Longevity is indeed the new wellness, to borrow a phrase. Yes, wellness and spa tourism will continue to exist – and for good reason as they’re both growing like crazy! – the word longevity adds yet another layer based in scientific precision, diagnostics and preventative medicine. The megatrend of longevity tourism may only be accessible for ultraluxury at the moment, but like all adoption curves, it will inevitably slink its way down the star ratings, offering huge revenue opportunities for forward-thinking hotel brands.
So, what’s the deal with ‘longevity’? Since the dawn of civilization, humans have pursued a noble (yet also somewhat selfish) dream: to unlock the secrets of vitality, to restore health and to defy the inevitable decline of aging. The ancient Epic of Gilgamesh tells the tale of a hero’s quest for eternal life – a quest that echoes through the centuries and remains a central part of our collective imagination. But unlike our ancient ancestors who sought mythical elixirs, we now hold the keys to understanding aging at its deepest, cellular level. Today, science has evolved from legend to reality, offering therapies that can slow the clock and extend not just lifespan, but ‘healthspan’ – the precious years of life filled with strength, wellness and joy (in contrast to ‘lifespan’ which also includes years when people aren’t at their best, to put it politely).
This shift is nothing short of a revolution. This supposed ‘Longevity Revolution’ is reshaping how we think about aging, health and the very notion of what it means to live well. For millions, this movement promises the potential of reaching a century or more in good health, radically transforming our future. And beyond its profound implications for individuals and societies, it’s igniting a new frontier for the hospitality industry.
In this new era, the ultimate luxury isn’t just a stunning suite or a Michelin-starred meal; it’s the promise of a longer, healthier life. ‘Health is wealth’ may sound like a well-worn phrase, but in this context, it rings truer than ever. Hotels are poised to become havens of longevity, catering to travelers seeking more than just relaxation. They’re seeking rejuvenation, which if you break the Latin root of this word down, it means to make young (juven) again (re).
As wellness and antiaging programs become as essential as room service, hotels are unlocking new revenue streams and tapping into a rapidly growing market of longevity tourism. Look no further than brands like Canyon Ranch, Lanserhof, Miraval, Equinox Hotels, Sensei, Chenot Palace, Six Senses, Four Seasons and many others – all are deploying longevity programs. It’s an opportunity not just to enhance guest experiences, but to cultivate deeper, lifelong connections with visitors who are no longer just guests. They’re partners on the journey to lasting vitality.
At the forefront of this longevity revolution is the new hotel brand, The Estate Hotels & Residences, which was launched in mid-September 2024 by founders, Sam Nazarian and Tony Robbins with the announcement of 15 global hotels and residences as well as ten urban preventative medicine and longevity centers by 2030. Joining these two founders will be global music icon, Marc Antony, and international strategist, Richard Attias, who together will develop this luxury brand into the largest longevity ecosystem in the world in partnership with luxury health clinics Fountain Life and Clinique La Prairie.
It was a profound honor to interview Sam Nazarian, who as the founder and CEO of sbe has been a hotel icon for several decades now. Since launching SLS Hotels in 2006, Nazarian has ushered in the boutique, lifestyle trend in hospitality with his signature style of playful design, dynamic F&B concepts and onsite entertainment. With The Estate, Nazarian is bringing to the forefront a new age of luxury centered around using the latest diagnostics and restorative technologies to maximize a person’s healthspan.
Let’s start with your own journey. Can you recall the moment when you first started to believe in the prospects of longevity and increasing healthspan through proactive care? What convinced you?
After building some of the largest global lifestyle platforms in the early 2000s, my priorities have naturally shifted with the growing focus on health and wellness. Today, there’s a broader, undeniable movement toward feeling better and living longer. People across all generations – whether Gen Z, Millennials or older – are no longer satisfied with luxury alone; they are seeking proactive, science-backed health solutions that empower them to thrive. This shift toward longevity and wellness is deeply personal for me, which is why I partnered with Tony Robbins to create The Estate – a revolutionary luxury hospitality and residential ecosystem designed around preventative medicine, AI and extending life through innovative health solutions.
As background, what stage of development are you in for the first resort in St. Kitts and the first longevity center in Los Angeles?
The St. Kitts resort is slated to open in 2026. The first longevity center will open in Century Plaza, Los Angeles, in the second half of 2025.
The term ‘longevity tourism’ is relatively new. How is this different from more established travel modalities like wellness retreats?
Longevity tourism goes beyond traditional wellness retreats by offering medically-backed, personalized care based on advanced diagnostics and scientific data. While wellness retreats often focus on relaxation and general wellbeing, longevity tourism is rooted in precise, proactive health interventions designed to extend one’s healthspan. Partners like Fountain Life and Clinique La Prairie bring cutting-edge medical technologies and holistic treatments, ensuring that guests receive personalized diagnostics and therapies from leading experts in longevity science.
The partnerships with Fountain Life and Clinique La Prairie signal just how advanced these hotels and residences will be. For clarity, what services will these clinical partners provide and what other longevity or wellness amenities will be offered to guests and residents?
Fountain Life will provide innovative diagnostics and preventative health services using AI-powered technologies. Guests will have access to advanced health screenings, including full-body MRIs, genome sequencing, DEXA scans and epigenetic testing to detect early signs of disease and assess overall health. The goal is to catch potential issues before they manifest as symptoms, allowing for early intervention and optimization of health. These diagnostics will be complemented by personalized health coaching, therapeutic plans and tailored nutrition regimens to increase vitality and longevity.
Clinique La Prairie, known for over 90 years of expertise in longevity, will contribute its holistic health treatments, such as their signature Revitalisation program, which enhances immune function and slows aging, and their Master Detox program, designed to cleanse the body at a cellular level. In addition, guests can benefit from their CLP Holistic Health® supplements and therapies that align with their renowned four-pillar approach: medical care, nutrition, wellbeing and movement. This ensures a fully integrated health experience, blending science with luxury.
The Estate will specialize in fully tailored health plans based on advanced diagnostics and biomarker results. Can you elaborate on what this will inscribe for a hotel guest staying only a few nights?
The Estate will offer a range of wellness amenities, including fitness programs curated by industry experts, therapeutic spa treatments and a nutrition platform developed by Michelin-starred chefs, designed to work in harmony with each guest’s medical diagnostics and health goals. Tailored plans will involve initial screenings, biomarker assessments, individualized consultations, nutrition plans, fitness regimens and post-departure follow-ups to ensure continued health improvement.
What additional benefits and in-suite features will differentiate residences at The Estate from other luxury hotels selling branded residences?
Residences at The Estate will integrate advanced diagnostics, fully tailored wellness programs, and amenities like wellness kitchens, personal fitness spaces and smart technology designed to monitor and enhance health.
The phrase ‘food is medicine’ is gaining widespread acceptance. Do you foresee a new dining category of ‘longevity cuisine’ emerging? How will The Estate Diet offer a differentiated culinary presentation from other luxury hotel brands actively pursuing wellness-based F&B?
The Estate Diet will go beyond traditional wellness cuisine by integrating personalized nutrition plans that are directly informed by each guest’s medical diagnostics. This means that every meal will be crafted to support specific health goals – whether that’s enhancing longevity, boosting immune function or optimizing gut health. Dishes will be designed by a team of award-winning and Michelin-starred chefs, such as Chef Katsuya Uechi, Chef Wes Avila and Chef Dani Garcia, ensuring that the food is not only nutritious but also of the highest culinary standard.
Much of longevity is achieved by changing one’s ‘lifestyle’ – a term that sbe (and SLS Hotels) practically invented. As a pioneer of both this hotel category and the entertainment industry, what design elements and amenities will make The Estate properties more than just a health clinic with luxuriously furnished rooms and suites?
The Estate will combine luxury, design and entertainment to create spaces that are not only medically advanced but also cater to lifestyle enjoyment, making it a holistic experience, not just a clinical one. It’s about creating a complete ecosystem where longevity and luxury coexist, without sacrificing the indulgent, joyful aspects of life that sbe has always stood for.
Many would say that the longevity lifestyle requires a high degree of sacrifice, citing people like Bryan Johnson whereby one must abstain entirely from alcohol, fried foods, staying out late and other indulgences. And yet, this stoic outlook comes at odds with what it means to be human in terms of enjoying the many wonders our planet has to offer like fine wine, pastries from a world-class baker or celebrating a special occasion with friends well into the night. How will The Estate help its guests and residents find their own healthier balance?
I’ve always believed that life is about balance, and that’s a key principle we’re bringing to The Estate. Longevity doesn’t mean living a life of deprivation; it’s about finding a way to enjoy the finer things while still making choices that support long-term health. We’re not asking our guests to give up the pleasures that make life rich, like celebrating with friends, enjoying a glass of fine wine or indulging in a gourmet meal. Instead, we’re offering them a way to do these things in a way that aligns with their health goals.
Our culinary programs, for example, feature dishes that are not only delicious but also designed with longevity in mind – whether it’s antioxidant-rich ingredients or sustainable, organic wines. It’s about enjoying life’s pleasures in a way that enhances your health, not detracts from it. We want our guests to leave feeling rejuvenated, not restricted, and empowered to maintain that balance long after their stay.
Dr. Peter Diamandis and others talk about ‘longevity escape velocity’ where a person should prioritize their health now in anticipation of future scientific discoveries that will vastly expand lifespan and healthspan. What do you think about this concept and how will The Estate remain at the forefront of medical breakthroughs?
Longevity escape velocity is a fascinating concept. The Estate is committed to being pioneers in this space by offering the most ground breaking diagnostics, treatments and preventive care available. Our partnerships with leaders like Fountain Life and Clinique La Prairie ensure that we’re constantly pushing the boundaries of what’s possible in the longevity field. We are a platform for these groundbreaking ideas, and we will be giving them scale.
