Alla Sokolova becomes head of wellness at Nobis Hospitality Group

Alla Sokolova has been appointed as head of wellness for the Nobis Hospitality Group.

Her role will include developing a silverline wellness concept for the group, with inspiring programmes that embrace the deeper wisdom of Nordic wellness.

Sokolova is passionate about popularising wellness culture and actively involved in researching, developing and integrating holistic lifestyle concepts into into urban and destination environments. She will build a community of experts, pioneers, practitioners and wellness seekers for Nobis.

The potential to generate radical change

Sokolova brings more than 15 years’ experience in the industry, having co-founded the first international wellness destination in Latvia – Balans International Wellness Center and Amber Spa Boutique Hotel.

Sokolova’s book, Healing Sources, Spa’s and Wellbeing from the Baltic to the Black Sea, explores the traditional wellness culture of eastern Europe and the ways in which people benefit from it today.

“It’s an honour for me to join the Nobis family to continue my exploration and implementation of wellness hospitality services that meet the needs of global travellers and locals,” said Sokolova. “There is much for me to learn about happiness and wellbeing from the North.

“According to the World Happiness Report, Nordic countries have been in the top ten for the past five consecutive years, and I look forward to working with the Nobis team who, being based in Stockholm, have much to share and translate into innovative service offers.

“It is an exciting time in human history – we have the potential to generate radical change and a new way of living more sustainably.”

Leading the way in wellness

Hotel J is the first project in the pipeline and will be Nobis’s first wellness destination. It will be transformed from a conference hotel to a centre of wellbeing, offering activities and lifestyle programmes intended to inspire higher wellbeing for every guest, maximising the great outdoors and biodiverse nature of the Stockholm archipelago.

“Our aim has always been to create hotels where guests leave with a grounded and inspiring energy that lasts beyond their stay,” says Alessia Catenacci, director of PR and marketing for Nobis. “It’s all about authenticity.

“To begin the development of a wellness concept feels like a natural step forward for us, to deepen the experience for our guest. It’s not about offering one spa treatment or building a sauna, but creating a solid concept based on nature, and a concept which branches out throughout the hotel to offer a full wellness experience. We are so proud to start this journey with Alla Sokolova leading the way.”