Is Türkiye Ready for Longevity Tourism?
The hotel industry is on the verge of a new transformation.In the past, guests expected a clean room, a good breakfast and quality service from a hotel. Later, SPA, fitness and personal care services were added to these expectations. Today, guests, especially those in the middle and upper income groups, are looking for the answer to a much different question:
“What should I do to live healthy, active and productive for longer?”
The rapidly growing concept of "longevity" in the world fully meets this need.
Although Longevity literally means long life, the purpose here is not only to extend human life. The main target; It is to increase the time that a person can remain healthy, mentally strong, active and independent throughout his life.
As the industry puts it, it's not just about "lifespan", that is, how many years we live; “healthspan”, that is, how much of these years we spent healthy.
What is a Longevity hotel?
When the concept is first heard, a clinic equipped with technological devices or a very expensive SPA may come to mind. However, a properly planned longevity hotel cannot be reduced to any of these alone.
Longevity hotel; It is a new generation tourism product that combines accommodation, healthy nutrition, regular movement, quality sleep, stress management, preventive health approach and personalized life programs under the same roof.
In a classic SPA hotel, the guest gets a massage, swims in the pool, rests for a few days and returns home. In a Longevity-focused facility, the guest's life habits and expectations are evaluated, a special program is prepared for him/her, and if possible, his/her progress is followed after leaving the facility.
The guest simply asks, “Which massage would you like today?” It is not asked. Answers to the following questions are sought:
- How do you sleep? - What is your daily activity level? - What are your eating habits? - Can you manage your stress? - How can you maintain your muscle strength and mobility? - Which habits do you need to change to improve your quality of life?
Therefore, the real product of the longevity concept is not a room, massage or technological device.
The real product is a personalized healthier living program.
SPA, wellness and longevity are not the same thing
These three concepts are often used interchangeably. However, there are important differences between them from the investor's perspective.
The main promise of SPA is rest and relaxation. Wellness aims to make the person feel better physically and mentally. Longevity adds the dimension of measurement, personalization, preventive health approach and long-term follow-up.
To put it briefly:
- SPA offers relaxation to the guest. - Wellness makes them feel better. - Longevity creates a personal road map for a healthier age.
Therefore, it is not enough to put a few new devices inside a hotel, add detox drinks to the menu and write “longevity” on the sign.
Your concept; It needs to be established in a holistic manner, from architecture to human resources, from kitchen to health collaborations, from technology to sales model.
Why is it on our agenda now?
The world population is aging. But people not only want to live longer, but also want to remain active and independent into their older years.
According to the World Health Organization, the proportion of the world's population aged 60 and over is expected to approximately double between 2015 and 2050. In addition, people in the 35-55 age group tend to protect their health at an earlier age rather than seeking treatment after the disease occurs.
Economic data clearly shows this change.
According to Global Wellness Institute data, the global wellness economy will reach 6.8 trillion dollars in 2024. This size is expected to reach 9.8 trillion dollars in 2029. Wellness tourism expenditures increased to approximately 894 billion dollars in 2024.
The size of Turkey's wellness economy is estimated to be approximately 73 billion dollars by 2024. Türkiye ranks 16th in the world with this size.
These figures show that new tourism products combining health, wellness and accommodation are not a temporary fad.
How do global hotel brands approach longevity?
Longevity is no longer just the domain of independent health clinics or small wellness centers. The world's leading hotel groups are watching this change closely.
While some groups are adding new programs to their existing hotels, some are developing new brands focused entirely on health, performance and longevity. In another model, international hotel brands cooperate with expert health and longevity organizations.
It is possible to evaluate the approach of global brands in three main models:
1. Adding longevity programs to the existing hotel brand2. Establishing a new hotel brand focused on wellness or longevity from start to finish3. Partnership development between the hotel and the specialist health or longevity brand
Novotel: Making Longevity a part of daily life
Novotel, a subsidiary of Accor, announced its new global brand strategy called "Longevity Everyday" in 2026.
Nıvotel Hotels' approach is not based on expensive clinical practices offered only to high-income groups. The brand aims to transform the concept of longevity into small and accessible habits that the masses can maintain in their daily lives.
The strategy consists of four main headings:
- Eat: Balanced and more plant-based diet - Sleep: Quality sleep and rest - Move: Daily movement and physical activity - Meet: Social bond, family and human relations
Novotel improves sleep and bed standards in over 600 hotels around the world. The brand also plans to include at least 25 percent of its menus with plant-based options by the end of 2026. Movement, family life, meetings and business trips are also made part of this approach.
The Novotel example points to an important change: Longevity will not remain an expensive service offered only by luxury health resorts. Middle and upper-middle segment hotels will also bring the longevity approach to the daily hotel experience through sleep, nutrition, movement and social life.
Not every hotel needs to become a comprehensive health clinic. The right bed, healthy menu, movement opportunities, stress-reducing environment and areas that support social connection can also be the beginning of a longevity-focused hotel product.
Dolce Nova: A reflection of the new concept of luxury
Introduced by Wyndham Hotels & Resorts, Dolce Nova is not directly positioned as a longevity hotel brand.
The brand, which is the new upper-upper segment extension of the Dolce Hotels & Resorts family; It is inspired by the Italian understanding of “il dolce far niente”, that is, the beauty of doing nothing and enjoying life.
Concept; It brings together design, gastronomy, relaxation, social life, SPA, fitness and wellness experience.
For this reason, Dolce Nova should be considered not as a full-fledged longevity brand, but as part of a broader transformation in hotel management.
The guest no longer just wants a luxury room. He is looking for an environment where he can slow down, rest, renew himself and support his quality of life.
The emergence of Dolce Nova is important as it shows that global chains are reshaping the classic hospitality product with more wellness, experience and lifestyle components.
The Estate: Hotel, residence and longevity center in the same system
One of the most striking examples among new generation brands is The Estate Hotels & Residences.
The Estate, developed by SBE founder Sam Nazarian and Tony Robbins; It aims to combine luxury hotels, branded residences, preventive health services, artificial intelligence and longevity centers within the same structure.
By 2030, the brand will:
- 15 hotels and residences, - 10 urban preventive health and longevity centers, - 25 centers in total
It has the goal of creating .
The Estate's approach is not to build hotels that look like hospitals. The brand aims to combine the five-star hotel experience with advanced health assessments, early risk detection, personal life programs and long-term monitoring system.
This model shows that longevity hotels will not only be accommodation facilities in the future. Hotel, residence, city clinic, membership and digital tracking services can become parts of the same brand.
SIRO Hotels: New hotel brand focused on performance and recovery
Kerzner International, which also owns the Atlantis and One&Only brands, is targeting a different target audience with its new generation wellness hotel brand, SIRO.
SIRO One Za'abeel Dubai, opened in 2024; It offers a hotel model based on fitness, physical performance, recovery, nutrition, sleep and mental balance.
The concept has five main areas:
- Fitness- Nutrition- Sleep- Healing and recovery- Awareness and mental balance
The hotel does not only have a classic gym. Fitness and Recovery Lab areas, personalized programs, body analyses, nutritional support and technology-enhanced rooms are at the center of the hotel product.
The SIRO example shows that new hotel brands can be built around a particular lifestyle.
The target customer is not only professional athletes; It consists of conscious guests who do not want to lose their physical order while traveling and try to maintain their performance and energy.
Six Senses: Personal longevity program for luxury resort experience
Six Senses, part of IHG Hotels & Resorts, is adding personalized longevity programs to its existing luxury hotels rather than establishing a new brand.
In the brand's programs, a personal plan is created by evaluating the guest's lifestyle, sleep patterns, movement capacity, nutrition and general well-being.
The aim is not only to feel good during the time spent at the facility; To ensure that the guest acquires habits that he can maintain after returning home.
The fact that personalized longevity programs are offered at the Six Senses Kaplankaya facility in Turkey shows that this model is not a theoretical future for our country.
In the case of Six Senses, the brand uses the longevity program as a special product that increases revenue per guest and the depth of the accommodation experience while continuing its hospitality business.
Clinique Vétérinaire la Prairie: From health expertise to global resort network
Switzerland-based Clinique La Prairie is not a transition from hotel management to the health field; An example that brings its expertise in health and longevity to the resort and accommodation model.
Brand; It combines medical assessment, nutrition, movement and mental well-being with a luxury accommodation experience. It continues its growth outside Switzerland through health resorts and urban longevity centers.
Clinique La Prairie Health Resort, developed within the scope of the AMAALA project in Saudi Arabia, and the longevity center planned within One&Only Hudson Valley show that collaborations between expert health brands and international hotel operators will increase.
What do new brands tell us?
Novotel, Dolce Nova, The Estate, SIRO, Six Senses and Clinique La Prairie do not appeal to the same customer group or the same price segment. However, they all have a common message:
Health and wellness in hotel management is no longer an auxiliary service left to the SPA department; It becomes part of the brand's main promise.
Novotel is trying to bring longevity to the masses by turning it into daily habits. SIRO focuses on physical performance and recovery. The Estate combines preventive health, artificial intelligence, hotel and residence in the same system. Six Senses deepens the luxury resort experience with personalized programs. Clinique La Prairie brings its medical expertise to its global accommodation network.
Although Dolce Nova is not directly a longevity brand, it shows that rest, wellness and quality of life are at the center of the new concept of luxury.
These developments suggest that a new brand category has begun to emerge:
Longevity Hospitality.
Success in this category will not only depend on expensive devices or impressive SPA areas. A strong brand promise, the right target customer, customizable programs, collaborations in compliance with health legislation, trained staff and post-stay follow-up must be established together.
The steps taken by global brands show that longevity is not a temporary marketing statement; It shows that there is a permanent transformation in hotel management that can lead to new investment, business and income models.
An important meeting in Istanbul on October 23
One of the important developments showing that the concept of Longevity has started to enter the agenda of tourism and investment circles in Turkey will be The Longevity Show Istanbul, which will be held in Divan Istanbul on October 23, 2026.
The congress aims to bring together the Longevity, SPA, wellness and luxury hotel sectors; It is expected to create a new communication platform between hotel investors, hotel managers, health professionals, longevity clinics, architects, functional medicine specialists, technology companies, medical equipment manufacturers and wellness brands.
It is also necessary to thank Mr. Ercan Solhan, Chairman of the Board of Directors of Spa Edition, who contributed to the realization of this valuable organization.
Mr. Solhan's sectoral experience in the field of SPA and wellness, his approach that brings together different disciplines, and his effort to bring the concept of longevity, which is still in the development stage in Turkey, to the agenda of the sector are important.
Developing a sector is not just about investing; It is possible by bringing people, ideas, brands and new technologies together on a common platform. This initiative undertaken by Mr. Solhan and SPA Edition contributes to the establishment of the needed communication between hotel management and the world of health, wellness, technology and investment.
Although SPA and wellness have been a part of hotel management for many years in Turkey, they have often been considered as an auxiliary service or a section within the hotel.
The Longevity Show Istanbul, on the other hand, can provide the opportunity to discuss the issue within a much broader economic structure. In this respect, the event is not just an organization where new products and technologies are introduced; It is an important meeting where it will be discussed what kind of health, wellness and longevity tourism product Turkey will develop in the future.
The real value of such organizations is that the hotel management, health, real estate, technology and wellness sectors, which have acted separately until now, can meet around the same table.
Because a real longevity investment is not a product that a hotelier, doctor or technology company can develop alone. For a successful model, different expertise must be combined in the right investment plan.
The congress should not be satisfied with just saying "longevity is a rising trend"; Concrete answers should be sought to the following questions:
- From which countries can Turkey attract longevity guests? - Which cities are more suitable for these investments? - How should the legal boundaries between hotels and health services be established? - What are the investment and operating costs of a longevity facility? - Will the income consist only of room sales, programs and memberships? - Which practices have scientific equivalents? - How can a facility transform itself from a classic SPA hotel into a real longevity center? - Can Turkey develop its own global longevity hotel brand?
The sectoral success of the congress will be evaluated by the extent to which it can produce answers to these questions, as well as bringing together different parties.
Why is Türkiye advantageous?
Türkiye has strong resources to develop this new tourism product.
Our thermal and mineral water resources, Turkish bath and care culture, advanced private healthcare infrastructure, experienced healthcare professionals, flight connections to Europe and the Middle East, Mediterranean cuisine, climate diversity and strong hotel management experience constitute important advantages.
But having resources alone is not enough.
Many thermal facilities in Turkey still operate within the "thermal pool, open buffet and massage" triangle. A significant portion of these facilities do not have a personalized health program, measurable results, post-stay follow-up and international sales organization.
However, we can combine the thermal resources we have with modern health assessments, physiotherapy, balanced nutrition, sleep programs, exercise, mental well-being and long stay models.
Pamukkale, Afyonkarahisar, Bursa, Yalova, Sapanca, Antalya and the Aegean coasts can stand out with different concepts in this field. In big cities, shorter-term "urban longevity" programs that bring together a city hotel and a preventive health center can be developed.
The same project should not be implemented in every destination.
While thermal springs and long accommodation come to the fore in Pamukkale, health evaluations and short-term programs come to the fore in Istanbul, climate, rehabilitation and resort experience in Antalya, and nature, sleep and stress management in Sapanca.
Türkiye should not only be a market where foreign longevity brands will come; They should also create their own brands that can grow on a regional scale in the fields of thermal health, healthy aging and long stay.
What will the new product sell for investors?
The main difference of Longevity investment from the classical hotel is the income model.
The classic hotel mainly sells rooms, food and beverages and events. In addition, the Longevity facility can sell programs, consultancy, health collaboration, membership and follow-up services.
Revenue items may include:
- Three, seven, fourteen and twenty-one day life programs - Sleep and stress management packages - Healthy weight and metabolism programs - Movement and physical performance programs - Thermal supported rehabilitation packages - Corporate executive programs - Annual memberships - Online follow-up after stay - Healthy nutrition and personal care products - Long-term living and residence packages
In this model, the investor does not just try to increase the room price. It aims to increase total revenue per guest, length of stay and repeat visit rate.
A properly designed longevity program can help the hotel attract customers even during off-season periods. It can also enable the guest to return to the facility not only for holiday purposes, but also for personal programs repeated at regular intervals.
One of the most important aspects of this product for the hotel investor is its potential to reduce dependence on room sales.
Longevity sign should not be hung in every hotel
Growth in this area brings with it a significant risk.
As the concept becomes more popular, it is possible for devices that have no scientific equivalent, promises of miraculous rejuvenation, and health practices that do not comply with the legislation to proliferate.
When a hotel starts to provide health services, it cannot act only as a tourism business. Health services must be provided by authorized institutions and appropriate experts. The legal and operational boundaries of hotel management and healthcare services should be determined at the very beginning of the investment.
Otherwise, the investor may encounter a project in which he spends money on high-cost devices but cannot create a reliable and sustainable business model.
Therefore, before making an investment decision, the following studies should be carried out together:
- Konsept geliştirme- Bölgesel pazar analizi- Hedef müşteri seçimi- Sağlık kuruluşu iş birliği modeli- Mevzuat incelemesi- Mimari ihtiyaç programı- Yatırım ve işletme bütçesi- Marka ve işletmeci seçimi- Satış ve pazarlama stratejisi
Önce cihaz değil, konsept seçilmeli
Yatırımcıların en sık yaptığı hatalardan biri, önce bina veya cihaz satın alıp daha sonra konsept oluşturmaya çalışmaktır.
Doğru süreç bunun tersidir.
Önce kime hizmet verileceği belirlenmelidir. Hedef müşteri 40–60 yaş aralığındaki sağlıklı yaşam misafiri mi, aktif yaş almak isteyen 60 yaş üzeri grup mu, rehabilitasyon ihtiyacı bulunan kişiler mi, yoksa yoğun çalışan şirket yöneticileri mi olacaktır?
Daha sonra sunulacak program, ihtiyaç duyulan uzmanlar, ideal konaklama süresi, oda yapısı, ortak alanlar, sağlık iş birlikleri ve teknoloji ihtiyacı belirlenmelidir.
En son aşamada cihaz ve ürün seçimine geçilmelidir.
Aksi hâlde yatırımcı, pahalı ekipmanlarla donatılmış fakat kime, hangi faydayı ve hangi fiyatla satacağı belli olmayan bir tesis kurabilir.
Bir yatırımın başarısını kullanılan cihazların sayısı değil; seçilen hedef kitleye doğru ürünü, doğru fiyatla ve güvenilir bir hizmet modeliyle sunabilmesi belirler.
Biz bu dönüşümün neresindeyiz?
MY Otel Yatırım Danışmanlığı olarak Türkiye’nin farklı bölgelerinde longevity, termal sağlık, sağlıklı yaş alma, uzun konaklama ve yaş dostu yaşam yaklaşımını içeren yeni projeler üzerinde çalışıyoruz.
Her bölgenin doğal kaynakları, ulaşım imkânları, mevcut turizm hareketi ve hedef müşteri profili birbirinden farklıdır. Bu nedenle yatırımcılara hazır ve tek tip bir proje önermek yerine, bulunduğu bölgenin özelliklerinden güç alan özgün modeller geliştirmeye çalışıyoruz.
Bazı projelerde termal kaynakları modern longevity programlarıyla birleştirirken bazı bölgelerde doğa, uyku, stres yönetimi, sağlıklı beslenme ve uzun konaklama imkânlarını öne çıkarıyoruz. Şehir projelerinde ise otel deneyimiyle koruyucu sağlık yaklaşımını, kısa süreli programları ve üyelik sistemlerini bir araya getirebilecek modeller üzerinde duruyoruz.
Amacımız yalnızca yatırımcıya yeni ve dikkat çekici bir konsept tanıtmak değildir. Bu konseptin hedef müşterisini, mimari ihtiyaçlarını, doğru kapasitesini, işletme sistemini, sağlık iş birliklerini, gelir kaynaklarını ve uluslararası satış imkânlarını birlikte değerlendirerek uygulanabilir bir yatırım modeline dönüşmesini sağlamaktır.
Yatırımcıların bu yeni alanı doğru anlamalarına, projelerini yalnızca bugünün taleplerine göre değil geleceğin seyahat ve yaşam beklentilerine göre planlamalarına yardımcı olmaya çalışıyoruz.
Bir başka ifadeyle amacımız sadece yeni oteller yapılmasına katkı sunmak değil; geleceğin otellerinin doğru konsept, doğru iş modeli ve sürdürülebilir bir yatırım anlayışıyla inşa edilmesine yol göstermektir.
Otel yatırım danışmanının rolü değişiyor
Longevity yatırımlarında otel yatırım danışmanının görevi yalnızca kaç oda yapılacağını veya gecelik oda fiyatını hesaplamak değildir.
Danışmanın görevi; yatırımcının sahip olduğu arsa, bina, termal kaynak veya mevcut tesis için doğru konsepti belirlemek ve farklı disiplinleri ekonomik olarak sürdürülebilir bir model içerisinde bir araya getirmektir.
Bu süreçte şu soruların cevaplandırılması gerekir:
- Bu lokasyonda longevity tesisi için yeterli talep var mı?- Tesis hangi müşteri grubuna hitap edecek?- Misafir neden başka bir ülke veya tesis yerine burayı tercih edecek?- Hangi hizmetler otel tarafından, hangileri yetkili sağlık kuruluşu tarafından verilecek?- Kaç oda ve hangi büyüklükte ortak alan gerekli?- Programların fiyatı ve ideal konaklama süresi ne olacak?- Yatırım ne kadar sürede geri dönebilir?- Tesis bağımsız mı işletilecek, yoksa uluslararası bir markayla mı çalışacak?
Longevity, her yatırımcı için uygun tek tip bir reçete değildir.
Bazı projelerde kapsamlı bir sağlık ve konaklama merkezi doğru olabilirken bazı otellerde yalnızca uyku, stres yönetimi, sağlıklı beslenme ve hareket programlarıyla daha sade bir dönüşüm yapılabilir.
Burada önemli olan en fazla cihazı veya en pahalı sistemi kurmak değil; bulunduğu bölgeye, hedef müşteriye ve yatırım bütçesine uygun, satılabilir ve sürdürülebilir bir ürün geliştirmektir.
Türkiye’nin önündeki fırsat
Türkiye yıllardır deniz, kum ve güneş turizmindeki başarısını sağlık ve termal turizme taşımaya çalışıyor. Longevity ise bu alanları kaliteli konaklama, teknoloji, beslenme, hareket ve yaşam biçimiyle birleştirebilecek yeni bir üst ürün olabilir.
Ancak bunun için longevity kavramını geçici bir pazarlama kelimesi olarak değil, başlı başına bir yatırım ve işletme modeli olarak ele almalıyız.
23 Ekim’de İstanbul’da gerçekleştirilecek The Longevity Show, sektörün bu yeni alanı daha ciddi biçimde konuşmaya başlaması için önemli bir fırsat sunuyor.
Otel yatırımcılarının, sağlık profesyonellerinin, markaların, teknoloji şirketlerinin ve danışmanların aynı masada buluşması; Türkiye’ye özgü, güvenilir ve uluslararası ölçekte satılabilir modellerin geliştirilmesine katkı sağlayabilir.
Bu organizasyonun Türkiye’de yeni yatırımların, doğru iş birliklerinin ve yenilikçi projelerin önünü açmasını temenni ediyor; Ercan Solhan’a ve Spa Edition ekibine sektöre sundukları katkı ve bu önemli buluşmayı hayata geçirdikleri için teşekkür ediyorum.
Bir otel yatırım danışmanı olarak önümüzdeki dönemin önemli fırsatlarından birinin; termal tesisleri, şehir otellerini, resortları ve sağlıklı yaşam rezidanslarını doğru longevity programlarıyla yeniden konumlandırmak olduğuna inanıyorum.
Geleceğin başarılı oteli yalnızca kaliteli yatak, güzel manzara veya geniş bir SPA satmayacak.
Geleceğin oteli, misafirine daha sağlıklı bir yaşam için güvenilir, kişisel ve sürdürülebilir bir yol haritası sunacak.
Türkiye bu dönüşüm için gerekli doğal kaynaklara, sağlık altyapısına ve otelcilik deneyimine sahip.
Biz de My Otel Yatırım ve Yönetim Danışmanlık olarak yatırımcılarla birlikte bu kaynakları doğru konsept ve sürdürülebilir işletme modelleriyle buluşturarak geleceğin otellerine bugünden yön vermeye çalışıyoruz.
Mehmet Yüce / Otel Yatırım Danışmanı
Yaklaşık 32 yıllık otelcilik deneyimiyle, MY Otel Yatırım Danışmanlığı çatısı altında otel yatırımlarının konsept geliştirme, fizibilite, marka seçimi, işletme modeli ve yatırım planlama süreçlerinde danışmanlık hizmetleri sunmaktadır.
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