How Maria d’Orey Built Serenity – The Art of Well Being Into a Global Wellness Hospitality Brand

Maria d’Orey did not begin her career in wellness. She was deep into her law studies, following a path that looked stable and sensible, yet something wasn’t clicking. What was clicking was fitness. Movement. It made her feel strong and energized. That passion kept tugging at her until, in 2006, she pivoted completely and joined Pine Cliffs Resort in Portugal’s Algarve to build its very first activity program, to share her passion with others.

What began as a single fitness offering grew into something far bigger. By 2016, Maria had launched Serenity – The Art of Well Being, the resort’s holistic wellness brand that now ranks among Europe’s best. Under her leadership, Serenity has collected major accolades, including Best Wellness Retreat in Portugal at the World Spa Awards for both 2023 and 2024, a shortlist for Europe’s Best Wellness Retreat 2025, and Best Spa and Wellness Centre in Europe at the Luxury Spa Awards 2024.

Today, Maria oversees all elements of Serenity across multiple resorts, from treatments and programmes to partnerships and brand strategy. The flagship at Pine Cliffs offers detox, yoga, pilates, weight management, Ayurvedic therapies, cryotherapy, and retreats inspired by Algarve’s healing traditions. It also sits within a resort that hosts elite football, tennis, and golf academies led by world-class athletes. Beyond Pine Cliffs, Serenity is now offered at Sheraton Cascais Resort, Hyatt Regency Lisbon, YOTEL Porto and, most recently, Fairmont The Palm in Dubai.

It’s no surprise Maria has been named to Portugal’s Merco Leaders Top 100 for the past four years. Her journey is one of discipline, reinvention, and a deep belief in people-centered wellbeing. Here, she shares five lessons that shaped Serenity – The Art of Well Being into the global wellness brand it is today.

1. "Discipline and structure became my secret advantage"

Studying law was not my passion, but it shaped me in ways I never expected. It taught me discipline, structure, and how to think strategically. When I transitioned into wellness, those skills became the backbone of everything I built at Pine Cliffs.

Earning my sports certification allowed me to finally follow what truly motivates me: helping people feel their best. Combining that passion with the rigor from my legal training helped me grow Serenity – The Art of Well Being into a recognized wellness brand. Passion needs structure. That is something I carry with me every day.

Pine Cliffs Resort Serenity - The Art of Wellness

2. "Consistency, trust, and empowerment are how I lead"

My father was my first leadership mentor. He was an entrepreneur who approached every challenge with integrity, humility, and consistency. Watching him taught me that leadership is not about control. It is about setting a tone of care, respect, and purpose.

At Serenity, that philosophy is everything. We create environments where people feel valued and safe to grow. Our teams share ideas, test treatments, give honest feedback, and feel connected to the evolution of the brand. When people feel seen, supported, and trusted, they bring their best selves to work. That energy is what makes a wellness brand thrive.

3. "Wellness should meet people exactly where they are"

Wellness is deeply personal. At Serenity, we design programs that are adaptable for every level. A beginner who is just exploring mindfulness deserves the same level of attention as an experienced yogi who wants to deepen breathwork or explore advanced postures.

Inclusivity means offering choices, adjusting intensity, and guiding guests with clarity so they always feel supported. When people feel comfortable and motivated, they come back. They trust you. And they grow alongside the brand. Making wellness accessible is one of the most effective ways to build a loyal and diverse audience.

4. "Real innovation comes from science and honest feedback"

From the beginning, Serenity has aimed to lead, not follow. We introduced CBD rituals to Portugal before anyone else did. We created our own Serenity products in 2023 with locally made formulations and sustainable packaging. And we launched cryotherapy rituals when we saw real scientific support for their benefits.

I never add a treatment unless I try it myself and understand its physical and emotional impact. We also rely on research, medical partners, and detailed guest feedback. When something consistently helps with recovery, stress, or sleep, that tells us it is meaningful.

A trend becomes an innovation when it truly improves people’s wellbeing, not just when it makes headlines.

5. "Protect your soul, and honor local culture as you grow"

When Serenity expanded internationally, especially to Fairmont The Palm in Dubai, I knew we needed to stay rooted in our Portuguese identity. One of our core philosophies is "cuidar com alma", which means caring with soul. It is about genuine human connection, warmth, and hospitality.

At the same time, Dubai has its own expectations. Guests value privacy, exclusivity, and high-performance treatments. We adapted the experience while staying true to our DNA. Facilities were designed with cultural considerations, and we incorporated regional ingredients like oud into signature treatments.

A brand can grow globally without losing itself. The key is knowing what must never change and what should evolve with the local community.

Quickfire Questions with Maria 

How do you start your day?I rise early and begin with a workout followed by a swim in the sea.

Favorite form of exercise? Running. A long run always clears my mind.

How do you bring sustainability into your life? Everyday mindfulness, including avoiding single-use plastics, buying seasonal food, and choosing sustainable brands.

What are you reading? Ikigai: The Japanese Secret to a Long and Happy Life. It reminds me that balance and purpose are essential to wellbeing.

Best advice you have ever received? Create value first. When you lead with authenticity, quality, and care for people, success follows naturally.

One surprising fact about you? I do not follow any restrictive diet. I train hard but I eat everything, especially good bread.

Alicia Sherber

Alicia Sheber writes about the designs, history, people and ESG pioneers that make each culture distinct. Formerly a hospitality interior designer based in Denver and London, she now interviews global leaders about travel, wellness, tech and creative trends and is the events director for the British Guild of Travel Writers. Alicia was Boutique Design’s international editor and writes for Hospitality Design, HOTELS, Wallpaper*, Starboard, Hospitality Interiors, BEAST and Hotel Investment Today.