Wellbeing Tourism in Austria

Size: px

Start display at page:

Download "Wellbeing Tourism in Austria"

Bruno Rich
6 years ago
Views:

1 Wellbeing Tourism in Austria - Success Factors Lili Lehtovuori January, 2009 Rogner Bad Blumau Source:

2 Table of Contents 1. Austrian Wellbeing Tourism - Market 2. Austrian Wellbeing Tourism - Value Chain and Success Factors Lili Lehtovuori Finpro ry / 2

3 Austrian Wellbeing Tourism Austrian Wellbeing Tourism - Market

4 Wellbeing Tourism Market Development Long history of spas in Austria. Development Phase Growth Phase Mature Phase Innovation Exit 2005 Traditionally yplaces for elderly ypeople. p Wellness trend has attracted a younger but financially well-off consumer group to maintain and improve their health. Austria has been a forerunner in wellness tourism but new innovations are needed. Austria Well-being Destination of Europe Source: Kohl & Partner, Euromonitor Lili Lehtovuori Finpro ry / 4

5 The Importance of Wellness Hotels Spa Sales by Type (million EUR) Thermal guests are moving towards Destination spas; 127,4 Other spas; 106,2 bigger wellness hotels. > Star Hotels Every 3rd hotel is a wellness hotel. Market is very fragmented as majority of wellness hotels are privately owned. Hotel/resort spas; 990,5 Trend of shorter but more luxurious holidays. Source: Euromonitor Lili Lehtovuori Finpro ry / 5

6 Wellness Hotel vs. Holiday Hotel with Wellness Is wellness your core competence? Wellness Hotel Holiday Hotel with Wellness Number of relaxing chairs 2.4 per room 0.8 per room Share of wellness turnover from total turnover Treatment cabins Size of the Spa area 19.1 % 2.6 pro 10 rooms Average 16.2 m2 7.5 % 1.3 pro 10 rooms n.a. Source: Kohl & Partner Lili Lehtovuori Finpro ry / 6

7 Quality in Wellness Tourism 1. Best Health Austria state-approved and EU-wide valid, Best Health Austria mark of quality. 2. Relax Guide Evaluation of wellness hotels + possibility for consumers to evaluate. 3. Marketing Platforms Quality standards required from the members. 4. Wellness Brands Promise of quality e.g. Kieser Training, i Succowell New opportunities e.g. in massage and treatment sector Lili Lehtovuori Finpro ry / 7

8 New Trend: Medical Wellness Medical wellness = Wellness combined with medical services Individual medical counseling and care Preserving and upgrading g health based on a check-up. Modern medical diagnostic and treatment methods. In addition services of complementary medicine. Attracts customers which have stressful lifestyles and no time to go for a doctor s checkup. A Holiday does you good; medical wellness does even better! Lili Lehtovuori Finpro ry / 8

9 Austrian Wellbeing Tourism - Value Chain and Success Factors

10 1. Customers local l visitor, it between 25-45, good Families income over 50s who have more cash and Couples Men Young People Female Fi Friends Singles Seniors free time, focus on pampering and health Important in the future: cash-rich young people who want to relax from their stressful lifestyles l Men who want to take care of their health and wellbeing More focused segments e.g. pregnant people Lili Lehtovuori Finpro ry / 10

11 2. Sales Channels 1. Direct Sales 2. Marketing Platforms 3. Retail 4. Travel Agencies In addition, different social medias influence consumers preferences Lili Lehtovuori Finpro ry / 11

12 3. Offering Offering is created to attract the chosen client segment/s. Target segment E.g. families, singles, men, couples, seniors Design and Innovative Living Visual wellbeing Wellbeing in living Modern design Sustainability Guru/Philosophy E.g. Ayurveda, Thalasso, Franz Xaver, Mayr, TCM, Lami Lami Hawaii, Vinotherapy, Succowell, Kieser Innovations Are Needed Medical Wellness Wellness + medical Preventive screenings Taylor made program Theme E.g. burn-out, anti-aging, aging sleeping cure, exotic Asia, Organic, healthy nutrition, energy, quit smoking, allergy, back Activity E.g. skiing, hiking, biking, aerobics, golf, fishing, training, Nordic walking, barefoot walking Alpine Wellness Special characteristics and ingredients of the Alpine region. Lili Lehtovuori Finpro ry / 12

13 4. Services Chosen services are included in the service package. Additional services can be added based on individual preferences. (= tailor made vacation) Spa/Wellness center Medical Sports/Fitness Therapy Traveling Insurance Accommodation Shops Local Program Beauty Kitchen/Restaurant Lili Lehtovuori Finpro ry / 13

14 5. Business Models Own Personnel Franchising e.g. Succowell, Kieser Training Sub-contractors = service providers Service under hotels own brand Shop-in-shop = space rented out e.g. hair dressers, clothing shops, fitness centers, beauty services Partners = sub-contractors under their own brand e.g. sport schools, fitness centers Lili Lehtovuori Finpro ry / 14

15 Austrian Wellness Tourism Success Factors 5. Business Models Franchising Traveling Design & Innovative Living Shops Shop-in-shop Insurance Target segment Direct Sales www-pages Marketing Platforms Medical Wellness Kitchen/ Restaurant 4. Services 3. Offering 2. Sales Channels 1. Customers Social Media Alpine Wellness Local Program Partners Retail Online Outlets Travel Agencies Sports/ Fitness Spa/ Wellness center Guru/ Philosophy Activity Theme Therapy Own Personnel Medical Beauty Massage Accom- modation Subcontractors Lili Lehtovuori Finpro ry / 15

16 Recipe for a Wellness Concept Where is our PASSION? Where can we be THE BEST? How can we make PROFIT? Clear POSITIONING Lili Lehtovuori Finpro ry / 16

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

Contemporary Trends in Spa, Wellness and Medical Tourism Dr Melanie Smith Budapest Metropolitan University Hungary Email: msmith@metropolitan.hu Occupational wellness More singles Ageing population Cosmetic