Karim Halabi
Founder & Growth Director
Ten years across hotel and day-spa operations before founding GlobalSpaHub in 2021. Oversees luxury and franchise clients. Based between Dubai and London.
About · Updated 26 May 2026
About GlobalSpaHub — the growth platform for spa, wellness and beauty businesses.
240+Spa brands in the network
14Countries
3Studios — Dubai, London, Singapore
2021Year founded
GlobalSpaHub started, as the best ideas do, with a complaint. Three hotel spa managers in Dubai, JBR and Downtown, sitting in a coffee shop in 2021, comparing notes on the agencies they had hired. The complaints were almost identical. Generalist agencies that did not understand booking software. Designers who built beautiful sites that no guest could actually use to book a treatment on a phone. SEO consultants who optimised for keywords that no real guest typed. Social teams that produced perfect-looking grids and zero saves.
The premise became simple: a team that worked only with spa businesses, that had run treatments and managed front desks and answered WhatsApp at 9pm on a Friday, would understand the work in a way no horizontal agency could. The first engagement was a website rebuild for a single-location day spa in Marina. Eleven weeks later, that spa's direct booking share had moved from 22% to 54%. By the end of 2022 we had eight clients. By the end of 2023, forty. Today, more than 240.
The mission has not changed since that coffee shop conversation. Help spa, wellness and beauty businesses get found, get booked, and get remembered. The "get found" part — SEO, AEO, GEO, social — is most of the public work. The "get booked" part — the booking-ready website, the WhatsApp flow, the CRM — is the half that quietly drives most of the ROI. The "get remembered" part — lifecycle, reviews, customer experience — is what compounds over years.
We have grown sideways into adjacent categories — fertility clinics, IV-therapy spaces, recovery centres, sauna studios — because the playbook transfers cleanly. We have not grown into pure beauty salons without a wellness layer, because the playbook does not. Specialism only earns its premium when it stays specialist. We try to remember that.
Three principles
What we believe.
1 · Specialism over scale
We will not take on a category we do not deeply understand. The spas in our network share growth directors with three or four other spas in the same category, not with a SaaS company and a law firm. The reps compound.
2 · Practitioners, not pitchers
Every senior on the team has either operated a spa, marketed one in-house, or spent at least three years inside the category. The strategy is written by the people who execute it. The deck is the work.
3 · Compounding over campaigns
One-off launches and viral campaigns lose to systems that quietly compound over months and years. Every engagement is built around a four-quarter rhythm rather than a single-shot project.
The team
Four senior practitioners. One direction.
Naomi Pereira
Head of Spa SEO
Former in-house SEO lead at a five-property hotel group across Catalonia and the Algarve. Owns the technical, on-page and AEO programmes across the network.
Maya Iyer
Head of Brand & Design
Twelve years in luxury hospitality branding, previously at two London design studios. Leads spa branding, treatment menus and proposal design.
Daniel Lim
Head of Paid Media
Singapore-based, ten years across Google Ads and Meta Ads inside premium retail and wellness. Owns the paid pipeline and creator partnerships globally.
2021 — Three hotel spas in Dubai sign as consulting clients. The work was largely fixing booking flows that had been built by general-purpose hotel agencies. Average direct-booking share lifted from 24% to 51% in twelve weeks.
2022 — Eight clients across UAE and Saudi Arabia. The first dedicated SEO programme launches, built around treatment-plus-city cluster architecture. The first AEO content briefs are written before "AEO" was even called that. ChatGPT launches in November and within months our content starts earning citations.
2023 — Forty clients. London and Singapore studios open. The Sunday Dispatch newsletter launches with 1,200 subscribers; ends the year at 14,000. The first multi-location franchise engagement — eight branches across the GCC.
2024 — One hundred and twenty clients across nine countries. The four-quarter transformation framework formalises after running it informally on twenty engagements. First custom build crosses $100K — a Maldives resort spa with bespoke booking. Average network ROAS hits 4.7×.
2025 — Two hundred and forty clients across fourteen countries. AEO and GEO become formal services. The team grows to thirty-eight people. The library publishes its first guides at their current depth. The 240th client signs in November.
2026 — Today. Three studios, the same mission, a deeper library and a meaningfully more capable team. We expect the network to cross 350 spas by year-end and the library to add four more deep guides. The work compounds.
Where we work
Spa marketing tuned to each market.
Middle EastDubai
Headquarters · luxury hotel spa programmes from JBR to DIFC.
United KingdomLondonBrand & design studio · day-spa SEO from Marylebone to Shoreditch.
Southeast AsiaSingaporePaid media studio · multi-language SEO for hotel and ayurveda spas.
North AmericaUnited StatesMed-spa & luxury hotel programmes from Beverly Hills to Miami.
South AsiaIndiaAyurveda and luxury hotel spa programmes.
GCCSaudi ArabiaArabic-first SEO & AEO for Riyadh, Jeddah, AlUla.
OceaniaAustraliaDay spa SEO from Sydney to Byron Bay.
EUEuropeMulti-language SEO from Mallorca to Reykjavík.
The numbers
What we've shipped, network-wide.
240+Spa brands
4.7×Avg ROAS, mature accounts
38%Avg direct-booking lift, 90 days
14Countries
Frequently asked
About GlobalSpaHub, answered.
GlobalSpaHub started as a small consulting practice in Dubai in 2021, helping three hotel spas redesign their booking flows. By 2024 the network had grown to 80 spa brands. Today we work with over 240 spa businesses across 14 countries — read the case studies.
We work with spa businesses of every size — single-location independent day spas, hammams, medical spas, destination retreats, luxury hotel spas, ayurveda centers, and multi-location franchise groups. The common thread is owners and operators who treat their growth as a system, not a checklist.
We work only with spa, wellness and beauty businesses. Every senior practitioner has either operated a spa, marketed one in-house, or spent at least three years inside the category. The benchmarks, playbooks and creative reflexes are all category-specific.
Three studios — Dubai, London and Singapore. Our growth directors and senior writers work across time zones to cover clients in Europe, the Middle East, North America, India, Australia and South-East Asia.
Adjacent categories yes — fertility clinics, IV-therapy clinics, salt rooms, sauna studios, recovery centres. Pure beauty salons without a wellness layer are usually a better fit for a beauty-focused agency.
Monthly retainer starting at $15 per day for independent day spas, scaling with the number of services, locations and languages. Engagements are quarterly with no long-term lock-in. Most clients renew without a contract conversation — request a proposal for the specifics.