Wellness veteran Neil Jacobs, Capella’s new Senior Strategic Advisor, unpacks a future of high-tech longevity and top-down sustainability
When Neil Jacobs speaks about the future of hospitality, the industry listens. The veteran, who famously built the wellness-centric empire of Six Senses, has stepped into a high-impact role as Senior Strategic Advisor for Capella Hotel Group. His mission is clear: globalise the footprint, elevate the sustainability mandate and reinvent wellness for a new generation of travellers.
Beyond Asia
Currently, Capella’s footprint is predominantly in Asia, but Jacobs is ready to take the brand into Europe and the Americas. The goal is to double the current portfolio of 10 hotels by 2030, but Jacobs emphasises that growth will not come at the expense of quality.
“It’s really making sure that whatever we do is really accretive to the values of the brand. We’re taking our time essentially - it’s not really about the numbers,” Jacobs explains.
The group's momentum began in October with the launch of the Capella Residences Seoul Club in the Dundalk area, a strategic prelude to the Capella Residences Seoul debut in 2028. This was followed in November by the unveiling of a new digital presence for Patina Hotels & Resorts.
Key upcoming milestones include The Lands by Capella, Sydney, opening this month, this landmark events destination within the heritage-listed Department of Lands building will feature a Longevity Center and intimate Italian dining.
Opening in March 2026, Capella Kyoto, Japan is located steps from Kyoto’s oldest Zen temple and adjacent to the Kanburenjo Theater, offering exclusive direct access for guests. The design honours the site's history as the former Shuchi Elementary School by repurposing wood from the original building.
Anticipated to open later this year, Patina Tianjin will galvanise the group’s continuous expansion in China.
A historic restoration of a 12th-century site featuring 90 rooms and 15 extraordinary apartments, Capella Florence, Italy is slated to open in approximately 18 to 20 months.
Growth continues in 2027 with high-profile openings planned for Capella Nanjing, Capella Diriyah in Saudi Arabia and Capella Florence.
Wellness 2.0
Having built a legacy on holistic wellbeing, Jacobs is now looking toward a more technical, science-based future for Capella and its lifestyle-luxury sister brand, Patina Hotels & Resorts.
“My approach is absolutely not to do a repeat of Six Senses. I want to bring wellness in a different way. It can be a little more high tech,” Jacobs says. He even hints at beta-testing robotic massage rooms for the younger Patina audience.
This technical shift addresses the evolution of the Middle Eastern market, where Jacobs notes a significant change in perspective. While wellness was once viewed simply as a spa, the region -particularly Saudi Arabia - is now mandating world-class sustainability and wellness plans as a baseline for development.
Sustainability mandate
Jacobs is equally passionate about shifting sustainability from a green team concept to a top-down corporate necessity. Under his guidance, Capella is budgeting for each hotel to have its own Director of Sustainability sitting on the executive committee.
“Sustainability is one of those things that needs to start to be top-down. It's got to come from ownership and needs to be a real part of the culture,” Jacobs asserts.
If you don't have a story today, that’s a problem - there's no real narrative. The future is personality
Small brands, big narrative
In a market Jacobs describes as increasingly homogenous, he believes the future belongs to smaller, boutique groups that offer personality over scale.
“The big guys don't do personalisation. If you don't have a story today, that’s a problem - there's no real narrative,” he says. “Patina fits that intersection between lifestyle and luxury. The future is personality.”
As Capella enters 2026, the strategy is defined by this pursuit of narrative - whether through honouring a school's heritage in Kyoto or restoring historic ministries in Sydney - proving that for Jacobs, the best luxury isn't just about the bed or the food, but the story it tells.