The St Gregory brand of spa and lifestyle facilities, part of the Pan Pacific Hotels Group (PPHG), is upgrading its infrastructure, curating new programmes and nutritional F&B menus, and building on its Traditional Chinese Medicine strengths to answer a vociferous call for holistic, science-backed treatments among local guests and travellers.
While programmes continue to abide by three core brand pillars – Oriental Therapies, Well-being of Mind and Body, and Innovation, offerings are further enhanced across four service pillars – Therapy, Fitness, Aesthetics, and Active Ageing.
The most visible evolution of the St Gregory product is reflected in the rejuvenation of the wellness sanctuary at Parkroyal on Beach Road hotel in Singapore. The wellness sanctuary on level two comprises a spa, gym and pool, all of which have been given a new look and programming.
Wee Wei Ling, executive director of sustainability partnerships, lifestyle and asset at the Singapore-headquartered PPHG, established St Gregory in 1997 “as one of the city’s first bona fide spas”. The first branch was located at the Grand Plaza Parkroyal on Coleman Street, a property that is no longer with the company. A second branch followed soon after, located at Parkroyal on Beach Road.
“From the get-go, St Gregory offered therapies ranging from traditional Chinese tui na and Javanese massages to ayurvedic treatments and advanced techniques from both Europe and Asia. Our commitment has always been holistic healing, professionalism, and personalised care,” said Wee, adding that the brand continues to have its finger on the pulse of wellness motivations through the years.
In 2005, St Gregory “evolved beyond a traditional spa to become a holistic wellness destination, offering everything from aesthetic services to active ageing programmes”.
Today, there are 10 St Gregory outlets across Singapore, China, Malaysia, Myanmar, and Vietnam.
She told TTG Asia that St Gregory’s evolution is “part of PPHG’s global AEI strategy to revitalise, future-proof, and elevate guest experiences”, and the rejuvenation of St Gregory spa at Parkroyal on Beach Road is “just the beginning”.
The company is taking a strategic approach to reposition St Gregory as a part of a larger wellness destination within each hotel.
Wee sees value in being aligned with the wellness tourism movement. She said: “Wellness tourism is accelerating, driven by a generation of consumers who are more informed and proactive about their health. According to McKinsey’s Global Wellness Trend Report 2024, milennials and Gen Zs are outspending older demographics in areas like health supplements and skincare, with efficacy and scientific credibility ranked among the top 10 most important considerations.”
She also referenced studies that observed growing demand for products and services that support healthy aging and longevity. Citing the NielsenIQ’s Global State of Health & Wellness 2025 Report, Wee said 70 per cent of global consumers consider themselves proactive in managing their health and 55 per cent of consumers are willing to invest over US$100 a month in wellness-related products and services.
Moving St Gregory’s wellness promise with the times helps to boost PPHG properties’ ability to attract health-focused travellers.
“St Gregory is the wellness face of PPHG. Guests trust our hotels to deliver not only comfort and luxury, but also credibility and care in the services we offer. In today’s evolving wellness market, brands must go beyond product innovation, and deliver consistency, transparency and trust,” Wee stated, adding that hotel spas are “more than just amenities; they are wellness touchpoints that strengthen the identity and appeal of each hotel”.
Although not all of PPHG’s 50-plus properties around the world has a St Gregory spa, Wee said that when one does, especially in hotels where the company is both owner and operator, “we take a strategic, long-term view to ensure its success and alignment with the brand”.
She added: “A well-run spa is a symbol of a successful hotel operation. It must be commercially viable, but more than that, it should offer guests a sense of calm, care, and emotional connection. Many of our guests across the region are repeat visitors who seek out St Gregory as part of their travel routine.”
