poland health resorts in european cooperation networks

“Małopolska Health Resorts

in European Cooperation Networks”

João Pinto Barbosa

Szczawnica, 18.06.2012

European Spas Association


Summary

ESPA Activities & Networks

Marketing

http://www.europeanspas.eu/members/



Aims

to Exchange experience, best practices, know-how

to Develop health and wellness strategies for prevention and rehabilitation for the european citizens

to Promote and to Improve quality in spas and health resorts

to Stimulate and fund Research


Activities & Networks 1. Lobbying

2. Supporting the ESPA members

3. Quality

4. Joint projects

5. Promoting the European Spas philosophy in Europe and abroad

6. Marketing


Lobbying EU Health for Growth Programme 2014/2020

EU Directive 2011/24/EU “on the application on patient

rights in cross-border healthcare

EU Parliament resolution on “Europe, the world’s nº 1 tourist destination”

ATTPUBLICPOLICY.EU


Supporting the Members

SERBIA ROMANIA


Quality Standards

EuropeSpa med is the seal of quality for health

resort hotels and clinics as well as medical wellness centres. Visitors are treated over a period of at least two and ideally three weeks according to a medical plan drawn up by a doctor. Then again, preventive measures may only last a few days if the aim is to generally prevent disease or make the guest aware of health issues.


http://europespa.de/en/partner-werden/certification-procedure.html

In cooperation with


TC 228/WG 2 Health Tourism Services

ISO/DIS 28621 (Draft International Standard) Medical spas using natural resources -- Service requirements Ackonowledge health resorts with specific natural factors such as natural resources of the earth or the climate used in health treatments, under medical supervision ISO/AWI 17679 (Approved Work Item) Wellness spa -- Service requirements

ISO/AWI 17680 (Approved Work Item) Thalassotherapy - Service requirements



International diplomas recognized by the European Spas Association and its members. A reliable source of well educated spa professionals on an international level. Development of international curricula

Joint Projects

Thalasso division

Radon health resorts division

Peloid division



Promoting the “concept” the European Spas philosophy

ISMH CONGRESS EUROPEAN TOURISM FORUM


Marketing

B2B business to business

B2C business to consumer

P2P people to people


The role of the European SPA Destinations, Health Resorts and Clinics in prevention, health promotion and rehabilitation

Specific health problems of the society, e.g. aging population, obesity, osteoporosis, supported by concrete answers and results by the European Spa philosophy

The advantages and healing qualities of mineral springs and climate for human body and spirit – traditions and new findings

Message


NETWORKS

Targets ESPA members

Spa Destinations

European Union Organs and Institutions

Journalists / Spa Magazines

Partners

other Stakeholders

Spa clients

Public

Printed

Materials


PR & Events

ITB BERLIN 2012 HEALTH AND WELLNESS MEDIA DAYS

TERMATALIA 2011 OURENSE, SPAIN


DATABASE of Journalists and Magazines related to Tourism and Health


Online Marketing


THE NEW CONSUMER DEGREE OF TRUST

SOURCE: NIELSEN GLOBAL CONSUMER SURVEY 2009


0% 10% 20% 30% 40% 50% 60% 70%

Other

Recommending spas to my friends

None

Arranging spa visits with friends

Posting feedback

Finding out about new …

Finding out about Spa events

Booking appointments

Finding new spas to visit

Learning more about spa …

Reading feedback

Viewing spa menus

Finding deals

3%

10%

13%

13%

13%

20%

22%

27%

41%

46%

48%

57%

62%

PRIMARY REASONS FOR USAGE OF SPA WEBSITES

SOURCE: STEPHANIE PERRONE GOLDSTEIN (COYLE HOSPITALITY GROUP)


www.europeanspas.eu www.espa-ehv.eu European Spas Association

www.europeanspas.eu www.espa-ehv.eu

www.europeanspas.eu www.espa-ehv.eu European Spas Association

www.europeanspas.eu www.espa-ehv.eu

Source: Google Analytics


www.europeanspas.eu/newsletter European Spas Association

www.facebook.com/europeanspas


People share, read and

generally engage more with any type of content when it’s surfaced through friends & people they

know and trust

CNN


Word-of-Mouth Word-of-Mouse



Fastest growing segment:

Women over 55y.o., up 175.3% in the last 120 days.

SOURCE: INSIDEFACEBOOK.COM



PASCAL LAUENER / REUTERS

Poland statistics Total Facebook users: 8.426.880 (21,91% of Pop.)

Position in the ranking by countries: 25

Grew by more than 902.000 users in the last 6 months

http://twitter.com/europeanspas

www.flickr.com/europeanspas European Spas Association

Rules we have in mind Entertain Inform Educate Engage


Integration with every marketing tools and platforms is mandatory to amplify the Conversation: Website, Trade Fairs, Events, Press-Releases, Documents, Printed Materials, Email messages, Business cards…


Next steps ! European Spas Association

Step 1 – Fulfill the gaps

Conversion of the existing ESPA online tools to a sales

promotion platform for the members.


Step 1 - Fulfill the gaps

0% 10% 20% 30% 40% 50% 60% 70%

Other

Recommending spas to my friends

None

Arranging spa visits with friends

Posting feedback

Finding out about new …

Finding out about Spa events

Booking appointments

Finding new spas to visit

Learning more about spa …

Reading feedback

Viewing spa menus

Finding deals

3%

10%

13%

13%

13%

20%

22%

27%

41%

46%

48%

57%

62%


Step 1 – Fulfill the gaps

Reward the Fans and followers with: Discounts Special Offers Promotions Coupons etc…


Step 2 – Mobile Marketing

To offer a mobile optimised experience


GUARDIAN.CO.UK


77% of the planet owns

a mobile device (UN Telecommunications Agency)

1.3 billion use the

“mobile internet” (UN Telecommunications Agency)

17,4% of access to

all Travel sites



47% expect to use their mobile

device at their travel destination

BAD WOERISHOFEN

26% will use a mobile device for

accomodations & attractions research

37% will use a mobile device for

restaurant research


Dziękuję João Pinto Barbosa European Spas Association

Marketing Manager

[email protected]

joaopintobarbosa
