SINGAPORE - Singapore's iconic landmark and luxury casino hotel, Marina Bay Sands (MBS), is seeking a transformation by actively investing in the wellness sector, moving beyond its traditional image. In response to the demands of customers seeking experiences beyond high-stakes betting and luxury shopping, MBS is introducing customized suites equipped with wellness features typically found in health spas, presenting a new paradigm for luxury resorts.
Bede Barry, Vice President of Hotel Operations at MBS, explained the rationale behind the wellness investment, stating, "Our customers expect more than just the casino and shopping." Introducing the recently unveiled spacious suites, he added, "Each suite is designed to offer a unique wellness experience." These suites are equipped with private treatment rooms featuring twin massage beds, saunas, and steam rooms, allowing guests to enjoy private and high-quality wellness services within their rooms.
MBS, once synonymous with casinos, focusing on well-being might seem unexpected. However, MBS has aimed to be an integrated resort beyond just a casino since its opening, and in today's competitive luxury travel market, the wellness trend is no longer a niche but a strong mainstream. This is why even a globally renowned establishment like MBS is paying attention to this shift.
While famous for its three 57-story towers and the world's largest rooftop infinity pool, Barry acknowledges that Michelin-starred restaurants and luxurious suites alone can no longer satisfy customer needs. Market research indicates that affluent travelers crave holistic well-being experiences that revitalize and balance their minds and bodies. Barry emphasized, "People want to come here and get back to their true selves."
MBS's Existing Wellness Facilities:
MBS already offers a variety of wellness options. These include the Banyan Tree Spa, which provides various treatments from Balinese to traditional Thai massages, and nearby Gardens by the Bay, where guests can enjoy Hatha yoga and meditation classes. The fitness center is equipped with state-of-the-art exercise equipment, offering diverse workout options.
In particular, MBS's most iconic wellness facility is undoubtedly the world's largest rooftop infinity pool. Situated 57 stories above the city skyline, this pool, according to Barry, is "the most Instagrammed pool." Since its opening in 2010, many people have stayed at MBS solely for this pool, and access is indeed exclusive to hotel guests.
Efforts to Enhance the Wellness Experience:
MBS is not resting on its laurels and is making multifaceted efforts to further enhance the wellness experience.
Improving Sleep Quality: To improve sleep quality, a core element of wellness, MBS is increasing its investment. Notably, the Paiza Royal Suites, comprising 60 luxurious rooms across the three towers, feature handmade Savoir mattresses worth tens of thousands of dollars. Barry emphasized, "Quality of sleep is a top priority," explaining that these mattresses, made with natural materials like horsehair, are designed to provide comfortable and restorative sleep. Additionally, a pillow menu offering a variety of miniature pillows allows for even more personalized sleep experiences.
Private Fitness Centers: Many of the large suites are equipped with private fitness centers. Some rooms feature innovative exercise equipment such as the Kinesis Personal, which allows for personalized workouts to improve strength, flexibility, coordination, and balance. Barry mentioned that the next generation of Kinesis Personal will offer interactive features with virtual personal trainers, and MBS is interested in introducing this to its suites.
Expanding In-Room Wellness Options: While all rooms offer wellness options, the signature suites provide even more differentiated experiences. For example, one suite features a Himalayan salt wall, known for its stress-reducing and overall well-being enhancing effects, while another suite has a virtual golf simulator. MBS plans to continue exploring various ways to enhance guests' well-being.
Wellness Menu Development: With increasing awareness of the importance of nutritious food choices, MBS is also focusing on developing healthy dining options. According to Barry, guests want to enjoy satisfying meals while also taking care of their health. Accordingly, MBS plans to further expand its vegetarian, vegan, and gluten-free options in its signature restaurants in the coming months.
Future Wellness Strategy:
MBS recently appointed a Vice President of Spa and Wellness to dedicate efforts to developing the wellness experience. Similar to other hotels in the Malay Peninsula, MBS views its wellness program as a multidisciplinary effort encompassing various elements such as food and beverage, fitness centers, in-room amenities, and spa services. Barry defined this as a "holistic program."
Of course, this shift also carries risks. With 600 table games and 3,000 electronic gaming machines, MBS remains one of the largest casino resorts in the region. Whether the attempt to blur the lines between a casino and a resort hotel by introducing wellness programs will succeed remains to be seen. However, Barry views this change as a worthwhile investment. He emphasized, "Wellness here is not just an amenity, but a philosophy," clearly stating MBS's new direction.
Singapore's Wellness Tourism Market: Singapore is strengthening its position as a medical tourism hub while also highly valuing the growth potential of the wellness tourism market. The government is expanding policy support to foster wellness-related industries, and MBS's move can be seen in line with this national trend. Wellness Trends in Luxury Hotels: Globally, luxury hotels are focusing on providing diverse wellness experiences for the mental and physical relaxation and rejuvenation of their guests, going beyond simply offering luxurious accommodations. This trend is further strengthened by the increasing interest of high-income customers in health and well-being. MBS's Strategy to Secure Competitive Advantage: Through investment in the wellness sector, MBS is expected to attract not only existing casino customers but also new customer segments who value health and relaxation, thereby differentiating itself from competing hotels. Furthermore, it can enhance customer satisfaction and improve its brand image through various wellness programs and facilities.
[Copyright (c) Global Economic Times. All Rights Reserved.]
