“ małopolska health resorts in european cooperation networks” joão pinto barbosa szczawnica...

“Małopolska Health Resorts in European Cooperation Networks”

João Pinto BarbosaSzczawnica, 18.06.2012

European SpasAssociation

European SpasAssociation

SummaryESPA Activities & Networks

Marketing

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

European SpasAssociation

European SpasAssociation

Aimsto 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

European SpasAssociation

Activities & Networks1. Lobbying2. Supporting the ESPA members 3. Quality4. Joint projects5. Promoting the European Spas philosophy in Europe

and abroad6. Marketing

European SpasAssociation

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

European SpasAssociation

Supporting the Members

SERBIA ROMANIA

European SpasAssociation

QualityStandards

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.

European SpasAssociation

In cooperation with

European SpasAssociation

TC 228/WG 2 Health Tourism Services

ISO/DIS 28621 (Draft International Standard)Medical spas using natural resources -- Service requirementsAckonowledge 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

European SpasAssociation

European SpasAssociation

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

European SpasAssociation

European SpasAssociation

Promoting the “concept”the European Spas philosophy

ISMH CONGRESS EUROPEAN TOURISM FORUM

European SpasAssociation

Marketing

B2B business to business

B2C business to consumer

P2P people to people

European SpasAssociation

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

European SpasAssociation

NETWORKS

Targets ESPA membersSpa DestinationsEuropean Union Organs and InstitutionsJournalists / Spa MagazinesPartnersother StakeholdersSpa clientsPublic

Printed Materials

European SpasAssociation

PR & Events

ITB BERLIN 2012HEALTH AND WELLNESS MEDIA DAYS

TERMATALIA 2011OURENSE, SPAIN

European SpasAssociation

DATABASE of Journalists and Magazines related to Tourism and Health

European SpasAssociation

Online Marketing

European SpasAssociation

THE NEW CONSUMER DEGREE OF TRUST

SOURCE: NIELSEN GLOBAL CONSUMER SURVEY 2009

European SpasAssociation

Other

Recommending spas to my friends

None

Arranging spa visits with friends

Posting feedback

Finding out about new products/trends

Finding out about Spa events

Booking appointments

Finding new spas to visit

Learning more about spa al-together

Reading feedback

Viewing spa menus

Finding deals

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

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)

European SpasAssociation

www.europeanspas.eu www.espa-ehv.eu European SpasAssociation

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

www.europeanspas.eu www.espa-ehv.eu European SpasAssociation

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

Source: Google Analytics

European SpasAssociation

www.europeanspas.eu/newsletter European SpasAssociation

www.facebook.com/europeanspas

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

European SpasAssociation

Word-of-Mouth Word-of-Mouse

European SpasAssociation

www.facebook.com/europeanspas

Fastest growing segment:

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

SOURCE: INSIDEFACEBOOK.COM

European SpasAssociation

European SpasAssociation

PASCAL LAUENER / REUTERS

Poland statisticsTotal 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 SpasAssociation

Rules we have in mind

Entertain

Inform

Educate

Engage

European SpasAssociation

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…

European SpasAssociation

Next steps ! European SpasAssociation

Step 1 – Fulfill the gaps

Conversion of the existing ESPA online tools to a sales promotion platform for the members.

European SpasAssociation

Step 1 - Fulfill the gaps

Other

Recommending spas to my friends

None

Arranging spa visits with friends

Posting feedback

Finding out about new products/trends

Finding out about Spa events

Booking appointments

Finding new spas to visit

Learning more about spa al-together

Reading feedback

Viewing spa menus

Finding deals

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

3%

10%

13%

13%

13%

20%

22%

27%

41%

46%

48%

57%

62%

European SpasAssociation

Step 1 – Fulfill the gaps

Reward the Fans and followers with:

Discounts

Special Offers

Promotions

Coupons

etc…

European SpasAssociation

Step 2 – Mobile Marketing

To offer a mobile optimised experience

European SpasAssociation

GUARDIAN.CO.UK

Step 2 – Mobile Marketing

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

European SpasAssociation

Step 2 – Mobile Marketing

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

European SpasAssociation

DziękujęJoão Pinto BarbosaEuropean Spas Association

Marketing Manager

marketing@espa-ehv.eu

joaopintobarbosa

European SpasAssociation