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Establishing a Global Wellness Brand Presentation to International Conference on Thermal Tourism Pauline J. Sheldon, PhD 06/06/2022 University of Hawaii School of Travel Industry Management

P. Sheldon

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Page 1: P. Sheldon

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

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Wellness and Tourism: Mind, Body, Spirit, Place

Bushell & Sheldon; Cognizant Communications 2009

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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

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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

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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

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Historical Development

04/07/2023 University of Hawaii School of Travel Industry Management

ROMAN BATHS ARABIC BATHS

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…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

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To Self-actualization and beyond

04/07/2023 University of Hawaii School of Travel Industry Management

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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

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Dimensions of Wellness Tourism

04/07/2023 University of Hawaii School of Travel Industry Management

MIND

SPIRIT

PLACEPhysical/Cultural

Resources

BODY

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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

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THE THERMAL PRODUCT

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Thermal Tourism as part of Wellness Tourism – where does it fit?

WEWellness Tourism

Human Wellness

THERMAL SPAS

Medical Tourism

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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

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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

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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 ….

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Thermal Waters in the USA1,661 locations

Over 15,000 spas in the USA!20% increase per year for 8 years

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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

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6,200km

6,300km

Tokyo

Minneapolis

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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

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Volcanic Islands

NO SIGNIFICANT GEO-THERMAL SPAS

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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

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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

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Malaysia

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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 .

 

 

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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

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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

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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

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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

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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

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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

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Thank [email protected]

04/07/2023 University of Hawaii School of Travel Industry Management

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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

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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

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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

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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

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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

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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

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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

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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

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Hundertwasser’s architecture• No straight lines• Bright colors• Playful• Multiple modalities

04/07/2023 University of Hawaii School of Travel Industry Management

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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??

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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

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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

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4. Bad Blumau Wellness Center, Austria: “Living in Harmony with Nature”

04/07/2023 University of Hawaii School of Travel Industry Management

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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