Opinion
Creating spaces that blur the lines of wellness and hospitality, an interview with Kerzner Senior Vice President, Jonathan Tomlinson
With MAWD’s expansion across the Middle East, we have crossed paths with leading luxury developer Kerzner on multiple occasions. James White sits down with Kerzner’s, Jonathan Tomlinson, to discuss breaking boundaries within the hospitality industry and the design DNA of its latest projects.
Creating amazing experiences and everlasting memories is central to Kerzner’s brand identity. Can you elaborate on what experience hospitality means to you and how it is reflected in the design, amenities, and services offered by Kerzner?
Kerzner International has disrupted the hotel and hospitality industry since 1993, consequently leaving a lasting mark on guests worldwide with our resorts, hotels and, now, Branded Residences. Our experience of hospitality can be seen through our renowned brands - One&Only, SIRO, Atlantis and Rare Finds - and our mission as a global brand is to build a legacy and enrich lives by connecting people, places and experiences in a meaningful way.
Each of our resorts is created with its own unique story, which is then woven into the DNA of the whole property - from the design and experiences from the outset, we don’t want our resorts to feel the same. For example, one of our recent openings, One&Only Aesthesis in Athens, is a revival of the iconic 1960s and ‘70s Asteria beach club - this concept is evident throughout the property: from the rebuilding of the resort on the precise footprint of Asteria and the mid-century design, to the Mediterranean culinary offerings and iconic Greek experiences that are unique to the destination, such as touring the Acropolis and traditional hands-on Greek sandal making workshops.. The resort is a One&Only interpretation of the glamour of the mid-century Athenian riviera.
Kerzner is known as one of the fastest growing players in the luxury hospitality space, with the latest inclusions of Rare Finds and Siro; what is driving the explosion in demand for these types of products?
The Kerzner brand has consistently been a true innovator and pioneer within the hospitality industry - it is now more crucial than ever to recognise gaps and niches in the competitive luxury market. We noticed the demand for wellbeing offerings across our existing portfolio so used this to create a new brand that delivers an immersive experience with wellness in its DNA; and that’s how SIRO was founded.
Another example is Rare Finds - by responding to our audience’s desire for soulful and authentic experiences, we created a brand that connects people through genuine and heartfelt moments. Rare Finds properties highlight the essence of their destinations, immersing guests in rich cultures and offering uniquely humbling journeys of remarkable discovery.
Using our extensive knowledge of the travel and hotel industries to identify these demands, we are able to create brands that deliver expertly curated experiences that our consumers are searching for.
Is there a typical Kerzner buyer or guest you have in mind when planning and marketing new schemes? Do they tend to be existing guests?
Kerzner guests are experienced in luxury hospitality, and therefore expect the best from our brands. They tend to be HNWI, who are used to the privacy and space they experience when staying at our properties. When planning and marketing new schemes, we focus on word of mouth from our existing clients to expand our clientele, and this trusted experience is critical to our marketing.
While we continue to engage our existing luxury audiences, our newer brands extend our reach to different market segments. For instance, both SIRO and One&Only brands have a presence within Dubai’s famed One Za’abeel development. Whilst One&Only One Za’abeel caters to ultra-luxury vacationers and our loyal repeat guests who expect the impeccable service synonymous with the One&Only brand, SIRO is ideal for the burgeoning group of ‘bleisure’ travellers seeking to combine business trips with leisure and fitness. Regardless of their choice, all guests will depart feeling reinvigorated.
The property development industry across the Middle East has witnessed significant growth and transformation in recent years. In your opinion, what are the key factors that have contributed to the success?
Over recent years the property development industry across the Middle East has excelled, driven by high demand, healthy economic growth and strong foreign interest. Dubai in particular, with its stable economy, robust financial fundamentals and ability to identify new growth opportunities, remains one of the world’s most attractive investment opportunities. Its exceptional infrastructure and supportive regulations make it one of the best metropolises to work and live in, which gives businesses and brands high confidence to develop properties.
As a whole, the Middle Eastern economy has shown strong growth and financial performance, particularly in the non-oil sector which had significant expansion in the UAE and Saudi Arabia. Dubai leads the surge of luxury properties, fueled by economic diversification, a shift in experience-driven living and the rising population of UHNWI’s.
Property buyers are also now seeking more holistic experiences, with a trend known as the “millennial millionaire effect” where HNWIs prioritize properties that cater to their emotional wellbeing and offer a multi-generational living environment.
Wellness is becoming a ubiquitous trend in property development; how do you personally define it, and how do you see the trend evolving over the next ten years?
The rise of wellness now goes beyond physical well-being and aesthetics. There has been a huge rise in holistic wellness offerings based on new trends and audience demands, such as CBD alternatives, sleep focused packages and sound healing.
Wellness amenities are increasingly integrated into both commercial and residential property designs, as opposed to being separate units such as gyms, yoga studios and spas. Health centric construction is on the rise, with designs prioritising systems that enhance water and air quality through advanced filtration and purification technologies, and increasing natural light to boost serotonin levels.
Similarly, smart wellness technology has become the standard across the luxury wellness industry, with in-room technology that monitors and enhances guests' health through sleep tracking, air quality monitoring and fitness tracking. Personalisation and customisation are key trends, alongside bespoke wellness solutions that are tailored to the needs of individual guests and residents.
At Kerzner, we are committed to creating living spaces that enhance overall well-being for the mind, body, and spirit, and we’re sure that trends for longevity, hormonal health, biohacking, cellular health and more will continue into the future - combining traditional holistic wellness therapies with highly scientific new technologies.
SIRO is a prime example of how Kerzner has responded to audience demands, establishing itself as a leading contender in the wellness and hospitality space.
Siro has gained recognition for bringing a fresh perspective to the hospitality landscape. What are some of the unique features and design elements that make it stand out from other developments. How do you envision Siro setting new standards for the wellness sector?
SIRO stands for Strength, Inclusivity, Recovery, and Originality. It is dedicated to inspiring and motivating guests to become the best version of themselves by celebrating diversity, nurturing well-being, and challenging conventions.
SIRO supports guests at every stage of their wellness journey, not just those who are already fitness enthusiasts. This approach sets a new standard in the wellness industry by removing the pressure and stigma associated with fitness. SIRO truly encourages and nurtures wellness beyond physical appearance, prioritizing mental well-being and holistic health. The brand sets a new standard for the wellness sector to suit the growing customer looking to continue their wellness and fitness journey whilst looking for a fitness and recovery based holiday - catering to guests with state of the art fitness sarees, outdoor fitness speciality and high-tech rooms. As other luxury wellness hotels typically focus on more wellness and relaxation as opposed to fitness, we want to own the fitness and recovery first hotel space, which I think we ultimately do.
What are some of the trends you have noticed in global real estate development and what are some of the trends you are seeing for the future—both in technology and aesthetics?
There are several emerging trends in global real estate development, particularly in the integration of advanced technologies. One significant trend is the rise of ‘property technology’, inclusive of smart home devices, temperature control systems, innovative security systems and so on. These technologies are consequently revolutionising the real estate industry by enhancing convenience, security and energy effectiveness.
Another key trend is the use of artificial intelligence (AI) to derive valuable insights from real-time data. AI-enhanced analytics help developers and investors make more informed decisions by predicting market trends, optimizing property management, and improving customer experiences. Similarly, virtual reality has transformed the way that properties are explored, by allowing potential buyers to take immersive virtual tours of properties, thus making the buying process more engaging and convenient.
In terms of aesthetics, there is a growing emphasis on eco-friendly and sustainable designs, where wellbeing and eco credentials have equal value - highlighting the importance of creating multi-functional, adaptable living spaces.
As society becomes increasingly aware of the impact of human activity on the environment, sustainable interior design is becoming a crucial consideration for us as interior designers. How do you tackle integrating sustainable practices within your developments?
At Kerzner we are committed to sustainable design and practices across our brands. A prime example of this is One&Only Nyungwe House, where the conservation of the local environment and communities is of utmost importance. Alongside the resort's sustainable operating procedures, we encourage guests to ‘give back’ by investing in handmade objects that fund charitable initiatives, contribute by working the land, or bringing resources to help the communities flourish such as books and toys.
One&Only Mandarina has launched a collection of Signature Villas featuring sustainable design and ground-breaking architecture by Studio Rick Joy, sensitively built to integrate within nature and embrace the dramatic setting versus impacting the natural environment, consequently harmonizing eloquently with the surrounding nature.
