Spa tourism
ing the MICE (meetings, incentives,
conferences and events) market. T_h ese
are then supported by promotions
of specif_i c regions (see table on ptwo.fittedeight.fitted).
In addition, there are eight niche
campaigns, including wellness and
other themes such as design, lifestyle,
gastronomy, gold and luxury. Each
of these is marketed using discreet,
web-based and print collateral.
Switzerland’s overall wellbeing
campaign focuses on Switzerland,
Germany, the UK, France, Italy and AROSA KULM HOTEL & ALPIN SPA
North America. T_h e campaign is un-
derpinned by a strategic partnership This 119-bedroom hotel dates back to 1882 and is located south east of Chur in the
between Switzerland Tourism and the village of Arosa. In 1999, the property underwent a CHF12m (US$11m, 7.8m, £6.68m)
Swiss Hotel Association (SHA) which refurbishment, led by Zurich-based architect Jo Brinkmann. This included an overhaul
has developed detailed specif_i cations of the three-storey Alpin Spa, which features green granite, polished stainless steel and
for the wellness sector, introducing cedar wood. Facilities include seven treatment rooms, a gym, a stainless steel pool, a
two quality grades. Similar to the other refl exology path, a scent and sound grotto, a sauna, a summer-rain massage shower and
initiatives, this campaign is marketed a glacier grotto with a fog lane to replace a conventional cold water plunge pool.
using web and print marketing mate- The general manager, André Salamin, says the resort embodies the Swiss approach to
rial. T_h e grading scheme has the wellness tourism because of its “symbiosis between this state-of-the-art design and the
advantage of a greater clarif_i cation of majestic tranquility of the [nearby] Grisons Mountain”.
products on of_f er for the consumer,
allowing for easier selection and a
greater dif_f erentiation between products. approach is a crucial driving product for investment in wellness
T_h e grades include: WI Wellness Hotels, which are hotels of_f er- tourism. She says: “T_h e hotel marketing strategy is focused on
ing a good range of wellness facilities including a swimming pool, quality. Demanding criteria that have been def_i ned by the indus-
saunas, treatment rooms and a free programme of indoor and try are the catalyst for hotels to realise the product development
outdoor activities. T_h ere are also the WII Top Wellness Hotels, that is needed for tomorrow’s guests.
facilities where wellness is “given pride of place and celebrated in “In addition, Switzerland Tourism has introduced (together with
style” and which fulf_i l additional requirements in terms of infra- its partner Holidaycheck) a user-based, online rating system for
structure and the variety of services provided. all hotels. Every guest can rate their hotel and share their experi-
Hotels which apply for a grade have to pay a fee and are inspect- ence. T_h is has had a remarkable impact in stimulating quality
ed by the SHA: all must achieve a minimum three-star standard improvements in a very direct and ef_f_i cient way.”
and all must qualify for WI Wellness Hotel status. Individual
hotels can refer to the grading in their own collateral, but there
Creativity and innovation
is a another extra fee if they want to participate in the Wellness With investment secured, the key to making spas stand out in
Hotels campaign. Prices vary, as there are many tiers of marketing Switzerland is creativity and innovation. Emphasis is placed on
which target dif_f erent audiences. ‘getting back to basics’, ‘nature at the heart’ and ‘Swissness’ with
In two.fittedzero.fittedzero.fittedeight.fitted there were eight.fittedzero.fitted wellness hotels recognised in Switzerland spas using local materials to build facilities and indigenous herbs
under this scheme with five.fittedeight.fitted participating in the marketing cam- and f_l owers to create treatments.
paign, of which six.fittedzero.fitted per cent were in the top range having achieved Another focus is on architecture involving world-renowned
WII status (see ptwo.fittedeight.fitted). Interestingly, while the number of overnights architects and designers who are pushing the boundaries and
in Swiss hotels has increased by one.fittedzero.fitted per cent since one.fittednine.fittednine.fittedseven.fitted, growth in creating highly dif_f erentiated products. T_h is approach is allowing
overnights in the wellness hotels has been three.fittedtwo.fitted per cent. traditional spa destinations with thermal or natural mineral wa-
Switzerland Tourism’s lead of_f_i cer for special product cam- ters – such as Leukerbad, Vals, Scuol and Bad Ragaz – to capture
paigns, Catherine Zimpfer, is convinced that this criteria-based market interest alongside new premium market products such as
THE VICTORIA-JUNGFRAU GRAND HOTEL & SPA
Situated between lakes Thun and Brienz, Today, the 59,200sq ft (5,500sq m) ESPA
Interlaken is one of Switzerland’s most wellness centre also includes 16 treatment
attractive year-round destinations. It’s also rooms and a VIP spa suite.
the home of the luxury Victoria-Jungfrau A particular highlight of its wellness
Grand Hotel & Spa (SB06/3 p98). approach is the Spa Fitness Test and
The original spa opened in 2002 and medical check-up which covers nutrition,
included a Clarins Beauty Centre, a gym, exercise and relaxation. This fi ts in well
a swimming pool and salt-water hydropool. with outdoor adventure activities offered
A year later, CHF17m (US$15.7m, 11m, in the area, which Interlaken Tourism has
£9.46m) was spent on extending facilities. identifi ed as a key driver for future tourism.
3230 Read Spa Business online spabusiness.comm // digital SpSPa BuA BUSINESS 4 2009SineSS 4 2009
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