Portrait of health tourism consumers in Russia. Consumers behavior when choosing the health resort, spa or wellness center // Manshina SPA-CE 2013.03-10-Hungary
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Portrait of health tourism consumers in Russia. Consumers behavior when choosing the health resort, spa or wellness center // Manshina SPA-CE 2013.03-10-Hungary

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Portrait of health tourism consumers in Russia. Consumers behavior when choosing the health resort, spa or wellness center ...

Portrait of health tourism consumers in Russia. Consumers behavior when choosing the health resort, spa or wellness center

Why millions of people around the world go on resorts, to spa and wellness centers?
They pursue quite definite aims. Someone wants to grow thin, someone – to get rid of consequences of a chronic stress, others choose prevention and rehabilitation programs at various diseases.
According to WHO data prevalence of chronic diseases increases around the world. Thanks to successes of health care life duration increases, the population grows old, and the increasing number of people live with one or several chronic diseases within decades.
Polipatiya – the main diagnosis of the XXI century. Development of many chronic diseases and complications of chronic conditions can be prevented. One of the most effective methods of primary, secondary and tertiary prevention of diseases is the resort treatment, known to mankind more than 2000 years.
When planning a health recreation vacation it very important to find a health resort, spa, wellness center that meets the special needs of every traveler.

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Portrait of health tourism consumers in Russia. Consumers behavior when choosing the health resort, spa or wellness center // Manshina SPA-CE 2013.03-10-Hungary Portrait of health tourism consumers in Russia. Consumers behavior when choosing the health resort, spa or wellness center // Manshina SPA-CE 2013.03-10-Hungary Presentation Transcript

  • Portrait of health tourism consumers in Russia Consumers behavior when choosing the health resort Nadezhda Manshina Director of medical department “BeWell-Travel” 5TH TRADE SHOW OF SPA AND WELLNESS TOURISM IN CENTRAL EUROPE, SÁRVÁR, HUNGARY
  • International tourism: UNWTO Sourse: media.unwto.org/ 03.10.2013 © Manshina N. 2013 2
  • Destination: Wellness 03.10.2013 © Manshina N. 2013 3
  • Journey to Wellness Many Journeys, Many Paths What / Что? Where/ Где? Who / Кто? When / Когда? Why / Почему? How / Как? 03.10.2013 © Manshina N. 2013 4
  • «Correctly define the word (spoken Descartes), and you will save mankind from half misconceptions» Верно определяйте слова, (говорил Декарт) и вы освободите мир от половины заблуждений Rene Descartes, XVII. 03.10.2013 © Manshina N. 2013 5
  • spa – курорт (kurort) Spaw – /spö/ an archaic variant of spa, spa – “medicinal or mineral spring,” 1620s, from name of health resort in eastern Belgium, known since 14c., that featured mineral springs believed to have curative properties. The place name is from Walloon espa “spring, fountain.” Oxford Dictionaries a mineral spring considered to have healthgiving properties. a place or resort with a mineral spring. a commercial establishment offering health and beauty treatment through such means as steam baths, exercise equipment, and massage. Deane E. Spadacrene Anglica. OR The English Spaw Fountaine London, 1626 03.10.2013 © Manshina N. 2013 The German Spa at Queen's Park, 1841. Royal Spa:opened in 1825 6
  • Global tourism market Inbound tourism by purpose of visit 2010 international tourist 51% or 480 million arrivals). travel for leisure, recreation and holidays 15% – business and professional purposes 27% – visiting friends and relatives (VFR), religious reasons and pilgrimages, health treatment, etc. 7% of arrivals was not specified. 03.10.2013 UNWTO Tourism Highlights, Edition 2011 © Manshina N. 2013 7
  • Wellness Tourism and Medical Tourism: Where Do Spas Fit? Medical Tourism $50 trillion 03.10.2013 Wellness Tourism $106 trillion © Manshina N. 2013 8
  • Medical & Wellness & Health Tourism Definitions for “medical tourism,” “wellness tourism” and “health tourism” Medical Tourism: “procedures,” “surgery,” “health,” “care,” “country,” and “treatments,” in that order. Wellness Tourism: “health,” “spa,” “services,” “travel,” “destination,” “relaxation” and “treatments,” Health Tourism: 66% left the “health tourism” definition blank or answered “don't know.” The survey of spa/wellness industry executives Wellness Tourism and Medical Tourism: Where Do Spas Fit? The International Medical Travel Journal (IMTJ) 03.10.2013 © Manshina N. 2013 9
  • Global Health & Wellness tourism market: growth factors Population ageing The rise of chronic disease The quest for disease prevention Increased demand for Better Health Spa & Wellness centers Complementary and Alternative therapies Reviving tradition of `taking the waters Globalization and connectio Potential Customers of Health Tourism & Spas Adults and children with chronic diseases Parents with children The famous Baby Boomers Those who want to stay healthy 03.10.2013 © Manshina N. 2013 10
  • Russian Outbound Tourism Federal State Statistics Service. 2007-2013 03.10.2013 © Manshina N. 2013 11
  • Where do Russians go on holiday? Number guests collective accommodation establishments (by purpose of visit) 33% of beach tourism 30% of business tourism 20% of cultural tourism 14% of health tourism 3% other recreation Expert assessment and Federal State Statistics Service 14.5 million Russians traveled abroad 33,3 million Russians vacationing in Russia 47,8 million Russians have vacation in 2011 Federal State Statistics Service one of them 9.3% - 4,4 million – go to sanatoriums 03.10.2013 © Manshina N. 2013 12
  • Russia: Domestic Health Tourism Number of sanatorium in Russia 1282 sanatorium, 342 thou. beds [including 577 for Children] (2012)* 1273 sanatorium, 344 thou. beds [including 550 for Children] (2011) * +655 Sanatorium-Profilaktorium (ROSSTAT 2012) Take a rest to the sanatorium (thousands of visitors) 2011 2010 2009 2008 2007 03.10.2013 © Manshina N. 2013 4859 4751 4736 5230 4931 Federal State Statistics Service 13
  • Sanatorium Санаторий sanatorium (n.)1839, Modern Latin, noun use of neuter of Late Latin adjective sanitorius "health-giving," from Latin sanat-, past participle stem of sanare "to heal," from sanus "well, healthy, sane" (see sane). 1899 “Yalta sanatorium for consumptive patients to the memory of the Emperor Alexander III” 1899 г. «Ялтинская санатория для чахоточных больных в память Императора Александра III» 1900 “Black Sea sanatorium” Dr. Sulzhinsky for weak chest (lung disease), and in anemic patients in Geledzhik 1900 «Черноморская санатория» д-ра Сульжинского для слабогрудых и малокровных больных в Геленджике. 1900 “Sanatorium Dr. Budzinski” in Anapa (institution for see water and mud-cures) 1900 «Санатория д-ра Будзинского» в Анапе (водогрязелечебница) санаторий Заимств. в 20-е годы XX в. из нем. яз., где Sanatorium < лат. sanatorium «место лечения», суф. производного от sanare «лечить». Школьный этимологический словарь русского языка. Происхождение слов. — М.: Дрофа Н. М. Шанский, Т. А. Боброва 2004 03.10.2013 © Manshina N. 2013 14
  • Health Tourism in Russia “Sochi” – sanatorium 5 star, spa town Sochi In 2014 the Winter Olympic Games will be hosted by Russia in Sochi. 03.10.2013 © Manshina N. 2013 15
  • Health Tourism in Russia “Ural” Pension (boarding houses) with treatment 4 star, “All inclusive” Spa town Anapa 03.10.2013 © Manshina N. 2013 16
  • Health Tourism in Russia “Krasivo” – (rus. Beautiful) sanatorium-profilactorium (Greek – Prophylaktikos, Eng. Preventive, prophylactic ) 03.10.2013 © Manshina N. 2013 17
  • Health and Wellness Tourism in Russia “RVB Alean” Group - manages own 4 and 5-star hotels: Club Vacation - «All inclusive» Russian Black Sea Coast Family Vacation + spa: animation for children, Spa, wellness programs for parents “Riviera Club Hotel & SPA” 4 * since 2004, has a reputation: best four-star hotel for a family holiday best of the best spas in Anapa 03.10.2013 © Manshina N. 2013 18
  • Health and Wellness Tourism in Russia «Deauville Hotel & SPA » 5*, – opened in May 2013 the first five-star hotel «All inclusive» in spa-town Anapa three children's clubs: age 2-5, 6-9, 10-14 years exclusive services to Medi-spa area of ​2,300 square m . Standard package: “all inclusive” and other services Beach Resort “Spa Package”: catering in the restaurant “a la carte” individual’ menu, developed by a dietitian Wellness programs under the supervision of physicians Individual sports programs: Yoga, Qigong, Fitness ... 03.10.2013 © Manshina N. 2013 19
  • Kurortology Balneology Kurortology Курортология (Balneology) - (from German Kurort - heal the pain, the later value - bath; logos - word, science), a term proposed IA Bagashev at the National Congress to improve the natural healing places in St. Petersburg in 1915. Balneology Бальнеология (Medicine / Complementary Medicine) the branch of medical science concerned with the therapeutic value of baths, esp those taken with natural mineral waters. The science of baths or bathing, especially the study of the therapeutic use of thermal baths. Balneotherapy Бальнеотерапия (from Latin: balneum, "bath") is the treatment of disease by bathing, usually practiced at spas. 03.10.2013 © Manshina N. 2013 20
  • BADEORT or KURORT Badeort – health resort, Badearzt – spa doctor, Heilbäder – medicated bath Kurortegesetz – resort law Luftkurort – climatic resort Heilbad & Kurort – magazine Dr. Katzenbergers Badereise, Jean Paul,1809 Kurgast, Aufzeichnungen von einer Badener Kur, Hermann Hesse, 1925 03.10.2013 © Manshina N. 2013 21
  • Tourism in Russia In 2012, outbound tourism was more than 6 times higher of the inbound tourism Of the total 47 million trips abroad made by Russians in 2012, only 15,3 million were classified as holidays Russia's outbound market was up 9% in 2012 Around half of all package holidays sold to Russians in 2012 costs between US$600 and US$1,500 Of the 28,2 million foreign nationals who entered Russia last year, only 2.5 million were tourists Sourse: Russia'. Statistical pocketbook Federal State Statistics Service. 2013 03.10.2013 © Manshina N. 2013 22
  • Russia: Demand for health and wellness tours Demand for health and wellness tours 2007 - 10% of total sales 2013 - 30% of total sales Sales statistics National Tour operator ALEAN. www.alean.ru “The experience of promoting the new format‘”services. 2013 A National Tour Operator “Alean” is a member of “RVB Alean” Group of Companies, established in 1993. For the entire 20 years the company has been specializing strictly in domestic tourism and offering beach leisure for families, health resorts, excursions, mountain skiing and active tours in popular resorts of Russia, Ukraine, Belorussia and Kirgizia. The head office is located in Moscow. Branch offices in Saint Petersburg, Sochi, Gelendzhik, Anapa, Kislovodsk, Rostov-on-Don, Novosibirsk, Tyumen’. 03.10.2013 © Manshina N. 2013 23
  • Russia: Demand for health and wellness tours 2013. Sales statistics National Tour operator ALEAN www.alean.ru 03.10.2013 © Manshina N. 2013 24
  • Russia: Demand for health and wellness tours 2013. Sales statistics National Tour operator ALEAN www.alean.ru 03.10.2013 © Manshina N. 2013 25
  • Advertising of health resorts I often went fishing up in Maine during the summer. Personally I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms. So when I went fishing, I didn’t think about what I wanted. I thought about what they wanted. I didn't bait the hook with strawberries and cream. Rather, I dangled a worm or grasshopper in front of the fish and said: "Wouldn't you like to have that?" Why not use the same common sense when fishing for people? D. Carnegie. How to Win Friends and Influence People (1936), ch. 3 03.10.2013 © Manshina N. 2013 26
  • Journey to Wellness: What? Keyword Search* отель 6594 thsd отели турции – 824,8 5 отель – 361,5 отель 5 звезд – 215,1 отель 4 – 343,4 гостиница 3170,9 thsd … москвы 248,6 … петербурга 168,5 санаторий 2698 thsd сайт санатория 988,4 санатории цены 266,5 санатории отзывы 171,4 spa 998 thsd Spa 5 – 386,6 resort spa 5 – 313,6 hotel spa- 205,8 спа What searched for the word «spa» - 998,301 hits per month «hotel» — 5042 thsd «wellness + велнес» ~ 50 thsd 03.10.2013 © Manshina N. 2013 406 101 спа салон -97,9 спа отель – 61,6 27
  • SPA or SANATORIUM “in my humble opinion to be left to every man’s conscience” Gulliver's Travels, by Jonathan Swift This, however, is thought to be a mere strain upon the text; for the words are these: ‘that all true believers break their eggs at the convenient end. CONCLUSION Easier way is of breaking eggs upon the larger end The results of the collision depends on the size and on the egg shell strength Research high school students N8, villages Spasskoe 03.10.2013 © Manshina N. 2013 28
  • Who? Health Passport of Russian tourists Clinical examination, Check-up before you go 100 000 customers of medical services (2006) 2,540 (2.54%) had preventive visit ~ 50% Don't know about the current state of health) Medical center "Medsi", 2006 • Potential customers spa service, health resort and wellness centers ~ 40% of patients private medical centers ~ 50% of them prefer rest in foreign Health resorts and spa “ DMG”. 2004 “Medsi” - the largest operator in the Russian market of medical services 03.10.2013 © Manshina N. 2013 29
  • Russia: Baby Boomers Travelers ? … all those young and early-middle-aged travellers gaining travel experience now will continue to travel as they get older, and will therefore boost the level of trip-taking among the more mature age segments. . UNWTO, 2009 03.10.2013 © Manshina N. 2013 30
  • Priorities in Choosing a Sanatorium Focus on the ? Therapeutic profile (31.73%) to be treated "my" disease (list of indications) Location sanatorium (12.36%) 03.10.2013 Friends' advice (11.62%) another bunch of diseases? not matter Doctors' advice (7.95%) © Manshina N. 2013 31
  • Russians love a spa treatment Micah Kuzmich at the health resort. 1928 Отдохнул это я с дороги и айда after traveling - в кислые воды to carbonated water... А вода эта, ребятушки, прямо шинпанское real champagne!.. А кормили нас... And feed us и-и-и, батюшки мои! Аж до запору... until the constipation Ну, а запоры там тоже не страшны not terrible - на то тоже вода have waters имеется... Как, бишь, ее? Штурмовая, что ли? Assault called Из военных какая-то... На ночь night of drink выпьешь, а к утру - пожалуйте!.. morning - welcome И опять за стол... А лечили как treated!,-и-и-и, не приведи господь,! Одних дохторов - не перечесть... doctors - do not count Набольший – главврач chief doctor, а при нем – ординарцы ordinary doctors, да прохвесторов professors сколько-то... Это заместо хвельшеров instead of medical assistants, ежели по-нашему... А дальше сестры идут nurses, няньки, захвозы костелянки linen keeper, банщицы... bath-house nurses. Прямо сказать, чортова их дюжина devil's dozen!.. Ну, эт-то ле-че-ни-е Here this treatment! Мертвого подымут Dead will lift ... Ванна за ванной-в разных градусах... The Bath behind a bath Потом из кишки поливают, - Шарков душ shower Sharko называется... Потом электричество в мозги пущают electricity in the brain ,- Стасов душ shower Stasov прозывается... А то еще инголяция inhalation есть - супротив наростов всяких и при мозолях тоже... Тут уж, братики мои, по-настоящему над человеком стараются... Запрут это тебя, милого дружка, в ароматную комнату aromatherapy room , а ты и сиди тут, да чех из всех концов пущай... А то еще - для барынь for ladies больше - в мокрые простыни укутывают blanket bath : спеленают тебя, в чем мать родила, с ручками, с ножками, на манер дитю малого, а ты и лежи час - другой... хоть маму зови!.. А то еще гальванизация есть galvanizing , четырехкамсрная four-chamber ... Тут тебя гонять примутся из камеры в камеру, по всем четырем, пока пот не прошибет... Ну, этих штук меня бог миловал!.. А все прочее имел And all other had... Ни в чем отказу не видел! Аж даже лунные ванны Already even the moon bath превзошел... ей-ей! …сколько твоя душа примат!.. how much is your soul takes В. Бахметьев. Михей Кузьмич на курорте. Шутейный рассказ. «Вопросы труда». – Москва, 1928 03.10.2013 © Manshina N. 2013 32
  • Selection criteria for choosing tours Beach holidays Ski Resort Cultural tourism Archaeological tourism  country  resort  hotel The selection criterion is different: Resort in the country where there wasn't Hotel with the best prices… Selection Criteria: New destination for my vacation Infrastructure resort town/hotel the tourist infrastructure: Ski Centre, Sand or Shingle Beach, Golf courses, Natural and Cultural monuments, Architecture, etc. Service, Sports, Animation, Excursion Spa, Wellness, TCM, Ayurveda ... 03.10.2013 © Manshina N. 2013 33
  • Priorities in Choosing a Spa Destination Selection Criteria – accomplishing a GOAL Improvement with my (state of) health emotional state appearance Selection Criteria: Natural healing factors – varied selection: Climate, Mineral Water and Mineral Mud Staff qualifications Medical equipment Spa, Wellness, TCM, Ayurveda ... the tourist infrastructure: Ski Centre, Sand or Shingle Beach, Golf courses, Natural and Cultural monuments, Architecture, etc. Service, Sports, Animation, Excursion 03.10.2013 © Manshina N. 2013 34
  • Organization of medical and health tourism: Medical Center + Tour Company +Sanatorium Medical center doctors knows best What are the factors of nature are necessary in the treatment of disease (“Bunch of disease”), and when to begin the journey for health Travel company manager knows best Where there are tennis courts, golf courses, beaches ... Travel company manager needs to know! Where are the springs of radon water, curative mud, drinking water, medical cave .. Spa doctors knows best How, in what combination and what are the principles to appoint a bath with mineral water, cure drinking waters , mud pack ... Organization of medical and health tourism is not attributable only to tourist industry 03.10.2013 © Manshina N. 2013 35
  • Health Resort Search: Were «Mineral waters which used to cure diseases such as saline, iron, sulfur, iodine, carbon dioxide, etc. there are the same countless as the sand on the seabed» Platen, Die Neue Heilmethode.Leipzig 1894 Lehrbuch der naturgemäßen Lebensweise, der Gesundheitspflege und der arzneilosen Heilweise von M. Platen. 03.10.2013 © Manshina N. 2013 36
  • Mineral waters’ quality: Unique Terme 3000 - Moravske Toplice is well known for its large water park and for black thermal mineral water Уникальность этого курорта заключается в том, что здесь найдены источники «черной» термоминеральной воды Everyone who wants to live a healthy lifestyle continues to enjoy the beneficial effects of the Radenci mineral water on the cardiovascular system. the Hotel Radin is the central hotel in the Radenci Health Resort, welcoming guests to the rich mineral water springs… www.slovenia.info/ 03.10.2013 © Manshina N. 2013 37
  • Mineral waters’ quality: Unique www.obuhovsky.ru Unique facilities Obukhovskoy mineral water treated by kidney and urinary system: chronic pyelonephritis and cystitis, kidney stones, congenital conditions, chronic glomerulonephritis, diseases of the liver and biliary system: chronic cholangitis and cholecystitis, hepatitis, gastritis, colitis, diseases of the gastrointestinal tract ; condition after surgery on the kidneys, urinary system, liver, biliary tract, organs of digestion, diabetes. Ekaterinburg Medical Scientifi Center for Health Promotion and Protection of Industrial Worker Mineral water "Obukhovskaya" contains Hydrogencarbonat HCO3- 250 to 600 Chlorides Cl 650-1050 Sodium Na 500-900 Siliceous acid H2SiO3 34.4-49.7 Contains a lot of organic matter 1.8 to 5.7 mg/l 03.10.2013 © Manshina N. 2013 38
  • What the manager must to know about water? Thermal waters - there are different Austria's thermal spas radon spa therapy in rheumatoid arthritis Bad Blumau Treatment effects of pain and functional capacity/disability Melchior t= 47 C HCO3 Na Vulkania t= 110 °C СО2 HCO3 Mg Br Bad Gastein t°=51 °C Rn N HCO3 Na Si Baden bei Wien t°=36 °C H2S SO4-HCO3 Bad Kleinkirchheim t°= 33°C HCO3 Ca-Mn Geinberg t°=100 °C СО2 HCO3-Cl Na Si (87,4 mg/l) Bad Brambach (Rn 25 кБк/л ) Franke A et al. Rheumatology 2000;39:894-902 © British Society for Rheumatology 22.09.2011 © Manshina N. 2013 39
  • Russia Health resort with unique natural healing factors 03.10.2013 © Manshina N. 2013 40
  • Wellness for Whom, Where and What 03.10.2013 © Manshina N. 2013 41
  • Advertising of health resorts In vino veritas, in aqua sanitas In wine there is truth in water there is health “Ecce undique me varius clamor circumsonat: supra ipsum balneum habito”. Now around of me from different directions numerous shout: in fact I live above terms. Lucius Annaeus Seneca minor. Epistulae morales ad Lucilium. Epistula LVI 03.10.2013 © Manshina N. 2013 42
  • About the author Manshina Nadeshda Director of medical department BeWell-Travel Ms. Manshina has extensive experience in rehabilitation since 1979. With 2000 she specialized in marketing spa treatment and promotion health & wellness tourism. N. Manshina is author of books “Guide to the World’s Health Resorts” (2003) and “Balneology for all” (2007). She is also co-author of several books about health resorts Russia – Kuban, Caucasus and also Crimea, Hungary, Romania. She is author of more 30 publications in the mass media, of articles in Scientific Journals for doctors and travel industry professionals too. She is a speaker and moderator of many International conference for Health, Wellness and Medical Tourism. Professional experience: 2013 – Director of Medical Department , «BeWell-Travel» 2010 – 2012 Director General, NP "SANKURTUR“ 2008 - 2010 – Director of Medical Department NP "SANKURTUR“ 2006 - 2008 Head of medical and health tourism, medical center "Medsi", Moscow 2000 - 2006 – Head of the department of rehabilitation and wellness programs, medical center "Medsi", Moscow 03.10.2013 © Manshina N. 2013 43
  • About Company Be Well Travel - expert of health tourism Be Well-Travel - a company founded in 2013, is a holding company " “RVB Alean” A national tour operator”Alean” is a member of “RVB Alean” Group of Companies, established in 1993. Today the group incorporates ALEAN Tour Operator Company, a managing company (manages own 3- and 4star hotels and third-party accommodation facilities) and a development company. For the entire 20 years the company has been specializing strictly in domestic tourism and offering beach leisure for families, health resorts, excursions, mountain skiing and active tours in popular resorts of Russia, Ukraine, Belorussia and Kirgizia. The head office is located in Moscow. Branch offices in Saint Petersburg, Sochi, Gelendzhik, Anapa, Kislovodsk, Rostov-on-Don, Novosibirsk, Tyumen’. 03.10.2013 © Manshina N. 2013 44
  • References Federal State Statistics Service www.gks.ru/ UNWTO www.media.unwto.org/ European Travel Commission (ETC) http://etc-corporate.org The International Medical Travel Journal (IMTJ) http://www.imtj.com/ www.globalspaandwellnesssummit.org/ Sales statistics National Tour operator ALEAN. www.alean.ru “The experience of promoting the new format services”. 2013 03.10.2013 © Manshina N. 2013 45
  • Спасибо за for your attention Thank you внимание Вопросы? Questions? E-mail: n.manshina@bewell-travel.com Маньшина Надежда Валерьевна Manshina Nadezhda E-mail: n.manshina@bewell-travel.com www.bewell-travel.com 03.10.2013 © Manshina N. 2013 46
  • 03.10.2013 © Manshina N. 2013 47