Debate on hotel investment, wellness and profitability at Piscina Barcelona with CWH

As part of Piscina Barcelona, the leading international trade show for the pool, wellness and outdoor industries, Cushman & Wakefield Hospitality (CWH) is organizing a conference that will bring together some of Spain’s top hotel managers and investors. The event will explore the strategic role that pools and wellness spaces play in today’s hospitality sector, and their impact on profitability, positioning, and guest experience.

The session, scheduled for the afternoon of November 18 at Fira de Barcelona’s Gran Via venue, is aligned with Piscina Barcelona’s commitment to connecting innovation, sustainability and business, while providing hospitality professionals with knowledge and tools to design products that are more attractive, profitable, and in tune with new market demands.

This conference will specifically highlight how pools, wellness facilities and outdoor areas have become key factors for competitiveness and value creation in the hospitality industry. Renowned professionals will share insights on product needs, the economic impact of such amenities, and their decisive role in guest satisfaction. Speakers will include José Mª Rossell, CEO of Senator Hotels & Resorts; Meritxell Vilella, Marketing Director at Aqua Hotel Group; and Francisco Javier García Cuenca, Vice President of Magic Hotel Group.

The program will also feature in-depth interviews led by Bruno Hallé, Partner and Co-Head of CWH in Spain. To begin with, Luis Rullan, Senior Director at Hotel Investment Partners, will offer the investor’s perspective and discuss the business opportunities presented by wellness and outdoor facilities in tourism accommodation. In addition, the success story of Sha Wellness Clinic will be presented. An international benchmark that combines innovation and natural therapies, Sha has been recognized with two awards at the World Spa Awards.

Wellness: An essential component

“The hotel industry has long been aware of the importance of offering an innovative, high-quality product,” says Bruno Hallé. “Wellness spaces, with pools as a key feature, shape an experiential offer that is increasingly in demand from guests. Today, wellness is no longer an add-on but has become an essential factor,” he concludes.

Cushman & Wakefield Hospitality is the division of Cushman & Wakefield specializing in hotel consulting, valuation and investment. With an international presence and a strong track record in the Spanish market, CWH provides strategic advice to hotel investors and operators, helping them maximize the value of their assets through innovative, tailored solutions.

Organized by Fira de Barcelona, Piscina Barcelona is Europe’s most international trade show for the pool, wellness and outdoor sectors. Covering more than 45,000 m²—22% larger than the 2023 edition—it will bring together over 400 exhibitors from 30 countries at the Gran Via venue from November 17 to 20, and expects to exceed 15,000 visitors. The event will also feature a program of activities, conferences, showrooms and professional meetings, further strengthening its position as a global industry benchmark.

Barcelona, October 2025

INTERVIEW WITH BRUNO HALLE, Partner and Co-Head of CWH in Spain here

FULL PROGRAM OF THE CONFERENCE here

PRESS ACCREDITATION here

Maria Dolors Herranz / Gloria Dilluvio
Tel. +3493 233 25 41 – 2172
premsa@firabarcelona.com