Industry Specialty
WELLNESS TOURISM
MEETING THE DEMAND
Travellers have a clear indication of what they expect in the future: more flexibility, control, and convenience, according to the new CEO of Allianz Partners USA, upon discussions with SkiftX, about how travel brands can deliver better service in the midst of operational challenges and labor shortage troubles. After several years of covid distrupting so many lives, threatening our wellbeing, limiting our travel choices, while simulateously heightening peoples' awareness of the value of health - it makes sense the word 'tourist' has been redefined to one who seeks to alleviate some of that stress build up. Tourism businesses can meet new customer expectations by channelling their marketing on value offered to resonate with improved health outcomes and a wellness mindset, while leveraging the power of partnerships.
WHO
Whether you are a
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destination
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event provider
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accommodation group,
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airline
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tour operator, and/or
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sport/adventure specialist
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a wellness therapist or consultant
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complementary and preventative, or care and cure medical practitioner
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hospitality venue
....You have the ability to tap into innovative measures to disrupt your industry with a renewed health inception as part of your brand synergy. You can lead the market through expressing health zones your target market can embrace to be their experience or enhance it.
CASE STUDY
“There is a tremendous focus on artfully incorporating foraged and grown ingredients into a collection of cocktails that also includes non-alcoholic options,” Parcells-Robb said. “Consumers seem to be a lot more health-conscious nowadays and more mindful.” Keisha Parcells-Robb, director of food and beverage for Ritz-Carlton Grand Cayman, said evolving guest preferences were among the main factors for developing Saint June, the property’s al fresco dining concept that’s set to launch in mid-October. (Report by Carley Thornell, Skift Oct 2022)
The sales of non- and low-alcoholic beverages across ten major markets, which include Japan, South Africa, the United States, and Australia — increasing from $7.8 billion in 2018 to just under $10 billion in 2020. (Thornell 2022)
Supply issues can be eliminated for these products, while purchasing in bulk offers cost savings. Australia-based QT Hotels & Resorts, which has partnered with non-alcoholic brand Lyre’s, has implemented standardizing the drink offerings across all of its multiple locations has boosted its bottom line. Also, guests can be wooed to book through the strong influence of social media in marketing the mocktail and health drink styling. (Thornell 2022). Brands can be "creative and use unique colors and ingredients to create a viral moment that guests can’t resist,” according to Jennifer Barnwell, president of Curator Hotel & Resort Collection.
RELATIONSHIP BETWEEN HEALTH, WELLNESS AND TOURISM
Healthy tourists, healthy business? This was the focus of the Proceedings of the Travel and Tourism Research Association Europe 2010 Annual Conference, Budapest, Hungary. Focused on the changing activities in leisure, lifestyle and travel which improve wellness and quality of life. Since Covid tourists of the 21st Century are more aligned to seeking added value in their tourism experiences with health and wellness association being more on the radar. With emphasis on the exceptional focus on the value of being healthy in today's world the market is yet to meet the demand. There are special characteristics of investment and return in health and wellness tourism. At Saisir we focus on empowering those entrepreneurs which aim to change the world through the encouragement of wellness for their customers via local, national and international tourism activities. These may include:
Developments in medical tourism and the shift from traditional curative towards complementary and preventative activities.
The role of well-established forms of tourism (e.g. spa, sports, social, cruise) and newer forms of tourism (e.g. holistic, occupational, adventure) in the development of health and wellness
HEALTH TOURISM
The main 'essence' of the travel experience remains, namely feeling happier, better rested, closer to the family, less stressed and more relaxed (Euromonitor 2015). Population ageing, lifestyle changes, tourism alternatives, and particularities of healthcare systems are supporting health tourism development already for some decades (García-Altés, 2005). All these trends influence the Off to Spas project's success in a positive way, because the health tourism destinations involved offer a non-conventional, innovative way of travel experience, outside of the tourism hot points. The health tourism product is to be developed also in line with mainstream trend by providing a contribution to an increased health status, and quality of life.
HOW WE CAN BOOST YOUR ENTREPRENEURIAL ENDEAVOUR
The special characteristics of planning, management and marketing of health and wellness tourism are our speciality at Saisir, with a mission to highlight health importance of the leaders of business equally - meaning You. Ensuring you live your truth, are authentic in your offerings and build lasting relationships for increased lifetime value of your customers. Contact us today to book an initial consult for us to assess if you are ready to take your enterprise endeavours to the next level.
Have you engaged smart storytelling for your business, while staying consistent with established values, messaging? Do you offer a human-centered approach? Through on- point videos to reach they heart, together with multi-stage content creation rollouts allows your brand to rise above your competitors. Ensuring consistency of your brand holistically, across all touchpoints and with each area of contact with all who interact with your product and service is where we shine in assisting you to be a brand of recognition.
TRENDS
Capitalize on disruptive social trends, focusing on collaboration – aligning, exchanging, and leveraging opportunities to build on a modular business model. Such a modular approach gives a company the capability to couple and decouple service delivery on demand. On demand business enables a customer to connect in a flexible manner.
Be aware of changes in demographics, economics, and environmental factors, but do not allow your business to remain hesitant to initiate new ideas.
Some 10% of the US population have mobility challenges. Leisure travel had helped them to 1) regain control of life; 2) overcome concerns of leaving their everyday environments; 3) complete rehabilitation successfully; 4) enhance relationships with family members; 5) continue learning and exploring of different cultures; and 6) keep the adventurous spirit in their lives. Findings of this study suggested the psychological, mental, and health benefits for people with mobility impairments are positive for the individual and all who are related to their daily lives. It is imperative policy makers should protect the rights of this population to travel, and business owners/managers should make sure their facilities and services are accessible, yet there is so much more added value which can be implemented to capture the attention of this group and those who connect with them to influence their holiday decisions with a focus on wellness and care innovative promotion as a competitive edge and to promote inclusivity as a corporate culture.
Manage risk and reduce traveller stress. Review of the major risk factors and health issues, both psychological and physical, faced by travellers when flying and traveling can be promoted as an added care factor to mitigate risk through transparency and acknowledging awareness of how travel can be enjoyed more through less risk by added awareness of what is in place to suggest recommendations to help manage risk and reduce traveller stress. Managing tourist health and safety in the new millennium is a diversification from the norms and a point of difference which can be considered as part of incorporating wellness tourism.
These are all but a few suggestions of directions which can be taken in putting wellness tourism at the top of your unique selling point (USP).
Contact the Saisir Team today to book a complimentary introductory review of whether wellness tourism is a productive fit for your tourism company.