In today’s fast-paced world, wellness has become an essential part of travel, with resorts increasingly investing in programs that promote not just rest, but genuine renewal. The Auberge Collection, a prominent name in luxury hospitality, has recently taken this concept a step further by unveiling its “Joy of Wellbeing” initiative. This fresh approach is rooted in four core principles: awe, connection, excellence, and nurturing. By emphasizing these values, the collection aims to help guests discover one of life’s rarest treasures—joy.
At the heart of this new wellness concept is the idea of personalized experiences. Each resort within the Auberge Collection will offer treatment menus that are not only crafted to reflect local traditions and environments but also designed to foster emotional well-being. Guests can anticipate the use of clean, natural ingredients and locally sourced products that embody stories and cultural significance. Activities will immerse travelers in nature, offering unique experiences—like watercolor painting under the sky or collaborating with local artisans to explore cultural histories. The programming also reflects a reimagining of physical movement, from high-intensity workouts to serene, holistic practices like Pilates and guided treks.
Christian Clerc, CEO and President of the Auberge Collection, highlights the importance of joy in our lives, stating that it fuels our best days and enriches our emotional experiences. The unique offerings at various locations illustrate this philosophy. For instance, at the Lodge at Blue Sky in Utah, the “Gracie’s Farm Dinner Series” invites guests to connect with local chefs and farmers through shared seasonal meals under the stars. Meanwhile, Wildflower Farms in New York showcases their commitment to excellence with quarterly high-impact retreats aimed at enhancing physical strength and resilience. The Bowie House in Texas channels nurturing through its restorative Qi facial, utilizing innovative gold micromagnets for rejuvenation. And in Costa Rica, visitors can partake in the “River Bath,” a soothing ritual blending detoxifying scrubs with nature’s melodies.
As the world embraces travel more than ever, Auberge Collection recognizes the potential for creating a lasting community around its brand values. To amplify the Joy of Wellbeing focus, they have partnered with notable figures like Gabby Bernstein, a bestselling author and manifestation expert, and Amanda Kloots, a fitness personality. These influencers will curate bespoke retreats, introducing unique programming at various Auberge properties. Bernstein’s event at the Mayflower Inn & Spa in Connecticut will feature a mix of guided meditations and life talks, while Kloots will debut energetic movement sessions in Los Cabos, Mexico.
This investment in joy isn’t just a trendy marketing ploy; it’s rooted in science. Vivianne Garcia-Tunon, the Vice President of Well-Being at Auberge Collection, emphasizes that guests are increasingly seeking experiences that enhance their joy and overall well-being. Research demonstrates that these experiences can contribute significantly to longevity, with aligned practices boosting lifespan by over a decade. This understanding underscores the deeper purpose behind the Auberge Collection’s mission: to create environments where joy can flourish and impact lives positively.
The hospitality landscape is evolving, with many hotel groups pioneering novel approaches to wellness. From Four Seasons’ longevity clinics in Singapore and Costa Rica to Equinox’s sleep therapy initiatives, hotels are redefining what it means to prioritize mental and physical health. Following his tenure at Four Seasons, Clerc’s move to Auberge in 2024 marked a new chapter focused on blending luxury with culture and arts. His vision for the collection includes a concert series inviting Grammy-winning artists to perform in extraordinary settings, reinforcing the belief that art—and, by extension, joy—should be an integral part of the guest experience. Auberge Collection continues to pave the way toward a hospitality model where emotional and physical well-being are paramount, ensuring that each visitor leaves not just rested, but genuinely renewed.