RETREAT


Properties need to be less


than 2.5 hours from a major city but remain private and remote. We’re working with


local governments to secure land in areas protected from vast development


Brand expansion Around 50 per cent of the accommodation units onsite are privately owned, which helped the Horsfields to recoup their initial capital and has contributed to year- round occupancy. While weekends at the retreat are pitched at the leisure market, the Naked team has also developed a sizeable corporate business intake during the week, accounting for 30 per cent of monthly revenue. Groups typically work in the Chinese branches of multinationals, spanning industries from fashion to automobiles, healthcare to sports. To date, marketing efforts have focused


solely on Shanghai. Rates vary, but a recent two-night promotion offered an Earth Hut from CNY1,688–CNY2,888++ (US$274-US$470, €220-€376, £174-£298) per person (minimum two persons). Still, Horsfield estimates the company turns away up four enquiries per room booked in high season. With this in mind, the original Naked Home Village (now closed) is being expanded and transformed into Naked Castle, due to open later this year, with 80 rooms and its own spa. Having discovered the ruins of a castle on-site, Naked will tap into the glamour of 1920s Shanghai to revive the structure, in addition to self-contained villas. “We think the Chinese will be attracted to this newer product,” Horsfield says. “It should appeal to those who like to share their experiences with different groups of family and friends each time.” Naked’s projects have attracted the


attention of government bodies and developers across eastern China but


60 spabusiness.com issue 1 2015 ©CYBERTREK 2015


n Four more Naked sites are being developed and all will feature a signature Naked Leaf Spa component


Horsfield is proceeding cautiously, only giving the green light to partnerships that offer natural locations away from existing industry or tourist attractions. “Site selection plus orientation is important,” he confirms. “Our properties need to be less than 2.5 hours from a major city for weekend accessibility but remain remote and private. We’re working with local governments to secure land in areas protected from vast development.” Naked Water, set to launch in the


historic Jiangsu Province in 2016, is being developed in collaboration with the Suzhou Haojing Investment and Development Company. Meanwhile, local partners in Zhejiang Province have been secured for Naked Spring – a lakeside


property set on 230 acres (93 hectares) in Shaoxing – and Naked Hill, a 300-acre (121-hectare) country retreat in Yiwu. Both are scheduled to debut in 2017. All the retreats will be built and run by Naked’s 60-strong operational team in Shanghai, including 16 architects and designers, and all will have a Naked Leaf Spa component. “Naked aims to be a leading brand


for sustainable luxury hotels in China,” concludes Yip-Horsfield. “We want to bring pioneering techniques to the design, construction and operational aspects of the country’s hospitality industry.” l


Neena Dhillon writes about spa, hotel and travel trends around the world Email: ndhillon@ spabusiness.com


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