Hospitality Experience

Research, Design and Development for Bulgari Spas within Hotels

Horwath HTL was engaged to conduct market research and feasibility studies, along with concept and design development, for Bulgari Spa projects across Asia.


Project Scope

Horwath HTL was engaged to conduct market research and feasibility studies, along with concept and design development, for Bulgari Spa projects across Asia. The aim was to align each spa’s development with Bulgari’s luxury brand identity, ensuring the delivery of exceptional wellness experiences while meeting market demand and achieving financial sustainability.

The engagement began with a comprehensive analysis of the spa and wellness market in Asia, evaluating regional and local trends, customer preferences, and emerging opportunities. This included a detailed assessment of demand drivers such as the rise of wellness tourism, luxury travel, and the increasing focus on holistic well-being. Competitive benchmarking was conducted to identify market gaps and highlight Bulgari Spa’s unique positioning within the luxury segment.

Feasibility studies focused on evaluating the financial potential of each proposed location, incorporating projections for guest volumes, revenue streams, and operational costs. Scenarios were developed to assess the profitability of each spa under varying market conditions, ensuring a robust foundation for investment decisions.

The concept and design development phase was tailored to reflect Bulgari’s distinctive brand ethos, combining Italian elegance with contemporary luxury. Bespoke spa concepts were crafted for each location, including signature treatments, customised wellness programs, and architectural and interior design recommendations that harmonised with Bulgari’s iconic aesthetic. Sustainability principles were also integrated into the designs, aligning with global trends and consumer expectations for eco-conscious luxury experiences.

Horwath HTL’s work provided Bulgari with actionable insights and innovative concepts to successfully expand its spa portfolio across Asia. By combining rigorous market analysis with creative design development, the project ensured each Bulgari Spa would offer a differentiated and memorable experience, reinforcing the brand’s position as a leader in the luxury wellness sector.

Hospitality
Strategy and Planning
Assets