Wellness becomes core brand architecture for Regent hotels

IHG positions integrated spa design, rituals and service philosophy as a defining luxury brand pillar rather than a standalone amenity

InterContinental Hotels Group (IHG) has unveiled a new Regent Spa and Wellness concept designed to reposition spa facilities as a core pillar of the luxury guest journey rather than a secondary amenity. The concept debuts at Regent Bali Canggu and is intended to become a defining feature of future Regent properties. The strategy reflects rising demand for immersive, personalized wellbeing experiences among high-spending leisure travelers. For hoteliers, the launch signals a continued shift toward wellness as infrastructure, brand signature and revenue driver.

Key takeaways

• Wellness as brand architecture: The Regent Spa concept is positioned as a foundational element of the Regent brand identity, integrating design, rituals and service philosophy into the overall guest experience rather than operating as a standalone spa department.
• Design-led, destination-inspired spaces: The concept emphasizes calming architectural design, natural materials and locally inspired aesthetics to create a sense of place, aligning spa environments with the cultural and geographic context of each property.
• Personalized and holistic programming: Treatments are structured around tailored wellness journeys that may combine bodywork, mindfulness, hydrotherapy and recovery-focused rituals, reflecting growing guest demand for individualized wellbeing plans rather than menu-based services.
• Integration with wider guest experience: The spa is intended to connect with fitness, nutrition and relaxation offerings across the property, reinforcing a cohesive wellness narrative that supports longer stays and higher ancillary spend.
• Revenue and positioning strategy: By elevating wellness to a signature experience, Regent aims to strengthen ADR potential, attract premium leisure segments and differentiate in increasingly competitive luxury resort markets.
• Prototype for future developments: The debut in Bali serves as a model for future Regent openings and renovations, indicating that integrated wellness facilities may become a standard expectation in upcoming luxury projects.

Source: IHG

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