The Purist was born out of a reflection on the group's wellness offer with the ambition of "capitalising on the expertise around the group's wellness offer and modernising it" as Maud Bailly, CEO of Sofitel MGallery & Emblems at Accor, explains.
A label developed to meet 3 ambitions:
- Disconnection: to allow guests to disconnect from everyday life
- Alignment: which goes beyond well-being and beauty
- Regeneration: to feel better after the stay
This is in line with the expectations expressed by customers in a survey conducted for the group when creating The Purist.
For 42% of the people we surveyed, well-being has become an absolute priority. There is an appetite for holistic formulas to do oneself good. Underlines Maud Bailly.
The offer has been built around 4 pillars
- Care, which will be based on ancestral treatments and new technologies. Technological tools where the French are often market leaders, which Accor also intends to promote.
- Sport, with a 4-fold offer: Mindfulness, Postural, Outdoor Endurance and Fitness Sculpt
- Nutrition, where Accor has teamed up with Emilie Felix to propose a diet that allows guests to recharge their batteries in harmony with nature and to reconcile nutrition and pleasure. Emilie Felix's intervention will respect the DNA of the chefs of each property.
- The sleep on which Doctor Alexandra Dalu has been mobilized as well as to intervene on the care protocols.
"We believe in a more demanding, more holistic approach that also relies heavily on the expertise of the teams in the field," summarises Maud Bailly.
"The Purist is the quest for self-knowledge at the heart of neuroscience". Underlines Aldina Duarte Ramos Global Director, Well-being, innovation and strategies at Accor.
The Accor group's new ambition around well-being will be supported by The Purist label, which will not be substituted for the properties' brands. The Thalassa Les Cures Marine Trouville will be the pilot hotel for The Purist in summer 2023.
Antoine Lecoq, the property's Thalasso and Spa Director, details the work carried out to bring the property into The Purist label.
"Our property was born in the 1900s and we have put the sense of history back at the heart of the spa to rediscover the nobility of the pure lines of the time. This extends to the workmanship of the materials. The property will have 2500m² of spa space with 35 immersive cabins.
Our programmes are holistic because we are all different. The balance is unique to each person. Physical, physiological, emotional and mental balance must be addressed. A personalised offer means strengthening our diagnostic tools, it also means working on the relationship, for example, the time spent in the appointment, asking questions, analysing and sharing."
The ambition: 50 hotels worldwide within 10 years. France will be the cradle for testing the label.
"It's a demanding label, we prefer to do less and do it well." Clarifies Maud Bailly
"The alignment that we offer around the 4 pillars must also be reflected in the places where customers stay. The Accor group has had CSR in its DNA for many years. We also need to push the alignment of hotels in their environment. The Purist hotels will have an exemplary role to play in all these areas. Maud Bailly adds".
"The hotel industry is a community, the idea is to anchor the hotel in its environment. Many spas are open to local clients. We want to bring this community into The Purist. We are developing a wellness platform for all ALL affiliates". She concludes.