Contemporary Trends in Spa, Wellness and Medical Tourism. Dr Melanie Smith Budapest Metropolitan University Hungary

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1 Contemporary Trends in Spa, Wellness and Medical Tourism Dr Melanie Smith Budapest Metropolitan University Hungary

2 Occupational wellness More singles Ageing population Cosmetic surgery Social Trends Digital dependency Lifestyle diseases Stress Alternative medicines

Growing Connections between Wellness, Preventative rather than curative approaches to health Many consumers seeking complementary and alternative therapies (CAM) Growing interest in evidence based

3 Growing Connections between Wellness, Preventative rather than curative approaches to health Many consumers seeking complementary and alternative therapies (CAM) Growing interest in evidence based healing Influence of media and popular psychology (e.g. Deepak Chopra) Development of more active lifestyles Desire for healthier nutrition Impacts of technology and social media (positive and negative) People living longer and wanting to age better ( active, fit or happy ageing) Lifestyle and Leisure

4 Medical equipment Wearable devices Big data (e.g. lifestyle) Health Apps Collecting personal health data Technology Trends in Health Minimally invasive surgery Skincare & rejuvenation E M or Telehealth services

5 The Key to Longevity?

6 Blue Zones

Tourism Observatory for Health, Wellness and Spa Research Data was collected in 2014 for the Tourism Observatory for Health Wellness and Spa (published in 2015) in order to identify the role tourism

8 Tourism Observatory for Health, Wellness and Spa Research Data was collected in 2014 for the Tourism Observatory for Health Wellness and Spa (published in 2015) in order to identify the role tourism and tourists play at various spa and wellness facilities worldwide. Data was collected from 17 different types of spa and wellness facilities from 56 countries. (e.g. including all kinds of spa, wellness hotels and retreats). An online questionnaire was distributed using an existing database of co operating industry partner associations, chains and individual operators. Information was collected from three major demand segments: local customers, domestic tourists and international tourists. Such data is useful to inform operators of trends in customer preferences. Treatments remain the most important motivation for international guests, especially massage. Location is also a relevant factor for international/foreign guests. Technology, design or fashion have no real impact on motivation and decision making. The TOHWS (2015) research showed that although tourists were most attracted by natural resources with proven impacts and evidence, these were followed in popularity by complementary and alternative therapies.

9 Most Popular Services in Spas and Wellness Centres

People know what they like and like what

treatments (49%) Manicures and pedicures

10 People know what they like and like what they know...? The most popular spa treaments are: Massage (90%) Facials (54%) Body treatments (49%) Manicures and pedicures (38%) Nothing too weird...? (Good Spa Guide, 2014) According to several sources the most popular types of massage are Swedish massage, Aromatherapy massage and Deep Tissue

Health and Happiness Health What is healthy? Research keeps changing!

Crowley and Lodge (2007:30) "Modern medicine does not concern itself with lifestyle problems.

more than one alcoholic drink per day, and watching TV for seven hours or less per week were 92% less likely to develop heart disease than those who did not have these lifestyle habits.

11 Health and Happiness Health What is healthy? Research keeps changing! According to the NHS (2013) despite a continuing trend of increasing life expectancy, overall, many adult populations are less healthy than they used to be. Crowley and Lodge (2007:30) "Modern medicine does not concern itself with lifestyle problems. Harvard Health Letter (2015) researched six healthy lifestyle habits those who were not smoking, getting regular physical activity, eating a healthy diet, maintaining normal weight, drinking no more than one alcoholic drink per day, and watching TV for seven hours or less per week were 92% less likely to develop heart disease than those who did not have these lifestyle habits. Happiness Enjoyable or engaging work Social activities and a sense of community Altruism, helping others or volunteering Moderate exercise Healthy and light eating Enough rest and sleep (seven hours or more) Living in the present/mindfulness practices Regular contact with nature and green spaces Spiritual or religious activities Slowing down, doing everything at the right speed (Sources: Chopra, 1993; Honoré, 2004; Haidt, 2006; Davidson and Begley, 2012; Weil, 2013)

Push and Pull Factors for Health Tourism Mental and physical exhaustion Stress because of work and a busy life Lack of trust in traditional medical services Loss of a sense of

) Not enough time spent outside or in nature The wish to be healthier The wish to be happier The desire for active ageing and longevity The need to build self esteem and a positive

12 Push and Pull Factors for Health Tourism Mental and physical exhaustion Stress because of work and a busy life Lack of trust in traditional medical services Loss of a sense of community and loneliness Obsession with self and celebrities Loss of religion and the desire for spirituality Addiction to technology and the inability to switch off (literally!) Not enough time spent outside or in nature The wish to be healthier The wish to be happier The desire for active ageing and longevity The need to build self esteem and a positive self image The longing to be slimmer, more beautiful and to look younger The need for rehabilitation because of addictions The desire to lead a simpler life and slow down The desire for self development

13 Lifestyle Trend or Issue Lack of exercise Growing obesity/unhealthy eating Over use of technology Sleep deprivation/poor sleep quality Occupational/work based stress Negative body image Increasing interest in CAM Limited contact with nature/unsustainable lifestyles, Need to slow down/mindfulness Need for spiritual activities Related Heath Tourism Product/Service Fitness retreats; gyms and fitness classes in wellness hotels and spas Boot camps; detox clinics or spas; retreats with vegetarian, vegan, raw and/or organic food; slow food destinations Digital detox retreats; booking into hotels with limited WiFi access, no TV, etc; visiting areas with limited access to technology (e.g. small islands, mountain villages) Sleep therapy clinics in spas; wellness hotels with special features for promoting sleep (e.g. special pillows, aromatherapy oils) Occupational wellness retreats; incentive spa visits Psychological counselling in a retreat; beauty treatments in a spa; cosmetic surgery in a medical tourism hospital or clinic CAM therapies on spa menus; energy healing in jretreats Ecotherapy in retreats or spas; eco retreats; eco villages; green spas Stays in small villages or on remote islands; holistic retreats (e.g. offering meditation, yoga) Spiritual ashrams or retreats; stays in monasteries; pilgrimages

Cross Cultural Issues in Spas Design varies from country to country including colour

(compare for example, Scandinavian minimalist design versus opulent Middle Eastern

14 Cross Cultural Issues in Spas Design varies from country to country including colour symbolism, feng shui, décor, music, etc. (compare for example, Scandinavian minimalist design versus opulent Middle Eastern style). Spa menus often feature diverse cultural treatments. Some are global (e.g. Thai massage, Ayurveda) and some are local (e.g. signature treatments using local herbs, minerals, etc) What do spa guests expect according to their culture and background? (e.g. medical water and doctors, nudity, silence, music and alcohol, mixed men and women?) Are spas used for business or pleasure only? Which languages should be used? Should certain nationality guests be separated? Islamic spas and Halal tourism

16 How to Project a Young Image of Spas?

Future Developments and Needs Recognising and researching the

Collecting evidence and promoting the benefits of nature, waters,

obesity, cardio vascular illnesses, stress, depression, anxiety).

Putting more hospitality into our healthcare systems.

17 Future Developments and Needs Recognising and researching the relationship between leisure and lifestyle trends and tourism. Collecting evidence and promoting the benefits of nature, waters, complementary and alternative therapies. Addressing lifestyle based health problems (e.g. obesity, cardio vascular illnesses, stress, depression, anxiety). Advocating active lifestyles and healthier diets even on holiday. Putting more hospitality into our healthcare systems. Developing healthy destinations which are good for locals and for tourists alike. Combine the universal and the culturally unique (e.g. provide modern comforts as well as traditional treatments). Developments?

High spending growth markets seeking quality and luxury (e.g. Russians, Middle Eastern, Asian tourists). Catering for special needs of new markets (e.g. Halal tourism).

18 Implications for Switzerland? The country is known for its good quality of life and long life expectancy, but it is perceived to be expensive! Health tourism in Switzerland is growing with about 70% focus on spas and wellness and 30% on medical tourism. The main market tends to be couples, young seniors followed by families. High spending growth markets seeking quality and luxury (e.g. Russians, Middle Eastern, Asian tourists). Catering for special needs of new markets (e.g. Halal tourism). Combined packages of wellness hotels with thermal waters and skiing or hiking (e.g. Swiss, Germans). Top end medical tourism in larger cities combined with lake and mountain views or excursions, golf and shopping (e.g. Russians, Middle Eastern tourists). Sustainable ecotourism including farm stays and retreats for yoga, meditation, organic food, etc. (e.g. for Germans, Dutch, British). Hay, stone and eidelweiss oil massages. Business tourism: conferences could take place in spa hotels with some wellbeing activities included, such as spa treatments, wellbeing menus, stress management or work life balance workshops, wine tasting tours and vinotherapy.

UNITED STATES #GSWS2013

Ophelia Yeung Co-Director, Center for Science, Technology & Economic Development SRI International UNITED STATES #GSWS2013 The Global Wellness Economy October 2013 Why Study Wellness? Global Industry $3.2