Therme Group and Marriott International have entered into a strategic alliance aimed at exploring new approaches to wellbeing in travel and hospitality.
The collaboration will bring together Therme Group's expertise in large-scale wellness, longevity and social experience destinations with Marriott's global hospitality platform. The companies said the initiative will focus on customer experience, design innovation, wellness research and potential future development opportunities.
As part of the alliance, Therme will work with the Marriott Design Lab, Marriott International's research and development hub focused on testing products and services designed to enhance hotel operations and the guest experience.
Initial efforts will center on introducing Therme to Marriott Bonvoy members, including the potential development of travel and lodging packages connected to Therme destinations. The companies also plan to explore ways to integrate wellbeing more deeply throughout the travel journey.
"Some of the most memorable travel experiences are the ones that change how you feel," Peggy Roe, Marriott International's EVP and chief customer officer, said in a statement. "Today's guests are looking for experiences that help them slow down, recharge and reconnect, making wellbeing an increasingly important part of the journey."
Therme also will provide input on the future design of hotel amenities and guest offerings, including spas, fitness facilities and guestroom concepts. The companies said those efforts could support both near-term guest experience enhancements and longer-term innovation in products, services and destination development.
“Wellbeing has become a defining dimension of the travel and hospitality experience,” said Robert Hanea, president and CEO of Therme Group. “Over the past two decades, Therme has developed a distinctive approach that brings wellbeing, nature and social connection together at scale. This partnership with Marriott is an exciting opportunity to bring our complementary strengths together as we explore new ways to shape the intersection of hospitality and wellbeing.”
The alliance comes as Therme expands its international pipeline. The company says it is advancing 10 projects across North America, Europe, the Middle East and Asia.