27 August 2018

With three times the spa revenue of Saudi Arabia and twice the wellness tourism revenue of Morocco, the UAE is beyond a doubt the dominant wellness tourism destination in the MENA region, and Dubai the most vibrant spa and wellness market of the seven emirates that make up the UAE.

Dubai’s leading property developer, Emaar, was developing three hotels under their brand The Address – The Address BoulevardThe Address Fountain Views and The Address Sky View – all located in close vicinity of each other in the heart of downtown Dubai.

With a highly competitive hotel market in Dubai, Emaar wanted to curate hospitality experiences that would stand out from the crowd. The spas at these hotels were to be key aspects in doing so; however, it was also vitally important to differentiate the spas from each other to appeal to varied target markets while at the same time maintaining the core values of the brand.

Faced with this challenge, Emaar turned to GOCO Hospitality, who, after conducting a detailed study of the UAE wellness market, created a unified strategy for creating spas that would delight the target guests of each hotel. GOCO Hospitality further provided technical design consultancy, ensuring that, as well as being aesthetically pleasing, the spas would also be operationally efficient.

Each of the hotel spas would appeal to discerning and sophisticated guests – guests with a new understanding of luxury, where luxury stands for time, bespoke solutions, convenience and care. However, the spas would each have their own identities and appeal to separate target markets.

Since this initial project, GOCO Hospitality have been hired by Emaar to provide consultancy services for a number of other The Address properties. Two of the most recently opened properties are The Address Boulevard and The Address Downtown.


The Address Boulevard combines classical elegance with an approachable luxury. Primarily targeting local expatriates and international leisure travellers, it delivers a modern interpretation of regional culture subtly woven into the design, along with a warm and contemporary look and feel.

A major strength of the spa offering are the fitness and exercise facilities, which provide the latest in personalised fitness programming and strength and cardio equipment. This is further supported by a studio with both high- and low-intensity classes.

A luxurious spa suite forms a spa within a spa for guests looking for an added touch of exclusivity and privacy. Guests enjoy privileged access to their very own vitality pool and a sauna.

According to local customs, the male and female areas of the spa are kept separate. Both sides feature their own steam rooms, saunas, vitality pools, experience showers and ice fountains. While the male section has a hammam, the female section provides a rhassoul suite.


Recently re-opening following renovations, the spa at The Address Downtown, located in a mixed-use tower featuring a 5-star hotel and luxury residences, is the flagship spa of The Address Hotels. Located on the 6th floor, at the top of the podium section, the spa delivers stunning vistas of the Dubai fountain and Burj Khalifa.

An exceptional luxury experience, the spa aims to appeal to local Emirati and sophisticated international hotel guests that value personalisation, high-quality service and exclusivity. The spa’s interior design was delivered by New York-based design firm Meyer Davis.

A highlight of the spa is its double hamman suite with two exclusive scrub rooms. The flexible configuration allows the hammam and scrub rooms to be closed off as a suite or for the scrub rooms to be accessed independently. 

The spa’s luxury spa suite provides an opulent sanctuary with dedicated service and stunning 180° views of the Downtown Dubai district. It features an innovative steam shower with horizontal shower by Dornbracht, giving guests a highly exclusive spa experience. 

The luxurious female relaxation room also enjoys incredible views of the Burj.

Other Address projects that GOCO Hospitality are currently working on include The Address Dubai Creek Harbour, The Address Istanbul, and The Address Marassi Golf Resort & Spa




Understanding the ROI of Wellness



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