A collection of wellness hotels in the making · UAE holding company

The hotel peopletravel half a countryjust to reach

We acquire sound resort hotels and relaunch them around an oxygen spa. The building stays the same — what changes is the reason to come.

Discuss a partnership How it works

20+ yearsin development

UAEholding jurisdiction

Italyfirst property

3 formatsof hotel partnership

01 — The thesis

A resort hotel is almost always worth less than it could be

The building is sound. The location is sound. The demand is there. Yet the year’s performance rests on four months.

01
The season decides everything

A whole year’s economics are assembled over one summer. For eight months the property runs at half capacity or sits closed, while the costs carry on all the same.
02
The rate is capped by the category

A guest pays by the night and compares you with the hotel next door on price. Rising above the ceiling of your own category is simply not possible.
03
The spa takes up space and earns little

A sauna and a couple of rooms exist as a pleasant extra: they call for staff and square metres, yet barely register in revenue.

8 months

of idle time each year — that is precisely the headroom the anchor service takes up. The programme does not depend on the beach, so the house is working while the neighbours stand empty.

02 — Market

Demand growing faster than tourism itself

Wellness is no longer a niche: these trips recovered from the pandemic markedly better than conventional tourism, and the guest pays more for them.

$894bn global wellness tourism market GWI, 2024 · reported

136% recovery against 2019 levels; tourism overall — 110% GWI, 2024 · reported

17.6% wellness share of tourism spending, from 8.3% of trips GWI, 2024 · reported

+38% premium on the average spend of an international wellness traveller GWI, 2024 · reported

Italy within this market

10th in the worldby size of the wellness economy — $140.6bn
8th in the worldby wellness tourism — $19.99bn
5th in the worldby thermal springs — $1.95bn
350+ propertiesin the thermal segment opened worldwide between 2020 and 2024, with 250+ more in the pipeline; Italy is among the leaders in new development activity

Source: Global Wellness Institute, “Global Wellness Economy: Italy” and the Global Wellness Economy Monitor 2025; 2024 data.

Where the market is heading

9.1%expected average annual growth in wellness tourism through 2029

10.0%expected growth of the thermal segment — faster than tourism overall

Forecast by the Global Wellness Institute (model), 2025. The forecast reflects the institute’s expectations and is not a guarantee.

We are not counting on the market to grow by itself. The project rests on a premium format capturing the higher-spending guest within demand that already exists — and each property is modelled on its own figures.

03 — Method

Not a spa attached to a hotel. A hotel built around the spa.

01 — WATER

A session that asks nothing of you

Oxygen baths in individual cabins. Water at a comfortable temperature, a calm semi-reclined position, a spa attendant on hand. The guest lies back, breathes evenly and rests — that is the whole of the effort.

02 — QUIET

The hour afterwards matters just as much

A quiet room with no noise and no screens: low light, warm blankets, water and herbal infusions. The guest is not returned straight into a lobby with a television.

03 — THE DAY

The day is arranged in advance

Meals, sleep, walks and sessions are aligned with one another and set out before arrival. On the day itself, nothing is left for the guest to decide.

04 — CONTINUATION

The programme does not end at check-out

The guest takes home a routine that brings them back. Which is why the visit repeats rather than remaining a one-off.

Stay formats

3 nightsA short reset

5 nightsThe core rhythm of the programme

7 nightsThe full cycle, continued at home

OXYGEN is a wellness format: rest, respite and the quality of the setting. We do not provide medical services, we do not make diagnoses and we do not practise medicine.

04 — Oxygen

At the centre is a single practice, not a menu of services

A bath of water saturated with oxygen. You lie still and do nothing: no devices, no practitioner’s hands, no conversation. We deliberately chose not to build twenty additional services around it — a programme needs a single anchor, otherwise it stops being an anchor at all.

Why oxygenated water, of all things, is a question of format. We wanted a practice that asks the guest for no preparation, no technique, no effort and no belief in it. You simply lie down in warm water. Everything else in the daily rhythm — sleep, movement, food, walks — is built around that one simple act.

Beyond that, only what we can describe honestly. Warm water, a horizontal position, no phone and no one to talk to — a situation an adult finds themselves in rarely. In water, buoyancy acts on the body and you carry noticeably less of your own weight than standing or sitting: that is the physics of water, the same for every body. What you may feel beyond this, we do not presume to predict.

The bath sits in the daily rhythm alongside sleep, movement and meals — as its central element. We promise no result and we do not measure one.

In water the body is lighter Buoyancy acts on the body: you carry noticeably less of your own weight than standing or sitting. That is the physics of water, the same for every body.
Oxygen is dissolved in the water Nothing is asked of you — no breathing technique, no effort, no participation. You simply lie in it.
There is nothing to do No technique, no counting, no instructions. It is the one part of the day with no correct way to do it.
Time with no tasks No screen, no conversation, not a single decision. For as long as the session lasts, you have not one task.

The hotel’s programme belongs to the sphere of rest and comfort and is not a medical service. We give no medical advice and promise no change in your state of health. If you are under a doctor’s care, expecting a child or taking prescribed medication, please agree the trip with them in advance.

05 — The Guest

Who comes, and why they stay longer

The guest of the collection is not buying a night, but a programme: accommodation, dining, a schedule of sessions and a rhythm to the day. The choice is made on substance rather than on the nightly rate, so you are never compared with the hotel across the road.

A stay of this kind is planned months ahead and fitted around an open calendar, not around school holidays. That means the shoulder season: March, November, February — the months a resort hotel normally writes off.

The kitchen is seasonal and local, with no dietary declarations and no compulsory rituals. We simply stay out of the way of a proper rest — which, oddly enough, is rare.

The average visit runs longer than a typical resort stay, and the share of returning guests is higher: the programme is built to be continued. For the owner that means a different occupancy calendar and a different average bill from the same room inventory.

06 — The first property

The Adriatic, an hour from Venice

The hotel building among Mediterranean pines — The building and grounds

Restaurant looking out over the garden — Restaurant

rooms in a quiet, green part of the resort, among Mediterranean pines. A restaurant with a garden terrace, a bar, lounge areas and private parking — all of it already in operation.

IN PLACE
The building needs no major works

Rooms and bathrooms have been refurbished and the public areas are in working order. The budget goes into the spa and the positioning rather than into construction — which is what makes the project fast.
TO COME
A spa with oxygen baths and wet areas

Plus stay programmes, the brand and the standards of the collection. The room count expands to 40 in the third year of operation.
STATUS
Transaction in preparation

Target category — 4★; classification depends on the requirements of the region. The exact address and the full parameters are disclosed once the transaction closes.

07 — Economics

What changes when the reason to come changes

MetricTodayModel target

Property class3★4★ retreat

Average nightly rate€95€205

Annual occupancy55%70%

Operating seasonSummer peakYear-round

Reason to comeBeach and priceThe programme

Length of stayOne night3–7 nights

Property economics · project model

Annual revenue €0,65M → €3,5M

Property operating profit €0,2M → €2,15M

Average nightly rate €95 → €205

Annual occupancy 55% → 70%

Today, 3★ Model target, 4★ with an anchor spa

Where the revenue comes from

In the project model the spa generates around €1,5M a year — close to half of the property revenue, while the room count grows by only six rooms.

Calculated on the model parameters: five baths, 14 operating hours a day, €85 per session, 70% utilisation.

These are the target parameters of the project financial model, not a forecast and not a promise of results. Current figures come from the seller and are subject to verification during due diligence. For a specific hotel we build the model on that property own data.

The path of a property — around two to three years

STAGE 01Transaction

Acquisition of the property, legal transfer, mobilisation of contractors.

STAGE 02Spa and works

Reconfiguration of the layout for wellness use, wet zones, installation of equipment.

STAGE 03Launch

Rebranding, start of the programmes, direct sales and distribution.

STAGE 04Stabilisation

Ramp-up to the target operating level, expansion of the room count.

08 — Partnership

Three different conversations

I · YOU OWN A HOTEL

Raise the class without selling the asset

The hotel stays yours. We bring the spa concept, the brand, the standards and the programmes. You choose how deep the integration goes.

Collection houseThe entire property under the OXYGEN brand: method, standards, distribution and a single stay programme.
Spa wingThe full method inside your hotel — the name over the door and the management remain yours.
Light formatThe water circuit and the programmes as a standalone service, with no change to your positioning.

partners@oxygen-collection.com

Send us the address and your current figures — we will come back with a calculation for your property, built on your data

II · YOU ARE SELLING A HOTEL

We will look at the purchase and answer quickly

We buy operating hotels in resort and city locations across Europe. We answer to the point, without months of silence.

What we look atSmall and mid-sized hotels, a sound building, a location with steady demand.
What mattersRoom to accommodate the water areas: a basement, an annexe or part of the ground floor.
ConditionWe take on properties for repositioning, including those with dated positioning.

acquisitions@oxygen-collection.com

The address, the number of rooms and photographs are enough — an initial answer within a week

III · YOU ARE COMING IN WITH CAPITAL

Growing the collection alongside the holding company

Joint projects and shared funding of properties within the collection. Terms are discussed individually for each property.

StructureA holding company in the UAE and a separate project company in the country of the property.
FormatEach property is a standalone transaction, set down in a contract.
MaterialsProject documentation and the model follow an introduction and a signed NDA.

partners@oxygen-collection.com

Write a few words about yourself and your interest — we will arrange a conversation

This site is informational in nature. It is not an offer, an offering of securities, a solicitation of capital or financial advice. All forms of cooperation are discussed individually and set down in a contract.

09 — How we work

What happens after your message

STEP 01Your message

You write to the relevant address. A few lines to the point are enough.

STEP 02A reply within 2 days

We answer plainly: whether it fits or not, and why. No mailing lists, no reminders.

STEP 03A conversation

A short call or a meeting. We look at the property and run the numbers on your data.

STEP 04Documents

An NDA and materials, then the structure of the deal or the form of the partnership.

2 days

is our working turnaround for a substantive reply. If a property is not right for us, we say so straight away and explain why, rather than going quiet.

10 — Structure

Who owns what

The conventional three-tier arrangement used across the sector: a holding company, a property company and a brand company.

TIER 01Holding company · UAE

Owner of the project and the decision-making centre for the collection.

TIER 02Property company

Incorporated in the country of the property; it owns the building, keeps the accounts and pays local taxes.

TIER 03Brand company

Holds the brand and the standards of the collection. This is what preserves the value of the collection under any development scenario.

11 — Questions

The essentials, briefly

How many properties are in the collection today?

The collection is at launch stage. The first property, on the Adriatic coast of Italy, is under way; others are being considered. We do not present a portfolio that does not yet exist.

Is the spa a medical procedure?

No. It is a wellness service: rest, quiet hours and the quality of the setting. We do not provide medical services, we do not make diagnoses and we do not practise medicine, and the programmes are recreational in nature.

What exactly do you bring to a hotel owner?

The spa concept and its design for a specific building, the brand and service standards, stay programmes and training for the team.

The specifics — floor area and requirements for the room, installation timelines, the split of costs and of remuneration — depend on the property and are discussed at the second meeting, after the site visit.

Will the hotel have to close while the works are under way?

It depends on where the water zone sits and on the scope of the works. At the flagship the building needs no major refurbishment, so the intervention is contained. For your property we will say after the site visit.

How profitable is the project?

On a public website we do not publish profitability figures — neither multiples nor payback periods. The operating reference points quoted (class, rate, occupancy) are parameters of a model, not a promise of results.

The financial model and the structure of the deal are discussed individually, once we have met and an NDA is in place.

Whose equipment is used?

The equipment is supplied by a specialist manufacturer with whom the collection works directly. We do not disclose the supplier or the terms of supply.

12 — About us

A developer that turned to hospitality

The team has more than twenty years in property development behind it. Its core experience is residential communities: land, design, construction, handover. This is exactly the part of the work that usually derails schedules and budgets in hotel projects.

We know how to buy buildings, cost construction and carry a property through to opening. We bring the same discipline to the collection: the building and the budget first, the concept second.

The holding company is registered in the UAE. Properties are acquired by project companies in the country of the property, established by the holding company; the brand and standards belong to a separate company within the group.

20+years in development

UAEholding structure

13 — Contact

Write to the address that fits your enquiry

partners@Hotel owners and partners in the growth of the collection acquisitions@Offer a hotel for sale development@Sites, contracting, design and construction press@Press and communications careers@Team: general managers, spa, service info@General enquiries