VLCC ventures into global wellness tourism with exclusive global tie-up

Expects to bring up to 50 locations live with its services in the next 3-5 years at an investment of over USD 25 Million.


Leading Wellness & Beauty services and products brand, VLCC has entered into an exclusive partnership with Minor Hotels, amongst the largest hospitality and leisure conglomerates in the world, to pioneer the concept of wellness in its truest form. As part of the association, VLCC will develop and operate therapeutic wellness & beauty centres, both residential as well as standalone, at hotel and resort properties owned, managed and invested in by Minor Group, beginning with its signature and upscale 70 acre, 196-room beach-side property, Avani+ Hua Hin Resort in Thailand, which is planned to be operational by the first quarter of next financial year.

Minor, which is a hotel owner, operator and investor with a portfolio of 523 hotels and resorts under the Anantara, AVANI, Oaks, Tivoli, NH Collection, NH, nhow, Elewana, Marriott, Four Seasons, St. Regis, Radisson Blu and Minor International brands in 53 countries across the Asia Pacific, the Middle East, Africa, the Indian Ocean, Europe, and the Americas, has for the first time into entered an exclusive partnership with a Wellness & Beauty services provider.

Commenting on the association and its foray into wellness tourism, VLCC Group Chairman, Mr. Mukesh Luthra, said, “VLCC has always believed in transforming lives. With our 30-year legacy of technical expertise, performance and operational excellence in the wellness & beauty services and products domain, it was only a matter of time for us to venture into the fast-growing global wellness tourism sector. In Minor International, we have found a very able ally to build this space within a very conducive ecosystem. This partnership is an ideal amalgamation of world class infrastructure provided by Minor International and best-in-class wellness & beauty domain expertise brought by VLCC.”

Sharing his thoughts on the association with VLCC, Mr. William E. Heinecke, Chairman and Founder of Minor International, owning company of Avani Hotels & Resorts said, “Our vision is to be a leader in delivering exceptional experiences that anticipate and satisfy our customers’ aspirations. With VLCC, we believe we have found the right partner to build what we see as a transformational business offering with Avani+ Hua Hin. This wellness centre will be reflective of our deep understanding of what our customers deserve while providing optimal hotel facilities our guests can enjoy before, during and after wellness and medi-spa treatments.” 

Adding to this, Mr. Javier Pardo, Vice President of Operations for Avani Hotels & Resorts said, “The Avani brand offers an upbeat service culture that attracts a growing group of discerning world travellers whose priorities are service, style and value. Avani+ Hua Hin perfectly aligns the balance between service and privacy, providing the ultimate hotel facility for VLCC to operate from. The introduction of the VLCC facility at Avani+ Hua Hin provides stylish stay where guests can enjoy downtime post-treatment amongst 3 to 21-night residential packages.”

The VLCC Wellness Centres at Minor’s properties, starting with Avani+ Hua Hin, will offer solutions for lifestyle related medical and chronic health issues, detoxification therapies, spa and beauty treatments for body, skin and hair as well as aesthetic dermatology treatments. The programmes will combine modern medical investigations with complementary and alternative medicine, customised diets and physical activity regimen to deliver holistic results. All services and meals under these programmes will be specifically curated and delivered to ensure a measurable difference to each guest’s health and beauty status.

Some of the most experienced practitioners ranging from medical specialists, dermatologists, nutritionists, physiotherapists, fitness trainers and ayurveda specialists to cosmetologists will collaborate to cater to each guest’s specific needs and requirements, deploying a highly scientific and bespoke methodology. The medical improvement and wellness enhancement programmes will focus on diabetes, hypertension, heart disease and the gut ecosystem. 

The global wellness economy was valued at $4.2 trillion in 2017* and with the International wellness tourist spending 53 per cent more than the average International tourist, the potential of wellness tourism is self-evident. With the emphasis on preventive healthcare and leading a healthy lifestyle rising, global wellness tourism – valued at US$ 639 billion in 2017 – is the bedrock of this evolution. Both partners recognize this potential and are expecting the business from this partnership to contribute significantly to their revenue mix in the coming years.

* Source: Global Wellness Institute, Global Wellness Economy Monitor, October 2018

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