Zoe Wall Hints Future One&Only Spas Could Partner With Iconic Fashion House

In the latest issue of Corporate SpaKerzner’s new global wellness director, Zoe Wall, provides details on the resort’s developer and operator’s long-term wellness plan.

The overall strategy
“We want to position our hotels with wellness as a central resort and not just an add-on or an afterthought,” says Wall.

Currently, Kerzner’s portfolio includes 12 One&Only Resorts, Mazagan Beach & Golf Resort in Morocco and three Atlantis Resort & Residences – with an expected cap of five under construction, given their $2 billion price tag. .

In 2021, the brand had also outlined plans to expand its portfolio with the launch of a new fitness-focused hospitality concept called Siro Hotels.

Wall was integrated to align and define each brand’s wellness offering. She says the most important thing for Kerzner is that each hotel group is very distinct, so each concept should be unique to that brand.

Right time, right place
Of all the brands, One&Only is the most focused on wellness following an alignment with the Chenot Group in 2019.

Three years later, only two Chenot Spas have opened their doors, in Malaysia and Montenegro.

However, Wall says Chenot will feature in upcoming locations in Greece and Montana.

“When this deal was signed, it looked like Chenot would be rolling out to all properties,” she says, “But Kerzner quickly realized that medical wellness is complex and requires a completely different business model than a spa.”

Adding medical services to the One&Only portfolio isn’t viable, Wall says, and doesn’t really make sense either.

“Having worked in medical spas for years, I know the demand is specific to certain locations and markets. The destinations where you launch must have the infrastructure to support it. You need hospital collaboration capability to be able to run diagnostic tests, for example. »

Expensive licenses and staff are also pitfalls, particularly because regulations vary by region, while redevelopments are difficult.

“If you’re doing entirely new projects, you’re building your spa to meet the requirements, but if you’re pivoting an existing spa to incorporate medical into it, it’s more difficult,” she adds.

Customer perspectives are also a factor, as positioning a medical offering where the majority are vacationing can lead to mismatched expectations.

“I agree that there is a medical space in the right place, but this offer must be adapted if it is a luxury hotel where the customers are mainly on vacation,” says Wall. “The biggest challenge in the future will be to make the medical model more user-friendly.”

Joining forces
One&Only properties will open in partnership with Chenot or offer a holistic wellness journey in partnership with other brands, which Wall is already pursuing.

She was inspired by collaborations with fashion houses such as Guerlain, Givenchy and Dior, having achieved good results at Guerlain Spa One&Only The Palm, Dubai, which offers 130 to 150 treatments a day.

“I was impressed with the attention to detail in the spa, the boutique and the treatments,” she says, “the whole customer journey is very haute couture.

“Previously, I think these luxury brands only wanted one exclusive spa, but now they’re open to exploring collaborations with high-end hotels,” she says.

“From their perspective, they’ve changed their business dynamic because these spas can be very profitable – they also drive retail massively.

A few well-known fashion house spas in Paris have a turnover of a few million euros per year.

“Like Chenot, a partnership like this wouldn’t be for all places,” Wall says, “but maybe more for urban places where you have the passage.”

Wall says that 40% of the Guerlain spa’s clientele are day clients, which impresses him because it’s not the most accessible location in Dubai. “The fact that customers are willing to drive all this way is telling. So for urban locations where we have residential locations, I think partnerships like this could be interesting,” she continues.

Wall doesn’t confirm the brands she’s looking for, but she’s looking further for ties to fashion houses that are new to the hot tub market.

See you in the latest issue of Corporate Spa to read the full interview and learn more about Kerzner’s future plans – including the fitness-focused Siro – and how Wall plans to maintain the momentum behind rising spa demand and of well-being.