PROJECT - CHRIS NORTON, CEO OF EQUINOX HOTELS: 'NEOM REPRESENTS THE QUINTESSENTIAL LUXURY HOTEL OF THE FUTURE’ (Saudi Arabia)
The seasoned hotelier has joined the grandiose project in Saudi Arabia, eager to push back the boundaries of luxury hospitality and elevate the guest experience to the highest realms. |
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PROJECT - CHRIS NORTON, CEO OF EQUINOX HOTELS: 'NEOM REPRESENTS THE QUINTESSENTIAL LUXURY HOTEL OF THE FUTURE’ (Saudi Arabia)
The seasoned hotelier has joined the grandiose project in Saudi Arabia, eager to push back the boundaries of luxury hospitality and elevate the guest experience to the highest realms. |
Category: Middle East - Saudi Arabia - Industry economy
- Interviews and portraits
- Hotel projects - Interviews - Industry leaders
Interview made by Vanessa Guerrier-Buisine on 2024-09-11
 Chris Norton, CEO of Equinox Hotels
Photo credit © Equinox Hotels
While Nadhmi Al-Nasr, CEO of Neom, states that “at Neom, we are addressing some of the most pressing challenges facing humanity by bringing together a community of the brightest minds committed to reimagining what a sustainable future will look like in 20 to 30 years, and building it today”, Chris Norton's visionary approach seems perfectly aligned with these ambitions.
In an interview with Journal des Palaces, Chris Norton, CEO of Equinox Hotels, describes the contours of this unique project, where Equinox's avant-garde approach and commitment to wellness fit seamlessly into the ambitious plans for this extraordinary Saudi destination.
Journal des Palaces: You've just announced the signing of the Equinox Resort Treyam in Magna, on the Neom coast. When is this project due to open, and what are its main features?
Chris Norton: Equinox Resort Treyam will serve as the model for transformative performance luxury in the Neom region. The property will be situated within a 450-meter-long bridge-like structure floating 40 meters above a serene lagoon. Within the resort, guests can expect high-performance programming and experiences, expansive rooms and suites, a 450-meter-long pool, world-class dining experiences, a Club | House, an award-winning spa, innovative health and performance treatments, and a signature Equinox Fitness Club. We anticipate opening our doors to guests by 2028.
The concept of “high-performance living” is at the heart of Equinox Hotels' philosophy. How does this philosophy fit into Neom's futuristic setting? What challenges do you face in aligning this project with your brand values?
Our core belief in “high-performance living” drives everything we do at Equinox Hotels. When it came to integrating this philosophy into Neom's futuristic landscape, we felt like it was the perfect region to bring the concept of high-performance living to the next level. Neom represents the epitome of future luxury hospitality, and our partnership underscores our mutual dedication to innovation, sustainability, and redefining the boundaries of hospitality and performance travel.
Situated between The Line and the southernmost point of the Gulf of Aqaba, Equinox Resort Treyam will be a prime example of what transformative luxury truly means. We're excited to activate the entire destination with unique experiences that only Equinox Hotels can deliver, setting a new standard for luxury hospitality in the region.
In the press release, you mention activating the destination as a whole, through experiences that only Equinox Hotels can offer. Could you cite a few examples of this type of experience?
Guests can look forward to a diverse range of experiences tailored to cater to their desires, whether they seek relaxation, adventure, or a peaceful retreat. From exploring some of the world's most breathtaking coral reefs, thrilling diving adventures, mountain biking, climbing, and beyond, Treyam offers a multitude of activities to suit every preference. Every experience at Equinox Hotels is meticulously crafted with “high-performance living” in mind, ensuring unparalleled luxury and fast, anticipatory service.
What specific innovations in wellness and technology will you be introducing at Equinox Resort Treyam?
By seamlessly blending advanced technology with the unparalleled natural beauty of the harbour destination, we will be offering holistic and transformative programs that are both high-tech and high-touch featuring therapies that harness the power of nature. Guests can expect experiences that enhance physical and mental well-being such as sound healing rituals and personalized programs rooted in healing traditions.
Travellers have growing expectations in terms of sustainability and innovation. How is Equinox Hotels responding to these trends, particularly with projects like Neom? Could you cite a few examples?
Sustainability is more than just a commitment—it's a core value. We're focused on reducing our environmental impact by eliminating paper and plastics in guest rooms, integrating technology solutions that enhance convenience while minimizing waste. Our rooms are built with low or zero-VOC products and renewable resources.
We currently require performance targets of LEED (Leadership in Energy and Environmental Design) Silver as a minimum, and build to WELL standards. Our commitment to environmental responsibility extends to our supply chain, with ongoing assessments to ensure products meet our high ethical criteria. We continually explore innovative solutions to enhance the sustainability of our future properties.
In addition to the Neom project, you mentioned in our last interview that you wanted to develop Equinox in urban destinations (Mexico, Caribbean, Asia, USA) and resorts (Europe, Mexico, Florida, Middle East). How are you progressing on these fronts?
Our commitment is to continue to expand Equinox Hotels into strategic destinations where we can offer transformative experiences to our guests. We are working on key urban and resort destinations in North America.
What's the status of your project with Red Sea Global?
Equinox Resort Amaala is set to open in mid-2025.
Which destinations are you targeting in particular? Are the Emirates a priority in your development? What are the reasons behind these choices?
We are exploring key destinations around the world that can bring the core principles of Equinox Hotels: movement, nutrition, regeneration, and rejuvenation to new levels. North America and the Middle East are our strategic priorities. Guests get access to untouched surroundings in the Middle East where they can fully immerse themselves in our unique and dynamic programming.
 "Equinox Resort Treyam will serve as the model for transformative performance luxury in the NEOM region"
Photo credit © Equinox Hotels
 The spectacular project that Equinox is joining in Magna, Neom, Saudi Arabia, is a response to the challenge of designing a sustainable future for the next 20 to 30 years
Photo credit © Equinox Hotels
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