114. The Broken Model - Why Boutique Hoteliers Miss The Mark

What if I told you that the wellness model you're following was designed for a business reality that no longer exists?


In this episode, I'm calling out what I believe is the broken wellness model that's plaguing the boutique hotel industry, and why it's costing you guests, revenue, and authenticity.

Here's the problem: 
the wellness model we're all following was built around what worked 2 to 3 decades ago. 

It was fundamentally spa-led, designed for a business reality that is completely different from your boutique property today. 

When you follow traditional hotel metrics where spa represents only 5-10% of revenue, you're using a playbook that simply doesn't work for boutique properties.

Yet every conversation I have with boutique hoteliers starts with the same question: "What kind of spa should I build?" 

And that's exactly where we're going wrong.


In this episode, I’ll be taking about:

→ Why the spa-led wellness model is fundamentally broken for boutique properties.

→ How this broken model causes boutique hoteliers to miss the mark, even when they're doing everything they think is "right".

→ The framework I use to help boutique properties create authentic wellness concepts, starting with what I call the "Gyroscope" before you design a single treatment room

This is about stopping the guesswork and starting with a foundation that actually makes sense for your unique boutique property.

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Are you ready to take wellness to the next level?


Here are 2 ways I can help:


1️⃣  WHO: Wellness directors who want to join 1% of wellness leaders


📌 WHAT: The Wellness Asset Academy
A 10-week online group programme where I guide you through my 7-step ESSENCE framework. Achieve higher pay and secure a genuine seat at the hotel’s big table—so wellness is no longer the most neglected area in the hotel.

→  Join the waitlist here.



2️⃣  WHO: Owners of small, independent hotels with a strong wellbeing focus


📌 WHAT: Asset Builder Mentorship
Exclusive 6-month 1:1 mentorship programme to master creating a wellness asset, build a proud team, and deliver transformative experiences for your guests.

→  Become a steward of true hospitality.



💡 Why work with me?

I know what works with wellness and I also know what doesn’t. I’ve made the mistakes so you don’t need to – saving you thousands of dollars on bad decisions.

✅ #1 best-selling author, global wellness expert 
✅ 40+ projects in 20+ countries across Europe, Middle East and Asia Pacific 
✅ Top brands: Abadía Retuerta, Four Seasons Hotels & Resorts, Accor, Six Senses Resorts & Spas 
✅ Interviewed over 150+ hoteliers worldwide