Project scope

Horwath HTL was engaged to conduct market research and a site analysis for a proposed wellness hotel in central-west Bhutan, strategically situated within a 30-minute drive from Thimphu, the nation’s capital. The project aimed to evaluate the market potential, competitive landscape, and site suitability to establish the property as a premier wellness destination in the region.

The engagement began with an in-depth market analysis of Bhutan’s hospitality sector, focusing on the growing demand for wellness tourism. Bhutan’s unique positioning as a destination for spiritual retreats and sustainable tourism presented a significant opportunity to attract high-value travelers seeking transformative experiences. The study also highlighted global trends in wellness tourism and their alignment with Bhutan’s cultural and natural assets, such as meditation practices, traditional healing, and pristine landscapes.

A competitive benchmarking exercise was conducted to assess the existing wellness offerings within Bhutan and the broader South Asian region. This analysis provided insights into gaps in the market and opportunities to differentiate the proposed wellness hotel, particularly by incorporating Bhutanese cultural elements into the wellness concept.

The site analysis evaluated the suitability of the location, considering factors such as accessibility from Thimphu, environmental considerations, and proximity to key attractions. The site’s natural serenity and views were identified as critical assets to enhance the wellness experience, aligning with the property’s focus on mindfulness and holistic well-being.

The findings of the research and analysis were synthesized into a strategic recommendation for the hotel’s positioning, concept development, and operational focus. Horwath HTL’s expertise ensured that the proposed wellness hotel was positioned to leverage Bhutan’s unique appeal and meet the growing demand for high-end wellness tourism, while contributing to the nation’s vision of sustainable and culturally immersive hospitality.

Project Location

Thimphu , Bhutan