The African Pride Melrose Arch, Autograph Collection has partnered with the well-known Camelot Spa group in a newly curated, fully refurbished hotel spa.
Alison Turner, Cluster Director of Marketing for the African Pride Melrose Arch, Autograph Collection told Tourism Update at the launch of the partnership that, although the spa is currently operational, renovations will be completed by October 15.
Turner said this partnership is in line with the hotel’s objective to provide immersive experiences that transform the way guests interact with their environments.
“With travellers increasingly seeking deeper connections with their surroundings, hotels are evolving to offer more than just a place to stay – they are curating experiences that engage all the senses, making each visit unforgettable.
“One of the most significant trends in this evolution is sensory branding – a powerful strategy that engages sight, sound, smell, taste and touch to create lasting impressions. Hotels are no longer just focusing on visual appeal; they are now curating experiences that stimulate all five senses to deepen emotional connections with guests.”
She believes, as the hospitality industry continues to evolve, sensory branding will play an increasingly important role in creating distinctive, memorable guest experiences.
“This holistic approach to branding, one that considers the full spectrum of human sensory experience, will be key to standing out in a competitive market and creating lasting loyalty among travellers.
“African Pride Melrose Arch, Autograph Collection exemplifies this approach, offering guests a truly immersive experience that engages all the senses and leaves a lasting impression, deeply rooted in the rich cultural and natural heritage of Africa.”
The Baobab African Journey
The spa offers a wide range of medi-spa and traditional skin, hand, foot and body treatments evoking a holistic sensory experience.
Tourism Update experienced the 1.5-hour sensory massage, the Baobab African Journey, which is an exclusive experience offered at the hotel spa in Melrose Arch.
The sensory journey begins with a soothing serenity tea, a baobab-infused foot soak and welcoming ritual. The gentle rhythm of the rain shaker marks the transition to the next phase – a revitalising exfoliation with aromatic oils.
The experience culminates in a deep, full-body massage, combining the natural warmth of human touch with the cool sensation of the African calabash, melting away tension and flushing out toxins.
