Longevity is indeed the new wellness, to borrow a phrase. Yes, wellness and spa tourism will continue to exist – and for good reason as they’re both growing like crazy! – the word longevity adds yet another layer based in scientific precision, diagnostics and preventative medicine. The megatrend of longevity tourism may only be accessible for ultraluxury at the moment, but like all adoption curves, it will inevitably slink its way down the star ratings, offering huge revenue opportunities for forward-thinking hotel brands.
So, what’s the deal with ‘longevity’? Since the dawn of civilization, humans have pursued a noble (yet also somewhat selfish) dream: to unlock the secrets of vitality, to restore health and to defy the inevitable decline of aging. The ancient Epic of Gilgamesh tells the tale of a hero’s quest for eternal life – a quest that echoes through the centuries and remains a central part of our collective imagination. But unlike our ancient ancestors who sought mythical elixirs, we now hold the keys to understanding aging at its deepest, cellular level. Today, science has evolved from legend to reality, offering therapies that can slow the clock and extend not just lifespan, but ‘healthspan’ – the precious years of life filled with strength, wellness and joy (in contrast to ‘lifespan’ which also includes years when people aren’t at their best, to put it politely).
This shift is nothing short of a revolution. This supposed ‘Longevity Revolution’ is reshaping how we think about aging, health and the very notion of what it means to live well. For millions, this movement promises the potential of reaching a century or more in good health, radically transforming our future. And beyond its profound implications for individuals and societies, it’s igniting a new frontier for the hospitality industry.
In this new era, the ultimate luxury isn’t just a stunning suite or a Michelin-starred meal; it’s the promise of a longer, healthier life. ‘Health is wealth’ may sound like a well-worn phrase, but in this context, it rings truer than ever. Hotels are poised to become havens of longevity, catering to travelers seeking more than just relaxation. They’re seeking rejuvenation, which if you break the Latin root of this word down, it means to make young (juven) again (re).
As wellness and antiaging programs become as essential as room service, hotels are unlocking new revenue streams and tapping into a rapidly growing market of longevity tourism. Look no further than brands like Canyon Ranch, Lanserhof, Miraval, Equinox Hotels, Sensei, Chenot Palace, Six Senses, Four Seasons and many others – all are deploying longevity programs. It’s an opportunity not just to enhance guest experiences, but to cultivate deeper, lifelong connections with visitors who are no longer just guests. They’re partners on the journey to lasting vitality.
At the forefront of this longevity revolution is the new hotel brand, The Estate Hotels & Residences, which was launched in mid-September 2024 by founders, Sam Nazarian and Tony Robbins with the announcement of 15 global hotels and residences as well as ten urban preventative medicine and longevity centers by 2030. Joining these two founders will be global music icon, Marc Antony, and international strategist, Richard Attias, who together will develop this luxury brand into the largest longevity ecosystem in the world in partnership with luxury health clinics Fountain Life and Clinique La Prairie.
It was a profound honor to interview Sam Nazarian, who as the founder and CEO of sbe has been a hotel icon for several decades now. Since launching SLS Hotels in 2006, Nazarian has ushered in the boutique, lifestyle trend in hospitality with his signature style of playful design, dynamic F&B concepts and onsite entertainment. With The Estate, Nazarian is bringing to the forefront a new age of luxury centered around using the latest diagnostics and restorative technologies to maximize a person’s healthspan.
Let’s start with your own journey. Can you recall the moment when you first started to believe in the prospects of longevity and increasing healthspan through proactive care? What convinced you?
After building some of the largest global lifestyle platforms in the early 2000s, my priorities have naturally shifted with the growing focus on health and wellness. Today, there’s a broader, undeniable movement toward feeling better and living longer. People across all generations – whether Gen Z, Millennials or older – are no longer satisfied with luxury alone; they are seeking proactive, science-backed health solutions that empower them to thrive. This shift toward longevity and wellness is deeply personal for me, which is why I partnered with Tony Robbins to create The Estate – a revolutionary luxury hospitality and residential ecosystem designed around pr