Sharon Barcock

Sharon Barcock is an accomplished hospitality and wellness executive with extensive international experience in spa, fitness and wellness operations, development and strategic leadership. As Director of Spa Operations & Development for the Middle East and Africa at Hilton, Sharon oversees a diverse portfolio of more than 35 managed properties alongside an expanding pipeline of hospitality and wellness projects across the region.

Her expertise spans spa and fitness concept development, operational excellence, pre-opening strategies, commercial performance and the creation of exceptional guest experiences. Throughout her career, Sharon has held senior leadership positions with leading hospitality and wellness brands, including Fairmont Hotels & Resorts, Mandara Spa, Champneys and KLAFS, developing a deep understanding of both luxury hospitality and the wider wellness economy. Based in Dubai, she has played an important role in advancing Hilton’s spa and fitness offerings, particularly across Saudi Arabia, the UAE and emerging African markets. A respected industry speaker and thought leader, Sharon regularly contributes to international conferences and discussions exploring wellness innovation, hospitality investment, talent development and evolving consumer expectations. Passionate about developing people, strengthening industry standards and delivering commercially successful wellness experiences, Sharon continues to champion the integration of fitness, wellbeing and hospitality across the Middle East and Africa.

Sharon is a speaker at Más allá de Activ World en Riad (Arabia Saudí).