Project region: Middle East

Luxury Wellness Destination

Overview: The client owns a site of approximately 63 square kilometers on the coastline of the Red Sea in Saudi Arabia. Their intention is to develop a globally-renowned destination comprised of the world’s most exclusive wellness and luxury resorts, branded residences, a wellness and sports community, an art and cultural district, and a research institute. Horwath HTL Health & Wellness was sought out to develop the health and wellness strategy for the three wellness-themed ultra-luxury developments and branded real estate components, as well as run a number of demand and financial forecast scenarios.

Solution: Horwath HTL Health & Wellness recommended that the three wellness developments provide differing service platforms and concepts, together offering a complementary and comprehensive health and wellness experience. Overall, the three wellness properties will feature a variety of accommodation unit types, tailored wellness programs, consultations, check-ups and diagnostics, mind and body activities, fitness, extensive heat and water experiences, and oriental healing therapies, among others.

In order to ensure the cohesiveness of these three wellness-themed ultra-luxury properties, Horwath HTL Health & Wellness developed the concept for a centralized retail community village and research institute. Through the various financial analysis scenarios, Horwath HTL Health & Wellness was able to determine the optimal room mix for each of the properties, as well as further support the proposed concepts and architectural development.

Status: The destination is set to begin construction in 2020 with all phases completed ahead of the realization of Saudi Vision 2030.

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Strategic Brand Development Advice

Horwath HTL worked with a brand agency to create a solid strategic foundation for the hospitality division of client’s holding. The brief was to define a clear brand product architecture, focussing on market positioning in relation to different products, both internal and competition. The holding was established as markets within the Middle East region began to recover from the financial crisis. The intent was to support the local tourism strategy and subsequent international expansion.

Solution
The scope of work included extensive market research.  The focus was on the on the upper upscale and luxury hotel markets, not only locally, but with an eye on the key trends in the international gateway cities. After a thorough analysis that examined the key brand components and market perceptions, we were able to make concrete recommendations to improve the commercial positioning of the client’s brand family its competitive landscape. The recommendations ensured coherent and sequential branding that would encourage brand loyalty, reflecting the differing client priorities as they progressed through various life stages.

Implementation
Our findings and recommendations were presented in a series of workshops with the client and the client is currently implementing the brand strategy.