If you open your social media account, you’ll be goaded into trying out the latest wellness trend — it could be a cold plunge, a celery juice, or collagen powder. You may laugh at these videos but they’re all a part a $1.8 trillion global consumer wellness market. As Mckinsey’s latest Future of Wellness survey finds, consumers are taking control of their health and expect brands and companies to provide effective, science-backed solutions.
This week, we put the spotlight on Christian Kiefer, CEO and Founder of the Spa Wellness Project Management who brings with him more than two decades of experience and expertise in the wellness industry. He owns Rayya Wellness and Wellbeings Holistic and oversees a combined portfolio of 25 Hotels and counting across the GCC region.
Before talking numbers, balance sheets, profit margins and more, I ask Kiefer, why the spa industry? “The 9-to-5 race was not for me. I realized that I was living for the weekend,” Kiefer tells me. The wellness bug bit him and he saw great opportunity. That marked the beginning of his two-decade journey into wellness as he started his tenure on luxury cruise ships honing his craft. After completing his degree in SPA management in Miami, Kiefer put his learning to test to set up profitable spas within the cruise industry.
But he soon realized that the Middle East was brimming with opportunity and new money.
Business Model
According to market research company Global Market Insights, the KSA & UAE spa market was valued at approximately USD 1.79 billion in 2023 and is anticipated to register a CAGR of 8.3% between 2024 and 2032.
“At Rayya Wellness and Wellbeings Holistic Healing, we’ve seen consistent growth year over year,” says Kiefer. “Our portfolio has expanded to 25 hotels as of 2024, and we’re on track to open several more in 2025. Our strategic partnerships and scalable business model have ensured a steady revenue stream and ongoing expansion opportunities,” he adds.
While Rayya Wellness owns 15 existing locations across Dubai, the brand Wellbeings has 6 flagships across Dubai. The distinction between the two is that you will find Rayya Wellness across 4-star properties but Wellbeings, which enjoys a long waitlist, caters to 5-star properties and above.
At the helm of Rayya Wellness, Kiefer has seen massive growth, bagging eight Global Industry Awards such as “The Best Wellness Brand in the Region”. Another feather in his cap is the co-creation of the first-ever hospitality Wellness brand “RayyaWellness” on the iconic Palm Jumeirah under the Patronage of HH Sheikh Rashid Al Nuaimi.
“When i came here [UAE] 17 years ago, Asia was very dominant in the wellness space,” Kiefer says. The Middle East with its endless possibilities, new infrastructure and investment, was brimming with potential. Like all mega cities, Dubai soon witnessed the consequences of a fast-paced life as residents battled traffic woes, work stress and family obligations. So the spa and wellness industry grew and Kiefer capitalized on the momentum.
“The pandemic taught everyone the importance of investing in themselves,” says Kiefer. He adds that the growth of the wellness space in the Middle East has been comparable to that of the west.
Competition
There are scores of players in the wellness industry across platforms in the UAE so how does Christian Kiefer set his offerings apart? “What sets us apart is our ethos of making wellness both accessible and personalized. We aren’t just a spa brand—we are integrative wellness providers, creating tailored solutions for hotel operators and their guests,” he says. “Our focus on ethical, sustainable practices, as well as our innovative use of technology, positions us as market leaders.”
He talks to me about the biggest threat to this industry. “The biggest threat is the Eastern European massage approach,” he says. “We’ve seen a lot of organized crime, money laundering and temptation for owners to say yes to the wrong spa operator.”
“Our brands have a very strong market dominance. We provide hospitality awareness and not just a spa, says Kiefer. “We have healers, IV therapy, and other holistic therapies.” So what makes up a majority of his customers? You’ll be surprised!
“People are willing to try both Rayya and Wellbeings so the target audience is not defined. 55% of our clients are men!”
“The spa business is highly scalable, particularly in the current landscape where wellness tourism and demand for personalized experiences are growing rapidly,” says Kiefer. “Our portfolio already spans 25 hotels, and we’ve created systems that allow for seamless expansion into new markets. Our model focuses on forging long-lasting partnerships with hotel operators, which makes scaling efficient and sustainable. I see us expanding into new regions, leveraging technology, and introducing more personalized, data-driven wellness services.”
