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Health Tourism


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Bursa, Turkey
3rd November 2012

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Health Tourism

  1. 1. European Spas Association Health TourismRole of Thermal Spas João Pinto Barbosa Bursa (Turkey) 03.11.2012
  2. 2. SummaryEuropean Spas AssociationWho we are ?Health TourismRole of Thermal SpasFacts, Trends, Opportunities and Ideas
  3. 3. ESPAEuropean SpasAssociation
  4. 4.
  5. 5. • Lobbying in the EU• Supporting the Members• Promoting the “Concept”
  6. 6. QualityStandards
  7. 7. EuropeSpa medis the seal of quality for health resorthotels and clinics as well as medicalwellness centers. Guests are treatedover a period of at least two andideally three weeks according to amedical plan drawn up by a doctor
  8. 8. MarketingB2B business to business |B2C business to consumer | P2P people to people
  10. 10. Health TourismRole of thermal spasThermal Tourism, Wellness Tourism, Medical Tourism
  12. 12. Source: Dr. Janka Zalasekova (SK)
  13. 13. HEALTH SYSTEMS IN EUROPE ARE IN CRISIS• Investment to prevention to an average 3% from all cost for healthcare• Budgets spent for healthcare and treatment 97%. On average between 20% and 30% are for medicaments.• High number of inactive people through ill-health. Healthy population is prerequisite for economic productivity and prosperity• Medical care reimbursements are diminishing every year Source: OECD Health Data (2006)
  14. 14. By 2020 top 5diseaseconditions shareunderlying factorof stressSpain, Portugaland Italy reportoverweight andobesity levelsexceeding 30%among childrenaged 7-11 y.o. Source: WHO
  15. 15. THE ROAD TO WELL-BEING• We must have WELLNESS as the overarching objective of our policies• We must keep our people OUT of hospital beds• We must push more resources and more political commitment towards PREVENTION• Our aim is to ADD TWO HEALTHY LIFE YEARS to the average lifespan of Europeans Source: John Dali, EU Comissioner for Health and Consumer Policy
  16. 16. “Health is a state of complete physical,mental, and social well-being and notmerely the absence of disease or infirmity.World Health Organization“Health is a cumulative state,to be promoted throughout lifein order to ensure that the fullbenefits are enjoyed in lateryears”World Health Organization
  18. 18. BENCHMARK.
  19. 19. HUNGARYProfile of Health Tourism• Hungary is rich with geothermal water resources, and bathing culture dates back to pre-Roman times. Thermal and medical waters are the country’s key foundations for medical and wellness tourism and can be found in over 80% of Hungary.• 58% of medical and thermal tourism-related guest nights are generated by Hungarian travelers. Domestic travelers generate 24 million visits annually at the country’s thermal/medical baths.
  20. 20. •• Holiday checks (purchased by companies for their employees or given to disadvantaged groups) can also be used for preventive/spa treatments.• International travelers typically prefer to visit historic facilities (e.g., Turkish and baroque-style baths in Budapest), as well as dental clinics and wellness and medical hotels (e.g. for balneotherapy).• A key attraction for international travelers is the high quality of services and medical personnel, as well as the good price/quality ratio (as compared to prices in Western Europe).• Source: adapted from Global Spa Wellness
  21. 21. Source:
  22. 22. Source: Heviz Marketing
  23. 23. Source:
  24. 24. Source: Csilla Mezosi
  25. 25. #1 Partnerships and Collaboration• Build collaborative relationships with key players in both sectors, thermal and medical, including government entities, industry associations, and other businesses (e.g., medical providers such as hospitals/clinics, medical tourism facilitators, travel agents, accommodations providers, etc.).
  26. 26. The 7 Keys •Geographical proximity •Cultural proximity •Destination image •Destination infrastructure •Destination environment •Risk and reward •PriceSource: ITMJ Medical Tourism Marketing: A model of destination attractiveness
  27. 27. #2 Differentiation and Branding• Develop a strong and unique brand for your offerings by emphasizing authentic, location-based, and signature services, treatments, and experiences that draw directly from unique local history, culture, traditions (e.g., hammam, massage) and natural assets.
  28. 28. • Consider providing more eco-friendly, organic, natural, and locally-sourced products, services and treatments.• Improve differentiation and create a USP for your standard service/product offerings for both medical tourism and wellness tourism by identifying what you are really good at.• Focus on the areas in which you have a well-developed and recognized specialization or strength.
  29. 29. #3 Product Development• Build integrated packages that cater to tourists who want to “change their lives” on holiday, including offerings such as: body-mind-spirit offerings, healthy eating, detoxification, anti- aging skin care (from the inside out), stress management, work-life balance, life coaching, and so on.
  30. 30. #3 Product Development• Capture the “borderline”– those who may pursue one or two spa/wellness related offerings as part of a leisure or business trip – by partnering with other tourism providers to build packaged spa/wellness offerings with other kinds of tourism experiences (e.g., culture, nature, sports, adventure, business, gastronomy…).
  31. 31. #3 Product Development (Medical Tourism)• Recognize that there are opportunities for the spa industry in medical tourism, and pursue these opportunities carefully and collaboratively. Build packages of pre-op, post-op, rehabilitation, and therapeutic services for different profiles of medical tourists• Create relaxation and stress relief packages for the family members of the medical tourists.
  32. 32. #4 Health Promotion: Promote via Research Data• Use existing data from research to market relevant and unique spa services• Explore ways for individual spas to get involved and support specific research studies.• Evidence based therapies is a Key Success Factor in the market
  33. 33. #5 ENGAGE Source: Nielsen Consumer Survey 2009
  34. 34. Turkey onTotal Facebook users: 31.415.080(40,38% penetration of population)Position in the ranking by countries: 7ºGrew by more than 664.260 users in the last 6 months Source: Socialbakers 1.11.12
  35. 35. João Pinto Barbosa European Spas Association Marketing Manager www.europeanspas.eueuropeanspas europeanspas