Holistic medical-wellness resort brand The Farm has revealed plans to expand into every
world region by 2033.
Launched 21 years ago, the group’s flagship wellness destination, The Farm At San Benito, is spread across 52 acres of jungle near the city of Lipa in the Philippines.
The award-winning 60-key property is home to a team of integrative medical doctors who specialise in preventative, lifestyle, functional, naturopathic and holistic medicine. They are also supported by spa therapists, sound healers, acupuncturists, yoga teachers, chefs, nutritionists, fitness coaches, physiotherapists and nurses.
This year, The Farm has opened its first outpost in Nepal while a second fully-branded site in Jordan is due to debut in 2024.
Speaking
exclusively to Spa Business, Rahul Chaudhary, managing director and CEO of The Farm’s parent company CG Hospitality, revealed the organisation is also planning to open a property in Phuket and considering another in Portugal.
“Looking ahead, India will also be a very important market. It will have a population of 1.6 billion in the next two years," he said. "The majority of spenders are the middle class, but they travel to places like Lanserhof, Palace Merano or Vivamayr for wellness so there's a gap for something homegrown.”
Chaudhary says the goal is not to replicate The Farm in each destination but use its core philosophy to create a foundation for each property. This means the medical, wellness and spa offering will remain the same but the rest of the concept – such as spa treatments and dining menus – will be customised based on location.
“As a nation that's known for its exceptional heartfelt service and genuine care, we will also provide our Filipino touch. Initially, our skeleton staff, including therapists and nurses, will come from The Philippines to help get all the plans in place and then train locals.
“Plans for more medical wellness resorts were well underway before COVID, but the pandemic has affirmed that expansion is absolutely the right move. Hospitality has completely changed. Guests are more health conscious, they crave mental and emotional peace and spirituality.
“This is exactly what The Farm offers and we want to take this all over the world. In the next 10 years, we want to have one in all world regions. ”
To read the whole interview, head to the
latest issue of Spa Business.
