Keith will oversee each of the lifestyle departments of the award winning hotel group which boasts 45 hotels across the UK and Europe including 21 spas each with their own unique style and individual charm and range of wellbeing experiences.
Formerly the Director of Golf at Macdonald Hotels & Resorts, which he has held for two years, Keith has over 15 years of experience in sports and hospitality strategy and business development. His new role as Group Director of Golf, Leisure & Spa follows the hotel group’s rapid expansion in the UK spa market and the company’s commitment to developing spa and wellness services through its Vital Health & Wellbeing Club brand. This includes an investment of over £10 million in renovations and expansions since 2015.
As part of its ongoing Spa and leisure investment, Macdonald Hotels & Resorts will be looking to enhance its luxury spa services, maximize membership growth and introduce new recruitment and retention drives. In his new role, Keith will work closely with the spa managers and their teams, product houses including Elemis and ESPA and other suppliers to create a robust spa model for the four star and luxury markets with competitive pricing.
Commenting on the appointment, Keith Pickard says: “Spa and wellness play a major part in the Macdonald Hotels & Resorts business strategy so I’m extremely pleased to be taking on this role. Over the past few years there’s been significant investment into the spa facilities so my aim now is to enhance the customer journey through new and memorable experiences, amazing staff service and wonderful facilities.”