P. Sheldon

1,086 views

Published on

Published in: Travel
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,086
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

P. Sheldon

  1. 1. Establishing a Global Wellness Brand Presentation to International Conference on Thermal Tourism Pauline J. Sheldon, PhD University of Hawaii School of Travel3/21/2011 Industry Management
  2. 2. Wellness and Tourism: Mind, Body, Spirit, PlaceBushell & Sheldon; Cognizant Communications 2009
  3. 3. 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
  4. 4. 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  Balance  Connection with the mystery of life University of Hawaii School of Travel3/21/2011 Industry Management
  5. 5. 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 University of Hawaii School of Travel3/21/2011 Industry Management
  6. 6. Historical Development ROMAN BATHS ARABIC BATHS University of Hawaii School of Travel3/21/2011 Industry Management
  7. 7. …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 University of Hawaii School of Travel3/21/2011 Industry Management
  8. 8. To Self-actualization and beyond University of Hawaii School of Travel3/21/2011 Industry Management
  9. 9. Wellness Experiences Sought by International Travelers • Surgery, diagnostics, treatments Medical/Curative • Cosmetic surgery Physical • Adventure, fitness, sports, nutrition, Health/Fitness • skills assessment, longevity, anti-aging Mind Body Spirit • Yoga, meditation, relaxation and Integration rejuvenation, CAM e.g. acupuncture, reiki • Lifestyle modification, nature experiences, Wellbeing spa experiences, community connectedness • Inner and outer pilgrimages, Transformation • sacred journeys; self-actualization, traveler philanthropy, retreats University of Hawaii School of Travel3/21/2011 Industry Management
  10. 10. Dimensions of Wellness Tourism MIND BODY SPIRIT PLACE Physical/Cultural Resources University of Hawaii School of Travel3/21/2011 Industry Management
  11. 11. 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 University of Hawaii School of3/21/2011 Travel Industry Management
  12. 12. THE THERMAL PRODUCT
  13. 13. Thermal Tourism as part of Wellness Tourism – where does it fit? Human Wellness Wellness WE THERMAL Tourism SPAS Medical Tourism
  14. 14. 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
  15. 15. Examples of Strategic Thermal Destinations • NATIONAL • REGIONAL • Japan • Rotorua, NZ • Italy • Styria, Austria • Costa Rica  Burgenland, Pannonia, • Hungary Styria, Slovenia • Turkey  Victoria, Australia • Iceland  Galicia, Spain University of Hawaii School of Travel3/21/2011 Industry Management
  16. 16. 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 ….
  17. 17. Thermal Waters in the USA 1,661 locations Over 15,000 spas in the USA! 20% increase per year for 8 years
  18. 18. Dichotomy of US “Spa” Industry“Real” Thermal Spas Trendy “Hotel, Resort & Spa”• Combine public and private • Purely private sector resources • Major hotel chains• Can be used to create destination brand • No thermal waters• Utilize local knowledge and/or • Expensive treatments products • Rarely differentiated• Examples – Glenwood Hot Springs, CO product – Glen Ivy Hot Springs, CA • Less use of local knowledge – Ojai, CA or products – Calistoga Hot Springs, CA• Well established (some 150yrs) • Built in last 5-15 years• Are the least expensive
  19. 19. MinneapolisTokyo 6,200km 6,300km
  20. 20. 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
  21. 21. Volcanic IslandsNO SIGNIFICANT GEO-THERMAL SPAS
  22. 22. 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 University of Hawaii School of Travel3/21/2011 Industry Management
  23. 23. •Immersion in nature •Brings healing qualities of •nature Indoors •Integrates cultural knowledge of wellness University of Hawaii School of Travel3/21/2011 Industry Management
  24. 24. Malaysia University of Hawaii School of Travel3/21/2011 Industry Management
  25. 25. Hawaii Wellness Tourism Mission Statement To develop and promote Hawaii as apremier destination for wellness travel,contributing to the economic health ofour islands while emphasizing our diverseculture, sacred land and aloha spirit .
  26. 26. Health and Beauty TWO OTHER EXAMPLES of WELLNESS DESTINATIONS Thailand - 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 University of Hawaii School of Travel 3/21/2011 Industry Management
  27. 27. Thai Health Travel Intermediaries 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 University of Hawaii School of Travel3/21/2011 Industry Management
  28. 28. AUSTRALIA: Daylesford, Victoria Community Living and Wellness• Retreat to slow and • daylesford full simple community life• Wellness/spa as part of that retreat• Culture/lifestyle important• Slow food – cooking classes• “Live the double life”
  29. 29. Wellness Destinations Competitiveness and Sustainability Wellness vision, positioning, competitive/collaborative analysis Wellness Destination Policy & Planning Wellness resource stewardship, marketing, HR, service quality Wellness Destination Management Climate & environment; culture and history; mix of wellness experiences Core Wellness Resources & Attractors General & wellness infrastructure, funding, entrepreneurship Supporting Factors & Resources3/21/2011 University of Hawaii School of Travel Adapted from Ritchie and Crouch, 2000 Industry Management
  30. 30. Strategic Leadership of a Wellness Destination  Build the vision/brand  Prioritize stewardship of physical and cultural resources  Encourage dialog between wellness practitioners and tourism industry  Create partnerships and networks  Determine markets: long haul, short haul  Encourage entrepreneurship & innovation  Identify best practices/certification/labeling  Provide grants for product development  Develop sophisticated education, training and research programs University of Hawaii School of Travel3/21/2011 Industry Management
  31. 31. 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
  32. 32. Thank You psheldon@hawaii.edu University of Hawaii School of Travel3/21/2011 Industry Management
  33. 33. Wellness Tourism Framework WELLNESS EXPERIENCES Relaxation & rejuvenation Sport/Fitness Adventure Lifestyle Modification Wellbeing Inner pilgrimage Transformation WELLNESS TOURISTS WELLNESS DESTINATIONS Motivations •Wellness oriented Purposes infrastructure Wellbeing Status •Special Accommodation Level of physical, •Sacred Sites mental, emotional, •Unique wellness attributes spiritual wellbeing •Indigenous cultural Level of wellness knowledge connectedness with •Community interactions self, community and •Volunteering opportunities divinity/mystery •Information distribution Types of health benefits •Qualified practitioners University of Hawaii School of Travel3/21/2011 Industry Management
  34. 34. Wellness Destinations Competitiveness and Sustainability Location, awareness, brand, cost/value Qualifying & Amplifying Determinants Wellness vision, positioning, competitive/collaborative analysis Wellness Destination Policy & Planning Wellness resource stewardship, marketing, HR, service quality Wellness Destination Management Climate & environment; culture and history; mix of wellness experiences Core Wellness Resources & Attractors General & wellness infrastructure, funding, entrepreneurship Supporting Factors & Resources University of Hawaii School of Travel3/21/2011 Adapted from Ritchie Industry Management and Crouch, 2000
  35. 35. 2. Madeira - Immersion  Wellness Tourism in the tourism strategic plan: Body, Mind, Madeira  Immersion in nature; pure air and ocean, mild climate  Hiking paths in forests and dives in the ocean  Retreat centers in nature for reflection, meditation , rejuvenation  Sophisticated network of spa/wellness hotels University of Hawaii School of Travel3/21/2011 Industry Management
  36. 36. 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: University of Hawaii School of Travel3/21/2011 Industry Management
  37. 37. Yukon Strategies  Wellness 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 University of Hawaii School of Travel3/21/2011 Industry Management
  38. 38. 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 University of Hawaii School of Travel3/21/2011 Industry Management
  39. 39. Why should Destinations develop Wellness Tourism?  Fill in low seasons  Diversify the product  Provide more repeat business  Encourage renovation of facilities  Help preserve natural resources  Increase the average expenditure & length of stay  Attract environmentally and culturally sensitive tourists thereby improving the sustainability of the destination University of Hawaii School of Travel3/21/2011 Industry Management
  40. 40. 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
  41. 41. Hundertwasser’s architecture • No straight lines • Bright colors • Playful • Multiple modalities University of Hawaii School of Travel3/21/2011 Industry Management
  42. 42. 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??
  43. 43. 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
  44. 44. 2. Hungary: Refurbish/Rebrand  Recently re-branded as Wellness destination – theme for 2011 promotions  Strong history of spas; 1,000’s of mineral spas throughout the country  Significant community use  Old facilities being refurbished  Cluster with Rumania and Serbia: Standards and joint marketing University of Hawaii School of Travel3/21/2011 Industry Management
  45. 45. 4. Bad Blumau Wellness Center, Austria: “Living in Harmony with Nature” University of Hawaii School of Travel3/21/2011 Industry Management
  46. 46. 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 herbs Trails of indigenous wild fruit trees and aromatherapy herbs • Meadow of Love trees More than 300 wedding trees planted by guests • Geomantic path Special places of vital energy and natural intelligence on the grounds University of Hawaii School of Travel3/21/2011 Industry Management

×