HN sat with Kazem Shamas, GM of Al Messila, a Luxury Collection Resort & Spa, Doha, exploring luxury positioning and spa trends.
How do you evaluate the luxury spa and resort sector in Doha?
Overall, Doha has evolved into a highly advanced luxury hospitality destination, offering sophisticated spa and resort experiences meeting international expectations. Moreover, the city is gaining momentum as a wellness tourism hub, driven by resorts delivering immersive, structured and results-oriented wellness programs. Notably, Al Messila, a Luxury Collection Resort & Spa, Doha offers a rare garden sanctuary, allowing guests to disconnect completely from the surrounding urban environment. Built on a historic farm, the resort integrates flowing water elements inspired by its name, creating calm, balance and continuity. Guided by a transformative wellness mission, Al Messila delivers holistic luxury through private villas, diverse pools, a spa and active lifestyle facilities.
How is Al Messila adapting to evolving guest expectations in Doha and the Gulf?
Currently, wellness demand is accelerating, shifting from performance-focused fitness toward integrated physical, mental and emotional wellbeing experiences. In response, Al Messila differentiates itself through personalized, long-term wellness journeys that extend beyond conventional spa treatments. As a result, the resort delivers meaningful programs resonating strongly with both local guests and regional Gulf travelers.
What wellness and spa trends are shaping Doha today?
First, personalized wellness journeys are replacing generic menus, using diagnostics and consultations to create tailored, goal driven wellness programs. Second, demand is rising for quiet luxury retreats emphasizing privacy, serenity, understated design and immersive restorative experiences. Third, guests increasingly value blended rituals combining Middle Eastern traditions with advanced technologies and modern therapeutic innovations. Finally, technology-driven wellness continues expanding, integrating biohacking tools, smart recovery systems and AI-supported assessments.
Can you share upcoming plans for Al Messila?
Looking ahead, Al Messila is focused on elevating guest experiences while strengthening awareness of its distinctive water-centered identity. Moreover, future initiatives will enhance wellness storytelling, reactivate the on-site farm, and expand integrative health programming. Furthermore, these developments reinforce Al Messila’s positioning as a comprehensive wellness destination aligned with evolving Gulf expectations.
