10/17/2024 - 17:52 PM

 

 

Special to the Beirut Times - By: Lucy Habib

 

In an increasingly health-conscious world, Ensana Hotels has emerged as a global leader in wellness tourism, offering a unique blend of therapeutic treatments, medical expertise, and luxury hospitality. In this exclusive interview, Frank Halmos, the CEO of Ensana Hotels, delves into the brand’s vision and strategic direction. With a presence in six European countries and ambitions to expand further into the Middle East and beyond, Ensana is at the forefront of the booming wellness sector. Halmos discusses how the company is positioning itself to meet the rising demand for holistic health solutions, innovative programs, and culturally tailored services, particularly for Arab travellers. Additionally, he shares insights on how Ensana navigated the challenges of the pandemic, its commitment to sustainability, and the growing trend of preventive health programs. Join us as we explore the future of wellness tourism with one of the industry's most forward-thinking leaders

1- Can you share with us Ensana Hotels' vision and the strategy that sets it apart in the wellness hotel industry, particularly in today's competitive market?

Ensana, a key player in this sector, is committed to data-driven practices, aiming to collect comprehensive health-related data to build trust and credibility in its services. This approach not only strengthens relationships with frequent travellers but also encourages those who may be hesitant to embrace the benefits of a health-focused stay.

2- In terms of business development, to which parts of the world is Ensana heading after its successful presence in 6 European countries – Czech Republic, Slovakia, Hungary, Romania, Bulgaria and the UK?

After successfully establishing a presence in six European countries, Ensana is actively pursuing growth opportunities in Western Europe, the Mediterranean, the CIS, and the GCC region, reflecting its strategic focus on regions with a growing interest in health and wellness tourism.

3- The Middle East is known for its growing wellness tourism. What are Ensana's plans for expanding its presence in the region, and how do you plan to cater to the unique needs of Arab travellers?

Ensana recognises the growing demand for wellness tourism in the Middle East and is working to meet the unique needs of Arab travellers. This includes culturally sensitive offerings such as halal food, women-only spa areas, and services that align with the needs of GCC clientele.

4- The global demand for wellness tourism is on the rise. How does Ensana plan to capitalize on this trend, and what innovative services are you offering to enhance guest experiences?

Contemporary travellers are demonstrating a proactive approach to health and wellness, seeking transformative experiences that enhance their overall well-being. This trend is evident in the rise of holistic wellness retreats that integrate physical fitness, mental wellbeing, and spiritual growth, with a strong emphasis on nutrition and stress reduction programs.

5- As Ensana continues to expand its health and wellness offerings, how do you see the demand for preventive health programs evolving in the coming years, especially given the increasing life expectancy and health consciousness across all demographics?

Increased life expectancy and a growing desire for health maintenance among every demographic are driving a surge in demand for preventive health programs, rehabilitation and recovery services, and personalized wellness plans.

6- With an increasing number of Arab tourists seeking wellness retreats, how is Ensana tailoring its offerings to appeal to this demographic? Are there any culturally specific services or experiences you are focusing on?

Ensana tailors its services for Arab tourists by providing culturally specific offerings, including halal food options, private wellness facilities for women, and staff trained to meet the cultural expectations of Middle Eastern guests, creating a welcoming, home-like environment.

7- Wellness is at the heart of Ensana's brand. Can you highlight some of the most innovative or signature treatments offered at Ensana Hotels that set you apart from other wellness-focused hospitality brands?

Common health conditions, such as back pain, can often be effectively and sustainably addressed through comprehensive approaches like Ensana's concept, which combines natural resources with medical expertise, mitigating the risk of severe side effects often associated with pharmaceutical interventions.

8- Ensana has introduced innovative programs like the 'Parkinson Spa Recovery' at your flagship spa in Piestany, Slovakia. Can you share more about how these specialized treatments are developed and what unique benefits they offer compared to conventional medical interventions?

The 'Parkinson Spa Recovery' treatment program integrates balneology, physiotherapy, sensory therapies, and a nutraceutical module designed to support brain health. The nutraceutical module, based on the brain food diet, aims to optimize brain energy balance, reduce neuroinflammation, and slow neurodegeneration - crucial factors in managing early-stage Parkinson's disease.

9- Can you elaborate on the partnerships with institutions like Comenius University and how these collaborations enhance the quality and credibility of Ensana's specialized health programs?

Developed in collaboration with Comenius University in Bratislava, with the Jessenius Faculty of Medicine at the Biomedical Centre Martin, northern Slovkia, and with the Slovak Parkinson Society. Hence, the program offers individualized treatment plans for the Parkinson’s patients.

10- Do you foresee further expansions into other areas of chronic health, and if so, what conditions might you focus on next?

Ensana is actively exploring opportunities to expand its treatment offerings to address other chronic health conditions. Given the brand's focus on preventive care and rehabilitation, conditions like arthritis, metabolic disorders, and stress-related ailments are likely future areas of development.

11- The hospitality industry was deeply affected by the pandemic. How did Ensana navigate the challenges, and what have you learned that is influencing your recovery strategy?

The pandemic challenged Ensana's operations, but the brand's resilience led to a full revenue recovery by 2023. Key lessons from the pandemic - such as the importance of flexibility and personalized care - now shape Ensana's recovery strategy, emphasizing sustainable growth and enhanced guest experience.

12- Sustainability is mentioned as a core value at Ensana. Could you elaborate on how you are integrating eco-friendly practices into your spa operations, and how your guests are responding to this commitment?

Sustainability is no longer a peripheral concern but a core value, with guests prioritizing eco-friendly spa practices, locally sourced food and materials, and nature-based experiences. Our guests increasingly prioritize eco-friendly initiatives, responding positively to these efforts as they align with their values and enhance their health and wellness experience at Ensana.

13- The holistic wellness trend is on the rise, blending physical, mental, and spiritual well-being. How does Ensana differentiate its retreats and programs to provide a truly transformative experience in this competitive sector?

This trend is evident in the rise of holistic wellness retreats that integrate physical fitness, mental wellbeing, and spiritual growth, with a strong emphasis on nutrition and stress reduction programs.

14- Shorter, more frequent wellness stays are becoming popular due to busy lifestyles. How does Ensana adapt its programs to ensure impactful wellness experiences during these brief stays, and what services have you found most effective?

Shorter, more frequent stays are becoming increasingly popular, catering to busy schedules while still delivering impactful health and wellness improving experiences. Ensana has adapted its health and wellness offerings with time-efficient, tailored programs that deliver measurable benefits. Our intensive, goal-oriented programs ensure that even brief stays provide impactful health improvements.

15- Ensana is positioned as an attractive investment opportunity due to its innovative health solutions. How do you plan to continue scaling and innovating while maintaining the personalized and integrative approach that distinguishes Ensana from other wellness brands?

This unique approach positions the brand as a highly attractive prospect for investors globally, highlighting the potential of the wellness and health spa industry to provide valuable and sustainable solutions for enhancing human health and well-being.

16- How significant is Ensana's participation in the upcoming World Travel Market (WTM) in London this November for the company's global strategy, and why do you believe it is important for Ensana to be present at this event?

WTM is a pivotal global travel event, and Ensana's presence there is essential for raising brand awareness and connecting with both current and potential clients. This event offers an invaluable platform for Ensana to showcase our unique health spa hotels to a global audience, building relationships that support our brand's growth strategy.

 

 

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