Spa industry veteran Amanda Al-Masri is heading up Hilton Hotels & Resorts’ wellness division as its new vice-president of wellness.

Al-Masri is a veteran of the hospitality and wellness industries with more than 20 years of experience under her belt. Her expertise spans strategic planning, business development, and concept and brand building, in addition to pre-opening services, finance, design and operations.

Al-Masri’s career has involved roles with major brands including Marriott, One&Only Resorts, Starwood Hotels and Resorts, Kempinski and Capella Hotels. With a Master’s in Hospitality Management from Cornell, she also runs an independent spa and wellness consultancy, Al-Masri Consultancy.

In her previous role, Al-Masri worked for industry recruitment firm and consultancy Hutchinson Consulting as managing director and served as vice-president of spa for high-end health club operator Equinox. In this role, Al-Masri oversaw the overall strategy and execution of more than 90 spas and helped launch Equinox Hotels.

Commenting on her appointment, Al-Masri said: “In my new role, I serve as the wellness strategist across the company’s global portfolio to enhance our current offerings and programmes while also developing new, scalable solutions that meet rapidly evolving consumer expectations.

“To me, delivering wellness in a hotel environment – most effectively and at scale – requires a multi-pronged approach.

“First, reduce the friction of maintaining healthy habits on the road when guests stay with us, whatever that means to them. Then, more broadly, actively explore a wider view of wellness and identify ways in which we can infuse that focus into all of our 19 brands.”

As of 2023, Hilton's portfolio encompasses 7,000 properties spread across 123 countries and territories.

“I’m proud to join a company that is leading the industry and excited to dive in and work with the team to deliver meaningful wellness solutions for our guests,” added Al-Masri.

“Hilton’s unwavering commitment to our guests’ wellbeing is pushing the envelope for the industry by providing new levels of experiences and access worldwide.”