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TOM WALKER » NEWS EDITOR » SPA BUSINESS


Pürovel refl ects the company’s Swiss roots (above) and products include local herbs (below); the spa in Tallinn is one of four openings in 2011 (right)


Swissôtel to roll out Pürovel spa brand R


esort operator Swissôtel Hotels & Resorts is to roll out its Pürovel Spa & Sport brand across its glo- bal hotel portfolio following the


opening of its fi rst site in Basel, Switzerland T e new brand will refl ect the company’s


Swiss roots and its commitment to natural materials and resources. Stone, wood, water and fl owers will all be used in the design as a reminder of the pure nature and invigor- ating mountain air of the Swiss Alps. There will be two differ-


ent types of Pürovel facilities. Pürovel Sport spas will be 500 to 700sq m (5,382 to 7,535sq ſt ) in size and will feature up to four treatment rooms. The larger, Pürovel Spa & Sport sites will cover around 700 to 2,500sq m (7,535 to 26,910sq ſt ) and boast a minimum of fi ve treatment rooms. The Pürovel brand aims to combine a


Pürovel is all about vitality. It will not be marketed as a pampering service.” Swissôtel partnered with local company


Suissessences to produce a Pürovel-branded line of essential oils incorporating Swiss herbs such as lemon balm, wild bergamot, lavender and Douglas fi r. All Pürovel spas will also have a fi tness


element. T e size of each fi tness facility will vary, but every gym will boast CV, resistance and weight areas. T e larger spas will also


in Tallinn, Estonia; Moscow, Russia; and Osaka, Japan have recently been revealed, while a launch in Bremen, Germany is planned this month (August). Further sites will follow, starting with an


The target is to have 20 Pürovel-branded spas by 2013... all existing spas in the Swissôtel portfolio will eventually be realigned or converted into fitness centres


restorative spa experience with sports and exercise. T e signature treatment experi- ences are loosely based on the four seasons with each one incorporating four diff erent stages: spring (prepare), summer (perform), autumn (enjoy) and winter (hibernate). Lilian Roten, Swissôtel’s vice-president of


operations, explains: “Nature in Switzerland goes through four stages in order to sur- vive, fl ourish and reproduce. We should do the same in order to restore our wellbeing.


include class spaces for group exercises such as yoga, as well as separate exercise zones. The sports programmes will be mod- elled on “the four steps to building vitality”


– emerge, peak, cool down and rest. Roten says: “A 20-minute walk, for example, is to emerge like a breath of fresh air; a 30-minute run is to invigorate your body and get your heart rate up; and a 40-minute workout is to reach peak performance. T e fi rst Pürovel site opened in Bern in


2009 and four new Pürovel spas are to open at Swissôtel-owned hotels during 2011. Spas


20 Read Spa Business online spabusiness.com / digital


opening in Kolkata, India and Dresden, Ger- many in April 2012. T e target is to have 20 Pürovel-branded spas by 2013. Roten revealed that all existing spas across the Swissôtel portfolio will eventually be either converted into Pürovel spas or, if they “do not fi ll the criteria”, they’ll be realigned as purely fi tness centres. Roten also said that the


majority of the sites will be operated by Swissôtel, but some of the smaller Pürovel Sport facilities might be run by local spa specialists. Swissôtel is owned by Fair-


mont Raffl es Hotels International (FRHI) and FRHI’s vice-president of spas, Anne McCall Wilson, was involved in the develop- ment of the Pürovel brand. Also, Swissôtel’s interior designer Karsten Schmidt created the look and feel of the new spa concept. Roten concludes: “Words are critical in


conveying our brand essence. Key words for Pürovel include vitality, vigour, uncomplicated, natural, sport and healthy lifestyle. Words that Pürovel is not, include all the predictable spa words – such as relax, luxurious, pampering, mind body soul and tranquility.” ●


SPA BUSINESS 3 2011 ©Cybertrek 2011


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