XpresSpa Group Unveils New Corporate Identity
The name change signals a shift for the in-airport health and wellness brands to meet evolving traveler demands
The parent company of in-airport health and wellness brands XpresSpa, Treat, and XpresCheck, and digital health provider HyperPointe, has unveiled a new corporate identity, XWELL, Inc. The new corporate name emphasizes the company’s shift toward health and wellness offerings.
“XWELL not only signifies the company’s wellness evolution – it signifies the evolution of today’s air traveler,” XWELL CEO Scott Milford told Business Traveler. “People on the go care about their health and wellness, and, as a company, we knew that our brands could help address the needs of today’s traveler.”
The company, formerly known as the XpresSpa Group, will continue to operate its suite of products under its existing brand names. Airport retailer XpresSpa currently has 28 outlets in 13 airports, including three at Istanbul International and an additional two set to open there next month.
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“We will soon have more than 30 XpresSpa domestic and international locations that will continue to offer a wide range of wellness services including physical massages, nail services, and treatment masks as well as HydroMassage for touchless massage,” according to Milford.
The group’s XpresCheck brand was developed in 2020 when the global pandemic forced the shutdown of most air travel and, with it, most of the group’s spa operations. The company pivoted to use its existing facilities to offer in-airport COVID-19 testing and work with the CDC and Ginkgo Bioworks on a traveler-based SARS-CoV-2 genomic surveillance program.
XWELL has also launched Treat, an in-airport integrated spa and healthcare concept that combines XpresSpa wellness offerings with XpresCheck services to offer what Milford describes as an “upscale health and wellness center with access to on-site care with medical professionals.”
“It’s the first fully integrated in-airport spa and wellness concept, providing medical services, state-of-the-art testing, and a holistic approach to physical and mental well-being,” he said.
“This year, as part of our women’s health initiative, we have expanded our line of retail products dedicated to women’s health,” Milford explained. “The expanded line of products for women are clean, sustainable, and primarily sourced from companies that are owned by women and people of color.”
Treat just opened its third location at Salt Lake City International Airport, adding to existing sites at New York’s JFK and Phoenix Sky Harbor.
“We want to bring wellness into the travel experience,” Milford said. “While we, unfortunately, can’t control delayed flights or long lines, we can offer travelers an escape from today’s airport experience and give them a chance to renew, recover and re-energize themselves.”
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