When Mandarin Oriental Hotel Group announced that Simone Biles, the American gymnast and holder of 11 Olympic medals, would become its first-ever global wellness ambassador in February 2026, the announcement was carefully worded. This was not, the company stressed, an endorsement deal. It was, in the words of Alex Schellenberger, chief brand and marketing officer,“ A new era in how we engage with talent, moving beyond endorsement to genuine collaboration.” That distinction of endorsement versus collaboration captures something about a strategy moving into luxury hospitality. From Aman to Hilton to Accor, major hotel groups are tying their brand identities to high-profile athletes and cultural figures; increasingly, they’ re doing it through the lens of wellness.
The timing is not coincidental: The global wellness tourism market was valued at $ 945 billion in 2024 and is projected to reach $ 2 trillion by 2033, according to Straits Research. Hotels are eager to check in.
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In 2024, Aman welcomed tennis legend Novak Djokovic as global ambassador and wellness advisor. Pictured here on the tennis courts at Amanpuri in Thailand. |
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BEYOND THE SPA For decades, hotel wellness meant a good spa and a fitness center with decent equipment. That era is evolving. Today’ s luxury traveler understands wellness as something considerably more expansive, focusing on sleep optimization, mental resilience, recovery |
science, longevity programming and the integration of ancient healing traditions with modern performance medicine.
This evolution set the groundwork for the ambassador model and propelled it forward. A glossy spa menu can be replicated by any competitor; a multi-year partnership with
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tennis legend and winner of 24 major titles, Novak Djokovic, built around programming he helped design, is tougher to copy.
Aman, known for its ultraluxury, serene sanctuaries and a loyal following of“ Amanjunkies,” made an early bet on the model, naming tennis icon Maria Sharapova
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as a wellness partner in 2023. Her Building Mental Resilience program, launched at Amanzoe in Greece, centers on focus, confidence and the psychological frameworks behind a championship career, the mental side of elite performance translated into a guest experience. |
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