1. Establishing a Global Wellness Brand
Presentation to International Conference on Thermal Tourism
Pauline J. Sheldon, PhD
University of Hawaii School of Travel
3/21/2011
Industry Management

2. Wellness and Tourism:
Mind, Body, Spirit, Place
Bushell & Sheldon; Cognizant Communications 2009

3. Objectives
• To provide an overall context for wellness and
thermal tourism
• To understand the North American
market/product vis-a-vis the European
• To explore how thermal destinations can
brand themselves

4. Wellness is Multi-dimensional
 Wellness is an active,
lifelong process of
becoming aware of
and making choices
toward a more
healthy and fulfilling
life.
 A dynamic, re-
negotiated concept
 Balance
 Connection with the
mystery of life
University of Hawaii School of Travel
3/21/2011
Industry Management

5. What is Wellness Tourism?
• “A wellness vacation is a window of time which
takes us away from the routine demands of daily
lives. … ….Wellness travel creates greater balance
and harmony on all levels of our wisdom, mentally,
emotionally, physically and spiritually
• (Crites and Crites 2003).”
• Vacations as preventive medicine
• Wellness vacations and quality of life
University of Hawaii School of Travel
3/21/2011
Industry Management

6. Historical Development
ROMAN BATHS ARABIC BATHS
University of Hawaii School of Travel
3/21/2011
Industry Management

7. …To Recent US Milestones…
• 1979: Canyon Ranch: wellness, pampering, nutrition
• 1980’s ‘Fat farms’ focus on diet and exercise
• 1990’s Proliferation of Spas (International Spa
Association)
• 2000 + Holistic wellness destinations
University of Hawaii School of Travel
3/21/2011
Industry Management

8. To Self-actualization and beyond
University of Hawaii School of Travel
3/21/2011
Industry Management

9. Wellness Experiences Sought by
International Travelers
• Surgery, diagnostics, treatments
Medical/Curative • Cosmetic surgery
Physical • Adventure, fitness, sports, nutrition,
Health/Fitness • skills assessment, longevity, anti-aging
Mind Body Spirit • Yoga, meditation, relaxation and
Integration rejuvenation, CAM e.g. acupuncture, reiki
• Lifestyle modification, nature experiences,
Wellbeing spa experiences, community connectedness
• Inner and outer pilgrimages,
Transformation • sacred journeys; self-actualization, traveler
philanthropy, retreats
University of Hawaii School of Travel
3/21/2011
Industry Management

10. Dimensions of Wellness Tourism
MIND
BODY SPIRIT
PLACE
Physical/Cultural
Resources
University of Hawaii School of Travel
3/21/2011
Industry Management

11. Wellness Tourism Trends
• From pampering to meaningful rejuvenation of mind, body,
spirit
• Combining ‘spa’ experience with personal growth (wellness,
energy treatments, preventive health, nutrition etc.)
• Customer relationship management: personalization;
continuum of experience/personalization - pre and post visit
experiences
• Integration of wellness experiences throughout the
destination and the distribution system
• Combination of multiple modalities in one location
• Wellness strategies merging with sustainable policies:
– supporting the community and sustaining resources
– integrating unique cultural wisdom and techniques
– development of local wellness products
• Need for high quality staff; more certification and labeling
University of Hawaii School of
3/21/2011
Travel Industry Management

12. THE THERMAL PRODUCT

13. Thermal Tourism as part of Wellness Tourism –
where does it fit?
Human Wellness
Wellness
WE THERMAL
Tourism SPAS
Medical
Tourism

14. Thermal Tourism
• The value of the waters
– Different markets value it differently
• Bathing as part of the socio-cultural customs
– Japanese, Icelanders, Turkish
• Wellness destinations rather than destination
spas
• Destination specific – unique qualities,
products & services

15. Examples of Strategic Thermal Destinations
• NATIONAL • REGIONAL
• Japan • Rotorua, NZ
• Italy • Styria, Austria
• Costa Rica  Burgenland, Pannonia,
• Hungary Styria, Slovenia
• Turkey  Victoria, Australia
• Iceland  Galicia, Spain
University of Hawaii School of Travel
3/21/2011
Industry Management

16. History of Thermal Waters in USA
• Sacred Thermal sites
– Native American Indians (CA, Alaska, Colorado,
Dakota, Utah, Montana, Wyoming) 1832
– Native Hawaiians (Kapoho, Big Island) 1828
• European Settlers created some spas
• USA is not a Strategic Thermal Destination
• Currently ….

17. Thermal Waters in the USA
1,661 locations
Over 15,000 spas in the USA!
20% increase per year for 8 years

18. Dichotomy of US “Spa” Industry
“Real” Thermal Spas Trendy “Hotel, Resort & Spa”
• Combine public and private • Purely private sector
resources
• Major hotel chains
• Can be used to create destination
brand • No thermal waters
• Utilize local knowledge and/or • Expensive treatments
products
• Rarely differentiated
• Examples
– Glenwood Hot Springs, CO
product
– Glen Ivy Hot Springs, CA • Less use of local knowledge
– Ojai, CA or products
– Calistoga Hot Springs, CA
• Well established (some 150yrs)
• Built in last 5-15 years
• Are the least expensive

19. Minneapolis
Tokyo
6,200km
6,300km

20. Hawaii is:
The 50th state in the USA (1959)
The most remote chain of islands on Earth (2,500 miles)
7 mn. Visitors per year: US mainland & Japan
Has some of the highest rated ‘spas’ in the world
Hundreds of ‘spas’; hundreds of wellness experiences

21. Volcanic Islands
NO SIGNIFICANT GEO-THERMAL SPAS

22. Hawai’i Wellness
• Wellness strategically integrated into the
overall Hawai‘i brand
– Hawai‘i vacation as a foundation for healthy
lifestyle change
– Indigenous Hawai’ian cultural treatments
• Kahuna tradition; lomi-lomi
• Natural products: lava, sea water,
plants, salt, mud, oils
– Multiple Ethnic modalities
University of Hawaii School of Travel
3/21/2011
Industry Management

23. •Immersion in nature
•Brings healing qualities of
•nature Indoors
•Integrates cultural
knowledge of wellness
University of Hawaii School of Travel
3/21/2011
Industry Management

24. Malaysia
University of Hawaii School of Travel
3/21/2011
Industry Management

25. Hawaii Wellness Tourism
Mission Statement
To develop and promote Hawaii as a
premier destination for wellness travel,
contributing to the economic health of
our islands while emphasizing our diverse
culture, sacred land and aloha spirit .

26. Health and Beauty
TWO OTHER EXAMPLES of WELLNESS DESTINATIONS
Thailand - Integration
• Government has positioned Thailand as the Health and Wellness
Tourism Hub of Asia.
• Integrating high quality medical treatments, diagnostics, cosmetic
surgery, complimentary/alternative practices, spas, herbs, ancient
practices
• Integration into the travel infrastructure: Medical Tourism
Concierge Network for Singapore and Thailand
University of Hawaii School of Travel
3/21/2011
Industry Management

27. Thai Health Travel Intermediaries
Metamorphosis Medical Retreats (MMR) a North America based medical
tourism company specializing in cosmetic and dental surgeries in Thailand.
Hygeia Beauty arranges cosmetic surgery in Thailand. Full range: Sex
reassignment surgery (SRS), breast augmentation, liposuction, facelift, tummy tuck
Medical Tourism Thailand is a source of information for wellness and
medical tourism needs representing hospitals, dental clinics, eye-Lasik centers,
medical spa and spa Resorts in Thailand,
International Medical Getaways helps people to plan and schedule
medical treatments in Phuket, Thailand. Arrange cosmetic surgery, cosmetic dental
work or an extensive health check up
Healthcare Holidays offer a wide range of medical treatments from minor
cosmetic procedures to major surgery
WEB PRESENCE; WORD OF MOUTH; CUSTOMER
RELATIONSHIP MANAGEMENT
University of Hawaii School of Travel
3/21/2011
Industry Management

28. AUSTRALIA: Daylesford, Victoria
Community Living and Wellness
• Retreat to slow and • daylesford full
simple community life
• Wellness/spa as part of
that retreat
• Culture/lifestyle
important
• Slow food – cooking
classes
• “Live the double life”

29. Wellness Destinations
Competitiveness and Sustainability
Wellness vision, positioning, competitive/collaborative analysis
Wellness Destination Policy & Planning
Wellness resource stewardship, marketing, HR, service quality
Wellness Destination Management
Climate & environment; culture and history; mix of wellness experiences
Core Wellness Resources & Attractors
General & wellness infrastructure, funding, entrepreneurship
Supporting Factors & Resources
3/21/2011 University of Hawaii School of Travel
Adapted from Ritchie and Crouch, 2000 Industry Management

30. Strategic Leadership of a
Wellness Destination
 Build the vision/brand
 Prioritize stewardship of physical and cultural resources
 Encourage dialog between wellness practitioners and
tourism industry
 Create partnerships and networks
 Determine markets: long haul, short haul
 Encourage entrepreneurship & innovation
 Identify best practices/certification/labeling
 Provide grants for product development
 Develop sophisticated education, training and research
programs
University of Hawaii School of Travel
3/21/2011
Industry Management

31. Where do we go from here?
• Clarify the use of term “SPA”
internationally
• Consider that ‘thermal waters’
are just one of the healing
aspects of nature…others are
equally valid
• Build international knowledge
about the real health benefits
of thermal spas
• Re-position thermal spas for
different markets
• Encourage more international
dialog on wellness tourism

32. Thank You
psheldon@hawaii.edu
University of Hawaii School of Travel
3/21/2011
Industry Management

33. Wellness Tourism Framework
WELLNESS EXPERIENCES
Relaxation & rejuvenation
Sport/Fitness
Adventure
Lifestyle Modification
Wellbeing
Inner pilgrimage
Transformation
WELLNESS TOURISTS
WELLNESS DESTINATIONS Motivations
•Wellness oriented Purposes
infrastructure Wellbeing Status
•Special Accommodation Level of physical,
•Sacred Sites mental, emotional,
•Unique wellness attributes spiritual wellbeing
•Indigenous cultural Level of
wellness knowledge connectedness with
•Community interactions self, community and
•Volunteering opportunities divinity/mystery
•Information distribution Types of health benefits
•Qualified practitioners University of Hawaii School of Travel
3/21/2011
Industry Management

34. Wellness Destinations
Competitiveness and Sustainability
Location, awareness, brand, cost/value
Qualifying & Amplifying Determinants
Wellness vision, positioning, competitive/collaborative analysis
Wellness Destination Policy & Planning
Wellness resource stewardship, marketing, HR, service quality
Wellness Destination Management
Climate & environment; culture and history; mix of wellness experiences
Core Wellness Resources & Attractors
General & wellness infrastructure, funding, entrepreneurship
Supporting Factors & Resources
University of Hawaii School of Travel
3/21/2011
Adapted from Ritchie Industry Management
and Crouch, 2000

35. 2. Madeira - Immersion
 Wellness Tourism in the tourism strategic plan:
Body, Mind, Madeira
 Immersion in nature; pure air and ocean, mild
climate
 Hiking paths in forests and dives in the ocean
 Retreat centers in nature for reflection,
meditation , rejuvenation
 Sophisticated network of spa/wellness hotels
University of Hawaii School of Travel
3/21/2011
Industry Management

36. 4. YUKON: Wilderness as Wellness
“For centuries the wilderness
has been a place of spiritual
quest and purification. ….. a
place where we have to give
up the illusion of control,
where perspectives shift, and
where values change. It is a
powerful crucible of
transformation.”
- From Journeys of Discovery
and Healing in Canada, Dancing
Mountain:
University of Hawaii School of Travel
3/21/2011
Industry Management

37. Yukon Strategies
 Wellness Themes:
 Activities best carried out in serene and
authentic wilderness environments
 Activities carried out in historical and heritage settings,
 Opportunities to discover the spirituality of Aboriginal
cultures.
 HWT Product Clusters
◦ Community-based CAM practitioners integrated with
smaller accommodation units
◦ Wellness Conferences, educational studies, workshops
and festivals
◦ Retreats, arts, and health and wellness centers
University of Hawaii School of Travel
3/21/2011
Industry Management

38. 5. Styria, Austria: Clustering
• European Spa Project
• 4 Themes
– Health and Healing
– Wellness and Pleasure
– Sport and Movement
– Pleasure and Nutrition
• Cluster with Pannonia (Hungary), Burgenland
(Germany) and Slovenia
University of Hawaii School of Travel
3/21/2011
Industry Management

39. Why should Destinations develop
Wellness Tourism?
 Fill in low seasons
 Diversify the product
 Provide more repeat business
 Encourage renovation of facilities
 Help preserve natural resources
 Increase the average expenditure & length of stay
 Attract environmentally and culturally sensitive
tourists thereby improving the sustainability of
the destination
University of Hawaii School of Travel
3/21/2011
Industry Management

40. Examples of Hawai’i Spas
• Mauna Lani Spa, Big Island
• Westin
• Kapalua
• Honolulu City Spas
– Kahala: all treatments named in Hawaiian
language; use of Hawaiian products;
– Halekulani

41. Hundertwasser’s architecture
• No straight lines
• Bright colors
• Playful
• Multiple modalities
University of Hawaii School of Travel
3/21/2011
Industry Management

42. Spain’s Competitive Advantages
• Top world destination
• Worldwide cultural and natural image
• Transformation - Camino
• Thermal Springs & other natural resources
• Southern Spain listed #9 in “Next Great Spa
Destinations” Spa Worldwide Guide 2011
• Well-developed touristic infrastructure
• Clustering possibilities with Portugal and France
• What is the brand or theme?
– Let our healing waters and land transform you??

43. Strategic Marketing Innovation
• WOM & eWOM: Let customers tell your story
• Alliances with other wellness providers
• Personalization and customization
• Understand beliefs, attitudes etc. – avoid superficial
demographics
• Watch the service expectation gap – value of surprises
• Consumers are looking for transformational
experiences
• Give them some knowledge to continue their
transformation at home
• Build repeat business

44. 2. Hungary: Refurbish/Rebrand
 Recently re-branded as
Wellness destination –
theme for 2011
promotions
 Strong history of spas;
1,000’s of mineral spas
throughout the country
 Significant community
use
 Old facilities being
refurbished
 Cluster with Rumania
and Serbia: Standards
and joint marketing
University of Hawaii School of Travel
3/21/2011
Industry Management

45. 4. Bad Blumau Wellness Center, Austria:
“Living in Harmony with Nature”
University of Hawaii School of Travel
3/21/2011
Industry Management

46. Five Senses Interacting with Nature
• Garden of the 4 elements: earth,
fire, water, air
Sunbathing lawns, sun-sails,
hammocks, spa lake with
underwater music for relaxation
• Pathways of wild fruit trees and
aromatherapy herbs
Trails of indigenous wild fruit
trees and aromatherapy herbs
• Meadow of Love trees
More than 300 wedding trees
planted by guests
• Geomantic path
Special places of vital energy and
natural intelligence on the
grounds
University of Hawaii School of Travel
3/21/2011
Industry Management