Is change a chance?
Marlies Sobczak-Boumans Schinnen NL
Consultant - author - counselor ESPA Companies – government - universities
About Wellness
Bron NBTC
To complete the market Hotellerie Cosmeticabedrijven Beautyfarms Schoonheidssalons Instituten voor huidtherapie Cosmeticastudio’s Zonnestudio's
Hotel/wellnesshotel Medical wellness hotel Wellness resort Kneipp hotel Kuurhotel Vitalhotel enz.
Overzicht bedrijven met wellnessaanbod Fitnesscentra Fitnessstudio’s Sportinrichtingen Afslankstudio’s
Gezondheidscentra Kuurkliniek Hersteloorden Revalidatiecentra Gezondheidscentra Sanatoria Massage/fysiotherapie Medische behandelcentra Artsenpraktijken Thema gerichte praktijken (asinotherapie e.d.)
Thermen/baden/spa’s Overige bedrijven Wellnesscentra/-studio’s Wellnessclubs Wellnessoases Zweefbadcentra Floating centra Yoga- en meditatiecentra Anti-aging centra
Thermencentra Zwembaden Sauna’s Day spa’s
Bron: Bundesinstitut BIBB juli 2010
The world is changing hardening environment increasing need of relaxation more interest in body and soul today actual, tomorrow out/gone
From wellness to selfness
Difficult times for marketers and investors age complexity the format men/women are fading luxury is democratizing=luxury is everywhere consumers want experience quick and easy
Silver economy, golden chances Quote: "we have silver in our hair, gold in our teeth and gas in our belly? Plenty with expensive medical drugs, we are like a goldmine. We take critics as a sponge, because of our richness and the economy is floating on our bag".
The market has to change transformation capital intensive volume profit all year around
Competitors
For â‚Ź 200,- to the sun, all inclusive
What is the reason that you are losing your guests? 1% dies 3% migrate 5% change his mind 9% price 14% quality 68% to less join/challenges
Competition
necessity competition general competition product competition
choose for me or for a colleague camping versus appartement reconstruction house versus holyday
Risk for oversupply Increased demand - intensive Increase market supply entrances € 15 - 20 gastronomy € 20 - 25 beauty € 10 - 15 medical consults €2 linen rental €1-4 selling products € 0 - 3
average daily spending by visitors in € facts by Rabobank
The concept is leading
Concept
Facilities
Sales Product/services
Packages
Market opportunity
YES
innovation
no
need new market
no
YES
YES
challenge
money to spend
a new YES
YES
pay for it
market no
no
no new market
no
Time for investment?
exceptional
no
YES
volume
no
YES
rentability
no
YES
marketingtool
YES
no
no worthwile investment
knowledge
no
YES
new Market
The local DNA as a USP
Innovation = integration
SRB
local remedies
service
durability
treatments
innovation = integration
relaxation
nature
activities
food
climate
medical
holistic
innovation = integration
Innovation = cooperation
investors
tourist organization
insure companies
local business
(wellness) accomodations/facilities
knowledge institute innovation = cooperation
landscape designers
governementactivities/events
Steps to a new market
new market
overall realisation in total balance
market position
business plan strategic analysis
sales
policy and company structure
selection facilities and product content
analyse customer expectations plans construction and investments
marketing/p.r.
construction
employees
The costumer is leading
facility
market
market
customer
service
market
operation
Best practice Health & Wellness Montferland 40 Hectares-landscape part of the product-own laboratory with wellnessproducts-young families and people who need medical help together
Best practice Q bic hotels - occupation 90 % servicequote 8,5 Hotel room - lounge and restaurant - guestbook
Best practice An absolute experience: exciting, funny, relaxing, caring
The tiny fish nibble softly on the skin
Change is a chance