Hyatt Hotels Corp. is taking another major step into what it describes as “adjacent spaces” by acquiring exhale, a wellness-centric spa and fitness brand with 25 outposts throughout the U.S. and the Caribbean. Terms of the transaction were not disclosed.
The deal comes on the heels of Hyatt’s buy earlier this year of Miraval Group, another wellness-oriented spa and resort provider. The Chicago-based hotelier says the exhale acquisition is another step in its goal to engage high-end travelers beyond traditional hotel/resort stays. Its president and ceo, Mark Hoplamazian, has previously described that strategy as investing in “adjacent spaces.”
Hyatt plans to offer exhale locations and programming as part of its platform, similar to the approach it has taken with Miraval and plans to take with Oasis, a home-rental marketplace.
With Hyatt as its new owner, the exhale brand will be positioned for global expansion—including new free-standing locations, as well as ones within the company’s hotels—deal participants say.