Interiors

Revival Wellness

Brighton’s iconic The Grand Hotel has undergone a complete spa and wellness transformation. Connie Cooper gets the lowdown

The famous Grand Hotel has undergone a £17 million refurbishment, a key part of which is a new luxury spa. Historically labelled “the palace by the sea”, The Grand’s rich history positions the hotel as a luxury cornerstone in Brighton. The final piece of the lavish redevelopment is the spa, in collaboration with Swiss skincare brand L.Raphael.

Future focus

Facilities include six treatment rooms, a hydrotherapy pool, a jacuzzi, two experience showers, relaxation areas, dedicated manicure and pedicure stations, and a 92 sqm open-plan gym.

“The spa felt like a natural step for The Grand; wellness is definitely becoming an upward trend, and something people are willing to pay for,” explains hotel manager Murray Wilson.

The spa was previously closed in 2019, so the hotel still had the space and opportunity to add a new facility which has been focused around not only wellness but also luxury for hotel guests.

Protecting privacy

The spa has a capacity of 40 to 45 visitors a day, to guarantee a calm and relaxing experience. It is also a no mobile phone facility, to help visitors switch off and protect everyone's privacy.

“Ultimately, we are a business, so we really care about returning customers, which is why we chose to prioritise exclusivity,” says Wilson. “When people visit us, we want to leave a positive lasting impression. We’ve all been to a spa that’s too busy, and it ruins the intended experience. So we have tried to build an environment where people know they can come and switch off.”

Making wellness pay

Every decision behind the design was intended to create a secluded environment but also with maximum revenue in mind. “It would have been easy to include a pool as many hotels do, but then the facilities would become more of a leisure pool, as opposed to the intended wellness retreat,” explains Wilson. “We chose facilities such as the jacuzzi and thermal pool to ensure the spa was chargeable, because we wanted the facilities to remain exclusive.” The spa’s underground location gives it a cosy vibe. “It’s like a cocoon – the design is intended to feel as though it hugs you,” he adds.

Embracing the local community

“The Grand is extremely important to the local community, and they aren’t enthusiastic about change. They desperately care for The Grand because of its history and legacy,” says Wilson.

Leonardo Hotels bought The Grand in 2023, and Wilson says the acquisition intially caused concern locally: “Upon meeting clients, the fear was that because we are a brand hotel, they anticipated change that might not be positive for The Grand. Therefore, it was important to react sympathetically. Our designer, Suzanne Garuda, worked with elements from the hotel and local community in the creation of the design. It’s important that they believe in our company, and the care we have given to the history of the hotel.”

Selling a story

As one of Leonardo’s limited-edition hotels, the group has a strong focus on promoting The Grand’s iconic heritage, rather than allowing it to be perceived as a chain hotel. “'I’ve met with business partners who host events here, and they seem incredibly satisfied with the continued focus on its legacy, and it will be something that will be considered in every step that we take,” explains Wilson.

By improving the hotel’s facilities, Murray hopes to bring people to the local community. “In the summer, Brighton is a busy destination, where people come to escape the city and enjoy the health benefits of the sea, but it can’t just be seasonal,” he says. “If we can help attract people to Brighton for different reasons, such as being a leisure break destination, then it’s not only good for the hotel but also the city.”

He continues, “There is that gap in the market; there are no luxury spas in the surrounding area, so we’re unique, and we hope to draw people in. It’s strange how an hour away on a train to London can be so close yet so far. So, we've got to give people a reason to visit, and if The Grand becomes that reason, then it's a great result.”

Fresh collaboration

The Grand’s collaboration with Swiss skincare brand L.Raphael was a major focus when launching the spa and wellness facilities.

“As the brand is unique in the UK, it's been quite powerful,” adds Murray. “Harnessing an exclusive brand entices our clientele, and the science behind the product supports the current needs of the consumer.”

Because the UK is a new market for L.Raphael, the brand is working particularly closely with The Grand’s team, to train and support them with retail opportunities. “L.Raphael has introduced us to consumers around the UK. We have clients from London buying the product directly through us, because it’s quicker than ordering from Geneva,” says Murray. “So, whilst there’s work to be done introducing a new brand to the UK market, L.Raphael’s reputation has already proven to be an attraction.”