Interview: Raymond Cloosterman and Arthur Reijnhart on the future of wellbeing at airports

Introduction: Luxury wellbeing brand Rituals has unveiled its first-ever Mind Oasis at Amsterdam Airport Schiphol, housed within the brand’s newly inaugurated standalone flagship in Lounge 1. The launch reflects a broader shift in how airports and retailers are redefining the passenger journey through wellness, experience and technology.

The Moodie Davitt Report, on location for the 9 April ribbon-cutting ceremony, spoke with Rituals CEO Raymond Cloosterman and Amsterdam Airport Schiphol Chief Commercial Officer Arthur Reijnhart. In this joint interview, the two leaders outline how the Mind Oasis embodies Rituals’ expansion into beauty tech and how Schiphol is embedding wellness and luxury retail into the fabric of its Lounge 1 redevelopment strategy.

Their insights reflect a shared vision: that airports of the future will be more than transit zones but rather experiential spaces where brands and operators alike can connect with travellers on a deeper, more meaningful level.

Reflecting on the recent Amsterdam Airport Schiphol Rituals Mind Oasis opening, Rituals CEO Raymond Cloosterman says: “This is a very important moment for us. As a wellbeing brand in the luxury beauty industry, we’re always striving to innovate.

“A few years ago we realised that wellbeing isn’t just about products – it can also be about services. That was when we began developing wellness experiences, starting with the Mind Oasis at our flagship store the House of Rituals.

“The Mind Oasis felt like a natural extension of our brand, making it stronger and more meaningful. Over the past three years, we’ve tested the concept on the high street – in cities such as Paris, Barcelona, Frankfurt and Amsterdam – creating entire floors dedicated to this vision. Based on those results, we’re now taking the next step: entering the travel retail space. Schiphol is the first location where we’re launching the Mind Oasis.”

The Mind Oasis introduces immersive wellness treatments to the airport setting, offering passengers physical and mental relaxation through hydrojet and brainwave-based therapies.

Cloosterman explains, “We’ve brought the two best elements from the Mind Oasis concept in House of Rituals – the Hydro massage and the Brain massage – and combined them into a sanctuary for wellbeing right in the heart of this bustling airport.”

These innovative treatments mirror Rituals’ mission to help people slow down and find meaning in daily routines, offering moments of calm even at a busy international airport.

Watch the YouTube video above where Rituals Mind Oasis Operational & Training Development Manager Couro Seck takes The Moodie Davitt Report through the science that powers the Mind Oasis. Filmed by Hannah Tan.

Elevating the passenger experience

The Mind Oasis, and the new Rituals flagship, is part of Amsterdam Airport Schiphol’s ambitious Lounge 1 redevelopment project which puts passenger wellbeing, choice and experience at the transformation’s centre.

Amsterdam Airport Schiphol Chief Commercial Officer Arthur Reijnhart comments, “The Mind Oasis and Rituals store is a central part of our redevelopment of Lounge 1 – our biggest lounge – where 34 million Schengen passengers pass through each year. It is the culmination of a years-long collaboration with Rituals. We’ve seen the brand grow from just a few stores into what I would call a Dutch icon.

“We’ve increased the size of the lounge, modernised the retail offering and restructured passenger flows. With the Rituals flagship and the wider redevelopment, our core mission is to reduce stress levels for travellers, especially those who may be in a rush or unsure of where to go. If we can help them feel relaxed and oriented, it frees up time to shop, unwind, or experience services such as the Mind Oasis.”

According to Reijnhart, the Lounge 1 redevelopment – which covers retail, F&B and infrastructure – is driven by growing passenger numbers at the airport.  “We’ve come from a period of rapid growth, but at a cost,” he says. “For years, we’ve underinvested in maintenance. That’s why you see so much construction now – we’re restoring and modernising our assets.

“Our approach to the redevelopment is centred on three pillars: world-class duty-free retail, upgraded food & beverage, and more luxury and experiential services.

“Across our 80 bars and restaurants, we’re also raising standards – better quality, fairer pricing and improved sustainability. A great example is our new Dutch bakery partner Loaf, which will be baking fresh bread onsite here at Schiphol. It opens in two months.”

A key element of the transformation is Schiphol Group’s new joint venture with Lagardère Travel Retail. As reported, Schiphol Group recently named Lagardère Travel Retail as its partner to manage all core category duty-free retail spaces at the airport following a competitive tender. “Soon we’ll be opening the largest duty-free store in Schiphol, in partnership with Lagardère Travel Retail, spanning 1,500sq m,” Reijnhart says.

“It brings all core categories – perfumes, cosmetics, chocolate, tobacco, sunglasses – into one integrated entity. You’ll see the first transformed Lagardère store open in two months, followed by the phased reimagining of 20 retail units into a new Amsterdam Duty Free concept.”

The role of wellbeing in airports

The travel experience is evolving and wellbeing is emerging as a powerful new frontier. Amid the stress and speed of modern air travel, finding a moment of calm can feel like a luxury, and that’s exactly what Rituals and Schiphol are aiming to achieve with the Mind Oasis.

But as the innovative concept takes its first steps in airports, a critical question arises: how is this message of mindfulness being communicated to travellers? And more importantly, why should wellbeing be considered a smart bet in the travel retail landscape?

“Encouraging people to slow down in an airport environment is not easy,” Cloosterman says. “Travelling can be stressful, and the time people have at airports is limited and increasingly fragmented.

“Airports present two key opportunities. First, there are passengers with around 30 minutes of spare time – either waiting for flights or after arrival – who can benefit from taking a moment to recharge. Second, there’s the airport itself. By offering something like this, they can enhance customer satisfaction. It creates a calm, restorative space in an otherwise hectic environment.”

Offering the airport perspective, Reijnhart adds: “With growing numbers of passengers per square metre, we need to keep offering services that help people relax and that make them want to come back. Many of our travellers are frequent flyers. The Mind Oasis is the sort of service that creates repeat users. Everyone who’s tried it so far says they’ll use it again. It fits perfectly with what we’re aiming to provide.”

In 2024, Rituals earnings exceeded the €2 billion mark for the first time, representing +21% sales growth across all channels. According to Cloosterman, the Mind Oasis marks the next chapter of its wellbeing journey.

“This is just the first small step,” he explains. “We see this as the beginning of a new chapter where we expand into beauty tech. We’ve developed plug-and-play concepts that can be easily implemented in hotels and airports. We believe this approach is the future for our brand.

“Globally, mental wellbeing is one of the biggest emerging trends,” he adds. “In ten years, I believe concepts like ours will be commonplace. We’re proud to be at the forefront of that with our Mind Oasis. It’s a unique and evolving technology.”

Looking ahead

Offering a preview of the airport’s future redevelopment plans, Reijnhart added: “Lounge 1 will be complete by the end of the year, but we’re also planning significant upgrades to Lounge 2 and Schiphol Plaza. In two months, Louis Vuitton will open a flagship store in Lounge 2. More luxury brands and an elevated F&B offer will follow.

“We’re also redesigning Lounge 3 and planning the redevelopment of Schiphol Plaza, all within the next three years. In three to five years, the airport experience at Schiphol will be completely redefined.”