Russian market What you should know?! Jurgita Kazlauskiene (Lithuania) 16th ESPA Congress, Belek, Turkey May, 2011
Agenda • • • • • • •
Traditions Type of Resorts Type of Russia tourists Marketing channels Moscow and region St.Petersberg SWOT analysis
Moscow - 10,508,97; Saint Petersburg 4,600,3101; Novosibirsk - 1,397,191; Yekaterinburg- 1332,264; Kazan - 1 136 566.
Traditions Heritage of Spa treatment from 1718 In 1917 - 36 resorts in Russia In 1940 – 3600 Resorts, with the total capacity for 470 000 guests In 1985 14 00 Resorts in Soviet Union, with capacity of more than 2 mln beds. Most popular resorts: Kislovodsk, Piatigorsk, Zeleznovodsk, Esentuki. Sochi-2014 - Winter Olympic Games
Type of Resorts 1. Based on Natural Recourses: Climatic Balneological Peloid
2. The main Reason - Holidays Summer Winter
The main objectives of Spa treatment 1. Preventive treatment: impact on risk factors (excessive weight, etc.), improvement of physical ability to work, improvement of psychic state;
2. Treatment: impact on pathogenesis links of the developing disease, improvement of the patent's functional condition of organs and systems, improvement of the clinical condition of the patient, decrease of resistance to medicine taken for treatment, decrease of medical treatment;
3. Rehabilitation: restoration of physical functions damaged by a disease, liquidation of consequences of traumas and operations, full or partial restoration of ability to work, physical and psychic rehabilitation, improvement of life quality.
4. SPA
Type of Russia Tourists 1. Aim: Prevention,
Treatment (SPA)
2. Requires specific Natural resources: climate, mineral waters mud 3. Should be present medical staff
4. Requires a high level of service and comfort in places where customers are located 5. Specific behavior of the clients. Dominated by people of middle-aged and older. 6. High Seasons: spring, summer 7. Russian language (staff) 8. Excursion to the local sightseeing (museums, bigger cities, shopping, tours with ships, etc.) 9. Good food 10.Long term orientation
Most popular Countries • Health Resorts? 1. Germany 2. Italy 3. Spain 4. Czech republic 5. Bulgaria 6. Austria 7. Hungary
• Holidays 1. Turkey 2. Egypt 3. China 4. Thailand 5. United Arab Emirates 6. Israel
Statistics Health Resorts
Statistics Holidays
Type of Russia Tourists 1. Aim: Holidays 2. Requires warm climate 3. Requires a high level of service and comfort in places where customers are located 4. Specific behavior of the clients. Dominated by families, looking for lots of activities 5. Seasons – spring and summer 6. Russian language (staff) 7. Excursion to the local sightseeing (museums, bigger cities, shopping, tours with ships, etc.) 8. Good food 9. When Russians are on a holiday, they are not parsimonious and they do not think about the money they spend.
MARKETING • Moscow and regions (Jakaterinburg, etc.)
• St.Petersburg
Different marketing channels • • • • • •
Internet Brochures/Flyers Friends Travel Agency Tourism Fairs Newspapers and Magazines
Internet 2,20% 2,20% 7,20%
Yandex.ru 65,9% Google 22,6% Mail.ru 7,2%
22,60% 65,90%
Rambler 2,2% Other 2,2%
1. Vkontakte.ru (Facebbok) 2. Discussion forums, blogs and internet diaries 3. E-magazines 4. E-mail distribution
Travel Agencies • • • • • • •
Health tour (www.tourhealth.ru) Megatour+ (olga@tourmega.ru Luxury voyage (www.luxuryvoyage.ru) Balturas (www.balturas.ru) ЦИТА (www.cita.ru) Sat Market (www.satmarket.ru) ...............
Tourism Fairs • MITT (Moscow) • MITF (Moscow) • INWETEX (St.Petersburg) Specialised Fair for Health Resorts, Spas and Health Tourism 12 – 14 October, 2011, www.restec.ru/travelexpo
Thank you for your attention! Wish you to have good business in Russia!ď Š