REIMAGINING THE WELLNESS EXPERIENCE
THE ASK
MY ROLE
Develop a luxury, all-inclusive resort for eager travelers looking for an upscale getaway
THE OPPORTUNITY
3D design
Branding
Mobile app design
Strategic development
Creative concept
Audience research and segmentation
Situational analysis
Create a space where women feel inspired and empowered, free from societal expectations
THE SOLUTION
The Luna, the first women-only all-inclusive resort in the United States, focuses on embracing new beginnings, pushing boundaries, and having an active mind and active body.
THE TEAM
Taylor Sarlo (Brand Manager)
Max Warren (Brand Manager)
THE MARKET
The global wellness hotel market was valued at $13690 million in 2022 and is projected to reach $23370 million by 2029 (LinkedIn, 2023). Women—young, old, single, married, and widowed—are fueling an explosive growth in the travel industry.
WHY ARE WOMEN TRAVELING?
As of 2023, more women are in the workforce than ever. Over 80% of women are more ambitious than before the pandemic. They represent a higher percentage of C-Suite executives than ever before. These high-earning women are challenging the societal expectations of enforced gender roles, where they are becoming the primary breadwinner of their families every year (McKinsey, 2023).
THE MENTAL LABOR IS CAUSING WOMEN BURNOUT AND HIGH-LEVEL OF STRESS
-
53% of women say that their stress levels are higher than they were a year ago
-
33% of women have taken time off work due to mental health challenges
-
Over 33% of women rate their ability to switch off from work as very poor
(Forbes, 2022)
TRAVELING AS AN OUTLET TO IMPROVE MENTAL HEALTH AND WELLNESS
The wellness tourism market is on the rise, and it is expected to grow to $1178.93 billion in 2027. Women are traveling at a much higher rate than men. Over 80% of women are traveling to escape from their reality and focus on relaxation (Forbes, 2022).
THE HOTEL AND RESORT INDUSTRY IS ONE NOTE
The wellness resort experience focuses on relaxation as the cure for stress. Resorts define relaxation as low commitment, low activity, and low emotional stakes.
DOING NOTHING IS NOT RELAXING
Women want to be active, committed and engaged.
"I work remotely so I like to go outside the house as often as I can. I like to do things that involve other people and let me socialize as much as possible." (Consumer IDI, Female, 28)
I like having activities planned throughout the day. I function better that way instead of sitting at home and thinking about work." (Consumer IDI, Female, 28)
A lot of decisions on vacation. I just want to show up and be on vacation without putting any work into planning how my day is going to go." (Consumer IDI, Female, 35)
The Engaged Explorer
-
Ages 25-44, $75K+ income
-
Focused on the career
-
Seeks active and engaging activities for relaxation while on vacation
-
Wants to meet new people and create meaningful connections
-
Over-planner in their daily life
THE WOMEN
The Affluent Experience Traveler
-
Ages 45+, $200K+ income
-
Seeks a vacation to escape from the strains of daily life
-
Wants to put more emphasis on physical and mental well-being
-
Has a desire to commit to healthy habits for the next stage in their life
OPPORTUNITY
We have the opportunity to create the first women-only all-inclusive luxury wellness resort in the United States, a space where women can spend their free time to be inspired to keep up rather than slow down.
Located in Big Pine Key, Florida, The Luna will be the first women-only all-inclusive luxury wellness resort in the U.S.. The Luna believes in embracing new beginnings, stepping out of your comfort zone, and having an active mind and active body.
Our mission is to provide a nurturing space for professional women, free from societal expectations, where they can rejuvenate and empower themselves. We are dedicated to enabling our guests to shatter barriers during their stay and throughout their lifelong journey.
ACTIVITIES & AMENITIES
REVIVE
ENERGIZE
DISCOVER
CREATE
GATHER
Health Coaching Sessions
Nutritionist
Dermatologists
Spa
Salon
Hot & Cold Saunas
Aerobics
Kickboxing
Pickleball
Tennis
Yoga
Paddle Boarding
Snorkeling
Cooking Classes
Wine Tasting
Book Clubs
Interior Design
Personal Finance
Life Coaching Sessions
Painting
Knitting
Pottery
Creative Writing
Journaling
Beach
Pool
Restaurants
Wine Bar
Common Area
WEBSITE & APP
Before booking their stay at The Luna, guests can access information about the resort’s experience and offerings through the website or app. To ensure they have the best experience at The Luna, guests are required to take the itinerary quiz tailored to their needs.
RESORT MAP
LOBBY
Upon arrival, Luna guests will be greeted at the reception desk, where they will check in. The lobby offers a wellness cafe and bar for our guests to enjoy while they wait.
THE ROOMS
The Luna Resort offers three room options: The Crown, The Queen, and The Royal Suites.
Each room is smart-connected with luxurious bedding/towels, smart TV with built-in sound speakers, Nespresso machine, high-speed internet, and a private balcony to see the beautiful beach of Big Pine Key.
The Crown
CARE PACKAGE
Our Luna guests will be welcomed with a care package in their rooms, which includes a robe, slippers, essential oils, a journal & pens, a mug, a hydro flask, a tote bag, and a beach towel to enhance their experience at the Luna.
THE SPACES
Our spaces, such as the Wellness Center, Studios, Fitness Center, Common Area, and Outdoor Areas, allow our guests to revive, energize, discover, create, and gather.
Our guests will be able to participate in activities they've always wanted to do, such as health coaching sessions, aerobics, wine tasting, pottery, and building connections with other women.
Luna Spa & Wellness Center
RESTAURANTS & BARS
ONE COHESIVE LUXURIOUS PACKAGE
-
The Crown 760ft², $2,250
-
The Queens 943ft², $2,500
-
The Royal Suite 1035ft², $3,200
-
All 3 room options include:
-
Unlimited access to all daily classes, studios, fitness centers, and spa amenities
-
Complimentary shuttle service to and from Miami International Airport
-
Complimentary on-site parking with electric vehicle charging stations
-
Complimentary daycare services for children 5 and younger
-
3 meals/day with complete dietary restrictive substitutions available upon request.
-
Complete access to outdoor recreational equipment
-
-
Additional $1,500 will be added for each additional patron sharing a room
TAKEAWAY
The cure for stress is engagement. The Luna is a new kind of resort that seeks to offer a stimulating, meaningful, and memorable experience through a reimagined multifaceted approach to wellness in the United States.