The UK’s largest independent hotel group has appointed Keith Pickard to oversee each of its lifestyle departments.
The Macdonald Hotels & Resorts group has 45 hotels across the UK and Europe including 21 spas. Each spa has its own style and selection of wellbeing experiences. The portfolio range in size from small day spas to large resort-style offerings.
Formerly the Director of Golf at Macdonald Hotels & Resorts, a position which he held for two years, Pickard brings more than 15 years of experience in hospitality. His new role follows the hotel group’s rapid expansion in the UK spa market and the company’s launch of spa and wellness services through its Vital Health & Wellbeing Club brand.
Since 2015, the company has invested more than £10m on renovating and expanding its spa properties.
As part of this ongoing spa and leisure investment, Macdonald will be looking to enhance its luxury spa services, maximize membership growth and introduce new recruitment and retention drives. In his new role, Pickard will work closely with the spa managers and product houses to create a robust spa model for the four star and luxury markets with competitive pricing.
Commenting on his appointment, Pickard says: ‘Spa and wellness play a major part in the Macdonald Hotels & Resorts business strategy so I’m extremely pleased to be taking on this role. Over the past few years there’s been significant investment into our spa facilities so my aim now is to enhance the customer journey.’
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