From Spa to Wellness discusses the evolution and growth of the global wellness tourism industry over the past 15 years. It traces the origins of wellness spas starting with the first Raison d'Etre spa in 1999 in the Maldives. Since then, over 120 spa projects have been created in 70 countries. Wellness tourism is now a $439 billion global industry, with the Asia-Pacific region generating the most wellness tourism expenditures. The future of the industry is focused on areas like indigenous and unique wellness offerings, prevention, mental wellness, and leveraging technology.

1. From Spa to Wel lness
Anna Bjurstam
We lDe s t T u r k u S e p t emb e r 1 7 , 2 0 1 4

3. Enhancing wellness in a
sustainable and profitable
framework, while developing
people to their maximum potential.

4. IT ALL
STARTED
WITH…
Soneva Fushi, Maldives 1999 when
our first Raison d’Etre spa opened. We
drew the spa on a piece of paper, it was built
and we created a sustainable spa with
natural products and ”Low Tech – High
Touch” concept. An instant success, and
guests as well as press loved it.

5. ANOTHER FIVE
MALDIVIAN
SPAS…
Hilton Rangali was in fact the
first over water spa with a glass
floor. Hilton, Komandoo and
Soneva Fushi constituted the first
three Raison d’Etre Spas in the
Maldives.
Our four star brand – Etoile
was launched at, Meerufenfushi,
Velavaru and Kuredu Island.

6. THEN CAME
AMAN…

7. TAJ JIVA
SPAS…

8. SPA BRANDS CREATED

9. ANOTHER 120 PROJECTS
IN 70 DIFFERENT
COUNTRIES
Four Seasons Doha
Atlantis the Palm Dubai
Capella Auriga Spa Singapore
Taj Jiva Wellington Mews Club Mumbai
One&Only St. Geran Mauritius
Orient Express Nazarenas Peru
Cascades Spa Egypt
LivNordic spa Stockholm
The Seari India
Kempinski the Spa Bangkok
Amangani USA
Four Seasons Bosphorous Turkey
Anassa Cyprus
AAAAnnnndddd mmmmaaaannnnyyyy mmmmoooorrrreeee…........

10. Six Senses Spa locations
Six Senses Spa at Six Senses Properties
Six Senses Yao Noi, Thailand
Six Senses Samui, Thailand
Six Senses Ninh Van Bay, Vietnam
Six Senses Con Dao, Vietnam
Six Senses Zighy Bay, Oman
Six Senses Laamu, Maldives
Six Senses Qing Cheng Mountain, China (Opening April 2014)
Six Senses Megeve, France (Opening November 2014)
Six Senses Bhutan (Opening 2015)
Six Senses St. Lucia (Opening 2015)
Six Senses Tunisia (Opening 2015)
Six Senses Spa at Evason Properties
Evason Ana Mandara - Nha Trang, Vietnam
Evason Ma’in Hot Springs, Jordan

12. Our Partnered Six Senses Spas
Soneva Fushi, Maldives
Soneva Kiri, Thailand
Hotel Arts Barcelona, Spain
Penha Longa Hotel, Spa & Golf Resort, Portugal
PuntaCana Resort & Club, Dominican Republic
Porto Elounda Deluxe Resort, Greece
Heritance Kandalama Hotel, Sri Lanka
Aboard The Christina O
Sharq Village & Spa, Doha , Qatar
MGM Grand Macau, China
Etihad Airways Premium Lounge, UAE
InterContinental The Palace Port Ghalib Resort,
Egypt
Etihad Airways Premium Lounge London, UK
Rue de Castiglione Paris, France
Hotel Missoni, Kuwait
Jaypee Greens Golf & Spa Resort, India
The Alpina Gstaad, Switzerland
Pacific Club Bangkok, Thailand
Spas Under Development
Al Bustan Palace Muscat , Oman (opening
2013)
Lodha Pune, India (Evason Spa) (opening 2013)
Almaty, Kazakstan (opening 2013)
Baglioni Hotel Marrakech, Morocco (opening
2014)
World One, India
MGM Cotai, Maccau
Six Senses Spa locations

14. WELLNESS
14

15. Spa & Wellness
15
The WHO defines wellness…
Wellness is an optimal state of health. It concerns a person’s individual health
physically, mentally, emotionally and spiritually and also their role in society and
fulfilling expectations in their family, community, place of worship, workplace and
environment.

16. Spa & Wellness
(Source – Stanford Research Institute)
A $1.9 Trillion Global Market
Wellness Paradigm
Reactive
Conventional,
Medically-Oriented
Approaches
(to solve problems)
Integrated,
Wellness-Oriented
Approaches
(to improve quality of life)
Proactive
Spa
Complementary & Alternative Medicine
Healthy Eating / Nutrition & Weight Loss
Preventive / Personalized Health
Medical Tourism
Workplace Wellness
Fitness & Mind-Body
Beauty & Anti-Aging
$ 60.3
$ 113.0
$ 276.5
$ 243.0
$ 50.0
Treatment Paradigm
Wellness Tourism $ 106.0
$ 30.7
$ 390.1
$ 679.1
The Wellness Cluster
16

17. The Wellness Lifestyle Industries have expanded by
62% since 2010.
Complementary & Alternative Medicine $187b
Healthy Eating/Nutrition & Weight Loss $574b
Wellness Tourism
Thermal/Mineral Springs
Spa Industry
Preventive/Personalized Health $433b
Fitness & Mind-Body $446b
Beauty & Anti-Aging $1,026b
Workplace Wellness $41b
Wellness Lifestyle Real Estate $100b
Wellness Lifestyle
Products & Services
$2,806 billion
Note: Numbers may not add due to rounding.

18. Spa cluster
revenues: +58%
Number of spas:
+47%
$94 billion
2013
2007
$60 billion
105,591 spas
2013
2007
71,672 spas

19. Growth is led by emerging markets.
$1.7
billion
Europe
$0.8
1b8ill6io%n
134%
$4.7
billion
$18.8
billion
$29.8
billion
$18.3
billion
N. America
Asia-Pacific
Latin America- Africa
Caribbean
Mid.East-N.Africa
35%
86%
62%
65%
% growth in spa industry revenues, 2007-2013.

20. Luxury Hotels WITH Spas Have Clear ADR Advantage
No Spa Has Spa
(Source – STR Global)
300
250
200
150
$61 ADR
Premium
$55 ADR
Premium
Jan 2005 Jan 2006 Jan 2007 Jan 2008 Jan 2009 Jan 2010
Spa & Wellness
20

21. Spa & Wellness
21
Wellness…
•?% of people believe they have the power to
change their own level of wellness
• 86%
•The brands that consumers felt had contributed
the most to wellness – Nike… and ?
•Subway, General Mills, J&J, Nestle and Adidas
Children…
In the UK, US and South Africa,
people believe that it is easier
to achieve wellness without
children whereas in China and
Japan, it is easier to achieve
wellness with children.

22. Spa & Wellness
22
Women…
People are twice as
likely to agree that it
is easier for women
to achieve wellness
than men.
Age…
Globally, the optimal age
to achieve wellness is 34
(although in Turkey it is
23 and in Japan it is 44).

23. THE RISE OF THE WHOLE BEAUTY
Looking + Being beautiful

24. vs
$5 $4
5

25. http://www.megamonalisa.com/mona-chard/
Artist: Unknown
http://commons.wikimedia.org/
Artist: Leonardo da Vinci

26. STRENGTH IN BEAUTY
70% being beautiful = getting what they want in life
70% thinks beauty = happiness

27. Spa & Wellness –Wellness Barriers
27
##11
• External factors; economy and environment
• Financial crisis, pollution, the world in general
##22
• Lack of time
##33
• Willpower
• “My number one enemy to my wellness is myself”
##44
• Lost the control over their time
• Stress levels consequently run at a constant high

28. Spa & Wellness –Wellness Heroes
28
##11
• Balanced diet
##22
• Right amount of sleep
##33
• Regular exercise
##44
• Remaining happy and positive

29. Spa & Wellness
29
Other health
care
professionals
PPeerriiooddiiccaallss MMee
GGoovveerrnnmmeenntt DDooccttoorr
Local
Authorities
PPhhaarrmmaacciisstt

30. Spa & Wellness
30
PPssyycchhoollooggiisstt
BBeeaauuttiicciiaann
Specialist
professionals
Friends &
Family
CCoommmmuunniittyy MMee
BBrraannddss
Online
forums
DDooccttoorr
GGooooggllee
Doctor…
66% agree that doctors
should focus more on
prevention as opposed to
curing illnesses.

31. Spa & Wellness
31
Technology…
•40% Feel more in control of their
health as a result of technology
•71% Brazilians will embrace
technology over their instincts when
managing their future wellness
•28% China and Japan also
recognize the fact it makes health
fun

32. Spa & Wellness
•32% would like to remain the same age
forever
•26% would like to erase unpleasant
memories
•18% would insert a microchip to
constantly measure their health
•12% would eliminate their need for
sleep.
32
Future…
But…
•54% of the world’s population believes
that technology will ultimately make us
more well
•But 46% think it will make us sicker.

33. Spa & Wellness
33
Opportunity…
•57% of people wish they had more support in leading a healthy life, especially in the
emerging markets (88% in China and 73% in Brazil).
•Young people want most help: 61% of 18-34s want support versus 44% of 55+.
•Brands are perfectly poised to provide the help and advice that consumers need.

34. 34

35. 35

36. 36
?

37. WELLNESS WHERE SHOULD WE GO?
37

38. The Global Wellness Tourism Economy
October 2013

39. Why You Should Care about
Wellness Tourism
1. Huge Marketing Support
2. More Business and Revenue
for Spas
3. More Jobs & Careers
4. Will Lower Health Care Costs
5. It is the Future!

40. Current Trend
Ministry
of Health
Ministry
of Tourism
Medical Tourism
Wellness
Tourism
Spa Mineral
Springs
Fitness
Medical spas
Beauty
© 2011, SpaFinder, Inc.

41. Definition of Wellness Tourism:
Travel associated with the pursuit of maintaining or
enhancing one’s personal well-being
Unwell Travel Wellness Travel
Unhealthy & over-eating
Travel stress
Excessive Drinking
Poor sleeping
Disruption of fitness routine
Healthy living
Rejuvenation & relaxation
Meaning & connection
Authentic experiences
Disease prevention & management
Primary Purpose Wellness Traveler:
Wellness is the sole purpose or motivating factor for their trip &
destination choice.
Secondary Purpose Wellness Traveler:
Seek to maintain wellness while taking any type of trip.

42. Global Tourism Industry
$3.2 trillion
Cultural Tourism
$800 billion-$1.1 trillion
Culinary
Tourism
$350-550 billion
Wellness
Tourism
$439 billion
Eco/Sustainabl
e Tourism
$325-480
billion
Sports
Tourism
$250-375
billion
Adventure
Tourism
$115-150
billion
Medical
Tourism
$50-60
billion
Spiritual
Tourism
$37-47
billion
Volun-
Tourism
$10-20
billion
Agri-
Tourism
$60-160
billion

43. Domestic
Tourism
($2.1 tril)
67%
Internatl.
Inbound
Tourism
($1.0 tril)
33%
Domestic
Wellness
Tourism
($299 bil)
68%
Internatl.
Inbound
Wellness
Tourism
($139 bil)
Key Data Points
Global Tourism 32%
$3.2 trillion
Global Wellness Tourism
$438.6 billion
Domestic wellness tourism -
2/3 of wellness tourism market
Secondary purpose wellness
travelers - 85% of trips/exp.

44. $2 250
$2 000
$1 750
$1 500
$1 250
$1 000
$750
$500
$250
$0
Wellness Traveler = High Yield
Average
Tourist
6% of all global trips (500m+)
14% of all expenditures
Primary
Wellness
Tourist
Secondary
Wellness
Tourist
Domestic Average
Tourist
Primary
Wellness
Tourist
Secondary
Wellness
Tourist
International Domestic

45. Where Is Wellness Tourism Taking Place?
Asia-Pacific
$69.4b expenditures
120m
Trips
5m
Trips
Middle East-N. Africa
$5.3b expenditures
32m
Trips
2m
Trips
North America
$181.0b expenditures
163m
Trips
Europe
$158.4b expenditures
203m
Trips
Sub-Saharan Africa
$2.0b expenditures
Legend
Wellness Tourism Arrivals/Trips
Smallest # of Trips
Largest # of Trips
Latin America
$22.4b expenditures

46. Where Will Wellness Tourism Grow Through 2017
United States
Canada
Legend
Number of Wellness
Trips Added, 2012-2017
Less than 0.7 million
0.7 - 1.0 million
1.0 - 3.5 million
3.5 - 5.5 million
5.5 - 8.5 million
8.5 - 46.1 million
Germany
Russia
France
Latin America
Mexico
Chile
Brazil
UAE
S. Africa
North America
Argentina
Uruguay
Europe
Switzerland
Turkey
Austria
Middle East & Africa
Israel
Morocco
Poland
Spain
Hungary
Czech Rep.
Asia
Philippines
Vietnam
Hong Kong
Singapore
Malaysia
Taiwan
N. Zealand
Japan
Thailand
Australia
India
China
S. Korea
$438.6
billion
$678.5
billion

47. Experts Identify 5 Best
Ways Forward
Focus on a unique, indigenous offering
Don’t confuse wellness and medical tourism
Don’t forget the domestic wellness tourist
Package wellness tourism and emphasize the
“feel good” factor
“Eco” message is key to wellness tourists

48. AN EXAMPLE…
48

57. THE FUTURE
57

58. Seven turbulent years…
National Balance
of Payment
Crises
Anti-
Corruption
Campaigns
Global Financial
Collapse
Earthquakes &
Tsunami
Storms &
Floods
WWaarrss
Regime
Changes
2007
2008
2009
2010
2011
2012
2013
2014

59. 59

62. Current
Challenges
Future
Drivers
Workforce
Competition
Costs
Price
Pressures
Customer
Expectations
Results
Authenticity
Local
Anti-Aging
CAM
Coaching
Prevention
Mental
Wellness
Workplace Wellness
Discounting
Opportunities
EEvviiddeennccee
TTeecchhnnoollooggyy
RReeccrruuiittmmeenntt
EEdduuccaattiioonn
SSttaannddaarrddss

63. 63
Wellness
TTrruusstteedd wweellllnneessss
brand
GGeett oonn wweellllnneessss
bandwagon
Great brand
GGeett oonn wweellllnneessss
tourism
bandwagon

64. THANK YOU
64