What is Wellness Tourism? @ #WTM14 | Tues 4 Nov

What is Wellness Tourism? @ #WTM14 | Tues 4 Nov



good afternoon ladies and gentlemen welcome everybody to this special session I'm very pleased to be here with this phenomenal panel here this afternoon my name is Franz Linder I'm from Austria I've been in the wellness and health tourism industry for a bit more than 20 years I was among the first in the Austin tourism to start with this wellness thing so I've been around for a little while actually there was a similar session a couple of years ago I was told by only one of our panelists today but actually it's today that for the first time well as tourism explicitly is being discussed in three different sessions here on WTM actually the first is right now here in now so you should be glad to be here and the second one is going to be tomorrow also at 2 o'clock p.m. and the third one on Thursday at 10:30 so if you want to stay tuned with this important topic make sure you don't miss it I want to first of all thank spa find a wellness for organizing this these sessions in cooperation with the global Wellness Institute and particularly I want to thank the CEO of the global Venice Institute who is here with us tonight Susie Ellis from New York also I want to thank any hood who's with us representing also the world of tourism Congress and of course John Bevin who's with us on the panel who made this possible please give him a warm round of applause now wellness tourism is one of the most successful segments in the tourism industry today with growth rates above 50% faster than the average tourism today it is approximately a 500 billion dollar business as of today yet many people within the tourism industry and Beyond have not really got a clear notion of what well as tourism is actually about how is it defined what do travelers expect what are the promises of wellness tourism providers what are its core elements what are the major poking motifs where are the target markets how much business is there actually involved so a lot of interesting questions to be discussed this afternoon with the most distinguished panel of international wellness and tourism experts a melange of people who will bring a lot of arguments and a lot of light and clarity hopefully to this exciting and successful new segment in tourism please let me briefly introduce the panelists to you and may I just start with Stella 40-second from left from your side she's managing director of well-being escapes here in the UK and she has combined her passion for preventative health with her extensive travel industry experience back in 205 she created wellbeing escapes and I think she was one of the first if not the first in the UK to enter into this niche market in 205 when she started she highlighted wellness tourism actually as a successful segment in the travel industry secondly I may begin to you're right from Germany she's a founder and CEO of healing Hotels of the world and she also brings more than 20 years of experience in international tourism destination marketing PR and hotel consulting she's also very knowledgeable about yoga meditation and healing experiences effect which actually served as a basis to be co-founder and developer of this unique brand the healing hotels of the world then I want to introduce to you to your left Steve done Steve Dunn is executive chairman of brighter group limited a well-known a PR and marketing company here in the UK he was director of leading PR consultancy is he has advised many organizations on digital communications such as the Prime Minister's Office the Royal Navy and Virgin Atlantic just to name a few although he's relatively new in the wellness industry he has worked on quite a few projects individual companies but also with destinations and countries Jordan for example in Middle East so he is convinced and that I think is the most important reason why he's on the panel here today he's convinced that wellness tourism is among the most important sectors to watch in the next decade last but not least Jon Bevan managing director of spa finder wellness UK he brings also more than 25 years he couldn't believe it he looks so young more than 25 years of experience in the travel industry internet marketing sales experience prior to being with spa finder he was for example with lastminute.com or online travel company OTC he is convinced that wellness will soon not only as a wellness industry but also as an industry that is at the core of travel in many other segments of tourism which i think we're going to be talking out about later at the core of travel in many other travel segments where wellness is going to be part of there will be by the way a short Q&A at the end I hope we can make that it's gonna be tough timing but I try to fit in a few questions and answering a possibilities at the end now what is wellness what is empty to say it's ten different things to ten different people and that may not be quite wrong therefore we will need to circumscribe here what wellness means and what the experts here in the panel conceived particularly in the context of travel and tourism what I want to make clear right away here is that this panel is not a philosophical roundtable of all professors in rocking chairs it is a panel of business women and business men who are all experienced and dedicated to the business of wellness we are here all of us to help you selling it in the future now many definitions and descriptions have been suggested for the notion of wellness the most current terms recurrent terms that have been mentioned where was healthy lifestyles healthy eating happiness learning and growing balancing connecting well-being quality of life we've all heard about it further aspects have been importantly added to it like for example healthy surroundings meaning and reason knowledge about health social contexts spirituality just to mention a very few now my first question is for Stella this afternoon what would you having all these magic words that I just mentioned in mind what would you consider the most important I would say indispensable elements of wellness tourism well firstly friends and I'm quite disappointed that I don't look like a professor I'd quite like to be a professor in a rickety old chair that seriously speaking for me wellness tourism is about an integrated experience so that's bringing together everything from the food the treatments the environment the nurturing of the place where attacked so the person can feel that they've got a truly integrated wellness experience I knew any comments to this big question so first of all I was 30 years in tourism international tourism thank you I think it is essential to our life that we live a healing holistic life I don't think that anything in the world is more important than this and Stella describe the elements totally clear but to me and I will not stop pondering this it's our soul it's where we I'm a very long term businesswoman but as still what I've learned in all these many years is if we don't come from our souls from the needs of our inner being we are at a loss and this is becoming so apparently right now all right thank you so that's a very holistic vision of this wellness idea what is mentioned many times today is that wellness tourism is probably by itself very different from many other segments in tourism other segments like adventure tourism cruise tourism whatever you may mention here is basically to distract people from their everyday lives now wellness tourism has been described as something that actually should improve everyday life so it's really a different in notion behind it what do you think about John about this idea yeah well the wait when I first discovered wellness tourism as a category or or as a marque was the global space honest in India last year and as a business person what jumped out at me is that and I guess sometimes you have to look at what you do yourself I could see that approaching 50 I was starting to take a little bit more care of my health I'm a bit more conscious about what I eat exercise and when I saw the data coming out what struck me is that actually there's a huge there's bound to be a huge demand for this and how often do you hear people say when they come back from a holiday that they need another holiday because they're actually knackered and that shouldn't be the case and I've been on many a holiday where I've had a fantastic time for two weeks the South of France on four kilos and when I come home I think I've got to get rid of it all and I've got to get fit again and I think for me people are now starting to realize that's not the way they should go about it they could still have a great holiday but enjoy carrying on their wellness whatever it is they do at home so whether it's fitness healthy eating and so on carry on through their holidays and therefore I came away from that confidence thinking there is absolutely a way to in my terms not in Stella's probably so much repackaged certain holidays into wellness holidays and give people that wellness break allow them to take they their their habits their you whatever they've built up their fitness regime whatever on holiday with them and then of course you can add in to those who's get hooked a bit like me now unfortunately after two years and wellness where you're quite happy there to go and try other things like a detox program or maybe you haven't tried the yoga retreat yet so the next on my list so I think then you evolved into a different type of wellness holidaymaker so I think it's a massive opportunity for this country well thank you John okay sorry also that there are different types of wellness tourism so you have the primary wellness traveler which it's very much our client they're the person who wants to go purely for their health our clients tend to be really stressed they'll find an opening in their diary they'll call us and say please get me something and for them the benefit is to really rejuvenate themselves so when they come back they can carry on with their lifestyle and also pick up some tips and some education so that they can continue to apply those healthy practices into their lifestyle that goes right through to the the other side where which is the secondary wellness traveler and those people really are people who want to go and have a general holiday but want to just add in a touch of wellness and that's not to be underestimated because everybody starts their wellness journey somewhere and as John says you could go off and go on a general holiday and try the special treatment or try a special type of fitness activity in nature or you know foods healthy food which is presented in a really beautiful way and it's enjoyable and like you know I can tell you from my my spouse my husband who gets dragged around the world with me to destination spas and he says oh god I'm gonna be you know I'm gonna have all these rules set for me and I'm not gonna be able to take this and I'm not gonna be able to do that have a drink and well that's not actually the case you can have a drink you can you know it's just different levels and he's he's often surprised and he comes to winters actually that was really tasty or I actually feel better so there are different levels of wellness tourism and you know depending on where you are in your wellness journey you can start and expand from there well thank you so much Steve we just heard that there are different kinds of wellness tourism segments I would say now you as a marketer and the professional in this field is that good or bad for the industry I think the industry what wellness needs to do is is perhaps tighten up on some of the definitions a little bit because if you can't define a product it's very difficult to sell it but having said that I think we're on the cusp of something very special in this industry I if you said to me earlier this year that I'd be sat on a wellness panel I'd I would have bet money that I wouldn't be on the least wellness organized person in the world but about eight weeks ago I had three things happened to me first was I went for an MOT with my doctor I've reached that age where you've got to go for the MOT and my doctor said everything was fine looking well you're gonna live to a ripe old age but then she hopefully and then she was writing up a notes and she said but living to a ripe old age doesn't mean you're going to have a great old age because wellness is what you've got to do and you've got to practice that today that was the first time wellness had resonated with me and then started watching TV and every day in the UK on our breakfast TV programs and our mid-morning shows the word diabetes type 2 seems to be mentioned every morning so does obesity so does cancer so does skin damage from sunshine and general both nos I then noticed that all these programs employed doctors dr. Hilary Jones is a an institute in this country talking about wellness literally everyday and I started to realize that there's a shift in the perception of the consumer and we're all starting whether we're getting consciously dragged there or whether we're making a choice or were being brought up almost subconsciously where we're becoming aware of wellness and then the third thing was I went on a trip where I spoke at a wellness conference in Madeira but I experienced different facets of wellness if you'd have said to me what was wellness I would have said spa that was my instant reaction to any kind of wellness that would have been six to eight months ago but I did canyoning and I did a whale-watching and I did trekking and I did the spar experience too and what I realized was it was a physical and mental balance the physical bit was obviously the canyoning and all that sort of stuff and and the the spar was the the massage but there was a mental element to it as well like many of you in the room there's lots of stuff going on in my head 24/7 and I can identify with John's coming back from a holiday wanting a holiday but when you're hanging 60 feet up on a rope there's only one thing you're thinking about it's not the office so it kind of cleared my head and I realized that I felt a rejuvenation after that week that I'd never felt in my in my life before so I think from a travel sector point of view if we can get the consumer bought into this this is going to be the new cruise industry that's why I was so glad to be on this panel just an additional question to your explanations about your Madeira experiences do you think we have more need today to clear our heads than we did maybe 10 or 20 years ago oh absolutely yes of course we do because we're under pressure I mean it's 20 or 30 years ago when I started in working life when you've finished work you went home and there was a demarcation weekend's you didn't work at weekends I work at 11 o'clock at night now doing emails from my bed the first thing I do and I bet everyone in this room the very first thing you do in the morning when you wake up is not jump out of bed and go to the loo or any like that you reach for your phone and you go through your emails then you might do your Twitter and your Facebook all right oh well then we've got one exception but I would write and I think the 98% of this audience would be like that so we're in an always-on society and that is a tremendous strain not just physically but mentally on all of us and that's why I think this is absolutely the right moment okay thanks deep one thing that I was wondering is that we are sitting here today more or less for the first time doing this kind of you know intensive wellness tourism debates why didn't we sit here ten years ago I mean wellness has been out there for 50 years for 30 years for I don't know how many at least 25 years ago it started in Austrian Germany so John do we promote wellness to isn't better today is that why we're sitting here today or do people need it more than they did 20 years ago I think last year diplomatic answer isn't it no but you can explain on it I will go into it when I year ago when I was at this conference in India and I saw this data and wellness tourism I thought about all the conference's I've been to and I've been in travel industry over 25 years and I've been to on average two conferences plus world travel market every year and not once did we come up we'll talk about spa in those days or even wellness now today as a subject you know cruise yes beach cities you know all the other issues the main travel topics but but spar and now wellness never made it onto the topic and I think so I think the travel industry has done its usual thing its plod along with its head in the ground doing its usual stuff and it's not looking at what clients actually want and wellness has been accelerating there's no doubt about that and I think we've already demonstrated on this panel and more people are aware of their own wellness and therefore to me it seems quite logical after I saw that data and I must admit I put my hand up two years ago sort of said to me you're going on a wellness holiday and you're gonna do a bit of outdoors but you're also going to do you know have two massages a day I thought okay out that's probably not really what I want to do so I didn't really see what the benefits were and I promise you if I mean I'm hopefully a lot of you in this room have done it but I can guarantee you if you go and do a 4-day discovery program that one of these resource files even and the one in Spain I went to you will come back and if you haven't got I would say a minimum of three elements you don't change within your lifestyle then I'll be absolutely surprised so I think the last part of my answer to that is that I think the industry hasn't been looking at it and it's been growing it's been growing and it's just there and it's just there for the taking now what needs to happen quickly can I talk about you going but the industry has been looking we have been sitting here first time in 2008 I think we had a seminar holistic seminar same turnout like today in 2012 we had a seminar about holistic health and well-being travel and I think that I really think that the industry is there already it's just about differentiation operator brochures if you look at the mainstream two operators no one has a wellness products agree through the disagreement go ahead these guys spending 16 thousand pounds on a holiday tune to the Maldives they could afford 6,000 pounds 7-day retreat so it's if they've got the clients but they're not selling it and I have spoken to a couple of directors or management directors of these types of companies and it's on their radar it's on there they've been thinking about it a three five year plan but hasn't made it onto the ocean it's still there's two arguments well there's two points I want to address them John when I started the business in 2005 the company my companies could well being escapes and people would say to me what does that mean and they actually especially in the industry they actually thought I was a bit mad because they didn't think we had a market you know and they're like her gods are really tiny here really specialist and yes we did we started really small and you know we've grown as the years have gone by and they didn't understand the word well-being they didn't get it they didn't understand they would say what does that mean is that is that a spa and I said well it's yes it's a little bit of spa and I trying to kind of explain it but I really did have a lot of confusion specifically in the marketplace and in the travel industry as we progress I feel that there's two reasons why were actually know there's one reason the main reason why the market has grown is that its economics that have forced it to grow and that's driven by the consumer and that's because especially in this country we have a National Health Service and our Health Service is we've got an aging population we've got people who are you know having endemic diseases we've mentioned diabetes and obesity and all of these things and there's messages that have been driven out from a government level about taking control of your health in the past your health was purely it was a purely reactive issue you would go to the doctor when you were sick the doctor would give you tablets and or medication and you would go away and then you get sick again in the spiral would happen over and over again and we're now at a point where people are saying hey I don't want to do that I want to take control and I want to I want to live and to an older age but I want to have a quality of life and the only way they can do that is by living a kind of wellness healthy lifestyle now that message has been driven down from the government level because they can't afford to pay for people's illnesses until until they you know a ripe old age so that I feel has been the main driver to why this market has really grown and I've seen it specifically over the last couple of years in the UK market you know when we did start we were very specialists and we were very niche and our clients were the people who already knew and already had an injury now we have people coming to us who don't know and they want to find out and they want to go and start their wellness journey and that's that's really my view of mice whites growing that's a very interesting point Stella no thank you for that argument I mean we are facing lots of lifestyle changes obviously today we are facing demographic changes nobody you know has any doubt about that I would like to know from you from the panel now what would you consider the most important feeder of that wellness tourism today Stella just said she thinks that it is the fact that you know you can't afford to get sick anymore basically would you see any other feeders to this trend and boom today I think really statistics alarming statistics say you know where before it was you know people die of obesity you know more people die of obesity than starvation which is you know bad enough and then diabetes but now it's very clearly depression it's supposed to be the killer number one and that is the big thing and that mean needs to be addressed and I'm for second very seriously guys because we are the industry and we are all you know we are all in this we can do something and and seeing young people taking their lives because they are depressed and nobody notices it's a big story so so people know that something is at a loss you know they have lost they have they lost their roots to whatever globalization you know me you know media whatever and we need to find ways back to our to who we are we really are and that that's where we're tellers I mean we have always looked at each other you know being the mad people when we started healing with the health of the world of course you know but now you know we get phone calls and messages saying can you please help us because I have this and this and we find the hotels who we now can help them and what do they do you know they have either doctor appointments or trying to get to these people's core thing this is what we have to look into differentiation criteria and not just talk about spa and wellness we need to be a little more serious thank you I mean wouldn't that be something that again makes a big difference to many many other segments in the travel industry by itself yes there could be a USB by itself you know say it is we do make a change people come come here and we do have experts we are prepared to give you a great experience but not just to have a good time this kind of pampering kind of you know rich people's power kind of experiences that two days later is just nothing left but the kind of experience that makes a difference for to these people's lives could that be a USB I think so because I think it really is is about for all of us taking care of ourselves we call it self responsibility not just because government hammers on us but that's the truth and sometimes it helps but it's really if we understand how valuable our life is and in the life of those around us we automatically take care of ourselves and be responsible all right Steve you mentioned before that you think wellness tourism is the next big thing in travel in the travel industry so asking you having been in that marketing and PR business for a long time have you seen anything comparable to this development yet you know thinking of golf booms in the 80s or maybe Khruschev booms has there been anything comparable to that boom today not not an exact carbon copy but what I think the parallel is is the cruise industry if you think back to 20 years ago the cruise industry was a little bit elite certainly for the older generation and there was huge tracts of the market that would never entertain a cruise I know that I was in that category myself for a long time and the cruise industry first of all started to work together so all the competitive cruise lines started to work together to generate a greater awareness of the benefits of cruise and how it actually wasn't a sector concentrating on the sort of over 70s so they expand if you go on a cruise ship now you'll see that they cater for all age groups and the cruise industry over the last 15 years has had stellar growth I mean it's had double-digit growth year-on-year even in recessions and it was that that kind of awareness and that marketing behind it that that expanded it all and I think that's what wellness can do here I think is definitely the next cruise industry and the travel industry of course is always looking to sell new product people are always looking for new product new ideas new innovations and coupled with the fact that the attitude of the public is changing whether that is the government dictating whether that's a greater education whether that's just general awareness whether that's our desire to want to have fit and healthy lives in our 60s and 70s my grandparents died in their mid 50s and were classed as old people but that's not the case nowadays so all this coming together it's almost like we've got a perfect storm here and I think the onus is on us as the Wellness sector to harness this work together perhaps define some of the the offer a little bit better but all in all I think we've got a great opportunity all right thank you Zillah got a great opportunity and we do need to be careful though to set our standards and our quality and because with every big trend there's lots of people who'd jump on the bandwagon and with wellness it's a very personal experience it's not oh I'm going on the holiday and going with my family and you know that's a personal experience but this goes beyond that it goes to the point where the person going on that break needs to feel that they've really had an authentic experience and it has it has really helped their health and well-being in some way so you know I think there is a need to basically have a sense of quality and not just see is a quick buck a quick way of getting an ROI because we can actually hurt our own industry if we follow that path so whatever we do whether it is to attract the secondary wellness tourism client which is a softer lighter experience or the primary client which is a full-on wellness retreat or destinations where it has to be quality and it has to be authentic I agree I think we need a bit of leadership and the global Wellness Institute could be part of that but what we need is you're right if we get organic growth we're going to actually under cut ourselves the standards will slip and then people get a bad reputation so I think it's the onus is on us as an industry here to dictate what the standard should be that the public should expect when they come yeah we when you look at the data that's out there the in 2013 when the first report came out they predicted growth at 9% a year moving forward and this year they ran they ran the data for 2013 and they actually wellness to us and growth is 12% so it's actually outgrown its prediction and it's outgrowing travel in general which is growing at just under nine percent so you know it's quite interesting that it's early days and the the global wellness institute is now commissioned these that this data for two years running it's extremely detailed data and there will be some available for for those who want to see that I think France will talk to that later but you know when you look at look at where it's coming from in the growth rates I think it is very similar to where Cruz was because Cruz was one of the only industries in the last ten years that hasn't maintained a double-digit growth well everything else was either in decline flat or or just barely growing especially through the recession so I think there's an opportunity and I think you are right the if it's a free-for-all it won't it won't be the right experiences but I do think with a bit of help we can help the industry know what products to market how to put the products together it's not as complicated as you first think and we're like I'm still new into it and you know do I know could I explain how Liv lymphatic massage or drainage massage and wherever they are works no absolutely not but I I'm beginning to learn what the benefits are and when you've had certain treatments you walk away thing you actually I did feel really good after that so even if you are agents of travel agents or operators thinking of I don't think you have to go to know every element of the treatment what several spa resorts bars have said to me is leave that to us sell the idea the concept to the customer when they get to us we will look after them and they will come out feeling amazing of course this is right in the middle no but I think this is no it's it's really we have to I mean it's quite ROI you know is driving our life and we have you know that's okay but here's something other at stake and that's our sanity it's our health is our state of life and it's not about packaging something you don't know I mean it's really about health I mean what is more most important in our life it's our inner and outer state right if we are crippled who you have no fun in a crippled or auto crippled so we have to be very careful about where these our clients or guests are coming from and what are they looking for you know Suzy I mean starting this all of this so many years ago fantastic and now we have to really be so careful in setting new criteria it's about secondary runners fine you take people to wellness which but if we are digging deeper into a state of well-being that's very sensitive and you cannot just package it you have to learn the industry my dream really the industry would go on educational all the time learning going to hospitals you know learning the whole thing inside out and then you can talk about how market if you go sorryy if you go down that route of try to make it so perfect before you allow the industry to sell it no one will touch it – I think the the primary because the primary wellness traveler is a huge market you could introduce them to wellness experiences which could be as simple as a yoga retreat it doesn't have to be you know the medical and it doesn't sit in there at all I don't think it does I think the wels experience is about is preventative and and III definitely do think that there are elements of I'll call them products okay might it might be simplifying it but experiences you can put together that you can sell to a couple or a family to go and experience and have a great time and carry on their wellness that they started at home which could be as simple as eating slightly more healthfully they can go for a walk every day they may develop into your into your you know primary client who then want to go and do a detox program won't see you but you'll find that I agree with you I think there are ways to introduce wellness tourism to a larger marketplace and it's there but I don't think we should be too ambitious with it I think we should do it in small digestible pieces and and be able to put packages out there that the client will buy I think you may disagree with me but we deal with the consumer so we hear what they want and we actually speak to them on the phone and people on the phones these people they they need solutions yes they need solutions and I'm not making this up and I'm not you know I'm not sticking here it my professors chair you know debating about I want to be professors too but no these people actually want solutions they call up with problems and the problem could be severe stress it could be it could be an emotional issue it could be breakup it could be they've lost their job it could be it could be a life change he'll be they want to lose weight they whatever it may be but they want a solution and they want a solution that they can trust and that's my point about making sure that whatever we put out there is trustworthy because we can damage our own industry by trying to jump on the bandwagon and quickly make it grow er grow quicker than as it as it would organically because and then we will damage overall our industry and people will say oh don't bother with that kind of wellness package it's a load of rubbish actually and it didn't really do any good we don't control the the organic growth because it's organic so it's going to grow itself so I'm all for keeping back of trying standards up obviously that's natural but we've also got to keep in track with the growth because the growth will happen whether we're going to captivate it or not so I think we as an industry have really got to work hard together because this is going to happen people are really into wellness they they're going to need assistance in defining it understanding the standards what they should expect that has to come from us but if we're too slow off the mark it will grow and it will just ski without control if the cruise industry had taken that approach they wouldn't build the ships they are having a healing as I say healing and we say wellness water you know what I mean it in a little more deeper way which is probably important but if we talk with about people's well-being that's other than going on on a cruise I'm not saying it's not important but what I'm saying is there are specialists so if I was a travel agents in this room and I'd want to start selling it I've talked to the specialist that just means you'll get three bookings instead of one because you'll get I'm not saying I'm not saying everyone should start packaging it yourselves and I'm saying is that there are experts like you already here and I think if more people promote it because today people are promoting travel agents we heard we are worn a panel recently with aspire agents and several said to us I will not promote this I said why is that well if I put in my window people come in ask for X we know they want to but I don't know what to sell them so what we need to do is bring to the market and there is a gap there and you're right we've got to do it correctly Steven but you know we just need to bring easily digestible products that are then handed to the specialist to hand the certificate person is suffering from stress and they want to find a solution they'll talk to you the specialist and not the travel agent but the traveler could still do the introductions Johnny just jump in here because we really have to watch the story the clock a little bit it's most interesting to listen to you guys but I think that that last idea was very crucial you know it has to be a marketable it has to be a sellable product you know otherwise we really start becoming professors here on stage we really have to keep it down to facts and it's got to be saleable and it's got to be marketable otherwise we're not going to succeed and I think that the wells industry and as I said I've been there around for quite some time myself has the capacity to do it it has but but still we find not enough people selling it because probably it is up to us to explain that new product relatively new product and it's our obligation probably to really make marketable products of it and not just talk about you know how important it is to live healthy lifestyles and eat healthy food that is nice the question is what is actually the promise of our wellness touristic experience what is the promise can we live up to it and so I want to ask one question the last one because then we jump onto the next bigger topic is about prevention it is mentioned very often that prevention is a very strong motive for people to book well as experiences what do you think about it I think it's it's a necessity of life I mean if we take care of ourselves if we eat well think well exercise well then you never have to see a doctor possibly and I think that's key ok I'm and yeah they were pinioned to this I've got a personalized experiences I used to lost meet doc always to drink an awful lot coffee and diet coke about six of each a day and I did go to a spa had to go I didn't mean to go to spa to find out about this but to me it seemed natural and I thought that was kick what kept me going and I'd sat down for five minutes for this my first consultation the girls talked about my habits and all that and she said okay so you drink of that well she's okay but that dehydrates you you know that so okay it gives me bars and soon okay and then she said do you get headaches in the afternoon I said yeah every afternoon so she said well you can quit quit those replace with water long decaf tea or whatever and you'll get rid of the headache guess what I haven't had a take seeds and that was just one one trip and I can give you lots of other examples of things that I've adapted to my lifestyle just by going on a very short discover program at the spot resort which wasn't complicated to book it was amazing so these experiences are are life-changing and I just wish we could bring more people to do okay now we heard from Stella before that she believes more into this being afraid of getting sick as a motivator what about prevention on the positive it's more about taking control of your own health and ensuring that you don't get sick rather being scared of being sick so finding ways to use preventative tools to to make sure that you have a happy and healthy life and my point with all of this and I agree with Ann if we're going to sell it we have to live it and we have to know it and we have to feel it and and if we can't do that we're never going to be authentic and we're never going to be able to convince anyone to do it so you know I some of my team go off on site visits and they one of my team recently got back from Eastern Europe and I don't want to pick on Eastern Europe but when and did a contracting trip there on for wellness properties and she said she told me she said a lot of people there seller were very unhealthy work extremely unhealthy and they didn't live what they were going to sell and contract and package and that in itself is just a warning sign so my message to everybody is livid you don't have to live it to extremes you just you know everyone's got their different levels and if it means going for a walk in the morning having healthy food whatever it may be everyone's got different levels of that then I think that's an important part of life telomere at this point just ask the audience who of you within the last four weeks has done any kind of preventative exercise okay that's about 38% thank you anyway I tried with my son you know and asking somebody who is never ever in his life experience back pain ask that person to do preventative exercise for your back pain it's not very motivating you know I make I make that joke once with the lady in the hotel and I asked her to join me for the prenatal exercise class and she said I'm not pregnant I said well this is prevention so I don't believe in prevention there's gotta be something wrong you gotta have had a headache you have had a bad sleeping experience in order to book a week where they teach you how to sleep better to have a sleeping potion stuff like I hope you do now but really I mean I want to see I really have no pregnant women I have a daughter right so but everyone here in the room I'm not you know the leader but you know have you not ever any sort of single-pane anywhere anyone here right and it's not about pain it you were right Wow fantastic it's not I don't think honestly I don't think it's about pain it's it's not about pain you know before you get into pain you should be not having going into pain at the end it's it's about feeling well it's about having waking up in the morning or somebody say I wake up in the morning with a smile on my face it's not me but you know somebody and that that's where it starts it's about taking care of our own state if we are 10 years old hundred years old it doesn't matter before we go anywhere and before we package this which is great in the end because I also package okay finally cheap yet so what we've got to do with that because I can hear here all the knowledge and the passion about wellness but we've got to think of it from a marketing point of view we've got to distribute this and that means that travel agents and tour operators and various other people in the food and supply chain of our industry have to have that passion that you've got they have to have that knowledge that you've got and where we again as that as the worldís segment of the travel sector or leisure sector have to start doing more training we have to give education so that when somebody goes into a travel agents and they're talking about an acre of pain or a stress or whatever it is that's a that's a selling opportunity and I sound heartless but and maybe I am but that is a selling opportunity where somebody with the passion and the knowledge that you have not necessarily as extensive as yours could actually turn that into a sales opportunity because that's what the person would be looking for so I think there's a distribution and straight old-fashioned marketing issue for us spar finds a wellness have already started that and I think it's a really great initiative because I mean this alone this talk itself is a fantastic initiative to get the topic out there and say look it isn't just for a few it's for the many and you know we start somewhere and we spread the word so it's good all right so we we jump to the next big topic I think and that is the business perspective which i think is really something we should be discussing here as well the growth rates as we heard are phenomenal and there's not really an end in sight right now it is feeded very much by our lifestyles by the actual need to do this and there's professionals around who know how to put this into concrete programs John I wanted to ask you why do you think the tourism industry is not selling it appropriately yet well I think you know we talked about it a bit already some of it is I think fear of the product of you know what am i selling if i what some of the feedback I've had from travel agents is that if I don't understand the product how can I sell it my customer asked me a question then if I look stupid if I if I can't answer the question so I think training is is an issue and I'm with you and I think you know we should get more sparse resort bars to open their doors to welcome and re-engage with educational because that would help once you've experienced it there's nothing to it you sudden you realize that she's it's quite straightforward and what you get out of it just incredible even after a few days so I think you know it's a lack of knowledge I think the travel industry has been sleeping it hasn't seen this thing arrive I mean it's been really subtle its best yes well where do you want to go Greece Spain Italy you know do the good old same stuff okay it's a mess I'll talk about specialists okay so we have we have two more representatives from the UK that's interesting was it sleeping I tell you what we sell agates because they don't identify the profit that's here if you think about luxury now I think luxury is a crazy title because your idea of luxury sir and mine could be a million miles apart yet everyone's piling into luxury like it's gone out of fashion and the reason for that is that everyone associates the word luxury with lots of money and high margin that's why luxury is doing so well that's why every travel agent and tour operators heading for the luxury market so the story for us is to share with people the prospect of good margins here if you do that then people because we're all looking for making money so if we show people I people being the trade in the industry that there is a chance by you selling on this package or on this this product that there's a good margin it for you they will come have been interesting in the UK a few years ago I had a conversation with them a luxury operator maths operator and he said to me your market really isn't existent its non-existent I said well I'm in operation you know I couldn't can't be non-existent completely non-existent he is but they were there they're having but I think they've had some issues and then he said he said well people don't want to do this they just want to go on holiday and have one one small treatment and we just let them do that at the hotel so that was quite an interesting conversation then and at the same time we started to engage with some travel agents in the UK who were really worried about putting their efforts into this area because they thought that you know during a recessionary period as well we had recession here for a good few years they felt that they were putting their efforts into a market that was unknown and you're absolutely right Steve the margins were unknown and they would that what they would put in they wouldn't get out with regards to the efforts and the investment now this is just kind of we've got the statistics now and we know it's grown and it's growing at a really fast pace but it's kind of come and hit us out of the blue and it's really within the last 18 months that it's just hit us out of the blue and now it's time I think for the industry and the trades to start to mobilize themselves and say okay this is a defined segment this segment does exist there is a large growth going on here and what are we going to do about it but up until now I think it's been quite a bit something very interesting I mean I don't I didn't really know that we talked about the UK market so much because we are global so what I would like to bring to the table is some info you know experience we had a healing hotels with international market which is our home and have just been to experience in Australia and Sydney with top top operators from all over the world Vic UK u.s. contingent some UK and and these people are selling a big time I mean we took big money you know one guy when the operator told me I have a client who goes one two months on a trip and spends enormous amount of money once a month on a world around trip was somewhere in the world and he said to me you know they have China right here they have done.i Aveda and they have done yoga what's next and please tell me what's next I was actually oh I didn't really know what to answer him because I know what they were looking for were probably more the spiritual lifestyle coaching thing but I think we really won't be looking at the world there is a lot going on there and businesses is great and and the word luxury has really soft because of global trend not just with travel generally I mean you know the big banks have head of wellness now and who would have thought that five ten years ago if you had been what I wanted to say I mean we threw in some facts and figures from the UK but this is everything is true of the industrialized world I think you know economic problems and lifestyle problems so I think it can be seen from a global perspective easily what we were discussing here but could be interesting in this context also because we're talking about the business of wellness here is that the average international wellness tourist is spending about 170 percent more than the average tourist you could read that and I'm going to tell you right now in the global spa and wellness economy report which you can grab here actually with any hood she's right there and if anybody's interested should be happy to to give you these informations in detail what is also important maybe and tour operators and the agencies haven't really heard yet probably is that the average length of stay of a wellness tourist is considerably longer than for a non wellness guest the return rates are higher the average daily spending is higher so it's really a good guest so to speak if you manage to make him happy and give him or her the good experience see if I have one more question for you in the context of since we're here at WTM not only talking about a wellness tourism ofcourse but also seeing it in the context of tourism industry in general if we have this I would say new shooting star in in the travel industry with wellness right now could that help also to as ministry as a whole oh absolutely it's already been identified if you look just on the the country stands the the destination stands and I work with countries like Malaysia and Jordan and various others wellness is now being very much featured you'll see it on the on the stands in pictures and and product offerings and everything else so I think yes very much the industry sees it as something that will help the industry as a whole grow that's very positive news I would say if all on the panel agree on that okay to sum up to probably have a few minutes for Q&A my last question probably you manage after all we've been explaining in this last hour in a brief answer the future trends would you expect more growth to be is there more growth to be expected in the next couple of years and if yes what segments would you consider most importantly in this context what would be the most successful sector within wellness tourism according to your opinion probably I start right away on the left-hand side thank you Steve okay I think the growth is going to continue I think that's definitely going to happen I think the sector's that would grow within are or segments within our sector that would grow it depends very much on us really and what we promote and how we enhance it I think general spar and I think mineral and thermal treatments will perhaps grow even more I hear a growth of I think it's called forest bathing which is another thing that I started to see to grow but I also think the physical side you know the things like canyoning and and swimming and stuff like that will also start to generate as well and what you'll see is people put it all together and I think it goes back to the theme that's come across for me today which is this holistic approach so I think people will bolt all this together alright thank you Sarah rose to be expected yeah I would say huge growth and but the areas that I believe are going to grow quite strongly are that in mental health and well-being people as you we've all determined just cannot switch off and they need to be given ways and helped to be able to switch off through tools like mindfulness meditation we find and certainly through our clients they're looking for long-lasting changes to their lifestyles so that could be through coaching through helping them determine actually what makes them happy and that's quite a big area happiness and what makes you as an individual happy so moving away purely from the physical and eating to the more as you say holistic oh yeah great thank you John I think you've definitely grow I think it'll actually accelerate more if the travel industry gets behind it there's more people reaching out to more people still so it's been growing organically at 12 percent and without the big industry that is travel getting behind it so I think you can only go upwards for me I think anything that's natural I think hot springs or be an area that I hate me I've visited a few and the beauty of a lot of these hot springs and some of the more natural elements of well-being well wellness or end spa is this affordability so you can actually go to a lot of hot springs in weather we jump that they're all over every country in Europe half of them we even have hot springs in bath I think it's only 39 pounds for commitment phones right for anyway it's not that much money and you can spend the whole day in natural Hot Springs and you get lots of benefits from from the thermal waters so I think that would be a good introduction to get people into it at an affordable level so you're not having to put that luxury label on to the product thanks John honey well and III would totally agree if we don't mess up and I mean it if we don't mess up and it's an industry if we take the customer seriously and their quest for healing then it will be amazing and we have no idea where it will be I think it will replace all kinds of cool and if you ask me for a trend I totally believe that it's going to be the quest for more spiritual awareness to understand who we are where we're coming from if you don't want to use the word spiritual then you can say lifestyle coaching or the emotional psychological background I think there's been no – Thank You Annie so very positive proposals I would say here we had the privilege a few weeks ago to personally meet Don our Dale and Jack Travis one of the forefathers of the Wellness movement in the early 70s in the global spa and wellness summit in Marrakesh and I found it very interesting and motivating what donor then said actually demanding this from the Wellness seekers tourists yes or no he said expose yourself to the positive I found that really really really interesting expose yourself to the positive how would that sound as a sales pitch for the travel industry in general and of course for the Wellness tourism in particular thank you so much I want to give the word to any hood who somehow try to non-verbally communicate I just wanted to make a small contributory comment – to what's being said and I think what I'm about to say has already been said but I really want to underline it wellness and wellness tourism is indiscriminate it straddles every demographic every person it doesn't matter their wallet size it doesn't matter whether they want to go on a walking holiday or a super expensive luxury escape I have the privilege of working with mainstream consumers as well as at the 5-star high-end and you know there's room for everybody you know that the packages and how we speak to these consumers I think the simplest way of applying it is that everybody wants to feel better does matter who they are you know if you ask anybody in this room would you like to feel better I am 99.9% of the people will say yes and I think that's really important to bear in mind from a perspective thank you thanks well it's up to me to say thank you to all of you particularly to the panel of course thanks for coming thanks for those who made it possible and if you are as I am the opinion that it was a great panel why don't you let him hear it thank you so much

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