The popular Nikki Beach nightlife brand is looking to diversify and add ‘Wellness Resort’ to its resume.
Over the last two-decades, the brand has been known for its resorts filled with music pumping parties and a free flow of booze. But now, they want to move from fast-growing beach clubs into Zen-inspired hotels. Some would call this the best of both worlds. You will be able to party the night away and spend the following day recovering in the same place.
“The two concepts [beach clubs and resorts] are extremely symbiotic,” says Alexander Schneider, vice president of Nikki Beach Hotels & Resorts in Europe and the Middle East. “Every person has introvert and extrovert phases. There are hours in the day where we want to show what we’re made of, and hours of the day where we just want to cocoon and read a book,” he tells Bloomberg.
According to Skift, the company has plans to open 20 ultra-chill locations in the next five years in classic and emerging destinations alike—think Santorini, Greece, and Montenegro—throughout the Mediterranean, southeast Asia, and the Caribbean.
The company is currently testing the concept at four of its properties: Porto Heli, Greece; Koh Samui, Thailand; Bodrum, Turkey; and most recently, in Dubai. These particular locations focus more on relaxation than they do partying, with some of them not having a beach club at all.
Deanna Ting, senior hospitality editor at Skift, says Nikki Beach is a ripe entry in the hotel market.
“There aren’t many brands outside of the gaming space—think MGM and Sands—that are combining the pool-party experience with a spa and a retreat where you can recover,” she tells Bloomberg. Its competitors, by comparison, are more urban (W hotels), less global (Gansevoort), or less bohemian in spirit (Soho House and SLS).
“There’s definitely an opportunity there,” Ting says.
