Stop Treating Wellness as an Amenity. Start Managing it as a High-Yield Asset.
"I transform spas and wellness programs into engines of differentiation and profitability for hotels.
With 25 years leading strategy and operations in wellness hospitality — including my role as Regional Director at Six Senses — I've worked with owners and GMs to identify and capture the latent potential of their wellness assets.
I work across three levels:
Creation & Design: From conceptualizing differentiated wellness propositions (Sleep programs, Remedy bars, Longevity protocols, Traveling healers) to the operational architecture that sustains them — team selection, manager training, continuous mentorship.
Launch & Optimization: Launching new spas or revitalizing existing ones that aren't generating the margins or guest loyalty they should. This is where true management takes hold: training spa receptionists to become experience storytellers, not treatment vendors.
Program Strategy: Designing exclusive initiatives tailored to your positioning (sleep wellness, body recovery, preventive longevity) that elevate both wellness REVPAR and corporate guest retention.
The outcome: Spas that operate as businesses, not cost centers. Managers who understand KPIs and guest storytelling. Guests who return for the program, not the massage.
The objective is always the same: transforming wellness into a strategic, measurable asset fully integrated into the hotel's profitability and market differentiation."
Top 5 Spa Directors — World Spa & Wellness Awards 2025
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25 years leading luxury spas that deliver measurable results
I’ve led and operated some of the world’s most awarded spas — including Marriott Son Antem, Hilton Sa Torre, Six Senses Yao Noi, Courchevel, Botanique, Douro Valley and Shaharut, as well as Puente Romano and Nobu Ibiza.
But where I’ve been is not what matters.
What matters is what I’ve consistently delivered:
Sustained 25% capture rate
45% GOP performance
Up to 10% of total resort revenue driven by wellness
The highest wellness contribution across the entire Six Senses portfolio
This is not theory.
This is what happens when wellness stops being a “nice-to-have” and becomes a structured, revenue-generating system.
And that’s exactly what I design for hotels that want to stop relying on luck, individual performance, or timing — and start building consistent, scalable results.
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REAL CASE: 5* HOTEL IN PORTUGAL
40 Rooms, 30% sales inprovement in 90 days
When I was brought in, the spa wasn’t working.
It was bleeding money every month. The team was exhausted and demotivated. The hotel director held his breath every time he checked the financial reports.
In just 90 days, collaborating closely with the spa team, Marketing, Food & Beverage, and Rooms…
…we stopped the losses, restored the team’s energy and motivation, and grew revenue by 30% — increasing both the average ticket and retail sales.
The result? The consultancy paid for itself in the very first quarter.
The spa transformed from a constant source of worry into one of the hotel’s most profitable revenue drivers.
"I had the privilege of working with Javier during my time with the Six Senses family. He was my Regional Director at the time and hired me for the opening of the Six Senses Spa @ Nobu Ibiza; I can say with total confidence that he is one of the most inspiring leaders I have encountered in the wellness and luxury hospitality industry.
Javier combines a deep passion for holistic wellbeing with an exceptional level of professionalism and operational expertise. As a leader, he possesses the rare ability to mentor, inspire, and challenge his teams to elevate both their technical skills and their understanding of what true wellness hospitality means."
Diego Hermelo - Four Seasons Spa Director