Sonal Uberoi interviews Alberto Apostoli
Sonal Uberoi: Hello and welcome to today’s ‘Wellness and Hospitality’ podcast. I’m delighted to introduce our very special guest, Alberto Apostoli, founder of Studio Apostoli and other wellness specialist firms. Alberto, it is an absolute honour to have you on the show.
Alberto Apostoli: Thank you, Sonal. It’s a pleasure to be here and to talk with you. I’m truly happy to join you today.
Sonal Uberoi: I love the work you do. We go back a long way, and I see all the fantastic projects you’re working on—not only in wellness but also in wellness retreats and luxury hotels. Tell me, Alberto, how have the last few years in wellness and hospitality shifted your perspective?
Alberto Apostoli: The question is complex, but I would say that the wellness component has become the primary factor in designing luxury hospitality. We have shifted from simply promoting wellness to creating true wellness destinations. Even if a hotel is not exclusively dedicated to wellness, the wellness element must always be present. Today, whether you are looking for a great location, comfortable rooms, or quality F&B offerings, the conversation inevitably turns to wellness. Another crucial aspect is sustainability. Connecting wellness with sustainability is like providing “wellness for the planet.” This integration has grown significantly, particularly post-Covid, which has altered the mental and spiritual dimensions in SPAs and hotels. Overall, this is a promising period, with continuous improvement expected year after year.
Sonal Uberoi: You’re absolutely right. The pandemic accelerated the growth of our industry, and now, to do luxury correctly, you must integrate a wellness component and, as you pointed out, sustainability. Without these, hotels will struggle to attract consumers. Given this unique moment, where do you see the intersection of wellness and hospitality in the short, mid, and long term? Let’s say, short term is this year, mid-term is next year, and long term from 2027 onward.
Alberto Apostoli: In my opinion, we have three main directions to follow. First, we must fully embrace the spiritual component of human existence. This need is evident not only in Eastern cultures but also in the West, especially as we are increasingly disconnecting from traditional religions. However, the spiritual aspect is indispensable and must be revitalized. Second, I am exploring in detail the contribution of artificial intelligence (AI) in enhancing awareness. We are encountering many opportunities here—AI can help define new programs or even redesign architectural spaces. Although it is still early days, the influence of AI on the wellness component will be substantial. Third, there is the integration of neuroscience with architecture in designing new wellness environments. We have discovered that it is possible to analyze and measure how our surroundings affect the human mind, body, and soul. I am working on creating SPAs where principles of neural architecture and neuroscience drive both design and marketing. This combination of spiritual and scientific approaches promises to evolve our industry in incredibly interesting ways.
Sonal Uberoi: From what I’m hearing, we are at a moment of convergence—spirituality, wellness, sustainability, AI, and neuroscience are all intersecting. When such diverse fields converge, challenges naturally arise. What potential pitfalls or “spanners in the works” do you see, given your extensive experience in the industry?
Alberto Apostoli: The main challenge lies in training and upskilling the staff. We need to transform traditional service skills to meet the new demands. It’s no longer about offering a series of treatments or massages; it’s about delivering a content-rich experience. Unfortunately, conventional training programs for staff rarely cover these areas, leaving a gap between what high-end clients expect and the knowledge available among professionals. In our industry, unlike in most others where professionals are more knowledgeable than their clients, we’re beginning to see the opposite scenario, which can be problematic.
Sonal Uberoi: I agree. Education and training are often lacking—not only for companies but also for individuals. For instance, even clients who are knowledgeable about architecture or wellness are not expected to be experts unless they are specialists. This knowledge gap can lead to dissonance when guests don’t receive the experience they expect because the practitioners are not as advanced.
Alberto Apostoli: Exactly. When you visit a doctor, you trust that the specialist knows more than you do. However, in the wellness industry, I have personally experienced instances where clients, who are better informed than some of our staff, struggle to get the answers they need. As the wellness content becomes more sophisticated, this gap could widen even further.
Sonal Uberoi: That’s very true. As our industry becomes more science-based and evidence-driven, consumers are rapidly educating themselves. They visit our wellness facilities and hotels expecting a high level of expertise, which can be challenging when they feel they know more than the practitioner. This gap is concerning.
Alberto Apostoli: It is indeed concerning. In wellness, we must address multiple dimensions of the human experience. You might excel in addressing physical or energy-related issues, but what about mental and spiritual well-being? The lack of comprehensive information and training in these areas is dramatic.
Sonal Uberoi: Earlier you mentioned that you’ve been in this industry for a long time and advise boutique hotel and wellness retreat owners. Many of these owners are new to hospitality but deeply driven by their wellness vision. What advice do you normally give them, especially since they might be inexperienced in the hospitality sector yet incredibly purpose-driven?
Alberto Apostoli: Today, about 70–80% of my advice follows a two-phase process. First, it’s essential to consider the project as a whole. You cannot overlook any aspect—market analysis, target audience, operational business plan, CapEx, architectural quality, sustainability approach, and staff engagement must all be addressed concurrently. This integrated, parallel process is critical, even in the preliminary stages, to avoid major issues later that could force a complete redesign. My advice is to start with a strategic, comprehensive plan that encompasses all project aspects from the very beginning.
Sonal Uberoi: It’s clear that you’re emphasizing the need to integrate strategy from the outset—this isn’t just a passion project; it must be carefully planned and tested.
Alberto Apostoli: Exactly. You need to change your mindset right from the start. Many architects, especially those who are not specialized, mistakenly believe that design alone drives success. However, our approach is different. We see architecture as a tool, not an end in itself. Every design choice must be justified by a robust, strategic framework. I always advise phasing the project with clear milestones from the beginning.
Sonal Uberoi: That’s very wise advice. Although it might feel overwhelming to plan for 10 or 25 years into the future, this front-loaded strategy prevents costly revisions later. It ensures that projects remain sustainable and aligned with a long-term vision. On a related note, considering the gap between the expertise of practitioners and well-informed guests—especially in the luxury segment—what advice would you give to young therapists or those being promoted to wellness director roles to bridge this gap?
Alberto Apostoli: It’s all about teamwork and a well-trained approach to projects. My advice is to adopt a rigorous methodology from the outset and be willing to embrace significant changes and trends, even if they seem modest at first. Selecting the right consultant or mentor is crucial, as wellness is a relatively new field without century-old precedents. Ultimately, it’s a process that requires both a methodical approach and the courage to innovate.
Sonal Uberoi: I completely agree. This is excellent advice for anyone entering the industry—a brave move to increase capacity and embrace trends. As we wrap up, is there anything else you’d like to add?
Alberto Apostoli: I would say that we are fortunate to work in an industry with a mission. Our work has the potential to improve society. When people live in a state of wellness, society as a whole benefits. We’re not just about relaxation; we’re contributing to a more positive, energetic, and healthier society. While it may seem utopian, sharing this mission with clients, investors, and operators transforms our projects and our impact on the world.
Sonal Uberoi: I completely agree. There is something incredibly powerful about the intersection of wellness and hospitality—a unique marriage that impacts lives, communities, and the environment. It’s about creating a future where profitability does not come at the cost of our surroundings. Thank you, Alberto, for sharing your insights and for the positive impact you’re making.
Alberto Apostoli: Indeed, it is an ethical endeavour. When you view our industry through this lens, you become more passionate and energetic about your work, knowing that the role we play is truly significant.
Sonal Uberoi: It is. I always feel privileged to speak with you, Alberto. Thank you so much for all the contributions you make to the industry and for raising awareness about these crucial topics.
Alberto Apostoli: It has been a pleasure.
Sonal Uberoi: Thank you.
Alberto Apostoli: Thank you.