Luxury Lifestyle Awards has named Hagabadet Haga Spa one of the TOP 100 Spas of the World, recognizing its commitment to excellence. With a deep-rooted history and a focus on advanced wellness, the spa remains a leader in luxury relaxation and self-care.

In this exclusive interview, World Luxury Chamber of Commerce President, Alexander Chetchikov, sits down with Hagabadet Haga Spa CEO, Pelle Johansson, to discuss the evolving landscape of luxury wellness, the significance of their recent win, and the future of the spa industry.

Alexander Chetchikov: Pelle, congratulations on Hagabadet Haga’s recognition as one of the TOP 100 Spas of the World! What does this achievement mean for you and your team?

Pelle Johansson: Thank you! This recognition is a true honor and a testament to the dedication of our entire team. At Hagabadet, we have always strived to create an experience that goes beyond traditional spa visits—one that nurtures both body and mind. To be named among the TOP 100 Spas of the World affirms that our unique blend of history, wellness expertise, and warm hospitality resonates with our guests. It inspires us to continue evolving while staying true to our core values.

AC: Luxury wellness is an ever-evolving industry. What do you think defines true luxury in today’s spa and wellness world?

PJ: Luxury today is no longer just about exclusivity or extravagance—it’s about meaningful experiences and genuine well-being. True luxury is the ability to disconnect from the demands of everyday life and reconnect with oneself. So a friendly environment, friendly service, customer-oriented, and the philosophy of “Love your customer.”

AC: Hagabadet Haga Spa is known for combining history with modern wellness techniques. How do you balance tradition with innovation to maintain a luxurious experience?

PJ: Innovation beats history so the balance between maintaining a 149-year-old building with 1000 years of mindfulness, yoga, and treatments and new methods or rather old methods that have been upgraded like red light therapy, cryo therapy, lymphatic therapy, and heat therapy. All these techniques and methods are old but in a new package.

AC: Many guests are looking for exclusive, transformative experiences. What unique treatments or services set Hagabadet Haga Spa apart from other high-end wellness destinations?

PJ: Hagabadet uses the facility as a treatment. In other words, we use our unique building with old premium baths and rooms as spa rituals. We have seen it in some other places but not as precise as we do. The ritual is also a condition for treatments, e.g. massage. The combination of relaxation, heat, and water creates the hormone Oxytocin that prepares the customer for a fantastic massage. We call it PureRelax and gives the customer a feeling that a PureRelax including a massage is worth the money. It’s important for us since we are in the higher range of pricing in Sweden.

AC: The wellness industry has seen a rise in biohacking and science-driven treatments. How do you see this trend shaping the future of luxury spas?

PJ: We think that wellness is going healthness. We had a project called “Your Inner Doctor” and the conviction that you can be your own doctor if you have the knowledge. We have a target group of men and women + 45 and this is the age where you start to feel your body in the mornings but also when you see your elderly relatives in their 75-80 years old. This means that we think that longevity is power for the +45. Science shows that our biochemistry and our brains actually can change in a positive way through the right conditions. Luxury spas can be the vehicle in this process. It doesn’t matter how much money you have if you are ill. Health is wealth! It was only 27 years ago we discovered that brain cells can grow our whole life. This science and all the other science about hormones, and biochemistry is a breakthrough for all spas but the luxury spas can profit from it in another way since we already have the customers. Hagabadets mission is to be the source of a longer and more vital life.

AC: Personalization is a major focus in high-end wellness. How does Hagabadet Haga Spa tailor its offerings to meet the unique needs of each guest?

PJ: This is a hard nut to crack. Personalization and at the same time volume business is hard. We work with a concept that we call Before – During – After and have built programs for that. We have created some programs eg. stress-related programs, sleep programs, and life programs, and every new member that comes into our spa sits down with a health coach that makes the customer fill in a “wheel of life”. We try to understand in what area the customer needs help within mental and physical help.

AC: Sustainability and luxury are becoming more intertwined. How is your spa adapting to eco-conscious wellness while maintaining a premium experience?

PJ: We work with sustainability and I think everyone does that. We do what we can. We use premium articles in every way. But there is also a glitch in the user experience when you start working with this. E.g. our amenities like our own shampoo that is vegan, eco, has no parabens and is produced 2 km from us do not have as good a foaming experience as the old ones. Some people miss the foam even though we explain and educate them about where the foam is coming from.

AC: Lastly, what’s next for Hagabadet Haga Spa? Any exciting innovations or expansions on the horizon?

PJ: We have just launched our Vitality Lab (recovery methods like cryo, red light therapy, and compression) in our two sister spas. We launched the first one in November 2023 in Hagabadet Haga spa. It has been a blast. From the first faltering steps to full action. Our 150-year anniversary is coming up next year and we are preparing for that. The next step for us is to redefine the hotel industry with lifestyle methods. We are currently building a premium boutique lifestyle hotel and are going to use all that we learned in Hagabadet for the hotel. The hotel guests are also changing from business travelers to leisure travelers. But they all need a good night’s sleep and feel re-energized after their stay in a hotel.

Thank you, Pelle, for sharing your insights into the world of luxury wellness and the future of Hagabadet Haga. To learn more about their award-winning spa experience, visit https://www.hagabadet.se/ and discover the ultimate destination for relaxation, rejuvenation, and well-being.