Luxury hospitality specialist Ernestina Bertarini has launched SHARE, a new B2B platform designed to connect travel designers with wellness hotels and resorts while providing education and resources around the growing wellness travel sector.
The platform is free for travel designers to join and combines educational content with access to a network of wellness properties. It is intended to help advisors develop a better understanding of the increasingly broad range of wellness experiences available to travellers.
Bertarini brings more than 20 years of luxury hospitality experience to the project, having worked with brands including Raffles, Rosewood and Jumeirah.
SHARE will provide travel designers with access to wellness specialists, webinars, interviews, newsletters and virtual site inspections, alongside information on wellness trends and practices. Users will also be able to search for experiences by theme or destination and connect with other travel designers and participating hotels.
The platform has been developed in response to changes in the way wellness is incorporated into travel. Rather than focusing solely on traditional spa programmes, SHARE identifies a wider range of experiences encompassing areas such as nutrition, fitness, mindfulness, nature and preventative health.
Bertarini said she had encountered travel designers during her career who were increasingly looking for resources to help them develop more tailored wellness experiences for their clients.
“The wellness landscape is changing and becoming increasingly complex,” she said. “Prioritising health whilst travelling – be it for leisure or business – has never been greater.”
The platform will also provide participating hotels with opportunities to engage directly with travel designers through webinars, seminars, virtual site inspections, newsletters and industry events.
Hotels pay an annual fee to participate, with three levels of inclusion available. SHARE will continue to add properties to its network, with current participants including Lanserhof Group, Palace Merano, Zulal Wellness, Chiva-Som, Palazzo Fiuggi, Six Senses, Revivo Wellness and Dwarika’s Sanctuary.
The launch comes against a backdrop of continued growth in wellness tourism, with travellers increasingly seeking experiences that complement rather than disrupt their existing health and wellbeing routines.
SHARE’s focus is on giving travel professionals greater access to information about this expanding sector, while helping wellness hotels build relationships with advisors working with clients seeking more personalised travel experiences.
The platform’s inaugural launch webinar is scheduled for 26 March 2026, with further educational content and industry activity planned through the year.
