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The booming lifestyle hotel segment welcomed another new brand Monday when hotelier Sam Nazarian and entrepreneur Tony Robbins announced the launch of The Estate Hotels & Residences.

The wellness-focused brand will pair luxury hospitality with “longevity centers” leveraging preventative medicine and AI to “increase vitality and healthspan,” according to Nazarian’s hospitality company SBE. 

In addition to Nazarian and Robbins, backers of The Estate include musician Marc Antony and international strategist Richard Attias. According to SBE, The Estate — which has plans to open 15 hotels by 2030 — “will quickly become the largest ecosystem of preventative medicine and longevity in the world.”