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Establishing a Global Wellness Brand
Presentation to International Conference on Thermal TourismPauline J. Sheldon, PhD
04/07/2023 University of Hawaii School of Travel Industry Management
Wellness and Tourism: Mind, Body, Spirit, Place
Bushell & Sheldon; Cognizant Communications 2009
Objectives
• To provide an overall context for wellness and thermal tourism
• To understand the North American market/product vis-a-vis the European
• To explore how thermal destinations can brand themselves
Wellness is Multi-dimensional
Wellness is an active, lifelong process of becoming aware of and making choices toward a more healthy and fulfilling life.
A dynamic, re-negotiated concept
BalanceConnection with the mystery of
life
http://www.healthyeatingclub.org/yourhealth/programs/wellness/introx.htm
04/07/2023 University of Hawaii School of Travel Industry Management
What is Wellness Tourism?
• “A wellness vacation is a window of time which takes us away from the routine demands of daily lives. … ….Wellness travel creates greater balance and harmony on all levels of our wisdom, mentally, emotionally, physically and spiritually
• (Crites and Crites 2003).”
• Vacations as preventive medicine• Wellness vacations and quality of life
04/07/2023 University of Hawaii School of Travel Industry Management
Historical Development
04/07/2023 University of Hawaii School of Travel Industry Management
ROMAN BATHS ARABIC BATHS
…To Recent US Milestones…• 1979: Canyon Ranch: wellness, pampering, nutrition• 1980’s ‘Fat farms’ focus on diet and exercise• 1990’s Proliferation of Spas (International Spa
Association)• 2000 + Holistic wellness destinations
04/07/2023 University of Hawaii School of Travel Industry Management
To Self-actualization and beyond
04/07/2023 University of Hawaii School of Travel Industry Management
Wellness Experiences Sought by International Travelers
• Surgery, diagnostics, treatments• Cosmetic surgeryMedical/Curative
• Adventure, fitness, sports, nutrition,• skills assessment, longevity, anti-aging
Physical Health/Fitness
• Yoga, meditation, relaxation and rejuvenation, CAM e.g. acupuncture, reiki
Mind Body Spirit Integration
• Lifestyle modification, nature experiences, spa experiences, community connectednessWellbeing
• Inner and outer pilgrimages,• sacred journeys; self-actualization, traveler
philanthropy, retreatsTransformation
04/07/2023 University of Hawaii School of Travel Industry Management
Dimensions of Wellness Tourism
04/07/2023 University of Hawaii School of Travel Industry Management
MIND
SPIRIT
PLACEPhysical/Cultural
Resources
BODY
Wellness Tourism Trends• From pampering to meaningful rejuvenation of mind, body, spirit• Combining ‘spa’ experience with personal growth (wellness,
energy treatments, preventive health, nutrition etc.)• Customer relationship management: personalization; continuum
of experience/personalization - pre and post visit experiences• Integration of wellness experiences throughout the destination
and the distribution system• Combination of multiple modalities in one location• Wellness strategies merging with sustainable policies:
– supporting the community and sustaining resources– integrating unique cultural wisdom and techniques– development of local wellness products
• Need for high quality staff; more certification and labeling
04/07/2023 University of Hawaii School of Travel Industry Management
THE THERMAL PRODUCT
Thermal Tourism as part of Wellness Tourism – where does it fit?
WEWellness Tourism
Human Wellness
THERMAL SPAS
Medical Tourism
Thermal Tourism
• The value of the waters– Different markets value it differently
• Bathing as part of the socio-cultural customs– Japanese, Icelanders, Turkish
• Wellness destinations rather than destination spas
• Destination specific – unique qualities, products & services
Examples of Strategic Thermal Destinations• NATIONAL• Japan• Italy• Costa Rica• Hungary• Turkey• Iceland
• REGIONAL• Rotorua, NZ• Styria, Austria
Burgenland, Pannonia, Styria, Slovenia
Victoria, AustraliaGalicia, Spain
04/07/2023 University of Hawaii School of Travel Industry Management
History of Thermal Waters in USA
• Sacred Thermal sites– Native American Indians (CA, Alaska, Colorado,
Dakota, Utah, Montana, Wyoming) 1832– Native Hawaiians (Kapoho, Big Island) 1828
• European Settlers created some spas• USA is not a Strategic Thermal Destination• Currently ….
Thermal Waters in the USA1,661 locations
Over 15,000 spas in the USA!20% increase per year for 8 years
Dichotomy of US “Spa” Industry
“Real” Thermal Spas• Combine public and private
resources• Can be used to create destination
brand• Utilize local knowledge and/or
products• Examples
– Glenwood Hot Springs, CO– Glen Ivy Hot Springs, CA– Ojai, CA– Calistoga Hot Springs, CA
• Well established (some 150yrs)• Are the least expensive
Trendy “Hotel, Resort & Spa”• Purely private sector• Major hotel chains• No thermal waters• Expensive treatments• Rarely differentiated
product• Less use of local knowledge
or products• Built in last 5-15 years
6,200km
6,300km
Tokyo
Minneapolis
Hawaii is:The 50th state in the USA (1959)The most remote chain of islands on Earth (2,500 miles)7 mn. Visitors per year: US mainland & JapanHas some of the highest rated ‘spas’ in the worldHundreds of ‘spas’; hundreds of wellness experiences
Volcanic Islands
NO SIGNIFICANT GEO-THERMAL SPAS
Hawai’i Wellness• Wellness strategically integrated into the
overall Hawai‘i brand– Hawai‘i vacation as a foundation for healthy
lifestyle change– Indigenous Hawai’ian cultural treatments
• Kahuna tradition; lomi-lomi• Natural products: lava, sea water, plants, salt, mud, oils
– Multiple Ethnic modalities
04/07/2023 University of Hawaii School of Travel Industry Management
04/07/2023 University of Hawaii School of Travel Industry Management
•Immersion in nature•Brings healing qualities of •nature Indoors•Integrates cultural knowledge of wellness
Malaysia
04/07/2023 University of Hawaii School of Travel Industry Management
Hawaii Wellness TourismMission Statement
To develop and promote Hawaii as a premier destination for wellness travel, contributing to the economic health of our islands while emphasizing our
diverse culture, sacred land and aloha spirit .
TWO OTHER EXAMPLES of WELLNESS DESTINATIONSThailand - Integration
• Government has positioned Thailand as the Health and Wellness Tourism Hub of Asia.
• Integrating high quality medical treatments, diagnostics, cosmetic surgery, complimentary/alternative practices, spas, herbs, ancient practices
• Integration into the travel infrastructure: Medical Tourism Concierge Network for Singapore and Thailand
04/07/2023 University of Hawaii School of Travel Industry Management
Health and Beauty
Thai Health Travel Intermediaries
04/07/2023 University of Hawaii School of Travel Industry Management
Metamorphosis Medical Retreats (MMR) a North America based medical tourism company specializing in cosmetic and dental surgeries in Thailand.
Hygeia Beauty arranges cosmetic surgery in Thailand. Full range: Sex reassignment surgery (SRS), breast augmentation, liposuction, facelift, tummy tuck
Medical Tourism Thailand is a source of information for wellness and medical tourism needs representing hospitals, dental clinics, eye-Lasik centers, medical spa and spa Resorts in Thailand,
International Medical Getaways helps people to plan and schedule medical treatments in Phuket, Thailand. Arrange cosmetic surgery, cosmetic dental work or an extensive health check up
Healthcare Holidays offer a wide range of medical treatments from minor cosmetic procedures to major surgery
WEB PRESENCE; WORD OF MOUTH; CUSTOMER RELATIONSHIP MANAGEMENT
AUSTRALIA: Daylesford, Victoria Community Living and Wellness
• Retreat to slow and simple community life
• Wellness/spa as part of that retreat
• Culture/lifestyle important
• Slow food – cooking classes
• “Live the double life”
• daylesford full
Wellness Destinations Competitiveness and Sustainability
04/07/2023 University of Hawaii School of Travel Industry Management
Climate & environment; culture and history; mix of wellness experiences
Wellness vision, positioning, competitive/collaborative analysis
Supporting Factors & Resources
Core Wellness Resources & Attractors
Wellness Destination Management
Wellness Destination Policy & Planning
Adapted from Ritchie and Crouch, 2000
Wellness resource stewardship, marketing, HR, service quality
General & wellness infrastructure, funding, entrepreneurship
Strategic Leadership of a Wellness Destination
Build the vision/brandPrioritize stewardship of physical and cultural resourcesEncourage dialog between wellness practitioners and tourism
industryCreate partnerships and networksDetermine markets: long haul, short haulEncourage entrepreneurship & innovationIdentify best practices/certification/labelingProvide grants for product development Develop sophisticated education, training and research
programs04/07/2023 University of Hawaii School of Travel
Industry Management
Where do we go from here?• Clarify the use of term “SPA”
internationally• Consider that ‘thermal waters’ are
just one of the healing aspects of nature…others are equally valid
• Build international knowledge about the real health benefits of thermal spas
• Re-position thermal spas for different markets
• Encourage more international dialog on wellness tourism
Thank [email protected]
04/07/2023 University of Hawaii School of Travel Industry Management
Wellness Tourism Framework
04/07/2023 University of Hawaii School of Travel Industry Management
WELLNESS EXPERIENCESRelaxation & rejuvenation
Sport/FitnessAdventure
Lifestyle ModificationWellbeing
Inner pilgrimageTransformation
WELLNESS DESTINATIONS•Wellness oriented infrastructure•Special Accommodation•Sacred Sites•Unique wellness attributes •Indigenous cultural wellness knowledge•Community interactions•Volunteering opportunities•Information distribution•Qualified practitioners
WELLNESS TOURISTSMotivationsPurposesWellbeing Status
Level of physical, mental, emotional, spiritual wellbeingLevel of connectedness with self, community and divinity/mystery
Types of health benefits
Wellness Destinations Competitiveness and Sustainability
04/07/2023 University of Hawaii School of Travel Industry Management
Climate & environment; culture and history; mix of wellness experiences
Wellness vision, positioning, competitive/collaborative analysis
Location, awareness, brand, cost/value
Supporting Factors & Resources
Core Wellness Resources & Attractors
Wellness Destination Management
Wellness Destination Policy & Planning
Qualifying & Amplifying Determinants
Adapted from Ritchie and Crouch, 2000
Wellness resource stewardship, marketing, HR, service quality
General & wellness infrastructure, funding, entrepreneurship
2. Madeira - ImmersionWellness Tourism in the tourism strategic
plan: Body, Mind, MadeiraImmersion in nature; pure air and ocean, mild
climateHiking paths in forests and dives in the oceanRetreat centers in nature for reflection,
meditation , rejuvenationSophisticated network of spa/wellness hotels
04/07/2023 University of Hawaii School of Travel Industry Management
4. YUKON: Wilderness as Wellness
“For centuries the wilderness has been a place of spiritual quest and purification. ….. a place where we have to give up the illusion of control, where perspectives shift, and where values change. It is a powerful crucible of transformation.”
- From Journeys of Discovery and Healing in Canada, Dancing Mountain:
04/07/2023 University of Hawaii School of Travel Industry Management
Yukon StrategiesWellness Themes:
Activities best carried out in serene and authentic wilderness environments Activities carried out in historical and heritage settings, Opportunities to discover the spirituality of Aboriginal
cultures.
HWT Product Clusters◦ Community-based CAM practitioners integrated with
smaller accommodation units ◦ Wellness Conferences, educational studies, workshops
and festivals ◦ Retreats, arts, and health and wellness centers
04/07/2023 University of Hawaii School of Travel Industry Management
5. Styria, Austria: Clustering
• European Spa Project• 4 Themes
– Health and Healing– Wellness and Pleasure– Sport and Movement– Pleasure and Nutrition
• Cluster with Pannonia (Hungary), Burgenland (Germany) and Slovenia
04/07/2023 University of Hawaii School of Travel Industry Management
Why should Destinations develop Wellness Tourism?
Fill in low seasons Diversify the productProvide more repeat businessEncourage renovation of facilitiesHelp preserve natural resourcesIncrease the average expenditure & length of stayAttract environmentally and culturally sensitive
tourists thereby improving the sustainability of the destination
04/07/2023 University of Hawaii School of Travel Industry Management
Examples of Hawai’i Spas
• Mauna Lani Spa, Big Island• Westin• Kapalua• Honolulu City Spas
– Kahala: all treatments named in Hawaiian language; use of Hawaiian products;
– Halekulani
Hundertwasser’s architecture• No straight lines• Bright colors• Playful• Multiple modalities
04/07/2023 University of Hawaii School of Travel Industry Management
Spain’s Competitive Advantages
• Top world destination• Worldwide cultural and natural image • Transformation - Camino• Thermal Springs & other natural resources• Southern Spain listed #9 in “Next Great Spa Destinations”
Spa Worldwide Guide 2011
• Well-developed touristic infrastructure• Clustering possibilities with Portugal and France• What is the brand or theme?
– Let our healing waters and land transform you??
Strategic Marketing Innovation
• WOM & eWOM: Let customers tell your story • Alliances with other wellness providers• Personalization and customization• Understand beliefs, attitudes etc. – avoid superficial
demographics• Watch the service expectation gap – value of surprises• Consumers are looking for transformational experiences• Give them some knowledge to continue their
transformation at home• Build repeat business
2. Hungary: Refurbish/RebrandRecently re-branded as
Wellness destination – theme for 2011 promotions
Strong history of spas; 1,000’s of mineral spas throughout the country
Significant community useOld facilities being
refurbishedCluster with Rumania and
Serbia: Standards and joint marketing
04/07/2023 University of Hawaii School of Travel Industry Management
4. Bad Blumau Wellness Center, Austria: “Living in Harmony with Nature”
04/07/2023 University of Hawaii School of Travel Industry Management
Five Senses Interacting with Nature • Garden of the 4 elements: earth,
fire, water, air Sunbathing lawns, sun-sails, hammocks, spa lake with underwater music for relaxation
• Pathways of wild fruit trees and aromatherapy herbsTrails of indigenous wild fruit trees and aromatherapy herbs
• Meadow of Love trees More than 300 wedding trees planted by guests
• Geomantic pathSpecial places of vital energy and natural intelligence on the grounds
04/07/2023 University of Hawaii School of Travel Industry Management