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WELLNESS TOURISM Diagram 1: Components of wellness


Gyms/ Fitness Centres


Beauty Clinics


Wellness Cruises


Hotel Spas Day Spas


Standardised "generic"


experiences


Dental Clinics


Hospitals /Clinics


Medical Tourism


Source: Wellness Tourism and Medical Tourism: Where do Spas Fit? SRI Intnernational/GSWS 2011.


What’s essential is that the two highly


distinct sectors of wellness tourism and medical tourism stop being bundled together in amorphous marketing jargon. Diagram 1 is one way to visualise both tour- isms as a market spectrum. When looking at wellness tourism from this angle, it’s easy to see that it’s not one, big shapeless conti- nent, it’s numerous, tangible islands.


A GROWING MARKET Let’s flip the calendar back three years to when a study by SRI International, Spas and the Global Wellness Market: Synergies & Opportunities found that wellness tourism already represented a US$106bn (¤81bn, £68.2bn) global industry – more than dou- ble the revenues of the far more discussed and promoted US$50bn (¤38.2bn, £32.2bn) medical tourism market (see Diagram 2).


140 spa business handbook 2013


Medical Spas


Cosmetic surgery clinics


Ayurvedic Clinics


TCM Centers Fitness & Mind-Body Beauty & Anti-Aging $30.7


Source: Spas and the Global Wellness Market: Synergies & Opportunities SRI International/GSWS 2010. Above values are in US$ billions


The report noted that “wellness tourism is an idea whose time has come”. Since then, while too little progress has


been made in promoting wellness tourism, the consumer has not stood still. In fact, if wellness tourism simply means the intent to travel to destinations to pursue health and wellbeing, it’s clear the category is not just at a tipping-point – it’s a far vaster cat- egory than ever imagined. With people working harder and more


stressed out than before – and chronic dis- ease intensifying – more are deciding they can’t afford the old model of the excessive, exhausting, bad-for-you vacation. They need change and revitalisation. While trav- elling with the intent to get healthier and feel better may seem too capacious a cat- egory to track, EVEN Hotels, the healthy hotel brand announced by the InterConti-


nental Group (IHG) in 2012, has identified a group focused on wellness. “This group is represents about 17 million travellers and 39 per cent of the US travelling public,” said IHG VP Christian Hempell in Hotel Man- agement magazine article last year.


HEALTHY EXPERIENCES Wellness tourism is so mainstream that, as reported in SpaFinder Wellness’ 2013 Trends Forecast, new, wellness-branded hotel chains like IHG’s EVEN or Westin are appearing and serving up accessible, affordable health-focused experiences. And, branded or not, more hotels/resorts are simply infusing far more wellness throughout properties to meet consumer demand – whether it’s in-room yoga gear or centrepiece juice bars rather than cen- trepiece happy hours.


www.spahandbook.com $30.7 $50.0


Integrative Health Centres


Thermal Baths


Thalasso therapy Spas


"location based" experiences


Authentic


Lifestyle Retreats


Wellness Tourism


Retreats Resort Spas Yoga Ashrams


Spiritual Retreats


Eco-Spas REACTIVE TREATMENT PARADIGM Spa Complementary & Alternative Medicine


Healthy Eating/Nutrition & Weight Loss Preventive/


Personalised Health Medical Tourism $243.0 Wellness Tourism Workplace Tourism $30.7 $106.0 $60.3 $113.0 $113.0 Diagram 2: Value of the wellness market


Conventional, Medically-Oriented Approaches


(to solve problems)


A $1.9 trillion global market WELLNESS PARADIGM


PROACTIVE The Wellness Cluster Integrated,


Wellness-Oriented Approaches


(to improve quality of life)


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