Macdonald Hotels appoints director of golf, leisure and spa

UK hotel group Macdonald Hotels & Resorts has named Keith Pickard group director of golf, leisure and spa. The Macdonald Hotels group operates 45 hotels across the UK, including 21 with spas. 

Formerly the director of golf for the hotel group, a role he held for two years, Pickard has more than 15 years’ experience within sport, hospitality and business development.

In a statement, Macdonald explained that Pickard’s appointment as director of golf, leisure and 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 and Wellbeing Club brand.” 

As part of this focus, the group has invested £10 million into spa and wellness renovations and expansions since 2015. 

Focuses for Pickard will include enhancing the group’s luxury spa services, push membership growth and add new recruitment and retention initiatives. 

Macdonald stated that Pickard will, as part of his new role: “Work closely with 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 this new role, Pickard said: “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.”

Macdonald Hotels & Resorts, which was set up in 1990 also operates resorts in Spain, employs 4,000 members of staff and has 4,500 hotel rooms in its portfolio.