Interview with Rokas Navickas, CEO of SPA VILNIUS

The ESPA Innovation Award winner in the category “Innovative SPA Hotel”

Q1. SPA VILNIUS is the big winner in the “Innovative SPA Hotel” and “Innovative Health SPA Programme” categories of the European Spa Association’s Innovation Awards for 2024. Could you briefly present the idea and the vision of SPA VILNIUS?

Thank you! At SPA VILNIUS, we are guided by the belief that true wellness emerges from the harmony of body, mind, and nature. Our vision goes beyond delivering traditional spa services; it is about creating transformative experiences where relaxation and renewal come effortlessly through seamless integration of natural surroundings, thoughtful hospitality, and advanced wellness practices.

A cornerstone of our philosophy is to remove the everyday pressures that prevent true relaxation. By automating processes like integrating personalized spa programs directly into clients’ calendars, we ensure that their time with us is spent in complete ease—without the distractions of scheduling or logistics. This allows guests to fully immerse themselves in the present, fostering a sense of connection and calm that aligns with their natural rhythms.

Our Innovative Health SPA Programme award reflects our dedication to blending science and nature through our forest therapy program. Inspired by the principles of shinrin-yoku (forest bathing) and supported by extensive research, this program goes beyond simple relaxation. It offers a deeply therapeutic journey into Lithuania’s NORDIC unspoiled nature, guided by medical professionals to harness the profound benefits of sensory engagement in natural environments.

Ultimately, our mission is to create spaces where guests find not just physical reset but a deeper emotional and mental equilibrium. Drawing inspiration from Lithuania’s pristine Nordic forests, we aim to bring nature to the forefront as a healing partner, crafting experiences that resonate far beyond the spa itself.

Q2. From your perspective, what do you believe is the primary factor that led the jury to honor your hotel with the award for the most innovative spa hotel?

We believe the jury recognized our focus on delivering truly transformative experiences. At SPA VILNIUS, we emphasize human connection and authentic hospitality over rigid standards and processes. By simplifying logistics for our guests—whether through integrated scheduling or intuitive service—we create an environment where they can slow down and relax fully. Our aim is to always be one step ahead, perfectly two, in providing thoughtful and seamless hospitality. We strive to make every detail so intuitive and refined that our guests never have to think about it—they can simply focus on enjoying their time.

The Forest Therapy program was a standout innovation, more the way we deliver it to the client, in a true hideaway, located in the forest itself. It combines immersive nature experiences, natural bathing rituals, and treatments inspired by Lithuania’s local heritage. We see nature not just as a backdrop but as a colleague, collaborating with us to extend the sense of welcome and serenity beyond the doors of SPA VILNIUS. This holistic approach reflects our commitment to not only physical but also emotional and mental rejuvenation. Additionally, our sustainability initiatives, including renewable energy and eco-conscious practices, demonstrate our forward-thinking approach to wellness tourism.

Q3. The awards indicate to innovators that they have the vision and are moving in the right direction. Will ESPA’s recognition stimulate you for new achievements, and what does the award mean to you?

Absolutely.

This milestone strengthens our resolve to lead with innovation and redefine what wellness hospitality can achieve. At SPA VILNIUS it’s not just about meeting standards—it’s about setting new ones. We are driven to explore uncharted opportunities, create transformative experiences, and further our role as a pioneer in the spa industry. This award is a proud moment, but more importantly, it reminds us that there is always more to achieve and contribute to the evolving landscape of wellness.

Q4. Lithuania is among the special SPA destinations in Europe. Your hotel and your spa programs are a benchmark in the tourism industry. Could you present your opportunities in the SPA sector in terms of facilities, services, and staff?

Lithuania’s untouched natural beauty provides the perfect foundation for wellness, and SPA VILNIUS is committed to transforming this into a truly exceptional experience. Our facilities are thoughtfully integrated into serene forest landscapes and enriched by natural mineral springs, creating an environment where guests can pause, breathe, and reconnect with themselves and nature, much of it backud up by science and long term traditions, where services are provided by fully trained medical personell.

We constantly strive to make every moment our guests spend with us meaningful. Their feedback guides our vision and inspires us to continuously improve—seeking out even the smallest opportunities to refine the art of unwinding. Our mission is to ensure that each guest feels cared for in ways that surpass their expectations, helping them slow down and embrace the present.

Our services reflect a delicate balance of tradition and innovation. From our acclaimed Forest Therapy program, which uses nature as a collaborator in healing, to advanced wellness technologies and treatments rooted in Lithuanian heritage, we aim to create experiences that are both restorative and deeply personal.

At the heart of SPA VILNIUS is our dedicated team. From certified forest therapy guides to skilled massage therapists and wellness professionals, every member is driven by a shared passion for guest well-being. Together, we create a sanctuary where hospitality feels effortless, and our guests can fully immerse themselves in relaxation and renewal.

Q5. What is your outlook on the future of spa and health tourism in Europe and in Lithuania? Are there areas where you see potential for enhancement and innovation?

The future of spa and health tourism is incredibly promising, driven by a growing recognition of the need for authentic, restorative experiences. In Lithuania, the synergy of natural resources and cultural heritage offers immense opportunities for innovation and leadership in this field.

At SPA VILNIUS, one of our key goals is to help people understand that prioritizing their well-being is as important as achieving financial success. Taking care of oneself isn’t a luxury; it’s a necessity. We believe in encouraging our guests to pause, reflect, and invest in their health before it’s too late. Through our services and programs, we aim to inspire trust and demonstrate that prioritizing wellness is an essential step toward a fulfilling life.

We also see great potential in integrating advanced technology with wellness. Personalized programs, powered by AI and digital health monitoring, could offer entirely tailored experiences, helping guests better understand and address their unique needs. Additionally, the increasing focus on mental health opens doors for developing specialized programs targeting stress reduction and emotional well-being. These innovations, paired with our commitment to deeply human, nature-centered care, position Lithuania and SPA VILNIUS as pioneers in the next chapter of spa tourism.

Q6. Could you share your hotel’s future plans and initiatives?

Our future is focused on deepening our connection to nature, enhancing sustainability, and expanding our wellness offerings. We aim to introduce year-round retreats that celebrate Lithuania’s seasonal beauty, offering guests distinct experiences for every time of year.

We’re also investing in renewable energy solutions and exploring collaborations with international wellness experts to bring fresh insights to our programs. Longevity science and medical research remain at the forefront of our initiatives as we design new treatments and wellness programs to meet diverse needs.

Lastly, we are committed to strengthening Lithuania’s reputation as a premier wellness destination. By showcasing the country’s natural beauty and unique traditions, we aim to attract travelers seeking meaningful and transformative spa experiences.

Q7. How does SPA VILNIUS plan to use the 27,000 CHF scholarship from Les Roches, and will you invest more in human resources?
This scholarship is an exciting opportunity for us to collaborate with Les Roches, one of the top institutions in hospitality. It allows one of our team members to join their Executive Master’s Program, bringing back valuable insights to enhance our operations. For us, it’s about more than education—it’s about strengthening our team and improving how we serve our guests.

Investing in people has always been a priority at SPA VILNIUS. Continuous improvement is at the heart of our team philosophy—we believe there is always room to learn, grow, and adapt. This partnership is an opportunity to empower our team with the latest knowledge and skills to create exceptional experiences for our guests. The better equipped and inspired our staff are, the more they can connect with our guests on a deeper, emotional level.

Q8. How does collaboration with Les Roches tie into these goals?
Hospitality is about creating emotions and lasting memories. This partnership with Les Roches aligns perfectly with our mission to ensure every guest feels not just welcomed but truly understood and cared for. The knowledge we gain will help us refine our ability to personalize each moment, making every interaction meaningful and memorable.

We also see great value in extending the guest experience to start well before their arrival. It’s not enough to simply let the guest explore what we offer once they’re here—we want to showcase our value beforehand. Through thoughtful communication and storytelling, we aim to spark excitement and anticipation, creating an emotional connection that begins long before check-in. Whether it’s a personalized message or a preview of their wellness journey, we want our guests to feel a sense of calm and belonging from the moment they choose SPA VILNIUS.

Les Roches will provide us with the tools and insights to bring these ideas to life. From enhancing digital touchpoints to developing innovative ways of connecting with guests emotionally, this collaboration allows us to redefine how we deliver value in hospitality.

Q9. What does this mean for your team and future plans?
Our team is central to everything we do. This scholarship reinforces our commitment to their growth and well-being, ensuring they feel supported and inspired. A strong and motivated team is key to creating the emotional connections that define true hospitality. It’s about more than providing services—it’s about creating moments that linger in the hearts of our guests.

The Executive Master’s Program will also help us uncover new ways to simplify and enhance the wellness experience. One idea we’re particularly excited about is integrating wellness into everyday routines, starting with how we emotionally prepare guests for their visit. Imagine a guided mindfulness exercise sent to a guest a few days before their arrival or personalized suggestions for how they can make the most of their stay. It’s all about making the guest feel cared for from the very beginning.

Looking ahead, we want to continue innovating and ensuring that SPA VILNIUS remains a leader in wellness. With the support of Les Roches, we’ll keep raising the bar—not just for our guests but also for ourselves. By continuously improving and focusing on what truly matters—emotion, connection, and care—we can inspire our guests to make wellness a cherished part of their lives.

Interview prepared by Ruslan Yordanov

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