As a recognized leader in hospitality wellness, Accor understands the vital role that hospitality plays in enhancing physical and mental well-being. Today, as we embark on a journey of transformative wellness with our guests, we also acknowledge how profoundly wellness initiatives can positively impact business growth for our hotels and owners. Poised to revolutionize the wellbeing journey, our newest well-being concept, The Purist, invites guests to embrace a holistic approach to wellness and discover the profound joy of complete harmony.
Elevating Wellness with The Purist: an Innovative Holistic, Modern and Sustainable Offer, Benefiting our Guests and Owners
Well-being is so much more than a passing trend ౼ it has become a mainstream lifestyle objective. Launched at the end of 2023 with a first destination in France at the five-star Cures Marines Hotel & Spa Trouville – MGallery Collectionon the coast of Normandy, The Purist is our groundbreaking holistic new wellness offer to this profound push towards healthy living and wellness. This distinctive and exclusive luxury wellness concept enriches the hotel’s traditional thalassotherapy experience and invites guests to elevate their health and well-being through a combination of care, movement, nutrition and sleep.
While our comprehensive and robust wellness offer is rollout-ready, it also aligns perfectly with the essence of each destination with a sustainable approach to ensure exceptional returns in both guest satisfaction and sustainable growth.
The Covid epidemic has accelerated the quest for well-being and redefined practices in the field. Today, it is not just about ‘looking better’; our guests also want to feel better, becoming reconnected, regenerated and realigned with themselves. Our concept at The Purist is based on this evolution. Maud Bailly, CEO of Sofitel, MGallery & Emblems – Luxury & Lifestyle
The Purist: Four Ways Accor Tailors the Wellness Experience
Poised to revolutionize the well-being journey, from tailored treatments to immersive activities, The Purist philosophy is firmly rooted in four wellness pillars that form the cornerstone of our distinctive holistic approach: care, movement, nutrition and sleep.
1. Care to nurture
Our experts design high-precision, tailored wellness and skincare services that blend ancestral techniques with cutting-edge neuro-aesthetic practices and wellness-tech innovations. We partner with exclusive, leading beauty brands to create bespoke and intimate experiences that embody the spirit of each destination. Each session begins with an expert diagnosis and guided breathing exercises to ensure a highly adapted and serene environment.
2. Movement to reload
Our comprehensive and inclusive athletic experiences integrate four key axes of movement ౼ mindful breathing, a focus on posture, body strengthening and sculpting and fundamental endurance. The Purist offers adaptable courses in and outdoors, individually or in a group setting and from light to intense training. Guests also gain privileged access to online sessions during and following their stay. For those looking for a more immersive experience, our group classes and retreats, rooted in the power of the collective, foster a profound sense of community.
3. Nutrition to balance
Our balanced, healthy and delicious dining options are based on the principles of energy-boosting cuisine, which marries science and ancestral traditions. Delectable menu items favor local, fresh and seasonal products with a strong emphasis on organic options whenever possible.
4. Sleep to recharge
While The Purist takes a scientific approach to designing our tailored protocols, the experience itself is pure relaxation. Our guests curl up in premium bed linen, surrounded by total darkness to encourage sleep hormone production as relaxing aromas help them drift off to sleep. Once it’s time to reemerge, a tailored light therapy system coupled with stimulating scents welcome them to a new day.
Driving Wellness Innovation: Accor, a Leading Position in the Future of Wellness in Hospitality
With the launch of The Purist, Accor builds on its position as a wellness leader in hospitality and a creator of new experiences. This new wellness offer serves as a business accelerator, driving guest satisfaction, boosting hotel performance and bringing greater value to our clients, partners and team members. Following a successful launch in France, The Purist will roll out in different key locations over the next few years.
About Accor, a world-leading hospitality group
Accor is a world leading hospitality group consisting of more than 5,300 properties and 10,000 food and beverage venues throughout 110 countries. The group has one of the industry’s most diverse and fully-integrated hospitality ecosystems encompassing more than 40 luxury, premium, midscale and economy hotel brands, entertainment and nightlife venues, restaurants and bars, branded private residences, shared accommodation properties, concierge services, co-working spaces and more. Accor’s unmatched position in lifestyle hospitality – one of the fastest growing categories in the industry – is led by Ennismore, a joint venture, which Accor holds a majority shareholding. Ennismore is a creative hospitality company with a global collective of entrepreneurial and founder-built brands with purpose at their heart. Accor boasts an unrivalled portfolio of distinctive brands and more than 260,000 team members worldwide. Members benefit from the company’s comprehensive loyalty program – ALL – Accor Live Limitless – a daily lifestyle companion that provides access to a wide variety of rewards, services and experiences. Through its Planet 21 – Acting Here, Accor Solidarity, RiiSE and ALL Heartist Fund initiatives, the Group is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity and inclusivity. Founded in 1967, Accor SA is headquartered in France and publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information visit group.accor.com, or follow Accor on Twitter, Facebook, LinkedIn, and Instagram.
