years, making it one of the main engines of the UAE’s wellness economy and a growing source of business for tour operators and hotel partners.
RELATED:
UAE named MENA’s largest wellness market as tourism hits AED257bn
Doha’s Zulal Wellness Resort by Chiva-Som launches new ‘You’ retreat
Sweden brands itself as world’s first travel destination on prescription
Tapping into Wellness Demand
Kerzner International is at the forefront of the hotel groups increasingly pursuing wellness sector opportunities. The Longevity Hub by Clinique La Prairie Dubai is a pioneering facility located in the group’s landmark One&Only One Za’abeel property in the UAE. Bringing Clinique La Prairie’s renowned Swiss medical prowess to the Middle East for the first time, the hub spans three floors and 3,800 square metres.
While international arrivals remain low across the UAE, the hub is promoting its specialist treatment programmes to the local market. In its three-hour longevity programme, clients are invited to undergo an evaluation and consultation. Based on the findings, they are then offered a choice of cryotherapy, infrared light treatment, compression boot therapy or Welnamis relaxation therapy followed by a bespoke massage. The programme, which also includes access to the facilities, costs AED3,200 per person.
Another Dubai-based Kerzner property, Atlantis, The Palm has introduced a selection of curated wellness packages at its Awaken spa that are proving equally popular with UAE residents. The Wellness Daycation, available until 31 August 2026, costs AED500 per person and includes a one- hour massage or facial, access to the spa facilities, gym, pool and beach, and a complimentary session for kids at the Atlantis Explorers Club.
Dedicated Wellness Hotel Brands
Kerzner’s 2024 launch of fitness-focused hotel brand Siro marked one of the most significant shifts in the company’s portfolio in recent years. Banking on changes in consumer behaviour and preferences, Siro One Za’abeel opened with “a blueprint for better living”, offering guests sleep- optimised rooms and nutrition-led dining in addition to a state-of-the-art fitness facilities.
Called the Fitness Lab, the gym is the centrepiece of the property. It occupies an 885-square-metre floor dedicated to training and recovery and was designed with input from elite athletes and performance specialists. The space includes dedicated studios for cycling, boxing, Pilates, yoga and HIIT with a packed weekly timetable of classes. Offering public membership, the Fitness Lab has become the neighbourhood’s social hub for well-heeled wellness enthusiasts.
Earlier this year, the world’s biggest hotel group, Marriott International announced that it was planning to launch a joint venture with Lefay. The Italian spa-led operator is set to join the portfolio as its first dedicated luxury wellness brand.
Founded in 2006, Lefay currently operates two resorts in Italy, in Lago di Garda and the Dolomites, with three additional properties in development across Tuscany, southern Italy and the Swiss Alps. Its concept centres on multi-day wellness programmes of preventative health
treatments and tailored nutrition, delivered through low-density resorts designed around natural settings.
The move reflects Marriott’s broader strategy to expand within the wellness segment, as demand grows for longer stays in health, recovery and longevity centres, and its decision to invest in a dedicated wellness brand underscores the wider shift across global hospitality.
For Middle East hoteliers navigating a challenging summer and softer international demand, that trend presents a valuable opportunity. From luxury daycations and longevity treatments to fitness- focused stays, wellness is no longer a niche add-on but a powerful revenue driver, and one that appears set to outlast the current market slowdown.
Trending
Latest
Jacobs Media is a company registered in England and Wales, company number 08713328. 3rd Floor, 52 Grosvenor Gardens, London SW1W 0AU
© 2025 Jacobs Media
