
Christian Kiefer, CEO and Founder of Spa Wellness Project Management exemplifies a visionary leader in the realm of wellness and hospitality. With a robust business model centered on sustainable, quality-driven solutions through enduring partnerships, Kiefer has masterfully steered his company to the forefront of the industry. His commitment to innovation is evidenced by his accolade as “Best Innovator” at the World Spa & Wellness Convention 2024 and his leadership in winning eight Global Industry Awards.
As we look ahead, Kiefer’s strategic vision is set to unfold across several ambitious projects. These include expanding Rayya Wellness and Wellbeings across the region, influential consultancy roles in Doha and Saudi Arabia, and the groundbreaking opening of the Jewel of the Creek—a development poised to redefine luxury wellness at the Deira Creekside in Dubai with prestigious partners like Marriott Marquis and Hilton.
This feature explores Christian Kiefer’s strategic leadership and the innovative strides he is making in the wellness industry, spotlighting how his endeavours continue to push the boundaries of what is possible in spa and leisure management.
Journey to Spa Wellness Project Management
My journey into the wellness industry began onboard Steiner Transocean luxury cruise ships, where I discovered a true passion for spa management. Working on these cruise lines exposed me to a world of diverse wellness practices and high standards of service, sparking my interest in bringing exceptional wellness experiences to more people. To build on this foundation, I earned a degree in Spa Management in Miami, which equipped me with the tools and expertise to further my career.
In 2010, I moved to the Middle East, where I saw tremendous potential for innovation within the wellness sector. My focus was on developing spa concepts that addressed both luxury and accessibility, knowing that wellness should be inclusive and adaptable to diverse needs. In Dubai, I founded Rayya Wellness and Wellbeings Holistic Healing, which allowed me to explore creating wellness spaces that prioritised affordability without sacrificing quality. These experiences were formative and ultimately led me to establish Spa Wellness Project Management, where I could focus on transforming spas and wellness facilities into high-performing, wellness-driven revenue centres. My journey has been about crafting wellness experiences that are both meaningful and financially sustainable, driving a broader vision for accessible, high-quality wellness in the region and beyond.
Approaching Wellness in Hospitality
Our approach to wellness in hospitality is both holistic and highly personalised, with a big no to a one-size-fits-all approach. Rather, it must reflect the unique culture of each property, resonate with the specific needs of its guests, and seamlessly integrate with broader hotel operations, from F&B to the rooms division. By creating opportunities for wellness touchpoints throughout the property, we unlock new revenue streams and elevate the entire guest journey.
Each project begins with a deep understanding of the client’s vision and the preferences of their guests. Our team then blends cutting-edge wellness science with traditional healing practices, creating customised offerings that speak to the mind, body, and soul. This allows us to provide an experience that is more than just a service—it’s a journey of rejuvenation and relaxation, built on a foundation of personalised care. Staying ahead of industry trends and technological advancements, we bring the best innovations into our designs, keeping our clients at the forefront of wellness. We ensure that wellness becomes an integral and transformative element of the hospitality experience.

The Evolution of the Wellness Industry
The wellness industry is on an incredible trajectory, and I anticipate a growing emphasis on personalised, integrative wellness programs. We’re seeing wellness shift from being an add-on service to becoming a central aspect of hospitality offerings. In the next five years, I believe wellness facilities will integrate more technology, such as personalised health and fitness tracking, while also focusing on sustainability. Guests are becoming more discerning and are looking for experiences that contribute to both their personal health and the well-being of the planet. The integration of mental and emotional wellness alongside physical wellness will likely take centre stage as well, with more hotels offering mindfulness, meditation, and stress relief programs.
Challenges in Implementing Wellness Projects
One of the primary challenges is balancing wellness authenticity with business profitability. Wellness facilities can require significant upfront investment, and it’s essential to ensure that the designs, services, and programs not only attract guests but also generate sustained revenue. To address this, we design wellness programs that are both impactful and operationally efficient, focusing on value-driven experiences. Another challenge is the integration of sustainable practices without compromising on luxury.
Recent Projects and Innovations
This year has been pivotal for us, with several exciting openings and new partnerships that reflect our commitment to creating impactful wellness experiences. In November 2024, we’re thrilled to launch the Wellbeings Spa & Vitality Clinic at JW Marriott, Dubai Marina, combining luxury wellness treatments with vitality-focused offerings tailored for today’s guests.
We’re also opening Tumbi Spa on the Palm Jumeirah, along with Rayya Wellness in Avlon Hotel JVC, bringing our signature wellness approach to each unique location. Earlier in 2024, we introduced wellness spaces at the Marriott Marquis and Hilton Jewel of the Creek, focusing on personalised experiences that cater to the distinct preferences of each hotel’s guests. These projects are a testament to our vision of delivering accessible, quality-driven wellness across diverse settings.
Incorporating Sustainability in Wellness Projects
Sustainability is a core tenet of our approach to wellness. Every decision we make considers its environmental impact, from the choice of products and materials to the energy consumption of facilities. For instance, we prioritise partnerships with skincare brands like Elemental Herbology and Ixora, which are known for their commitment to eco-friendly, ethically sourced ingredients. I believe that wellness is deeply intertwined with the health of our planet, and as stewards of this industry, we have a responsibility to create spaces that promote harmony with nature.

Enhancing Wellness Offerings
It is crucial for hotels and resorts to develop wellness offerings that are both authentic and adaptive. My advice would be to deeply understand your guests’ wellness preferences and create an experience that speaks to their specific needs. Don’t just follow trends—focus on creating a wellness space that is inviting, sustainable, and in alignment with your brand identity. Additionally, invest in your team by providing regular training, as well-trained therapists and staff are vital to delivering exceptional wellness experiences.
Aspirations for Spa Wellness Project Management and the Industry
For Spa Wellness Project Management, my vision is to create personalised, affordable, and ethical wellness solutions that benefit both hotel operators and their guests. Our business model is built on long-lasting, win-win partnerships that strive for tailored, quality-driven, and consistent outcomes. This commitment to customised solutions forms the core of our lasting success, allowing us to set a standard for transformative wellness experiences.
I hope to expand our impact by collaborating with more properties that view wellness as integral to their brand identity. For the industry as a whole, I envision a future where wellness is universally accessible and inclusive, where every guest can find programs that resonate with their unique wellness journey. My ultimate aspiration is for wellness to become a powerful, positive force in hospitality, enhancing individual well-being and elevating the guest experience across the board.