IWSTM_2015_industrypartners

International Wellness & Spa Tourism Monitor 2015 Global Edition © The Tourism Observatory for Health, Wellness and Spa. 2015

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We identified 17 different wellness and spa service operation types. With this wide range of facilities we intended to highlight the complexity of the industry.

We believe that it is essential to highlight: spa and wellness facilities can come in numerous ways and types. The demand for these establishments is rather varied, too!

International Wellness & Spa Tourism Monitor 2015 The Tourism Observatory for Health, Wellness and Spa proudly announces its 3rd benchmarking study on Spa and Wellness Tourism, titled the International Wellness & Spa Tourism Monitor. The Report provides industry insights for operators, managers, investors and advisors!

This path making report was prepared in cooperation with RLA Resources for Leisure Assets and enjoyed endorsement from global companies (e.g. Mandarin Oriental, Thermarium), and national and international organizations (e.g. PATA, ETC or Hungarian Bath Association).

The IWSTM 2014/2015 collected information from 56 countries.

Not only facility typology was taken into consideration but IWSTM also introduces data and information by Domestic Tourists three major demand segments, local International Tourists customers, domestic tourists and international tourists. No operator or investor should assume that ‘tourists’ or ‘customers’ can be uniform. The characteristics of the three major demand segments can and do differ greatly. We introduce separate data only if significant differences were identified.

The IWSTM 2014/2015 Report provides intelligence regarding the following key themes: ▪ Wellness and Spa Facility Types Becoming Popular?

▪ Wellness & Spa Services Becoming Popular?

▪ Business Trend Changes for 2014, 2013 and 201 ▪ Typology and Motivation of Customers ▪ Popular Services & Treatments ▪ Main Sender Regions (where tourists come from) ▪ Signature Treatments & Product Packaging Local Customers

Clinic Healthy hotel Resort spa

Hotel spa (urban location) Spa hotel/resort Day spa

Other (please specify) Wellness hotel/resort/centre Medical spa

Club spa Airport spa

Thalasso hotel/spa/centre Lifestyle oriented spa/retreat/resort Holistic retreat Medical (spa) hotel/resort/centre Destination spa Mineral springs spa/bath

The key objective was to identify the role tourism and tourists play at various spa and wellness facilities worldwide.

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The Tourism Observatory for Health, Wellness and Spa (TOHWS) was created in the Spring of 2012 by globally renown advisors and researchers. TOHWS provides platform for industry, investors and academics. To us travel for health means travel for total health, either medical, wellness, well-being, holistic, spiritual, spa or medical wellness travel. This holistic approach to health makes TOHWS the only global initiative looking at every aspect of the spectrum.

TOHWS experts have been involved in over 100 industry and academic projects in the field of health and travel during the last 20 years. We have written professional books and articles and participated in international and global, as well as very local research and development projects, and spoke over 50 professional and academic conferences worldwide in the last 3 years.

László Puczkó Sziva

Melanie Smith

An Initiative from Xellum http://thetourismobservatory.org This report would not have been possible without the cooperation with the RLA Resources for Leisure Assets .

www.resourcesforleisureassets.com

Ivett

Copyrighted Material The International Wellness & Spa Tourism Monitor 2015 is prepared by Xellum Ltd. (Hungary). Information created or owned by Xellum and presented in this document is considered to be intellectual property of Xellum Ltd. It may not be distributed or copied in any way or form.

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Industry Partners This benchmark research is endorsed by the following prestigious companies and organizations.

We thank you for your support!

Africa

The Americas

AustralAsia

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Europe

5

Europe

6

Global Companies & Organizations

Media Partners

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Health, Wellness, Spa & Tourism

The distribution of facilities in the two years compared differs somewhat. These differences, however have limited impacts on the actual results. We introduced a new category, ie. healthy

Classification of Participating Facilities

There is so much happening out in the market. The number of products and services being associated with health, wellness and spa is proliferating. The concept is being streched and we can observe saturation in many markets (e.g. What do you think the label of ‘Car Spa’ may cause to the spa industry or ‘Wellness Towels’ to the wellness industy?).

We believe that the spectrum of travelling for health is very wide and it has man variations. The terminologies applied can differ greatly continent-by-continent or even country-by-country, culture-byculture. That was one of the key reasons why TOHWS decided to launch its global initiative.

Our 2014/2015 data shows that the role of tourists is significant in wellness and spa facilities (other that day spas or club spas), since 2/3 guests are non-locals.

hotels/resorts.

Healthy hotel/resort Resort spa Hotel spa (urban location) Spa hotel/resort Day spa Other (please specify) Wellness hotel/resort/centre

Medical spa Mineral springs spa/bath Foreign/International Clients/Guests

Destination spa Medical (spa) hotel/resort/centre Holistic retreat

Domestic/Intra-country Clients/Guests

Lifestyle oriented spa/retreat/resort Thalasso hotel/spa/centre Airport spa Club spa

Local Market

Clinic 0% 5% 10% 15% 20% 25% 30% 35% 40%

8

0%

5%

2014

2012

10% 15% 20% 25% 30%

Participating facilities could define themselves in terms of market position: budget, midlevel and upmarket/luxury. It is no surprise that in spite of the so called ‘democratisation’ of wellness and spa services, the majority of provider still belong to the luxury/upmarket category.

We applied the categorisation of the International Spa Association for the type of wellness and spa customers.

According to ISPA Core customers are those who believe that spa/wellness is important part of their lifestyle, Mid-level customers are interested in learning about spa and wellness but have limited commitment, Peripheral customers enjoy spa and wellness services, but altogether show little interest. There is a clear indication of the strong growth of core customers in every segment: either in the local, domestic/intracountry or in the foreign/international guest segment.

Type of customers

Market Position of Facilities

Upmarket/Luxury

Mid-level

Core

Budget 0%

10%

20%

30%

2014

2012

40%

50%

60%

10,4%

Mid-level

70%

79,2%

30,4%

28,0%

52,2%

46,0% 10,4% 17,4%

Peripheral 0%

10%

20%

26,0% 30%

Foreign/International customers

40%

50%

60%

70%

80%

90%

Domestic/Intra-country customers

Local customers

This quite significant difference between the three major demand segments leaves both managers and investors with serious decisions to be made. It does not seem to be an easy conceptual and management issue to develop and run facilities and services for a very mixed clientele. Expectations, activities and interests of local customers and foreign visitors are not the same. This anticipation and experience is confirmed by the global benchmark data.

TOHWS team has seen in many occasions that wellness and spa operations that let local customers into facilities primarily built for tourists struggled to provide services and quality at the expected levels!

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Motivations of customers

Local Guests Core

28%

17,0%

46% 47,5%

Mid-level 26%

Peripheral 0%

10%

20% 2014

35,5%

30%

40%

50%

2012

There is a clear change in the key motivations. Brands and reputation became more important for domestic travellers and local guests.

Treatments remain to be the most important motivation for international guests.

Domestic /intra-country Guests Core

30,4%

11,8%

52,2%

Mid-level

Location is a relevant factor for international/foreign guests. The importance of therapists changed significantly, losing grounds in the decision making of guests.

66,9%

17,4% 21,3%

Peripheral 0%

10%

20%

30%

40%

50%

2 014

2012

60%

70%

Probably a little unexpectedly, technology, design or fashion have no impact on or motivating power in the decision making. This is a very telling information since many facilities keep investing large sums in technology/equipment and/or design in the hope that they could attract more guest. For second time running IWSTM could not find any grounds for such often very pricey developments.

80%

Foreign/International Guests Core

28%

17,0%

46% 47,5%

Mid-level 26%

Peripheral 0%

10%

20% 2014

30%

The key motivations of local customers, domestic and international tourists tend to show similarities, but still, several and quite important differences can and have to be highlighted.

35,5% 40%

50%

2012

10

2012-2013 32,5% 28,5% 29,8% 25,2% 26,5% 23,2%

Treatments & Services Brand and Reputation Location Signature treatment/service/ritual Facilities Curiosity Architecture Price Approved by a certain quality label Loyalty programme Therapists Spa/wellness Shop Previous experience Technology Fashion Design Foreign Guests

5,3% 5,3% 3,3% 2,0% 4,6% 4,6% 5,3% 4,6% 3,3% 4,6% 3,3% 0,7% 0,7% 2,6% 5,3% 2,6% 3,3% 1,3% 2,0% 1,3% 2,0% 1,3% 2,6%

0,7% 0,7% 1,3% 0,7%

2014 20,8%

Brand and Reputation

13,9% 11,9%

Treatments & Services Facilities Previous experience Spa/wellness Shop 9,3%

Signature treatment/service/ritual Loyalty programme Location

7,9%

Therapists 6,0% 6,0%

0,7% 0,7% 0,0% 0,0% 0,7% 1,3% 0,0% 0,7% 0,0% Domestic Guests

7,5%

1,9% 0,0%

11,32%

9,43%

1,9% 3,8% 3,77% 0,0%

3,8% 3,77%

1,9% 0,0% 1,89% 1,89%

7,5%

13,2%

1,9% 1,9% 1,89% 3,8% 5,7% 1,89%

Curiosity

5,7% 3,8% 1,89%

Foreign Guests

11

1,9%

Price

Approved by a certain quality label

Local Guests

20,8% 18,87%

3,8% 3,8% 1,89% Domestic Guests

Local Guests

37,7% 35,85% 37,7%

In our previous benchmark we identified

Southeast Asia has moved away from the traditional receiving region status to a more balance receiver as well as sender region position.

Source the key sender countries in wellness and spa motivated travel. These were the USA, countries UK, Germany, Russia, China, Austria and were the leading wellness and spa for tourism France tourism generating countries. of 2013-2014 customers United States

TOP Sending Markets in 2014 17% 13% 8%

20%

United Kingdom

8%

6%

6%

4%

2%

2%

2%

13%

Germany

10%

Russia

8%

China

6%

France

4%

Austria

4%

Australia

4%

We do not have foreign tourists

4%

Norway

4%

Japan

4%

Canada

4%

Finland

2%

Korea, South

1%

Hong Kong

1%

Popular services are where we can see the three guest groups being the most similar. In 2013 not unexpectedly, massages are the most popular services on offer in wellness and spa facilities.

Saunas and steamrooms are not that significant for international tourists, but they show a growing interest in medical services at wellness and spa facilities.

Interestingly as we saw it before, lifestyle-oriented facilities are getting popular, but this is not case for lifestyle programmes and workshops!

Popular services

In the 2014 study we could identify some changes in the demand.

Whereas Europe, especially Western and Central Europe still is the most important sender regions in wellness and spa motivated travel, North America and Southeast Asia are now of similar importance, i.e.

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2012-2013 3% 1% 2% 3% 0% 6% 7%

5% 1% 3% 2% 2% 1% 3% 4%

6%

Medical services/treatments

6% 2% 6% 3% 4% 3% 4%

Healthy options/services during stay

9,8%

10,5%

Outpatient medical services

2,4%

2,6% 2,6%

2,3% Spiritual programmes/workshops (e.g. New Age/Esoteric)

6,8% 6,8%

Lifestyle programmes/workshops (e.g. stress management, nutrition) Body-Mind-Spirit/Holistic programmes (e.g. yoga)

5% 2%

7%

5%

18% Complementary and alternative treatments

0% 5% 2%

Fitness & sport services

9%

61% Facial and other beauty treatments

0% 5%

20%

0% 5%

0% 5% 0% 13%

12% 8% 3%

20% 12%

18%

Spiritual workshops (e.g.

New Age/Esoteric) Lifestyle-oriented workshops (e.g. nutrition) Active and antiageing/longevity workshops Body-MindSpirit/Holistic workshops(e.g. yoga) Fusion treatments(e.g. aquaveda) Occupational/corporate wellness

Pool(s)

11% 13%

18% 8%

9% 4% for LOCAL customers

Services based on local resources/traditions Fitness and sports

2%

2% 2%

Massages

Thermal experiences

13%

57% Body treatments (other than massages)

Natural/organic productbased services

5% 8%

5%

53%

2014

3%

Complementary,alternat ive therapies(e.g. TCM)

20% 11%

Saunas/steamrooms of any kind

for LOCAL customers

for DOMESTIC for FOREIGN tourists tourists

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for DOMESTIC for FOREIGN tourists tourists

Natural elements based therapies(e.g. thermal water)

Based on inputs from industry partners we changed the services category in 2014. It is now understood that the new list provides a better map of the current supply of services in wellness and spa facilities. Massages are certainly the most populat forms of treatment and services, but we wanted to know which other treatments or services can also be considered as popular.

Length of stay

The popularity of Complementary treatments as well as Body-MindSpirit has grown significantly from 2012-2013.

Business performance is very much linked to the average length of stay at wellness and spa facilities. This is one of the planning and management areas that is often overlooked! Local customers tend to spend rather short time at wellness and spa facilities (2/3 spend less than 2 hours).

One day

Interesting to see that the relatively new category, ie Healthy Options gained popularity very quickly especially for foreign/international guests/tourists whose interests are wider than that of the other two segments. That means international guest who are the core market require rather wide range of servcies during their wellness or spa motivated travels.

11%

3-5 hours

21%

1-2 hours

56%

Less than one hour

11%

The short average length of stay remain to characterize domestic guests. Data show a typical pattern of weekender domestic tourists and one week long stay international tourists.

15% 11%

One day

32%

3-5 hours

21% 53% 56%

1-2 hours

Less than one hour

11% 0%

10%

20% 2014

14

30% 2012

40%

50%

60%

Domestic guests spent somewhat longer time at wellness and spa destinations in 2014 then they did in 2012-2013 and their very short visits (only 1-2 hours) decreased.

The benchmark information show that the average stay of foreign guests has become longer, especially the 8-10 nights length has grown significantly, but in alomost every category we can observe growth.

International Guests

Domestic Guests 30%

1-2 hours 2 nights 3-5 hours

10,6% 4%

3 nights

26,4% 29,1%

1-2 hours

36,4%

19% 17,9%

5-7 nights

17%

3-5 hours

9,3%

7,5%

15,1% 15,9%

3 nights

5,7% 7,9%

5-7 nights

4% 5,3%

4 nights

3,8% 6,6%

1 night

6% 5,3%

8-10 nights

6,0%

2 nights

6,0%

Do not have domestic/intracountry visitors

2%

4,6%

4 nights

2% 3,3%

Do not have foreign/international visitors

3,3%

8-10 nights

6% 2,0%

11-14 nights

2,6%

One day

2% 2,0%

15 or more nights

3,8% 2,0%

11-14 nights

4% 1,3%

Less than one hour

3,8% 1,3%

Less than one hour

0% 1,3%

1 night

3,8% 0,7%

15 or more nights

2% 0,7%

One day

0,0% 0,7%

2014

2014

2012

15

17,9%

13,2%

7,5%

2012

9,4%

There are still heated industry

Complementary discussions about with what of other services can products and kind wellness and spa be packaged services together.

There are some changes during of customers the last few years in the demand. The role of business events and

Conferences, congresses, business meetings

54% 60% 39%

Wedding/honeymoon

44% 41%

Events & Festivals

wedding decreased, whereas the role of adventure activities has grown significantly.

This means a slow shift in the packaging of wellness and spa services moving away from the ‘traditional’ complementary services to a more diversified and most importantly active portfolio.

The position of business events has been questioned since is conference and meeting organizers had to recognize that participants of business events and congresses may not want to socialize with colleagues or bosses in a wellness facility or in a spa (or in the sauna!). Business events often organized in wellness or spa hotels and resorts. The use of wellness and spa facilities, however, is rather low.

Culture & Heritage

29% 34%

Golf

32% 28%

Sea

22%

Adventure activities

19%

Mountain activities

20% 17%

Eco activities

5%

14%

Skiing

7% 8%

Horse riding

7%

Safari

27%

10% 8%

River/lake activities

Air travel

29%

15% 11%

Religion/spiritual sites and events

Weddings and honeymoons, or golf or the sea have traditionally been strong ‘allies’ for wellness and spa services. Local specialities, e.g. ski and spa (during the skiing season) can create a very competitive package.

51%

17%

2% 3% 7% 3% 0% 10% 20% 30% 40% 50% 60% 70% 2014

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2012

Accreditation of facilities

Accreditation or certification still are two of the serious business questions many service providers have been considering.

One of the key challenges is how to apply general standards like ISO to the wellness and spa industry? Still, the industry is lacking global set of standards, but many believe that it is not needed at all.

Not yet accredited

The main objective of accreditation is to ensure certain level of quality based on the pre-approved protocols, which define how any element of the service would fit the whole picture. Some 50% of IWSTM participants have already gone through some kind of accreditation process.

Yes, by national accreditation board/certification

Based on our research it seems that less and less wellness and spa facilities have not yet been accredited or certified so far. These accreditations can come either from state (initiated) organizations or third party companies and organizations (that are specialized to accreditation/certification). IWSTM participants named the following types of accreditation organizations: ▪

▪

42% 40% 41%

Yes, by national professional association

24% 24%

Yes, by international professional association Yes, by international accreditation board/certification

17% 23% 20% 19% 0%

2012

National bodies  Health ministries  National accreditation boards  State led medical/wellness association  Ecolabels  Tourism authorities  Country industry associations International initiatives, e.g.:  ISO standards  ISPA  Hotelstars Europe  Europespa Med/Wellness

17

52%

10% 20% 30% 40% 50% 60% 2014

Signature treatments and services are essential elements of creating unique and competitive brand and customer experiences. IWSTM data show that every third wellness and spa facility has already created at least one signature treatment or service.

Signature treatments

Africa

Very diversified: rituals, massages, detox treatments based on local ingredients

The Americas

Mainly rituals, based on global brands, plus energizing massages, welcome packages Mud treatments Ayurvedic treatments

Asia

Mainly complex rituals (e.g. wraps, massages, scrubs, facials).

My spa experiences (special massage, treatments in own villas), as well as energizing treatments are usual, based on local products, specialities.

Luxury services, e.g. pearl powder

Australia/New Zealand

Mud and bath therapies based on local resources as well as underwater massages Indigenous Aboriginal massage techniques

Europe

Local resource in treatments: Amber, thermal water, mud, Nordic plants Holistic treatments: co-listening

Middle-East

Local traditions incorporated: Camomile, mint

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Business changes

Facilities reported close-to-zero increase in the main business indicators for 2012 over 2011. Still, the relative growth of first time local customers was considered as really good news for 2012.

Domestic Guests Number of first time customers?

Average revenue per customer?

Number of customers using spa/wellness treatments, programmes?

Number of customers (altogether)?

Locals Guests

Average length of stay per visit?

Number of first time customers?

Number of treatments sold per visit?

Average revenue per customer?

0% 1% 2% 3% 4% 5% 6% 7% 8%

Number of customers using spa/wellness treatments, programmes?

2014

2013/2012

2012/2011

Number of customers (altogether)?

Average length of stay per visit?

International Guests

Number of treatments sold per visit?

Number of first time customers?

0% 2014

1%

2013/2012

2%

3%

4%

5%

6%

7% Average revenue per customer?

2012/2011

Number of customers using spa/wellness treatments, programmes?

The positive changes are very clear from the market data since in every category industry reported robust growth.

Number of customers (altogether)?

The recovery of the market is indicated by the increased number of guests as well as the number of treatments sold per visit, which resulted in the growth of increased revenues per customer.

Average length of stay per visit?

0% 1% 2% 3% 4% 5% 6% 7% 8% 9%

Especially good news was the high growth of first time guests!

2014

19

2013/2012

2012/2011

Altogether 43% of all spa & wellness customers are considered to be tourists, i.e. operators and investors need to take the needs and expectations of tourists into serious consideration. Spa and wellness facilities can count on tourists in 2013 in terms of length of stay and treatments sold. This is in contrast with what is forecasted for local customers!

In terms of visitor numbers Europe and Asia can count on spa and wellness tourists, which can provide a relief to Europan facilities, which are still affected by the recession in Europe.The product width is widest in Europe and The Americas, i.e. developers and managers from these markets can think of the most types of spa and wellness services, but with significant differences in regional focus points.

Family and eco-orientation are important on these markets, but natural (healing) resources will enjoy special attention in The Americas, but much less of in Europe (since it is already more established there)

Facilities Becoming Popular

Great to see that the market is moving on from the standard wellness hotels and spa hotels which were the leading facilities some 5 years ago.

As of 2013 destination spas are taking the lead and became the most attractive facilities for international tourists.

International tourists can also be attracted by spas based on natural (healing) resources. Eco-spas and wellness facilities have also gained significant role in the last couple of years.

ocals 2014 – 54 adat, kereszttáblához kevés, vannak új elemek a 2014esben !

Domestic travellers show similar patterns to local customers, which makes product development and facility management easier. Still, wellness

hotels and destination spas are more; sport & fitness resorts are less popular among them.

20

Domestic Guests

International Guests 18,0% 21,3%

Family spas & wellness facilities

12,0% 11,9% 10,0% 11,3% 10,0% 8,1% 8,0%

Eco-spas & wellness facilities Wellness hotels Destination spas Healthy hotels/resorts Spa Living Environments

1,9%

MedSpas Thermal spring based spas/hotels

6,0%

6,0% 7,5% 4,0% Retreats 5,6% 4,0% Adventure spas & wellness facilities 8,8% 2,0% Sport & fitness resorts/hotels 2,5% 2,0% Longevity/anti- or active-ageing centres 5,0% 2,0% Spas based on natural (healing) resources 11,3% 2,0% Wellness/spa cruises 3,1% Fusion facilities (e.g. hotel-to-hospital… 0,0% 0,6% 0,0% Dreamscapes/architectural masterpieces 1,3% 5%

2014

2012

10%

9,8%

Retreats

9,8%

8%

15%

13%

9,8%

5%

MedSpas

7,8%

Spas based on natural (healing) resources

7,8%

Destination spas

7,8%

14% 15%

5,9%

Thermal spring based spas/hotels

Spa Living Environments

Spa hotels

0%

Wellness hotels

Adventure spas & wellness facilities

8,0% 6,0%

13,7%

Healthy hotels/resorts

5,9%

2%

5,9%

Family spas & wellness facilities Longevity/anti- or active-ageing centres

3,9%

Eco-spas & wellness facilities

3,9% 2,0% 2% 2,0%

Sport & fitness resorts/hotels Spa hotels

9%

6%

13%

10%

2,0% 1% 2,0% Wellness/spa cruises 1% Fusion facilities (e.g. hotel-to-hospital… 0,0% 2%

Dreamscapes/architectural masterpieces

20%

0%

25%

2014

21

5% 2012

10%

15%

Services Becoming Popular

There is a clear shift in the market to natural resources with proven impacts and evidence. This is particularly interesting, since in many parts of the world these resources have (not) yet been identified or tested for healing properties.

2,0% 6,1% 3,8%

Thermal experiences Healthy options/services during stay Outpatient medical services Natural/organic product-based services

Local customers tend to look for services that can provide them with experiences and sensations that are important not only for short term but also has fit the total health concept. They want more than pampering but purchase body-mind-spirit, anti-ageing and longevity oriented services and programmes. This is great news for operators and investors. Spa and wellness facilities based on the total health approach can build firm loyal (and local!) customer base, since longevity and anti-ageing as concepts are meaningful for every age group and segment!

Services based on local resources/traditions

Fitness and sports Spiritual workshops (e.g. New Age/Esoteric) Lifestyle-oriented workshops (e.g. nutrition) Active and anti-ageing/longevity workshops Body-Mind-Spirit/Holistic workshops(e.g. yoga)

Domestic tourists show a somewhat different interest. Although therapies based on natural resources are clearly the most attractive ones, natural and organic products used in therapies and treatments are also play important role.

That is somewhat unexpected that domestic tourists do not find spirituality and fusion therapies and treatments too attractive.

Interesting, however that occupational and corporate wellness programmes are more and more combined with travelling away from the workplace. International tourists seem to be primarily motivated by treatments and therapies that are somehow based on local assets, resources and traditions.

Fusion treatments(e.g. aquaveda) Occupational/corporate wellness Complementary,alternative therapies(e.g.

TCM) Natural elements based therapies(e.g. thermal water)

5,8% 3,9% 0,0% 1,9% 2,0% 4,1% 7,7% 9,8% 6,1% 3,8% 0,0% 2,0% 7,7% 2,0% 2,0% 0,0% 7,8% 10,2% 7,7% 3,9% 4,1% 1,9% 9,8% 6,1% 9,6% 5,9% 6,1% 5,8% 2,0% 2,0% 9,6% 9,8% 11,5%

22

5%

10%

Domestic/intra-country guests

15%

23,5%

16,3% 17,6% 16,3%

0% Inernational toruists

18,4%

20%

23,1% 25%

Local customers/guests

Domestic Guests

International Guests

Healthy options/services during stay

Healthy options/services during stay

Complementary and alternative therapies (e.g. Traditional Chinise Medicine) Therapies based on natural resources with proven benefits (e.g. thermal…

Lifestyle-oriented programmes/workshops (e.g. stress…

Products/services based on local…

Thermal experiences

Complementary and alternative…

Therapies based on natural…

Body-Mind-Spirit/Holistic…

Products/services based on local resources/traditions Body-Mind-Spirit/Holistic programmes/workshops (e.g. yoga)

Lifestyle-oriented…

Fusion treatments (e.g. aquaveda) Outpatient medical services

Fusion treatments (e.g. aquaveda)

Active and anti-ageing/longevity…

Natural/organic product-based services Active and anti-ageing/longevity programmes/workshops

Thermal experiences

Fitness & sports

Natural/organic product-based…

Spiritual programmes/workshops (e.g.

New Age/Esoteric)

Spiritual programmes/workshops…

Occupational/corporate wellness

Occupational/corporate wellness

Outpatient medical services

Fitness & sports 0%

5%

2014

2012

10%

15%

20%

25%

30%

23

0%

5%

2014

2012

10% 15% 20% 25% 30%

Targeted key segments

One industry rule-of-thumb for Couples

many year seems to become an old wisdom. Couples as most important target segments took over the leading position from single women.

Single women Groups of friends (more than 2 together) Hotel guests looking for healthy services

Having a close look at the data we can see that the wellness and spa demand shifted to become a social consumption: couple, families, groups of friends give the majority of the demand. Several other segments, such as GenZ, Less able-bodied customers and mother & baby/child groups seem to be not at all important to operators. This is especially interesting since we know that 50% of the world’s population is under 30 years of age, i.e. GenZ should play much more important role that it actually does nowadays.

Families with children Baby boomers/seniors Different segments country-bycountry Single men Gen Y Mother & baby/child Mother & daugther

20 Less able-bodied customers Same sex couples Gen Z 0%

24

5% 10% 15% 20% 25% 30% 35%

Segment 2, 2014

Segment 2, 2012

Segment 1, 2014

Segment 1, 2012

Sustainable practices

What is the average revenue per customer/client in 2013 (in USD or EUR)?

Foreign/ Domestic/IntraInternational Local market country Guests Guests Average revenue per customer/client (in USD) 89,5 99,89 109,96 Average revenue per customer/client (in EUR) 74,2 108,28 130,20

Sustainable practices are really taking a big turn in wellness and spa facilities. We could map wide range of approaches and tools from staff training to fair trade food resources

and CSR programmes.

Training of employees

86,5%

Preferring local food suppliers

45,8%

Recycled materials (e.g. paper)

44,8%

Sustainable housekeeping practices…

44,8%

Preferring organic food suppliers

27,1%

Implementing Energy Management…

21,9%

Eco-certification

17,7%

Sustainable hot spring use

16,7%

CSR programmes

13,5%

Fair trade food sources

12,5%

Rating average Beauty and body treatments (e.g. facials, massages) Admissions Complementary and alternative treatments (e.g. Traditional Chinese Medicine) Product sales Fitness and sport Body-Mind-Spirit/Lifestyle programmes/workshops (e.g. yoga) Medical treatments

25

1,79 4,00

Rating 1 2

4,04 4,25 4,26 4,62 5,04

3 4 5 6 7

Revenue share (óvatosan kezelendő, csak 47 válasz, és a sum érték a %-ok végén 130%)

Should you wish to learn more about where and how the world of health tourism is going look for the second and revised edition of our book titled: Health, Tourism and Hospitality. Wellness, Spas and Medical Travel (published

by Routledge, in Q4 2013).

Worldwide coverage, in-depth industry analysis, 40+countries, 50+ case studies

Can you please indicate the share of the TOP 3 revenue sources in your facility? Please select the revenue source first, then indicate the share of that source out of the total?

Admissions 16,1% Beauty and body treatments (e.g. facials, massages) 49,2% Complementary and alternative treatments (e.g.

Traditional Chinese Medicine) 12,0% Body-Mind-Spirit/Lifestyle programmes/workshops (e.g. yoga) 9,8% Medical treatments 16,5% Fitness and sport 11,0% Product sales 10,0% Food & bevarage 9,5%

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he IWSTM 2013 Full Report

Complementary Products and Services 30

Industry Partners 4

Accreditation of Facilities 32

Health, Wellness, Spa & Tourism 9

Signature Treatments 33

Present

Business Changes 2012/2011 34

Classification of Participating Facilities 10

Forecasts

Market Position of Facilities 11

Business Forecasts for 2013 37

Type of Customers 13

Facilities Becoming Popular 39

Motivations of Customers 17

Services Becoming Popular 45

Popular Services 21

Target Markets No1 51

Source Countries for Tourism 25

Target Markets No2 52

Length of Stay 26

Target Markets No3 53

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Targeted Key Segments No1 54 Targeted Key segments No2 56 Training of Staff 57 Forms of Cooperation 62

The IWSTM 2013 Full Report Appendix Detailed data assessment by types of wellness and spa facilities 1-83

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