The man behind Spa Alila, Steve Jeisman, believes Alila Hotels & Resorts’ total ownership of its spa brand means the company is well-placed to become a leading trendsetter in the Middle Eastern market.

Jeisman, who developed the spa brand for Alila in 2006 and has been director of spa and development ever since, told Spa Business that Spa Alila’s healthy revenue streams and freedom to evolve to guests’ demands would be key as the company makes its first foray into the Middle East this year.

The Asian boutique hotelier will open three new properties during 2014 and the company is eager to maximise the potential of its spa offering.

“There is a huge opportunity for Alila in this market to grow brand awareness of Alila, be a trendsetter and create a unique brand positioning that exceeds design and service expectations in this region,” says Jeisman.

“Spa Alila provides a sophisticated level of "wellness" brand association with Alila Hotels and Resorts... attracting guests wishing to design or indulge in a consolidated Health/Wellness Holiday. Exercise, Nutrition, Rest and Therapy, thus increasing hotel occupancy and brand awareness.”

He added that in business terms, there is also an associated branding opportunity via Alila's online retail store, where the spa brand hopes to drive sales of its Alila Living products.

Alila will kick off its Middle Eastern expansion with the launch of Oman’s Alila Jabal Akhdar in the first quarter of 2014.

The 78-bed resort will provide nature lovers with an escape from the desert heat, with a cliff-side restaurant, pool, Spa Alila, and a fitness centre.

Elsewhere, the Alila Seminyak is to open on a beach in Bali during the third quarter of this year. Designed as a secret garden, it will feature 240 chic, contemporary rooms and suites.

Finally, a heritage fortress in India’s Jaipur district is being transformed into the Alila Fort Bishangarh. This is the group’s third Indian property and features stunning views over the Aravalli mountain range. The 59-suite property will offer a Spa Alila, two restaurants, a pool and fitness centre when it opens at the end of 2014.