The hospitality industry is witnessing an innovative transformation with the introduction of The Estate, a groundbreaking hotel brand spearheaded by Sam Nazarian, the chairman and CEO of SBE, alongside renowned author and life coach, Tony Robbins. The Estate aims to redefine the traditional hotel experience by integrating principles of preventative medicine and longevity into its guest offerings. This ambitious project signifies a significant step towards a healthier and more holistic approach to travel and self-care.
Central to the vision of The Estate is a strategic collaboration with Fountain Life, a pioneering health organization co-founded by Robbins. Fountain Life specializes in advanced technologies designed for disease detection and prevention, enhancing the wellness aspect of The Estate. This partnership sets a high standard for what guests can expect, including comprehensive health services such as full-body MRI scans, AI-driven coronary CT scans, genome sequencing, and sophisticated blood diagnostics, available at their centers in Florida, Texas, and New York. Such offerings provide an opportunity for guests to not only unwind but also to take proactive steps towards improved health at The Estate.
Ambitiously, The Estate plans to establish a global presence with the launch of 15 hotels and residences, coupled with 10 urban centers dedicated to preventative medicine by the year 2030. The first wave of hotels is scheduled to open in 2026 across prominent locations, including St. Kitts, the United Kingdom, northern Italy, and Montreux, Switzerland. The Estate is also eyeing expansion into prominent urban markets like Miami and parts of the Gulf Cooperation Council (GCC). This expansive growth plan reflects a keen understanding of market trends and an effort to promote longevity tourism—a sector poised for growth as health-conscious consumers seek out vacation options that cater to their wellness needs.
The Estate is set to elevate its guest experience through exclusive partnerships, notably with the Swiss medi-spa Clinique La Prairie. This collaboration aims to introduce high-end wellness services that align with the core mission of assisting guests in achieving optimal health during their stay. The synergy between luxury hospitality and top-tier health resources positions The Estate as an attractive option for travelers who prioritize wellness on their journeys.
Adding prestige to this initiative is the involvement of Grammy-winning artist Marc Anthony, who recently joined SBE as an equity partner, and business mogul Richard Attias. Their support lends credibility and visibility to The Estate’s brand as it navigates the competitive landscape of luxury accommodation while championing health and wellness, a combination that is increasingly resonant with today’s travelers.
Following the recent launch of SBE’s HQ lifestyle brand in partnership with Wyndham Hotels & Resorts, The Estate represents a logical next step in the company’s evolution. As the world moves toward a more health-conscious paradigm, The Estate is poised to become a leader in the fusion of hospitality and preventative health, making it not just a place to stay, but a destination for rejuvenation and longevity. By embedding health awareness into its framework, The Estate is not merely following a trend; it is setting the standard for the future of travel.
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