The Rise of Wellness Brands in the Hospitality Scene
From Dior in Portofino to Louis Vuitton in Paris, fashion’s elite are redefining luxury travel.
Fashion's biggest names are turning five-star dreams into branded realities. Brands like Dior, Louis Vuitton, and Balmain are venturing beyond the runway to design more than chic spaces - they’re curating entire lifestyles. The next wave of high-fashion hospitality blends couture-level aesthetics with five-star service, delivering immersive brand experiences for travelers who expect more than just a suite. For The Betesh Group’s discerning clientele, these openings aren’t just hotels—they’re brand universes you can sleep in. Here are five to keep on your radar.
Dior Spa - Italy’s Northern Riviera gets a Couture Uplift
Building on the momentum of its Dioriviera pop-up spas in luxe locations such as Aspen and St. Tropez, Dior is set to debut a permanent wellness haven in Portofino, Italy. This picturesque retreat will blend Dior’s fashion-forward elegance with bespoke well-being rituals tailored to individual guests. Expect signature design touches—monogrammed robes, custom furnishings, and couture-infused interiors—paired with curated treatments rooted in the House's L’Or de Vie skincare line. Nestled on the Ligurian coast, this destination promises quiet glamour, timeless beauty, and the sort of indulgent serenity only Dior can deliver.
Jet, Set, Bulgari: Expanding to Miami, Bahamas & Bodrum
Bulgari Hotels & Resorts continues its globe-trotting expansion with upcoming properties in Miami, the Bahamas, and Bodrum, Turkey. These additions build on the success of the brand’s existing destinations in Milan, Bali, and Dubai—each renowned for their understated elegance, impeccable service, and jewellery-inspired detailing. In Miami, guests can expect a sleek, oceanfront retreat that melds Art Deco energy with Roman sophistication. The Bahamas location will bring refined island living with Italian flair, while Bodrum will pair the brand’s opulence with the region’s coastal mystique. Across all locations, expect Michelin-level dining, sculptural interiors, and a distinct sense of place filtered through the Bulgari lens.
Christian Louboutin – Vermelho, Melides, Portugal
In the sleepy town of Melides, south of Lisbon, Christian Louboutin has unveiled his first hotel, Vermelho—meaning "red" in Portuguese, a clear nod to his iconic red soles. True to form, Louboutin's 13-room boutique property is a riot of eclectic, artistic design. Handpicked tiles from Portugal, vibrant Venetian glass chandeliers, bespoke murals and hand-carved doors set the tone, creating a space that feels both maximalist and intimate. Every corner reflects Louboutin’s lifelong obsession with craft, colour and travel. There’s a serene courtyard garden, a crimson-hued plunge pool, and an on-site restaurant offering Mediterranean fare served with flair. Guests will feel as though they’ve stepped into the designer’s personal world, where fantasy meets comfort. For those in search of offbeat luxury and a distinctly couture experience in an undiscovered corner of Europe, Vermelho is a rare gem.
Dolce & Gabbana - Italian Glamour, Remained in Hospitality
Dolce & Gabbana are embracing the world of lifestyle and hospitality with bold ambition. The brand, known for its ornate Sicilian motifs and unapologetically maximalist fashion, is working on branded residences and hotels in Miami, Marbella, and the Maldives. Each property is being designed as an extension of the Dolce & Gabbana world: theatrical, sensual, and unmistakably Italian. Expect lavish interiors filled with custom ceramics, velvet furnishings, and baroque flourishes—alongside high-spec wellness areas and sun-drenched terraces. While the properties are still in development, what’s certain is that guests can look forward to a full Dolce & Gabbana immersion—from custom décor and branded linens to retail experiences and curated events. These hotels will cater to travellers who don’t just want luxury—they want drama, identity, and a full embrace of la dolce vita.
Louis Vuitton Hotel, Paris: A Monument to Monogrammed Luxury
Louis Vuitton’s first fully branded hotel will open on the Champs‑Élysées in 2026, marking a major milestone in its lifestyle evolution. Housed in a restored Art Nouveau building adjacent to the Maison’s flagship, the hotel will encapsulate the spirit of Parisian sophistication with a fashion-forward twist. From custom trunk-inspired minibars and curated art installations to bespoke interiors infused with the iconic LV monogram, every element will tell the story of the brand. A rooftop terrace with panoramic views of the Eiffel Tower will serve as the jewel in the crown—perfect for haute-style sunset cocktails or private soirées above the city.
Lacoste – A Sporty retreat in the heart of Bali
Lacoste is bringing its tennis heritage and relaxed French elegance to the lush landscapes of Bali. The upcoming Lacoste Tennis Resort in Ubud is poised to be a haven for wellness lovers, tennis enthusiasts and fashion-conscious travellers alike. Surrounded by rice terraces and jungle canopy, the resort blends the brand’s signature sporty-chic style with a tropical, restorative energy. Facilities will include professional tennis courts, fitness programmes, yoga sessions and wellness amenities—all within an aesthetic shaped by clean lines, soft whites, and crocodile-green accents. Expect thoughtful details such as Lacoste staff uniforms, custom resort wear, and interior nods to classic tennis iconography. Ideal for active travellers who value design as much as movement, this retreat aims to serve as a modern, stylish ode to leisure and performance.
Michael Kors Residence: Sophisticated Coastal Living in Montauk
Michael Kors brings his East Coast elegance to Montauk with a set of luxury residences that speak to the brand’s relaxed-yet-refined lifestyle ethos. Designed for the well-travelled urbanite craving space, calm, and curated comfort, these boutique homes are inspired by Hamptons living—clean interiors, neutral palettes, and spaces designed for entertaining. With resort-style amenities including private chef services, wellness programming, and proximity to the area’s best beaches and boutiques, the project feels less like a hotel and more like a fully-formed lifestyle statement.
Already Operating: The Balmain Boutique Retreat, Greece
Slated for a summer debut, Balmain’s boutique retreat in Greece merges haute couture boldness with Cycladic serenity. The property will offer a curated escape that reflects Balmain’s creative director Olivier Rousteing’s signature style: confident, clean-lined, and unapologetically luxurious. Think minimal yet sculptural architecture, bold silhouettes in furnishing and design, and exclusive fashion-meets-wellness experiences. Tucked away in a secluded coastal enclave, the retreat will cater to aesthetes and brand loyalists seeking a balance of privacy, polish and high design in one of the Med’s most iconic settings.
Why These Matter
All of these ventures follow a strategy where top-tier lifestyle brands extend their DNA into hospitality, offering immersive experiences that resonate emotionally with travellers. As labels blur the line between retail, lifestyle, and travel, high-end consumers are increasingly invited not just to wear the brand, but to live it. They blend product, design, service and provenance - a reflection of our clientele at The Betesh Group.