Wellness may be booming – but no two hotels are approaching it the same way. From city-centre innovation to spa-first investment, we explore how five Scottish operators are shaping their strategies, spaces and services to meet rising guest demand.
Wellness has become one of the most powerful trends in Scottish hospitality—and it’s not slowing down. According to the Global Wellness Institute, wellness tourism expenditures grew by 36.2% annually between 2020 and 2022. In the UK, hotel and resort spas now account for approximately 30% of the spa market.
And according to VisitScotland, 59% of visitors said their trip enhanced their physical, mental, and emotional wellbeing and demand for wellness facilities surges during shoulder seasons, by more than 35% in some regions – a strong indicator that wellnessled experiences are now integral to the visitor economy in Scotland.
But while the numbers are clear, there’s no single model for success. From purpose-built retreats to in-room wellness for city guests, Scottish hoteliers are responding in different ways—based on guest needs, space constraints and brand identity.
This month we spotlight five groups —each taking a unique approach to wellness delivery. Each hotel profiled has taken a distinct path into wellness—but several common threads have emerged.
One is the shift in guest expectations. Hoteliers report that visitors today aren’t just looking for luxury—they’re seeking personal relevance, whether through immersive treatments, tailored rituals or simplified wellness options that fit their lifestyle. Many have noted how quickly guests have responded to new offerings and how open they are to alternative formats of spa and self-care.
Another is the value of community connection. While some models are destination-led, many operators are finding new energy in local engagement—from flexible spa memberships to co-hosted wellness events that draw interest well beyond traditional hotel guests.
When it comes to inspiration, operators consistently reference Scandinavia and Switzerland for their everyday approach to wellness and high design standards. Others look east or west—to Japan, LA or Dubai—for insight into innovation, recovery trends or social wellness models. But crucially, what’s being adopted here isn’t copy-paste. It’s adapted, reinterpreted, and grounded in place.
Ultimately, this wave of wellness isn’t about following a template. Whether delivered through purpose-built retreats, group-led strategies or quiet touches in a city-centre room, the most impactful spa experiences are those that respond to guests— not just trends—and offer a clear, confident sense of what wellness means in a Scottish hotel context.
And while no single model fits all, one takeaway unites them: wellness is no longer an optional extra. Whether delivered through rooftop thermal suites or facial yoga in a city-centre room, the most successful spa offerings are those rooted in relevance—designed around the guests they serve, and flexible enough to keep evolving.
What Do Guests Want Now?
Across the board, hoteliers are reporting a shift in expectations—from indulgent treatments to targeted wellness experiences that support guests’ physical and mental wellbeing.
At Seamill Hydro and Lochside House, two of RAD Hotel Group’s coastal and countryside resorts, group strategy is already adapting with spa teams now focused on tailoring treatments to individuals, helping drive stronger engagement across a broader guest base.
“Guests are increasingly seeking holistic wellness, including mindfulness and results-driven treatments,” says Aaron Kyle. “It’s not just about relaxation – it’s about lifestyle and longevity.”
In Dumfries, The Cairndale Hotel, an independent four-star property with a newly built destination spa, has invested heavily in experiences that appeal to couples and wellness tourists alike. “We’ve noticed an increase in couples bookings,” says Spa Manager Claire Primrose.
“Guests love sharing the experience – whether that’s Mud Rasul, Hammam or bathing together.”
And the offering can change the profile of guests too. At The Old Course Hotel Kohler Waters spa in St Andrews, Spa Manager Jelena Adahovska explained, “We’re seeing more solo travellers, more male guests, and more people looking for immersive, grounding treatments.”
The focus here is on a holistic wellness journey – spanning treatment, nutrition, and environment – with bespoke packages like their ‘Mum-to-Be’ experience and grounding rituals gaining popularity. City-based properties are responding differently but no less strategically.
At AC Hotel by Marriott Glasgow, traditional spa space has been replaced by integrated wellness touchpoints. “We’ve designed AC Origins to allow guests to engage in wellness on their own terms,” says General Manager Craig Munro.
“In-room stretch guides, skincare routines, even facial yoga—these are things that fit a business or weekend guest’s lifestyle without demanding hours in a spa.”
And at Cameron House, the five-star luxury resort on the banks of Loch Lomond, Will Oakley notes a rise in guest knowledge—particularly around skincare and recovery. “They’re asking more questions, booking a wider range of treatments, and thinking beyond the massage table. Wellness is front of mind for many of our repeat guests.”
It all means that, whether coastal, urban, or countryside, one common theme is emerging: guests want flexibility, relevance, and a sense of intention behind every wellness offering.
Driving Demand And Revenue
It clear that wellness is no longer just a nice-to-have—it’s a strategic part of the commercial model for many Scottish hotels, driving bookings, guest satisfaction and bottom-line growth.
For The Cairndale Hotel, its investment is already delivering results. “The Cairndale Spa has revolutionised the property,” says Director Matthew Wallace. “We’re welcoming brand new guests – not just to the hotel but to the wider region – and putting Dumfries and Galloway on the wellness map.”
It is a core drive of bookings at Cameron House too. “The spa is vital to the hotel offering and is often the reason why guests choose to stay with us,” says Managing Director Will Oakley.
“It’s not just about treatments—it’s about the entire experience, and it’s a major reason why guests return time and again.”
Meanwhile, at Seamill Hydro and Lochside House, two of RAD Hotel Group’s coastal and countryside resorts, spa and leisure are positioned as essential to guest satisfaction.
“Wellness attracts a dedicated type of guest,” says Aaron Kyle. “At Seamill, it’s both a tranquil retreat and a lifestyle space for regular users through our Leisure Club. At Lochside, it’s about the luxury escape. Across the group, we’re seeing increased engagement and higher spend from wellness-led bookings.”
In St Andrews, The Old Course Hotel continues to treat wellness as a long-term growth channel. “Our continued investment, including the multi-phase renovation of Kohler Waters Spa, reflects the fact that wellness is not a passing trend—it’s a key pillar of the resort,” says Spa Manager Jelena Adahovska.
“Guests are choosing us because of the spa. It elevates the entire experience.”
The business case at AC Hotel by Marriott Glasgow for wellness looks a little different. Without the space for a traditional spa, the city-centre property has built wellness into the guest experience through AC Origins—a flexible, in-room approach to self-care and relaxation. “We’ve designed something that works for the time-poor traveller,” says General Manager Craig Munro.
“It’s cost-efficient, highly relevant, and adds value to every stay.” Across these very different hotel types, the commercial appeal of wellness is consistent. Spa-led packages command higher rates, increase time-on-property, and drive off-peak occupancy.
From Full Retreats to Flexible Wellness
While wellness is a shared priority, the way hotels structure and position their offering varies—reflecting location, guest profile, and operational design.
Some operate what the industry defines as a “destination spa” model, where the spa is central to the stay. This is the case at The Cairndale, where wellness is used to attract a wide demographic – from overnight guests to local day visitors – through experiences, spa days, and seasonal events.
Others, including Cameron House and The Old Course, follow a “resort spa” model. Here, the spa is deeply embedded within the broader five-star experience and often influences the booking decision itself.
These properties offer multi-layered wellness journeys, supporting everything from leisure guests and couples to multigenerational travellers seeking a full-service retreat.
Hotels such as Lochside House and Seamill Hydro, both part of RAD Hotel Group, sit comfortably in the regional spa resort category. While still offering premium facilities, their focus is firmly on accessibility and appeal to domestic travellers. Their models balance day spa traffic with hotel guests and returning wellness clients, supported by spa memberships and lifestyle-led programming.
At the opposite end of the spectrum is AC Hotel by Marriott Glasgow, its wellness offer is integrated through in-room experiences and ambient design choices. For guests with limited time—such as business travellers or weekenders—it provides an accessible route to self-care without needing dedicated facilities. Each model reflects a conscious choice—not only about guest experience but about how wellness fits with the broader operational and commercial strategy of the hotel.
Partners, Products And Staying Ahead
With spa experiences now playing a central role in the guest journey, the pressure to stay relevant—both in terms of product and technology—is stronger than ever.
For Scottish hotels, the key is finding the balance between longevity and innovation. Several operators highlighted the importance of choosing the right partners—both for treatment products and technical infrastructure.
Across the board, there’s a clear preference for premium skincare and wellness brands. Technology is also a growing area. From LED and cryotherapy tools to digital consultation forms and booking software, spa teams are seeing tech as a way to enhance—not replace—the human experience.
Supporting these approaches are key partners such as Vanity Group – one of the world’s largest distributors of spa and wellness brands such as ESPA and TEMPLESPAwho combine results-driven treatments with sustainability, and Cleartech, who ensure the behind-the-scenes infrastructure supports the spa experience, providing compliant, technically correct water treatment for everything from pools to HVAC systems.
At ADA Cosmetics their House of Brands is highlighted by those with a focus on Beauty & Wellness. Each of the carefully chosen brands, including their newest addition, Yon-Ka, offers a holistic experience for the senses – deep relaxation, rejuvenation, and restoration.
Ultimately, whether through new hardware, treatment innovation, or simply refreshing spa menus to reflect seasonal demand, spa operators across Scotland are investing strategically.
Global Inspiration, Scottish Identity
While Scotland’s wellness market is evolving fast, many operators are looking internationally for ideas—then adapting them to local settings and guest expectations.
Several hoteliers referenced Scandinavian countries as consistent sources of inspiration. Known for their use of contrast therapy, sauna rituals, and the integration of wellness into daily life, Nordic models have influenced everything now appearing across Scottish spas.
“Wellness there isn’t a luxury—it’s a lifestyle,” says Jelena Adahovska of the Old Course. “That mindset is something we’ve embraced, but always through a local lens.”
Cameron House pointed to Japan, the Middle East, and North America as leaders in innovative spa culture—from scalp therapies and hammam traditions to data-led fitness and immersive social wellness clubs. Their goal, echoed by others, isn’t to copy, but to curate. “We draw from global best practice and shape it for our guests,” said Will Oakley.
RAD Hotel Group also mentioned Switzerland and Scandinavia as benchmarks for innovation. Whether it’s local ingredients, regional design aesthetics, or treatments designed for Scottish lifestyles, the tone is consistent: wellness must feel relevant, not imported.
This localisation is particularly clear at AC Hotel, where the team works exclusively with Scottish suppliers to ensure that even small wellness touches reflect the hotel’s wider sense of place. “We want every wellness moment to connect back to the guest’s Scottish experience,” says Craig Munro.
Design, Facilities And Footprint
As wellness expectations evolve, so too does the physical design of Scottish hotel spas – both in how space is used and what amenities are considered essential. Operators agree that supporting areas are now just as important as treatment rooms.
From thermal zones and water features to low-lit lounges, spa cafés and co-ed experiences, guests expect a complete journey.
Several properties spoke of designing wellness spaces that allow guests to move fluidly between experiences, without disrupting the sense of calm.
Upcoming refurbishments at The Old Course include a new entrance and improved transitions between thermal and rest areas. “Better space planning is more important than simply having more space,” says Spa Manager Jelena Adahovska – a sentiment echoed by others.
Cameron House, too, places strong emphasis on design flow—from rooftop pools to infrared suites and a spa café that enables full-day stays.
Meanwhile, at Seamill Hydro and Lochside, RAD Hotel Group has integrated relaxation lounges and thermal zones into the guest journey, noting that careful planning not only enhances the experience but improves operational efficiency.
The Cairndale’s two-storey spa sets a benchmark in spatial thinking, with every square metre designed around the wellness offering—from waterbeds to herbal lounges, juice bars and thermal pools.
And AC Hotel demonstrates how wellness can be delivered in tighter citycentre footprints, using thoughtful layouts and in-room experiences in place of a traditional spa.
Reflections And Surprises
For all the planning, design and investment that goes into spa and wellness, several operators noted that some of the most powerful outcomes have been a surprise.
Community engagement has taken centre stage in unexpected ways for the Old Course Kohler Waters. “What’s surprised me most – in the best possible way – is how powerful local partnerships have become,” says Jelena Adahovska, recalling a sell-out International Women’s Day event that saw over 150 women take to the beach for cold-water yoga before returning to the hotel for wellness workshops.
Rasul treatment was a surprise for Cameron House after they saw a surge in interest. “It’s not one of the headline offerings, but guests have really responded to it,” says Will Oakley. “It invites a sense of renewal, and we’re seeing people return for it.”
At The Cairndale, the scale of demand has exceeded expectations. “We knew our investment would make an impact, but we’ve been genuinely surprised by how far people are travelling to visit us,” says Matthew Wallace. Their spa’s social media growth has been rapid, too—attracting over 12,000 new Instagram followers in under a year.
RAD Hotel Group shared a similar sentiment. “One positive surprise has been the number of guests prioritising wellness as a key part of their stay,” says Aaron Kyle. “It’s driving higher engagement across the board.”
That forward momentum is echoed by AC Hotel. For Craig Munro, the challenge isn’t about keeping up with wellness trends – it’s about embedding them into the DNA of the stay.
“We’ve focused our whole project on Scotland, but we’ve also made sure our offering feels fresh, thoughtful and future ready.”
If there’s one common thread across these reflections, it’s that spa and wellness is no longer operating at the margins of the hotel experience. It’s now shaping how hotels are designed, marketed and managed—making it not just a space to unwind, but a cornerstone of long-term guest engagement.
By Nicola Young