Commercial Director – Spa & Wellness

Minor Hotels is at the heart of the world’s most exciting cities, nestled on the world’s most beautiful beaches, and hidden within the most remote jungle retreats. Let us show you the world, from seamless city stays to exclusive safari lodges and luxury resorts on private islands.

Savour world-class dining at our collection of Wolseley restaurants, or sip cocktails with trendy socialites at SEEN. Embrace holistic wellness through revitalising therapies, or embark on the journey of a lifetime by train, luxury cruise or private jet.

Wherever your adventure takes you, we’re there. Discover the world with Minor Hotels.

The Commercial Director is the strategic architect of MSpa’s global revenue and market positioning. This role moves beyond daily tactics to oversee the entire commercial ecosystem, including Revenue Management, Digital Performance, and Strategic PR. You are responsible for ensuring that wellness is not just a service but a high-yield business driver across the 640+ Minor Hotels portfolio.

1. Strategic Leadership & Global Sales Excellence

• Commercial Roadmap: Set the 3-5 year global commercial vision for MSpa, aligning with Minor Hotels’ "Asset-Right" growth targets.
• Sales Architecture: Direct the global sales strategy, overseeing the transition from property-level selling to multi-segment global account management (Corporate, Medical Tourism, HNWIs).
• B2B & Trade Strategy: Lead negotiations for high-value global contracts with DMCs, International Tour Operators, and Corporate Wellness aggregators.
• CRM & Pipeline Oversight: Oversee the implementation and optimization of CRM systems (e.g., Salesforce/HubSpot) to track lead conversion and customer lifetime value (CLV) across the portfolio.

2. Revenue Management & Yield Maximization

• Dynamic Pricing: In sync with the Revenue team, implement sophisticated yield management for spa and medi-wellness services to maximize "RevPASH" (Revenue Per Available Spa Hour).
• Inventory Optimization: Develop strategies to balance high-demand periods with "low-occupancy" tactical promotions to ensure consistent therapist productivity.
• Ancillary Growth: Drive the commercialization of retail, memberships, and high-margin medi-wellness treatments (e.g., Longevity Hubs) to diversify the top-line.

3. Digital Marketing & Performance (KPI-Driven)

• Direct-to-Consumer (DTC): Lead the strategy to shift bookings toward direct channels via the Minor Hotels App and brand websites, aiming to reduce OTA dependency.
• SEO/SEM/SMM: Direct the digital marketing budget across Google Ads and Paid Social, focusing on Return on Ad Spend (ROAS) and Cost Per Acquisition (CPA).
• Conversion Optimization: Oversee website health using KPIs such as Site Conversion Rate (target >2%) and Mobile UX Performance.

4. PR & Strategic Collaborations

• Thought Leadership: Direct the global PR agenda to position MSpa as the industry leader in "Integrative Wellness" and "Longevity".
• Influencer & Brand Alliances: Build a world-class network of high-profile influencers and brand partners (e.g., luxury skincare, medical tech) to enhance brand credibility.
• Crisis Communication: Act as the lead commercial spokesperson for MSpa in collaboration with the corporate communications team during high-stakes events or market shifts.

Required Skills

• Revenue & Yield Management
• Deep understanding of Direct-to-Consumer strategies, SEO/SEM performance, and ROI-driven digital marketing
• Data interpretation Proficiency
• Brand positioning
• Longevity & Preventive Health Commercialization
• Wellness Tourism Market Intelligence:
• Strategic Wellness Partnerships
• Evidence-Based Programming Strategy

Qualifications

• Education: Bachelor’s degree in Hospitality or Marketing.
• The "Minor" Fit: An "entrepreneurial mindset" that thrives in a fast-paced, publicly listed environment.

Experience

• 10+ years of senior commercial experience, with at least 5 years in spa or wellness-oriented hotels and resorts

Additional personal attributes including; skills, qualities or behaviors.

• Visionary Leadership- Ability to translate a 3 to 5-year vision into actionable commercial roadmap
• Cultural Intelligence and adaptability, to work together with diverse global teams across the Minor Hotels Portfolio
• Results-Oriented Agility: A proactive drive to exceed the key performance indicators in a fast-paced, publicly listed environment.