Six Senses was founded in 1995 and has grown to build a portfolio of resorts in the Middle East and Asia. It also runs spas on a contractual basis with some of the world's most luxurious hotel chains, including the Ritz-Carlton and Kempinski.

The company puts great emphasis on the destination of the resort to give guests an authentic experience, while providing a relaxed atmosphere for clients and staff. It is also in the process of introducing environmental projects to reduce its carbon footprint and create greener resorts.

Its Managing Director for the Middle East, Naim Maadad, reveals to Emirates Business the recipe for its success and expansion plans.

What makes Six Senses special?

There are a couple of elements: one is that we are selective when choosing locations, while the other is that they are not just holiday resorts. It's about the place itself and promoting it as a destination. We also make sure we involve the local community in such ways as making them a part of the operations and turning some into senior executives. Each destination is luxurious but in keeping with the surroundings. We involve nature and natural products where we can, from the materials made to build it to the products used in the treatments.

Do you think business improves in the winter and declines over the summer?

Business does tail off, but we're not interested in volume – it's more about attracting the right clientele who we don't just want to make themselves look better but feel better too having been enriched by the experience. We find that our customers are different over the summer because they are not as affluent as those who come in the winter so they will not spend as much but on the whole they are still well travelled and want something more. Spa breaks have become an international phenomenon – not everyone is interested in shopping or cultural holidays – so that has helped.

After your contract with Jumeirah ended why did you decide not to open a destination spa resort in Dubai?

The culture in the UAE is being lost in favour of modern buildings, which at the moment doesn't fit with the company's philosophy. This is because our resorts are based in secluded and exclusive areas and at the moment that is missing in Dubai. However, we will be opening individual spas in the Emirates.

What makes your treatment special?

Many people don't understand the meaning of a spa – they think it's just about turning up, having a massage and leaving but that's wrong. We want to educate clients so they see that it isn't just about a massage but the whole lifestyle experience from how they sleep, to their work and health and once they have this they can walk away with the right philosophy.

Have you seen a downturn in business as a result of the economic situation around the world?

The market segment we aim at hasn't moved because they are affluent travellers, so it is not an issue. Our clients are also the type who don't follow school holidays or go away on regular weekends but if it is a prolonged recession then it will affect business because I think people will start to feel guilty about spending a lot of money on such luxuries.

You have a number of environmental initiatives at your resorts. Are you aiming to set an example for the industry?

Everyone is talking about environmental issues but they are not actually doing anything about it. What people have to realise is that we need to change planet earth if we want to see the next generation benefit from it. We are now a Green Globe company and going 100 per cent in that direction. It's not just about recycling but taking it to the next level and becoming a market leader. In the Maldives, we have the deep sea cooling system. We are also looking at using solar energy and seawater.

What projects are in the pipeline?

In the Middle East, we have 21 projects, but not all will come to fruition. Zighy Bay in Musandam opened in January and we have resorts in Jordan and Doha. In the UAE, we're putting a spa in Pentominium in Dubai, and there's a large project in Abu Dhabi. We also have one in Khasab, Oman, and one in Egypt.

What is your favourite treatment?

It's our trademark Sensory Spa Journey where two people work on you for a full body package.

PROFILE: Naim Maadad, Managing Director of Six Senses Middle East

Australian-born Naim Maadad, 39, joined Six Senses two years ago as General Manager of Zighy Bay in Musandam, Oman, and Area General Manager for the Middle East.

After gaining a diploma in business from the University of South Australia, he graduated with an MBA from the International Management Centre. He has lived in a number of countries during his career, including Japan and Saudi Arabia.

Maadad is on his second stint in the UAE having previously worked at the Burj Al Arab and Hilton Dubai Jumeirah before leaving to take up a post at the Jeddah Hilton in Saudi Arabia. He returned to the Emirates after being promoted to Managing Director in March this year.

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