With the global wellness tourism market projected to grow from $946 billion in 2024 to $1.78 trillion by 2032, the luxury hospitality sector—particularly wellness resorts—is entering an increasingly competitive era. This research focused on strengthening the market position of Miraval Austin, part of the pioneering Miraval brand established in 1995, as it faces rising competition from newer and more innovative wellness concepts.

The objective of this project was to refine and elevate Miraval Austin’s customer experience strategy to ensure it delivers a seamless, high-touch luxury environment aligned with evolving guest expectations. By enhancing the end-to-end guest journey, the initiative aimed to increase customer satisfaction, sustain occupancy rates, support higher room pricing, and reinforce the resort’s reputation as a leading four-star wellness destination.

Ultimately, this work centered on using strategic experience design as a lever for revenue growth and long-term brand differentiation in a rapidly expanding global market.