The booming lifestyle hotel segment welcomed another new brand Monday when hotelier Sam Nazarian and entrepreneur Tony Robbins announced the launch of The Estate Hotels & Residences.
The wellness-focused brand will pair luxury hospitality with “longevity centers” leveraging preventative medicine and AI to “increase vitality and healthspan,” according to Nazarian’s hospitality company SBE.
In addition to Nazarian and Robbins, backers of The Estate include musician Marc Antony and international strategist Richard Attias. According to SBE, The Estate — which has plans to open 15 hotels by 2030 — “will quickly become the largest ecosystem of preventative medicine and longevity in the world.”
The ambitious plans for The Estate are part of SBE's larger expansion strategy as the Beverly Hills, California-based company diversifies its hospitality portfolio — in the luxury lifestyle space and elsewhere. Concurrently with The Estate’s launch, SBE announced a major appointment for its other new brand: HQ Hotels & Residences.
A longevity-focused wellness brand
For The Estate, SBE plans to open 15 hotels and residences and 10 preventative medicine and longevity centers by 2030.
The first four hotels are planned to open in St. Kitts and Nevis; the United Kingdom; Trento, Italy; and Montreux, Switzerland, in 2026. The brand then plans to open a location in Miami and another in an unspecified Gulf nation later.
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.
Sam Nazarian
founder, SBE
All 25 of the brand’s longevity centers will be run in partnership with Orlando, Florida-based Fountain Life, an advanced diagnostics, longevity and preventative health company that uses AI to “collect data and gain insights into the human body.” Select locations will also partner with Switzerland’s Clinique La Prairie, a company known for its longevity retreats.
The result, according to SBE, will be “the world’s biggest network of longevity-focused resorts and residential projects.”
“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,” Nazarian said in a statement.
Diversifying the portfolio
It’s not the first time hospitality company SBE has made headlines in recent months.
Earlier this year, the company launched a “smart lifestyle” brand in partnership with Wyndham Hotels & Resorts’ Registry Collection in a bid to offer a “more approachable” option for travelers priced out of the lifestyle category. In June, SBE shared additional details about the brand, HQ Hotels & Residences, including plans to open its first U.S. location in Detroit.
And Monday morning, the company announced another move: It had named Mike Metcalf the brand’s new president. "Mike joins HQ Hotels at a pivotal stage of its launch,” Nazarian said in a statement.
An SBE spokesperson told Hotel Dive that Metcalf’s appointment “is a key part of a broader strategy.”
“SBE’s overarching approach is to build a diversified portfolio that resonates with today’s travelers, whether they seek a high-energy lifestyle experience, sophisticated luxury, or cutting-edge wellness and longevity services,” the spokesperson said. “SBE’s expansions — from HQ Hotels to The Estate — are tied together by a focus on innovation, guest experience, and the blending of lifestyle elements that appeal to a diverse demographic.”
For HQ, specifically, that demographic is millennial, Gen Z and Latin American travelers, Metcalf said in a statement.
Metcalf joins SBE from Crescent Hotels & Resorts, where he worked for more than 18 years, most recently in the role of chief commercial officer. According to an SBE release, Metcalf was “instrumental” in growing Crescent’s portfolio from 28 hotels to more than 110.
Tapping into wellness
The Estate, meanwhile, has been in the works for several years. Nazarian and Robbins began developing the brand concept pre-pandemic, opting for “a new omnichannel approach” to longevity, “meeting the customer wherever they are rather than being solely a destination offering,” according to SBE.
“As SBE continues to focus on creating lifestyle destinations, The Estate adds a unique layer of value by integrating wellness into the guest experience in a way that resonates with the evolving priorities of high-net-worth individuals,” a spokesperson told Hotel Dive.
The resorts, partnered with Clinique La Prairie, will offer med-spa and holistic treatments alongside sports and fitness regimes. At both the resorts and longevity centers, Fountain Life will offer “cutting-edge medical science” and AI-powered technology that create personalized health roadmaps based on diagnostics, functional medicine and therapeutics. Fountain Life’s physicians, nurses and health coaches can offer MRI and CT scans, epigenetics and genome sequencing, early cancer blood tests and advanced blood diagnostics and food intolerance and gut health science.
The longevity centers will be situated in key urban markets, allowing for “continued maintenance beyond the hotel experience,” SBE said.
According to McKinsey & Co., the global consumer wellness market is worth $1.8 trillion — and the global wellness tourism market is expected to reach $1.2 trillion by 2027, according to Research & Markets.
Hotels — particularly within the lifestyle space — are increasingly incorporating wellness considerations into their overall programming and design.
Proliferating lifestyle hotel brands means hospitality companies are “aggressively” competing for customers and resources in the increasingly crowded space, experts told Hotel Dive last month.
