Brand Bureau

How Hospitality is Redefining the Pursuit of a Longer, Better Life.

Over the past decade, wellness has become a pillar of luxury hospitality. Today, a more focused and intentional narrative is emerging: longevity. 

According to Bank of America analysts, the longevity economy is projected to reach $610 billion by the end of 2025, covering everything from biotech therapies to diagnostics and retreats. Where wellness is expansive, touching everything from fitness apps to detox menus, longevity is precise.

The Times reports ultra-wealthy travelers are spending anywhere from $20K–$44K for high-end longevity retreats, including stem cell therapy, full-body MRIs, IV drips, and other regenerative treatments. It is about extending not only how long we live, but how well. Increasingly, this vision is being delivered through the lens of hospitality. 

Why Longevity and Why Now? 

A cultural shift is underway. A rising generation of design-literate, health-conscious travelers (particularly those in midlife) is reimagining what it means to live fully. Health is no longer aspirational; it’s essential. These guests are not chasing perfection. They are looking for clarity, balance, and a return to what feels deeply human. 

Longevity is moving from the lab into daily life. From destination resorts to metropolitan retreats, it’s being expressed through spaces that support vitality without demanding performance. The most compelling instances combine rigor and comfort, rootedness and elegance.

As tech investor Bryan Johnson put it:

“Don’t die is a really bad strategy. Live well is a much better one.” 

One example is SHA Wellness, a recognized pioneer in this space. Their work in science-based lifestyle integration has helped signal where the category is headed. We are fortunate to be collaborating with them on F&B strategy and concept development as they evolve their hospitality offerings in a new property in Mexico. Our strategy team is working to craft meaningful food and beverage experiences that reveal local culture and traditions, with a focus on longevity, well-being, and creating a distinct sense of place.

Our sister studio AvroKO is translating concepts of rhythm, ritual, and recharge into the fabric of city-based living with the design of the forthcoming Six Senses London (the brand’s first true urban resort) via a specialized biohacking room.

Hospitality as the Conduit.

Hospitality has always elevated the everyday. Today, it is becoming a vehicle for the next phase of wellness: meaningful, sustainable practices and engagement. 

What sets hospitality apart in the longevity space is its ability to make complex ideas feel accessible and desirable. The way an experience is delivered: through service, design, programming, and narrative– determines whether it becomes part of a lifestyle or remains a moment. 

In our work, we have seen how light, sound, texture, and spatial flow can support sleep, energy, and restoration in ways that are effortless yet profoundly impactful. From resort environments to branded residences, these elements help establish places where longevity is felt, not prescribed. 

Our engagement with this space began nearly a decade ago, including early work in healthcare innovation. In 2017, we partnered with UCSF on a strategic initiative called Hospital of the Future, which explored how principles from hospitality could be applied to the patient, visitor, and clinician experience. That work challenged us to rethink how systems, services, and environments might better support healing, comfort, and connection. 

Just the Beginning.

Longevity is gaining visibility in the market, but we are only beginning to understand what it can mean for hospitality. Many of the most forward-looking concepts remain in the exploratory phase, while others are quietly taking shape behind the scenes–often as part of hybrid models that integrate lifestyle, wellness, and long-term vitality. 

We at BB are actively involved in several of these emerging explorations, helping to define the experiential components of what will soon be a new standard in this category. 

What’s emerging is not just a new service category, but a new mindset: one that treats wellness as context, not content. 

The opportunity is not to replicate a medical model, but to offer something more fluid and emotionally resonant. Today’s guests are not looking for a diagnosis. They are seeking environments that restore confidence and energy in equal measure. They want to feel more like themselves, and they want to do so in spaces that feel thoughtful, generous, and deeply considered. 

The Next Era: Lifestyle-Led Longevity. 

The most successful longevity-driven properties will not be those with the most advanced equipment. They’ll be the ones that create emotional connection and continuity. 

Places where people return again and again not just for outcomes, but for the feeling they get from their experience there. 

Longevity isn’t just the next evolution of wellness–it’s the new expression of luxury. and it’s reshaping the future of hospitality.