Emlyn Brown is Global Senior Vice President at Accor. Accor is one of the world's leading hotel groups with over 5,300 properties in 115 countries with a strong focus on wellbeing.

Q1. What trends do you see emerging in the spa industry within the next 2-3 years?

Emlyn: Three big movements : the rise of social wellness, such as sauna and “Aufguss”; spa tech and its increasing effectiveness; and AI x Data allowing access to machine learning advice and analysis of data which will become cheaper and more accessible.


Q2. In my opinion, the future of the spa industry lies in...

Emlyn: For spa, human touch will becoming an increasingly valued and valuable commodity.


Q3. What challenges do you see ahead?

Emlyn: Talent - attracting and retaining in an increasingly competitive employment landscape. We need a new way of thinking across the industry when it comes to our people.

Q4. My favourite personal wellness routines include …

Emlyn: Above all I love sauna and cold plunge - which I do daily. It supports my physical and mental health like no other. Also I am partial to luxury facial sheet masks.

Q5. The best advice I can offer the next generation of wellness professionals is …

Emlyn: Be willing to travel and move abroad to advance your career - the skills you learn are valuable, the experience highly rewarding.