WORLD LUXURY SPA AWARDS | MARKETING DELUXE SPA DEVELOPMENT GROUP

World Luxury Spa Awards 2026 recognise more than 20 years of expertise in developing commercially viable medical, wellness and longevity destinations. As hotels and resorts worldwide race to capitalise on the growing demand for longevity and preventative health, European spa development specialist marketing deluxe is calling for a more integrated approach to health hospitality – one that places medical expertise, operational viability and long-term market positioning ahead of short-lived wellness trends.

Founded and led by CEO Claudia Reichenberger, the international company, with offices in Austria, England and Morocco, has been named Best Spa Development Group in Europe at the World Luxury Spa Awards 2026, recognising more than two decades of experience in developing medical spas, holistic health resorts, longevity concepts and luxury wellness destinations. Presented at the 20th anniversary World Luxury Awards gala at the JW Marriott Bucharest Grand Hotel, the distinction recognises the company’s comprehensive approach to spa and health development, spanning initial feasibility and strategic positioning through to product creation, operational implementation and international brand development.

Photo credits: Studio marketing deluxe

The award also comes alongside significant recognition for the company’s international portfolio: marketing deluxe and its clients received a combined 19 World Luxury Awards in 2026, highlighting the results of an integrated development approach that connects medical expertise, hospitality operations and international market positioning.

Longevity has rapidly become one of the most influential trends in global luxury hospitality. Hotels are increasingly introducing advanced diagnostics, biohacking technologies, cellular regeneration treatments, intravenous therapies and personalised health programmes in response to growing consumer interest in preventative healthcare and healthy ageing.

Yet the distinction between introducing longevity-inspired treatments and creating a credible, commercially sustainable health destination remains significant.

“Longevity is on everyone’s lips today. But a few new devices, selected treatments and a corresponding marketing claim do not make a health destination. Anyone who wants to integrate health meaningfully into hospitality needs medical expertise, a tailor-made product, robust operational structures and a clear market strategy. That is exactly what we have been developing for more than 20 years,” says Reichenberger.

For hotel owners, operators and investors, the challenge extends beyond introducing new technologies. Successful health hospitality requires specialist knowledge, appropriate staffing, clearly defined medical and therapeutic services, operational efficiency and a commercially sustainable business model. It is this combination of medical understanding, hospitality expertise and strategic development that has shaped marketing deluxe’s approach for more than two decades. According to Reichenberger, long-term success depends on connecting these elements from the earliest stages of development rather than adding individual wellness services to an existing hospitality product.

Unlike conventional spa consultancies focused primarily on treatment concepts or interior design, marketing deluxe works across the entire development lifecycle. Its projects begin with a comprehensive assessment of a property’s location, market potential, target audiences and commercial objectives. Whether creating a new-build wellness resort, repositioning an established hotel or transforming a historic property, the group develops a distinctive concept grounded in the identity and potential of each destination.

The development process encompasses feasibility studies, strategic positioning, medical and holistic health concepts, treatment and programme development, spatial and functional planning, guest experience design, staffing, operational structures and standard operating procedures. Brand development, communications and international market positioning are incorporated from the outset, ensuring that the final concept is not only distinctive and attractive to guests but also operationally efficient and commercially sustainable.

The result is a cohesive concept designed not only to attract guests, but also to operate efficiently, achieve clear market differentiation and deliver long-term commercial value. “Excellent diagnostics alone do not create a compelling resort experience. Medical services, hospitality, guest experience and commercial performance must work together as one integrated system,” explains Reichenberger.

One of the company’s defining strengths is its interdisciplinary development model. It brings together specialists across medicine, therapy, nutrition, movement, regeneration, spa operations, hospitality, architecture, branding and international marketing. Rather than approaching these disciplines independently, the company integrates them into a single development strategy tailored to each property’s positioning and commercial ambitions.

“We do not think in terms of individual services or departments, but rather as one integrated system. Our strength lies in combining decades of accumulated expertise across a wide range of disciplines – and in our ability to translate that knowledge into a unique, distinctive solution for every location. We accompany each vision through to operational reality and subsequently into the international market,” says Reichenberger.

For investors and hospitality operators seeking to enter the longevity sector, this approach provides a structured pathway from concept development to market launch, addressing both the complexity of health-focused operations and the expectations of today’s luxury traveller.

The company’s experience spans a diverse portfolio of medical resorts, holistic health destinations and luxury spas across Europe.

Its international references include:

• Austria: Park Igls, European Ayurveda Resort Sonnhof and Mount Med Resort, Tyrol.
• Italy: Plunhof Spa & Acqua Minera, South Tyrol.
• Belgium: Botanic Sanctuary Antwerp, a member of Leading Hotels of the World
• The Netherlands: Van Oys Maastricht Retreat, a member of Leading Hotels of the World and Oysana Spa & Sports.

These projects demonstrate the company’s ability to develop distinctive wellness and health concepts across different hospitality environments, from medically oriented health resorts to luxury spa destinations. The strength of its portfolio has also been reflected in international industry recognition. In 2025, Mount Med Resort was named Global Spa of the Year, alongside three additional global awards. At the 2026 World Luxury Spa Awards, Oysana Spa & Sports at Van Oys Maastricht Retreat receives the global title of Best Luxury Health & Fitness Spa.

As the boundaries between luxury hospitality, wellness and preventative healthcare continue to evolve, marketing deluxe sees significant opportunities for hotel owners, investors and developers. However, Reichenberger believes that the long-term success of the sector will depend less on the number of new technologies introduced and more on how effectively health services are integrated into credible, differentiated and commercially sustainable hospitality concepts. “Our goal is not to chase trends or simply bundle as many services as possible under a new label. We develop destinations with a clear profile, a functional service structure and the potential to establish a leading international market position within their niche. “The award is a wonderful endorsement of that philosophy – and, above all, of the people and expertise behind it,” concludes Reichenberger. The recognition as Europe’s Best Spa Development Group 2026 reinforces marketing deluxe’s position within the international spa and wellness development sector at a time when the demand for sophisticated, medically informed and commercially viable health hospitality concepts continues to evolve.

marketing deluxe is an internationally active spa and health development specialist headquartered in Schwaz, Tyrol, Austria. With more than 20 years of experience, the company develops and positions bespoke medical spas, holistic health concepts, longevity resorts and luxury hospitality destinations. Its integrated development methodology covers location and market analysis, feasibility, medical and spa concept development, product and brand strategy, guest experience, operational planning and implementation, as well as international go-to-market strategies, public relations and brand development. The Group works with hotel owners, investors and developers to create distinctive, operationally viable and commercially sustainable health and wellness destinations.

Established in 2006 by former hotelier Brandon Lourens in South Africa, the World Luxury Awards recognise excellence across the international hotel, spa, restaurant and travel industries. The World Luxury Spa Awards were introduced in 2010, with awards presented at global, continental, regional and national levels. Winners are determined through an international public voting process involving guests, travellers and hospitality industry representatives. The 2026 awards marked the organisation’s 20th anniversary, with the gala ceremony held on 17 October at the JW Marriott Bucharest Grand Hotel in Romania.