Business Plan "Wellness Hospitality"


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The module "Business Plan" of the Master in Tourism Management of IULM university enables participants to elaborate a team entrepreneurial project based on a strategic and economical analysis, applying tools and methodologies learnt during the Master under the supervision of a tutor. The Business Plan "Wellness Hospitality" (MTM IV edition) aims at understanding the “SPA and wellness” market and the key factors to plan a successful project and define a reference model for wellness management companies. The tutor of the project is Giorgio Bianchi, Sole Director of R&D Hospitality.

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Business Plan "Wellness Hospitality"

  1. 1. Wellness Hospitality Master in Tourism Management IULM university Tel. 0039 02 891412815 Mail
  2. 2. Methodology <ul><li>Primary Data Collection: </li></ul><ul><li>On field visits (Montecatini, Terme Milano and ……..) </li></ul><ul><li>Meeting with professionals: (i.e head of marketing of Terme Montecatini) </li></ul><ul><li>Phone calls: Dr. Giovanetti Montecatini, Adler Thermal, Adler Spa) </li></ul><ul><li>Email: Prof. J. De Vierville, Adler Thermal, Terme Milano, Terme Montecatini, </li></ul><ul><li>Secondary Data Collection: </li></ul><ul><li>Internet </li></ul><ul><li>Magazines </li></ul><ul><li>Books </li></ul><ul><li>Journals </li></ul><ul><li>Data provided by R&D Hospitality </li></ul>
  3. 3. Objectives <ul><li>Understand the “Spa and Wellness” market and the key factors to plan a successful project. </li></ul><ul><li>Get real economic indicators in order to apply figures to the business plan </li></ul><ul><li>Find the different Models in Wellness industry and design a project accordingly. </li></ul><ul><li>Check the economic feasibility of each project. </li></ul>
  4. 4. The Market <ul><li>History and Market Analysis </li></ul>
  5. 5. Thermal Spa (Hydrotherapy) <ul><li>The ancient Greeks and Roman cultures </li></ul><ul><li>Sanitas Per Aquas: health through waters </li></ul><ul><li>Salus Per Aquam: latin definition of spa </li></ul>Wellness (alternative medicine) <ul><li>Physical, mental, and social well-being. </li></ul><ul><li>Wellness is a means of obtaining a higher state of wellbeing. </li></ul><ul><li>The concept was developed in 50’s by Dr Dunn. </li></ul>
  6. 6. Market characteristics <ul><li>a hotel which includes overnight accommodation; it also includes dietary packages, medical consultations, hydrotherapy. Most people buy a package which includes food and various wellness treatments </li></ul><ul><li>center with hydrotherapy and living water along with other relaxation treatments for wellness </li></ul><ul><li>available to their clients and sometimes to the public. The spa generally involves Jacuzzi, sauna, massage, etc. </li></ul>Beauty farm Day Spa : Hotels with Spa : 1 2 3
  7. 7. Trends in the Wellness Market <ul><li>Longevity is the next major wellness trend. </li></ul><ul><li>Increasing privatization of health promotion of health goods and services. </li></ul><ul><li>An increased interest in healthy food products and a higher inclination to alternative treatments. </li></ul><ul><li>The design and general ambience components are becoming main factors to add comfort and refuge for the visitors. </li></ul>
  8. 8. <ul><li>International Overview </li></ul><ul><li>540 billion dollars – the global turnover of the wellness sector; </li></ul><ul><li>300 million – people that go to wellness centres; </li></ul><ul><li>Countries with the highest number of wellness users: </li></ul><ul><ul><li>USA – 48.1 million; </li></ul></ul><ul><ul><li>CHINA – 28 million; </li></ul></ul><ul><ul><li>JAPAN – 24 million; </li></ul></ul><ul><ul><li>GERMANY – 14.2 million. </li></ul></ul><ul><ul><li>Italian Overview </li></ul></ul><ul><li>The Wellness industry contributed 2%, 14 billion Euros (9 billion in products; 4.8 billion in services) of expenditures with 36% net profit for firms in wellness, </li></ul><ul><li>1.300 Euros annual expenditure per person in Italian market. </li></ul><ul><li>2 millions of wellness arrivals. </li></ul><ul><li>3,8% of the total tourism demand in Italy . </li></ul>
  9. 9. Room Occupancy 2007 * Impresa Turismo
  10. 10. 2 Star 3 Star 4 Star 5 Star Luxury 0% 20% 40% 60% 80% 100% Types of Wellness Accommodation 1% 32% 55% 9% 3% * Impresa Turismo
  11. 11. Clients Characteristics <ul><li>Who goes to wellness: </li></ul><ul><li>4,2% of the Italian tourists </li></ul><ul><li>3,3% of the foreign tourists. </li></ul><ul><li>Nationalities: </li></ul><ul><li>They are the 54,8% Italians, 33.1% Europeans (Germany, UK and France), and 12.1% international (Japan and USA). </li></ul><ul><li>Age: </li></ul><ul><li>38% of wellness customers is aged between 31 and 45 </li></ul><ul><li>29,6% is between 46 and 60 and the remaining </li></ul><ul><li>19,5% is less than 30 </li></ul>
  12. 12. Couples Females Families Males Groups 0% 20% 40% 60% 80% 100% Types of Wellness Customers 60% 20% 10% 5% 5% * Impresa Turismo
  13. 13. Weekend One week One day Spa 0% 20% 40% 60% 80% 100% Length of Stay 70% 25% 5% *
  14. 14. Long Weekend Summer Christmas Spring Autumn 0% 20% 40% 60% 80% 100% Period of Stay 40% 25% 20% 10% 5% *
  15. 15. Japan USA France Belgium Spain 0% 5% 10% 15% 20% 25% Foreigners Arrivals of Wellness 20% 7% 6% 6% 5% * Impresa Turismo
  16. 16. Main Incoming & Outcoming Regions Outcoming Toscana Lombardia Toscana Emilia Romagna Emilia Romagna Incoming Campania Piemonte Veneto * Impresa Turismo
  17. 17. 5 Star luxury beauty farms/Spa Vs. Day Spa and Wellness Center * www.
  18. 18. Thermal Spas of Montecatini <ul><li>In 2004 Montecatini was the 3rd famous SPA in Italy (DOXA) </li></ul><ul><li>At present, wellness tourists are less than 10% of total arrivals in Montecatini </li></ul><ul><li>Traditionally, June and September represent high peaks </li></ul>
  19. 19. <ul><li>60% of customers are female, while over 60s are more than 80% of total </li></ul><ul><li>The top region visiting the spa is Tuscany with 11.9% followed by 11.8% of Puglia and 9.2% from Lazio </li></ul><ul><li>In the 70s Terme di Montecatini launched a line of thermal/cosmetic products Borghese but not available in Italy </li></ul><ul><li>The line is well known in USA and UK </li></ul><ul><li>Natural living water used to cure ailments </li></ul>
  20. 20. Terme Milano <ul><li>Terme Milano is a wellness temple in the centre of the city open 365 days from 10am to 10pm </li></ul><ul><li>The wellness path is made up of more than 30 thermal zones </li></ul>
  21. 21. <ul><li>A wide choice of body massages and treatments </li></ul><ul><li>4 different rooms dedicated to relax and related to 4 elements </li></ul><ul><li>Customers have free access to the light buffet offering fresh and selected products </li></ul><ul><li>Terme Milano offers different subscription programs depending on your needs </li></ul>
  22. 22. <ul><li>TARGET MARKET : families and couples. </li></ul><ul><li>SEASONALITY : high occupancy almost during the whole year with peaks on Summer and Winter. </li></ul><ul><li>WELLNESS PRODUCTS : </li></ul><ul><li>Structures : wellness centre with 5 pools, 3 saunas, 2 baths, 2 relax areas, fitness area, green areas, beauty cabins, buffet, Spa shop. </li></ul><ul><li>Services : treatments, Spa packages, medical services. </li></ul>Adler Spa Resort, Ortisei
  23. 23. <ul><li>DESIGN : simple style of the structures, the lines remind the nature as for the hotel design. </li></ul><ul><li>SPACE MANAGEMENT : indoor/outdoor areas, 3 levels included an underground zone. </li></ul><ul><li>AMBIENCE: </li></ul><ul><li>Lights : chromo-therapy, plays of light, optical fibres, natural light, subtle colours. </li></ul><ul><li>Music : soft music, new age, instrumental, sounds of nature. </li></ul><ul><li>Perfumes : aroma-therapy, essences, candles, creams, oils, incense, fruits and flowers perfumes. </li></ul><ul><li>Materials : wood, marble, glass, rock, majolica. </li></ul>
  24. 24. ADLER THERMAE Spa Resort Customers: Couples, men, and families. 75% Italians, 11 % German, the remaining come from Switzerland, Great Britain, Austria and other nationalities They open from February to December with 16.000 arrivals per year. Product Structure : from indoor to out door with many swimming pools and different zones Services : Adler Med- Medical Consultation, Tuscan Spa, Mud applications, Baths, Wraps, Facial care, Beauty services, Hair Spa, Massages, Oriental Treatments Treatments in Thermal water.
  25. 25. Design: normal design but with materials used used according to the function and to create a relaxing atmosphere. Space Management: Indoor: 2 levels with much focus on pools and Sauna and underground zone. Outdoor: Golf court, valley ball, basket ball, jogging path, open air swimming pool with relaxing area. General Ambience: Lights: candle light and other different lighting strategies in each function. Music: classic, new age, and sounds of nature. Perfumes: Local perfumed essences, flowers and plants perfumes, perfumed candles, and perfumed steam and shower.
  26. 26. <ul><li>CLUB 10 </li></ul><ul><li>Hotel Principe Di Savoia </li></ul><ul><li>The hotel has 269 rooms and 132 suites redecorated in nineteenth century Lombard style; it is centrally located in the business centre of Milan, close to many museums and elegant shopping districts </li></ul><ul><li>The Club 10 Spa and Beauty Centre of the hotel has indoor swimming pool, gym, hydro massage, sauna, Turkish Bath and solarium, Hairdresser, beauty salon with face and body treatments and solar centre </li></ul><ul><li>The Spa is open all year round, for hotel guests and exclusive members, not open to public </li></ul><ul><li>Target segment: since 90% of Spa customers is characterized by hotel guests, its seasonality depends on that of the hotel </li></ul><ul><li>Spa customers are foreigners coming to Milano for business purposes, and many times they use the spa as an informal meeting location </li></ul><ul><li>There are 3 types of membership: </li></ul><ul><li>- “OPEN”, with unlimited access everyday from 7 a.m. to 10 p.m. </li></ul><ul><li>- “CLUB 10”, access allowed only until 5 p.m., </li></ul><ul><li>- “BUSINESS”, valid for one year, member can bring one guest at a time </li></ul>
  27. 27. <ul><li>Treatments </li></ul><ul><li>Treatments include: </li></ul><ul><li>- facials, with prices from 80 € to 175 € </li></ul><ul><li>- special treatments for 95 € </li></ul><ul><li>- specific treatments starting from 48 € to 85 € </li></ul><ul><li>Club 10 also provides also some exclusive types of wellness treatments, packages and facilities: </li></ul><ul><li>KANEBO , facial and body treatments of 45, 60 or 90 minutes, prices from € 60 to 120 € </li></ul><ul><li>AROMASOUL , 55 minutes of ritual scrubs, essential oil blends and nourishing massages for 98 € </li></ul><ul><li>DAILY SPA PROGRAMMES : one day in Club 10 with specific treatments; prices go from 65 € to 1030 € </li></ul><ul><li>DELUXE SPA PACKAGE 2008 : valid everyday all year round with different rates according to different types of room, it includes a luxurious accommodation in Deluxe or Deluxe Mosaic rooms, in-room Wellness Breakfast, beauty treatments in the Hotel’s Club 10 Fitness and Beauty Centre, aromatic candle in the room and multi-vitaminic fruit drink upon arrival </li></ul><ul><li>FITNESS GYM , with all the latest computerized equipment for muscular and cardiovascular training, including rowing, biking, runners, step masters and paddling; fitness programmes prices go from 75 € to 95 € </li></ul>
  28. 28. DESIGN Created by the architect Adam Tihany, the Hotel Aleph in Rome looks like the set of Dante’s Divine Comedy, divided between Paradise and Hell: while the Sin restaurant (decked out in ravishing red) and Angelo bar are located on the floors above, the heavenly Paradise spa is located in the basement. Built where the bank building's vaults once stood, the Aleph's Paradise Spa is an exclusive and intimate retreat, open for both hotel guests and external customers: the spa offers a sauna, Turkish bath and thermal swimming pool, as well as a small gym outfitted with exercise machines and equipment. The pool has a long form with essential and refined design, enhanced with the most luxurious lining, mosaic. Through a rectangular opening, the pool trickles into a larger one, which stands out with the rigour of straight lines. The surroundings that hold them and put them in communication with the showers through glass walls are really sophisticated, in theme with the whole style of the hotel itself. The walls are lined with white thassos marble slabs and weaves of blue Bisazza mosaic. The blue color plays an important role here, while in the bathroom the black granite floor is in contrast with the red walls with mosaic. HOTEL ALEPH “ Paradise Spa ”
  29. 29. TREATMENTS Entrance Treatments : Hydromassage, Turkish Bath, Sauna, Fitness, Manicure and Pedicure, Wax, for an average price of 30 € for each treatment. Facial Treatments : from a welcome ritual of 30minutes to a Collagen anti-age program. The price range is from 36 € to 138 €. Body Treatments : the spa offers aromatic footbaths, cell reducing treats, herbal nutrition, oil and salt massages and also Thalasso Therapy; the prices go from 40 € to 90 €. Massages : 17 different types of massages, from head to toe, including Aromatherapy, Swedish, Shiatsu and Stone massages, Chinese Foot Reflexology and also a special “Perfect Mum” massage for women in pregnancy. From 35 € to 140 €. Special Programmes : 10 different programs according to different demands, including “Beauty Man”, “Vanilla” and “Chocolate Beauty” and a “Romantic and Relaxing Escape” only for couples. Prices from 100 € to 220 €. Packages : a “Beauty Day”, including all entrance treatments and lunch, and a “Wellness Package” of two days including breakfast, free room upgrade, Spa entrance, Turkish Bath, Hydromassage, purifying mud treatment, facial treatments. Starting from 140 €. Coiffeur Service : both for women and men, this service offers also a Mask with Aromatherapy, make up and Wedding Hairstyling on request. From 10 € to 100 €. All these treatments are offered in cooperation with Spa Experience
  30. 30. <ul><li>The Assignment </li></ul>
  31. 31. The Market - CHIERI <ul><li>Linked to a network called “Città di charme” </li></ul><ul><li>Close to a business centre – 17km far from Turin </li></ul><ul><li>High arrival rate – the demand is steady all over the year </li></ul><ul><li>Offers heritage and culture – a successful summer event program related to local tradition and wine </li></ul><ul><li>Suitable destination for 1-day excursion </li></ul>
  32. 32. <ul><li>An innovative day spa providing thermal oasis including Sauna, Turkish Bath, Whirlpool Baths. </li></ul><ul><li>Special treatments using the local wines: massage and exfoliation using the Freisa DOC wine. </li></ul><ul><li>VIP Lounge available for business meetings. </li></ul><ul><li>Target Business travelers who go to Turin for work and leisure travelers visiting for gastronomic purposes. </li></ul>Escape2Paradise
  33. 33. Day-SPA Escape2Paradise 3° YEAR EBITDA 63% On TOTAL REVENUE € 462,000 € 75 Avg Body Treat. Price € 80 Avg Beauty Treatm. Price € 45 Avg Product Price 15% Beauty Product Sold on Total Customer 7.665 Avg Yearly Guests € 1,248,000 Total Revenue 70% Body Treatments 30% Beauty Treatments 4.599 Annual Treatments 3 Beauty Cabins 365 Opening Days 5% Marketing Costs 33% Personnel Costs 15% Fixed Costs 10% Variable Costs Total COSTS € 786,000 € 741,000 Land Cost Estimated Investment € 3,211,000 Tot Investment € 1,900 Cost €/sq. m. 1300 Sq. meters
  34. 34. Acqui Terme Market <ul><li>- Arrivals in Acqui Terme The arrivals are 151,114 (30% of the province arrivals) </li></ul><ul><li>- 79% are Italians. </li></ul><ul><li>- Length of stay length of stay 3,78. </li></ul><ul><li>- High season from April to November. </li></ul><ul><li>- Opening days are 280 days. </li></ul><ul><li>Market key factors </li></ul><ul><li>- Location, architecture and design (ideal place to rest) </li></ul><ul><li>- A large variety of treatments and services. </li></ul><ul><li>- The right target customer & attract a new kinds of customers. </li></ul><ul><li>- Consider global new trends for success and being updated. </li></ul><ul><li>- The uniqueness of the wellness centre. </li></ul><ul><li>- Strategic management and evaluation of the space according to the customer usage </li></ul><ul><li>- Considering indoor/outdoor sections; and the different costs of each section for the wellness centre. (space management) </li></ul><ul><li>- Right choice of the staff and training. </li></ul><ul><li>- Communication & Marketing. </li></ul>
  35. 35. SWOT analysis of Acqui Terme <ul><li>STRENGTHS : </li></ul><ul><li>- The only 5 star </li></ul><ul><li>- Between three big cities </li></ul><ul><li>- Located in a well known thermal destination </li></ul><ul><li>- Variety of treatments and services </li></ul><ul><li>- Specialized medical centre </li></ul><ul><li>WEAKNESSES: </li></ul><ul><li>- New to the market </li></ul><ul><li>OPPORTUNITIES: </li></ul><ul><li>- Get a piece of 14.11 million arrivals of the region with 8.67% increase </li></ul><ul><li>- Capture the foreign market which is low in “Comune di Acqui Terme” </li></ul><ul><li>- The industry is thriving </li></ul><ul><li>THREATS: </li></ul><ul><li>- Barriers to entries are not too high as the industry is booming </li></ul><ul><li>- Easy to copy the concept </li></ul><ul><li>- Other established destinations and beauty farms may retaliate to keep profit for them </li></ul>
  36. 36. Salus per Acqui Terme Concept <ul><li>TARGET GROUP : couples, honeymooners, singles and very young families (100% leisure) </li></ul><ul><li>INDOOR : Welcome Zone (10%), Sauna Zone (20%), Beauty cabins (15%), Pool zone (50%), Fitness area (5%) </li></ul><ul><li>OUTDOOR : Swimming Pool, relaxing area, Golf court, volleyball and basketball. </li></ul><ul><li>SERVICES : Baths, Massages, Facial & Body Treatments, Pregnancy and new mother treatments, Man Spa, Beauty services, Medical services. </li></ul><ul><li>OUR VISION : the peace and harmony of the hills of Monferrato and its rich cultural landscape. The beneficial thermal water of Acqui Terme and our many offering of exclusive top-quality spa and wellness programmes handled by our cheerful mood of a team with a focus on the wellbeing of every single guest. </li></ul>
  37. 37. WELLNESS RESORT Salus per Acqui Terme 3° YEAR EBITDA 34% On TOTAL REVENUE € 543,000 € 85 Avg Body Treatments Price € 90 Avg Beauty Treatm. Price € 70 Avg Product Price 30% Beauty Product Sold on Total Customer € 26,100 Avg Yearly Guests € 360 Other Rev. (medical) per day 75% Body treatments 25% Beauty Treatments 11,368 Annual Treatments 7 Beauty Cabins 290 Opening Days 4% Marketing Costs 35% Personnel Costs 15% Fixed Costs 12% Variable Costs Total COSTS € 1,085,000 € 1,140,000 Land Cost (25%) Estimated Investment € 6,840,000 Tot Investment € 1,900 Cost €/sq. m. 3000 Sq. meters
  38. 38. SKYLINE HOTEL Sixth Sense Spa <ul><li>Arrivals : +10,6 % </li></ul><ul><li>Overnights : +6,2 % </li></ul><ul><li>International Market : +11 % </li></ul><ul><li>Italian Tourists : 37 % (Lombardy, Lazio, Puglia) </li></ul><ul><li>Foreign Tourists : 63 % (Japan, USA, UK) </li></ul><ul><li>Low seasonality : January, August, December </li></ul><ul><li>Commercial Mix of Milano </li></ul><ul><li>Business travelers 45% </li></ul><ul><ul><li>MICE travelers 27% </li></ul></ul><ul><ul><li> Leisure travelers 15% </li></ul></ul>Milano: Market Trends from 2002 to 2006 <ul><li>2 nd top city for number of MICE incoming tourists (5,066,190 people) </li></ul><ul><li>International visitors: 5 % </li></ul><ul><li>Italian visitors: 95 % </li></ul><ul><li>strong linkage between the hotels’ occupancy and the MICE activities </li></ul>MICE Flows in Milano Market Key Factors <ul><li>Professional and high quality services </li></ul><ul><li>Exclusiveness </li></ul><ul><li>Customer care </li></ul><ul><li>Added value </li></ul><ul><li>Innovative treatments </li></ul><ul><li>Adequate marketing mix </li></ul>Strengths Weaknesses Opportunities Threats <ul><li>close to the new fair complex, to Malpensa </li></ul><ul><li>exclusive and offering high quality services </li></ul><ul><li>lower prices </li></ul><ul><li>too far from Linate airport and metro station </li></ul><ul><li>rates higher than expected from MICE tourists </li></ul><ul><li>attract more congress segment </li></ul><ul><li>Having a SPA inside the hotel as competitive advantage </li></ul><ul><li>perceived too far from transportation facilities and city centre </li></ul><ul><ul><li>be perceived as too exclusive </li></ul></ul>
  39. 39. SKYLINE HOTEL Sixth Sense Spa TARGET PROFILE 25% MEMBERSHIP 75% BUSINESS - MICE Professionalism and gracious hospitality are the essential ingredients at the Sixth Sense Spa, a place where superb treatments, renewed techniques and deluxe products will guide the guests through an exclusive path to well-being. A soothing voyage filled with cromotherapy, revitalizing, purifying massages and specific treatments OUR VISION AT THE TOP FLOOR <ul><li>- WELCOME AREA </li></ul><ul><li>BEAUTY TREATMENT AREA </li></ul><ul><li>FITNESS AREA </li></ul><ul><li>POOL ZONE </li></ul><ul><li>- NATURAL TERRACE </li></ul>BEAUTY TREATMENTS CLASSICAL & ORIENTAL MASSAGES SIXTH SENSE SPA PACKAGES
  40. 40. SKYLINE HOTEL Sixth Sense Spa 3° YEAR EBITDA 28% On TOTAL REVENUE € 218,000 € 70 Avg Massages Price € 80 Avg Beauty Treatm. Price € 40 Avg Product Price 20% Beauty Product Sold on Total Customer 10.950 Avg Yearly Guests € 164,907 Total Membership Rev. 65% Massages 35% Beauty Treatments 5.694 Annual Treatments 4 Beauty Cabins 365 Opening Days 7% Marketing Costs 40% Personnel Costs 15% Fixed Costs 10% Variable Costs Total COSTS € 561,000 € 275,000 Land Cost (25%) Estimated Investment € 1,375,000 Tot Investment € 2,000 Cost €/sq. m. 550 Sq. meters
  41. 41. Conclusion <ul><li>Wellness will shift from a wish to a must. </li></ul><ul><li>The industry will flourish in the coming 10 years. </li></ul><ul><li>The wellness industry will contribute higher to tourism in general. </li></ul><ul><li>More wellness facilities will be attached to regular hotels, especially 5 star. </li></ul><ul><li>Special institutions will be established for wellness education. </li></ul><ul><li>Business meeting will be held in Day Spa’s. </li></ul><ul><li>Companies will send their employees to Spa’s as form of incentive scheme. </li></ul><ul><li>Newlyweds will be spending part of their honeymoon in a wellness resort. </li></ul>
  42. 42. Acknowledgements <ul><li>In conclusion, we would like to express our thanks to: </li></ul><ul><li>Dr. Massimo Giovanetti (Terme Montecatini) </li></ul><ul><li>Professor J. Paul De Vierville (Alamo Spa) </li></ul><ul><li>R&D Hospitality Consultancy </li></ul><ul><li>for assisting us in completing our research </li></ul>
  43. 43. Thank You! AL Haddar Mohammed Bolognesi Matteo Cava Valentina Di Pietro Alessia Facenna Natalie Tironi Fabiana Contacts Master in Tourism Management Università IULM Via Carlo Bo, 1 - 20143 - Milano Tel. +39 (0)2 891412815; Fax +39 (0)2 891412814 website: Mail: