How culture of wellbeing is positive for tourism & economy. University of Girona, 15 march 2024.

1. HOW CULTURE OF
WELLBEING IS POSITIVE
FOR
TOURISM & ECONOMY
László Puczkó
CEO & Co-Founder

2. GOOPIFIED
weird products, services & treatments
with dubious claims

3. https://lithub.com/the-wellness-scam-gyms-gurus-goop-and-the-cult-of-self-care/

6. WELLNESS 2.0?

7. Status Anxiety
Health

8. PASSION ECONOMY
…micro-entrepreneurs
monetize their individuality
and creativity…

9. https://a16z.com/2019/10/08/the-passion-economy-and-the-future-of-work/

11. https://www.wellandgood.com/generation-z-wellness/

12. DE-INFLUENCING
[Independent influencers are responding to wastefulness and the pressure to
overindulge in the beauty industry by redirecting their followers away from over-
hyped products and services]

13. https://www.ypulse.com/article/2022/09/06/young-europeans-are-embracing-feel-good-wellness-in-3-stats/#

14. „All too often fitness centers, medical providers, colleges, and organizations
in many other industries seek to distinguish themselves only on the quality,
convenience, and experience of what they sell. It’s not that those things
aren’t important.
But they matter only as means to the ends that people seek.
Too many organizations lose sight of this truth. Even when they do promote
what they sell in relation to consumers’ aspirations, they rarely design
solutions that allow people to realize them. Instead, individuals must cobble
together what they think they need to achieve their goals—for example, a
trainer, a particular diet, and a support network to lose weight.”
Joe Pine, 2023
But they matter only as means to the ends that people seek.

15. What They Buy What They Pay For
Services Benefits & Values

16. https://www.bighealth.co.uk/blog/providing-equitable-mental-health-care-in-an-unequal-world/

17. IN REAL LIFE

18. FUN WITH
LEMOGA

19. 19
SOCIAL
CONNECTION

20. https://www.verywellmind.com/how-personality-type-affects-health-4153786

21. https://welldefined.com/the-best-colored-sleep-noises-for-a-restful-night/?utm_source=newsletter&utm_medium=email&utm_campaign=NL+120+-+6%2F14%2F23

22. SMART
WELLNESS

23. MOBILE WELLNESS

24. Val di Fiemme
(Trentino)
SLOW
WELLNESS

25. IN THE MEANTIME…

26. University of Florida researchers
are now discovering that more than 80
percent of the the micro-plastics found
in the ocean are actually micro-fibers
from synthetic clothing

27. https://www.wildswimming.co.uk/

29. https://snugsofa.com/pages/er
„Extreme Relaxation represents a unique experience for individuals to
determine their relaxation skills in the face of adversities and stressors.”

30. CONSIDER!

31. https://www.wundermanthompson.com/insight/tech-free-
destinations?j=162221&sfmc_sub=70154693&l=65_HTML&u=8
264444&mid=110005021&jb=8009&utm_source=WT+sfmc&ut
m_medium=email&utm_campaign=Intelligence+Brief+-
+August+29th+-+20230829_095053&utm_term=Tech-
free+destinations&utm_id=162221&sfmc_id=70154693

34. FARM-
TO-
TABLE
GARDEN-
TO-
FACE?

38. WELLNESS TRAVEL 2.0?

39. 39
Wellusion Wellnessification
Welltertainment Wellinent
Directions
WHICH DIRECTION TO CHOOSE?

40. https://www.e-architect.co.uk/estonia/floating-sauna-in-
soomaa-forests
FLOATING
SAUNA

41. SENSORY
SENSATION

42. LAND ART
YOGA

43. 43
WELLTERTAINMENT

44. 1ST WORLD
HEALTH
PROBLEMS

46. BINGE
WELLNESS

47. WELL
PRENEUR

48. PRODUCT DEVELOPMENT 2.0

49. Life-
span
Health-
span

51. Me
Focus
Us
Focus
Impact
on
Me
Impact
on
Us
Transforma
tional Travel
Wellness
Travel
Sustainable
Travel
Regene
rative
Travel
Responsible
Travel
Us
Me
Us
Me

52. Physical
Emotional
Spiritual
Occupa
tional
Intellectual
Social
Wheel
of
Wellness
Transforma
tional Travel
Wellness
Travel
Sustainable
Travel
Regene
rative
Travel
Responsible
Travel
Wellness
Travel
Wellness
Travel
Transforma
tional Travel
Wellness
Travel
Transforma
tional Travel
Transforma
tional Travel
Regene
rative
Travel
Responsible
Travel
Responsible
Travel
Wellness
Travel
Transforma
tional Travel
Regene
rative
Travel
Responsible
Travel

53. ENGAGEMENT LEVELS
Lifestyle
Accidental Dedicated
Hybrid
Curiosity
✓ Treatment TO
included in the
package
✓ Seen a good
price for check-
up while at
destination
✓ Treatment never
tried or heard of
before
✓ Gives the famous
healing treatment
a try
✓ One week yoga
retreat
✓ Cancer treatment
package
✓ Spiritual
component of a
cultural visit
✓ Combines
cosmetic surgery
with safari
✓ Vegan, fitness &
massage
enthusiast
Number of Guests Spending per Guest

54. WELLNESS ENGAGEMENT LEVELS
Adoption
Accidental Dedication
Exploration
Curiosity
TRANSFORMATION LEVELS
Confirmation
Discovery Involvement
Engagement Adoption

55. Signature wellness
treatments and ‚micro
wellness’ programs to
celebrate local natural
and cultural heritage
Flagship
Wellnessi-
fied
Micro
Wellnessified
services all
through the guest
journey
State-of-the art
wellness-focused
services and
facilities

56. Planting a
Tree
Suzanne
(The Fish)
Silent
Retreat
Adjustable
Aroma
Diffuser
Intangible
Tangible
Eudaimonic
Wellbeing
Hedonic
Wellbeing

58. THE BOTTOM LINE
AVOID
➢ Assuming that Wellness is Static
➢ Assuming the Other Tourism Forms
are Independent
➢ Selling Treatments & Services
➢ Assuming that Everybody Seeks
Wellness / Health
➢ Believing that Favourable Price Level is
Enough
➢ Copying What Others Do
➢ Mixing Value & Volume
➢ Expecting Quick Return
CONSIDER, DO & APPLY
➢ Understand Demand Trigger Points
➢ Evaluate What the Move from Me/Me to
Us/Us Approach Mean to Your Business
➢ Define What Consciousness Means to
Purposeful Tourists
➢ Enable Guests to Find Their Wellness
Equity
➢ Define & Create Your Wellness Assets &
Stories
➢ Turn Assets to Touch-points & Journeys
➢ Introduce Story in Different Forms /
Journeys /Rituals, e.g Micro Wellness
Sensations

59. Gracias!
More intelligence about wellness,
hospitality, leisure & travel
@htww.life
László Puczkó
CEO & Co-founder
laszlo@htww.life