Ever since the story of Gilgamesh was written down in ancient Mesopotamia, humankind has sought the means by which to restore health and extend life.
Today, our knowledge of medicine and physiology has progressed to the point where we can quantify how aging occurs at the cellular level as well as offer people a host of therapies to attenuate the onset of aging and the diseases that aging contributes to, therein extending the good years of well-being and vitality that one has on this planet — "healthspan" as it’s called versus only lifespan.
This pursuit of healthspan and its correlating practices and treatments is often labeled as "The Longevity Revolution" where millions of people will stand a good chance of making it to a centenarian or even supercentenarian age. Beyond the profound implications for all of society, this will be a gold rush for the hospitality industry.
Longevity is the new luxury, or put another way: "health is wealth." The longevity revolution will mean more demand for on-site wellness and anti-aging programming at hotels, offering both a path to greater ancillary revenues as well as a whole new market for longevity tourism. Demographically, in looking at an elongated customer lifetime values (CLVs), this will imply more years, if not more decades, by which to target guests and get bookings.
At the forefront of this longevity revolution is The Estate Hotels & Residences, a new hotel brand that was launched in mid-September by founders Sam Nazarian and Tony Robbins. The brand's goal is to have 15 global hotels and residences as well as 10 urban preventative medicine and longevity centers by 2030. Joining these two founders will be global music icon Marc Antony and international strategist Richard Attias, who together will develop this luxury brand into the largest longevity ecosystem in the world in partnership with luxury health clinics Fountain Life and Clinique La Prairie.
We interviewed Sam Nazarian, who as the founder and CEO of SBE has been a hotel icon for several decades now. Since launching SLS Hotels in 2006, Nazarian has ushered in the boutique, lifestyle trend in hospitality with his signature style of playful design, dynamic food-and-beverage concepts and on-site entertainment. With The Estate, Nazarian is bringing to the forefront a new age of luxury centered around using the latest diagnostics and restorative technologies to maximize a person’s healthspan.
Can you recall the moment when you first started to believe in the prospects of longevity and increasing healthspan through proactive care?
After building some of the largest global lifestyle platforms in the early 2000s, my priorities have naturally shifted with the growing focus on health and wellness. Today, there’s a broader, undeniable movement toward feeling better and living longer. People across all generations — whether Gen Z, millennials or older — are no longer satisfied with luxury alone; they are seeking proactive, science-backed health solutions that empower them to thrive. This shift toward longevity and wellness is deeply personal for me, which is why I partnered with Tony Robbins to create The Estate — a revolutionary luxury hospitality and residential ecosystem designed around preventative medicine, AI and extending life through innovative health solutions.
As background, what stage of development are you in for the first resort in St. Kitts and the first longevity center in Los Angeles?
The St. Kitts resort is slated to open in 2026. The first longevity center will open in Century Plaza, Los Angeles, in the second half of 2025.
How is longevity tourism different from more established travel modalities like wellness retreats?
Longevity tourism goes beyond traditional wellness retreats by offering medically-backed, personalized care based on advanced diagnostics and scientific data. While wellness retreats often focus on relaxation and general well-being, longevity tourism is rooted in precise, proactive health interventions designed to extend one’s healthspan. Partners like Fountain Life and Clinique La Prairie bring cutting-edge medical technologies and holistic treatments, ensuring that guests receive personalized diagnostics and therapies from leading experts in longevity science.
What services will these clinical partners provide and what other longevity or wellness amenities will be offered to guests and residents?
Fountain Life will provide innovative diagnostics and preventative health services using AI-powered technologies. Guests will have access to advanced health screenings, including full-body MRIs, genome sequencing, DEXA scans and epigenetic testing to detect early signs of disease and assess overall health. The goal is to catch potential issues before they manifest as symptoms, allowing for early intervention and optimization of health. These diagnostics will be complemented by personalized health coaching, therapeutic plans and tailored nutrition regimens to increase vitality and longevity.
Clinique La Prairie, known for over 90 years of expertise in longevity, will contribute its holistic health treatments, such as its signature Revitalization program, which enhances immune function and slows aging, and its Master Detox program, designed to cleanse the body at a cellular level. In addition, guests can benefit from their CLP Holistic Health supplements and therapies that align with their renowned four-pillar approach: medical care, nutrition, well-being and movement. This ensures a fully integrated health experience, blending science with luxury.
How can a hotel guest staying only a few nights take advantage of these wellness-focused amenities at The Estate?
The Estate will offer a range of wellness amenities, including fitness programs curated by industry experts, therapeutic spa treatments and a nutrition platform developed by Michelin-starred chefs, designed to work in harmony with each guest’s medical diagnostics and health goals. Tailored plans will involve initial screenings, biomarker assessments, individualized consultations, nutrition plans, fitness regimens and post-departure follow-ups to ensure continued health improvement.
What additional benefits and in-suite features will differentiate residences at The Estate from other luxury hotels selling branded residences?
Residences at The Estate will integrate advanced diagnostics, fully tailored wellness programs, and amenities like wellness kitchens, personal fitness spaces and smart technology designed to monitor and enhance health.
Do you foresee a new dining category of "longevity cuisine" emerging? How will The Estate Diet offer a differentiated culinary presentation from other luxury hotel brands actively pursuing wellness-based food and beverage?
The Estate Diet will go beyond traditional wellness cuisine by integrating personalized nutrition plans that are directly informed by each guest’s medical diagnostics. This means that every meal will be crafted to support specific health goals – whether that’s enhancing longevity, boosting immune function or optimizing gut health. Dishes will be designed by a team of award-winning and Michelin-starred chefs, such as Chef Katsuya Uechi, Chef Wes Avila and Chef Dani Garcia, ensuring that the food is not only nutritious but also of the highest culinary standard.
Much of longevity is achieved by changing one’s "lifestyle" – a term that SBE and SLS Hotels practically invented. As a pioneer of both this hotel category and the entertainment industry, what design elements and amenities will make The Estate properties more than just a health clinic with luxuriously furnished rooms and suites?
The Estate will combine luxury, design and entertainment to create spaces that are not only medically advanced but also cater to lifestyle enjoyment, making it a holistic experience, not just a clinical one. It’s about creating a complete ecosystem where longevity and luxury coexist, without sacrificing the indulgent, joyful aspects of life that SBE has always stood for.
How will The Estate help its guests and residents find their own healthier balance in dieting and wellness?
I’ve always believed that life is about balance, and that’s a key principle we’re bringing to The Estate. Longevity doesn’t mean living a life of deprivation; it’s about finding a way to enjoy the finer things while still making choices that support long-term health. We’re not asking our guests to give up the pleasures that make life rich, like celebrating with friends, enjoying a glass of fine wine or indulging in a gourmet meal. Instead, we’re offering them a way to do these things in a way that aligns with their health goals.
Our culinary programs, for example, feature dishes that are not only delicious but also designed with longevity in mind – whether it’s antioxidant-rich ingredients or sustainable, organic wines. It’s about enjoying life’s pleasures in a way that enhances your health, not detracts from it. We want our guests to leave feeling rejuvenated, not restricted, and empowered to maintain that balance long after their stay.
Adam and Larry Mogelonsky are partners of Hotel Mogel Consulting Ltd., a Toronto-based consulting practice. Larry focuses on asset management, sales and operations while Adam specializes in hotel technology and marketing.
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