Hospitality sector veteran Sam Nazarian has launched a new wellness hotel brand, The Estate, via his SBE group.
The brand has been devised with business mentor Tony Robbins, and has a focus on preventative health and longevity. It will grow via creating a series of luxury hotel resorts, and residence projects, around the globe. A number of individuals and businesses will partner on the delivery, including Fountain Life, a leader in disease detection, prevention and reversal.
A target for growth
The business has set itself a target of opening 15 hotel and residence projects, and 10 urban longevity centres by 2030.
At the brand launch, four immediate resort sites have been secured, in St Kitts, the UK, Trento in Italy and in the Swiss town of Montreux. The first of the urban centres will open in Los Angeles in the second half of 2025, while the founders say they are also scoping out resort opportunities in Miami and the GCC.
“In 2006 I created SLS Hotels, a brand both relevant and disruptive for the emerging lifestyle industry,” said Nazarian. “Then, lifestyle was ‘access’, now luxury is ‘longevity’. The Estate will lead with luxury. In 2024, we are disrupting again, by bringing together global market leaders, providing a platform for the best ideas to surface, and giving them scale. We are not building medical hotels – we are building luxury hotels, residences and urban clinics that are differentiated by a commitment to changing people’s lives.”
And business partner Tony Robbins added: “High-quality preventative medicine has significantly enhanced my own life and I’m thrilled to collaborate with Sam on launching The Estate. By meeting people where they are, we blend a five-star experience with some of the world’s leading experts and offerings in preventative diagnostics and longevity on a global scale.”
Nazarian argues that, following the pandemic, issues around longevity, health and wellness have become greater concerns for more of the population. According to the Global Wellness Institute, the wellness sector’s value grew 14% from 2019 to 2022, when is was worth USD5.6trn.
Partners with a track record
Partnering on The Estate is Fountain Life, a company specialising in analysing health via body scans and blood testing, and providing analysis of food intolerance and gut health. The analysis programme aims to answer two key questions for users: is there anything that needs immediate attention?; and what are the right steps for optimising health into the future.
Also playing an important role is Clinique La Prairie, based Montreux, a wellness business that was founded in 1931 and concentrates on preventative and holistic medicine.
The Estate’s first urban longevity centre will be in Century Plaza, Los Angeles, a development by the Reuben Brothers. The Estate will be close to the project’s Fairmont hotel and residences lobby. As with all Estate locations, the aim is for guests to leave full of vitality, and energised to pursue their passions.
