Hyatt Can’t Wait to Expand New Wellness Brand Miraval
Photo Credit: Miraval operates the 'Life in the Balance Spa' at the Monarch Beach Resort in Orange County, California. Hyatt, which now owns the brand, wants to expand it. Monarch Beach Resort
Skift Take
Hyatt just now realized consumers like wellness brands? That seems hard to believe, as this has been a focus among travelers for a long time. But it's good to see Hyatt getting into the game.
Less than a month after announcing its acquisition of three wellness resorts located in Texas, Arizona and Massachusetts, as well as a new spa brand, Hyatt is looking for similar opportunities as "guest tastes and preferences evolve," the company's CEO, Mark Hoplamazian, told analysts on Thursday.
"We didn't buy the brand to just end up with three resorts," Hoplamazian said on Hyatt's fourth quarter earnings call. "This is a platform and a very leverageable brand on a global basis. We believe we will be able to extend and expand the brand in destination wellness resorts [and] in standalone spas."
That new brand for Hyatt is Miraval, owner of the Miraval Arizona Resort & Spa in Tucson, Arizona and the Travaasa Austin Resort in Texas, along with the Miraval Life in Balance Spa at the Monarch Beach
