Resting on a briefcase, a mask connected to sensors promises to detect 23 biomarkers and biological indicators in just a few minutes, before delivering a program to improve health. “PNOË is a respiratory analysis device,” explains Panos Papadiamantis, the head of the company, which employs around a hundred people. “We assess, in functional terms, how well your lungs absorb oxygen, how effectively your heart pumps it, and how efficiently your cells take it up,” he adds.
The link to the worlds of tourism and hospitality may seem tenuous at first glance, and yet the company has already equipped Four Seasons hotels and has other orders in the hospitality sector. “The wellbeing and the longevity represent the new luxury. Consequently, I think wellness and hospitality will be inextricably linked in the future. I don’t believe it will be possible to sell luxury hospitality without tying it very closely to wellness,” the entrepreneur contends.
Beside the PNOË mask, there is a hyperbaric chamber with ultra-modern design, where the visitor can settle into a chic beige chair, an oxygen mask on the face, for a session under a pressure “equivalent to ten meters underwater,” explains David Gumbleton, representative for the HPO Tech brand. With the possibility to continue working, he notes, since tablets are connected inside the chamber.
The “Wellbeing and Appearance” Concern
At the end of the day, he asserts, are expected health benefits such as faster healing processes or reduced inflammation. These tools—often reserved for the medical sector or elite athletes—now find a place in luxury hotels, which can thus offer and monetize additional services.
“The hotel market used to be more about spas and the notion of indulging oneself. Today, people are seeking wellbeing. It is a market with very high growth,” analyzes David Gumbleton. And the hotel, equipped with these new technologies, becomes a destination in itself.
While the wellness sector represented last year as a whole around $2 trillion according to McKinsey, longevity has been thrust into the spotlight by American billionaire Bryan Johnson. It is attracting clientele who, for some, have shifted away from traditional luxury goods. According to a Bain & Company report, global luxury spending fell by 1 to 3% in the previous year compared with 2024. While goods suffered—especially leather goods and fashion—spending on experiences rose by 3% during that period, notably thanks to the wellness sector.
Scientific arguments are not all proven, but the movement is spreading: the Six Senses hotel group offers longevity-focused stays at certain destinations for several thousand euros per week, excluding accommodations. Four Seasons has partnered with Chi Longevity clinics, offering a genetic testing service to discover “how your body metabolizes nutrients in a unique way”.
“It is a demographic reality: the baby-boom generation is reaching retirement age”, notes Stéphane Durand, tourism specialist at the consultancy Voltere by Egis. “These are people with purchasing power, used to being major luxury consumers.” Not to mention “the concern for wellbeing and appearance. These are part of the society’s enduring trends”, he adds—provided they have the means, of course.
In Malta, entrepreneur Mark Weingard, head of the Iniala group, plans to launch in 2028 a four-week longevity program for entrepreneurs across his hotels… at a cost of $100,000. “Longevity is the buzzword right now. But many places do not implement it correctly”, he remarks.
