małopolska health resorts in european cooperation networks joão pinto barbosa szczawnica,...
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“Małopolska Health Resorts in European Cooperation Networks”
João Pinto BarbosaSzczawnica, 18.06.2012
European SpasAssociation
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European SpasAssociation
SummaryESPA Activities & Networks
Marketing
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http://www.europeanspas.eu/members/
European SpasAssociation
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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
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European SpasAssociation
Activities & Networks1. Lobbying2. Supporting the ESPA members 3. Quality4. Joint projects5. Promoting the European Spas philosophy in Europe
and abroad6. Marketing
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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
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European SpasAssociation
Supporting the Members
SERBIA ROMANIA
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European SpasAssociation
QualityStandards
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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
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In cooperation with
European SpasAssociation
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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
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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
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Thalasso division
Radon health resorts division
Peloid division
European SpasAssociation
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European SpasAssociation
Promoting the “concept”the European Spas philosophy
ISMH CONGRESS EUROPEAN TOURISM FORUM
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European SpasAssociation
Marketing
B2B business to business
B2C business to consumer
P2P people to people
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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
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European SpasAssociation
NETWORKS
Targets ESPA membersSpa DestinationsEuropean Union Organs and InstitutionsJournalists / Spa MagazinesPartnersother StakeholdersSpa clientsPublic
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Printed Materials
European SpasAssociation
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PR & Events
ITB BERLIN 2012HEALTH AND WELLNESS MEDIA DAYS
TERMATALIA 2011OURENSE, SPAIN
European SpasAssociation
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DATABASE of Journalists and Magazines related to Tourism and Health
European SpasAssociation
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Online Marketing
European SpasAssociation
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THE NEW CONSUMER DEGREE OF TRUST
SOURCE: NIELSEN GLOBAL CONSUMER SURVEY 2009
European SpasAssociation
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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
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www.europeanspas.eu www.espa-ehv.eu European SpasAssociation
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www.europeanspas.eu www.espa-ehv.eu
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www.europeanspas.eu www.espa-ehv.eu European SpasAssociation
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www.europeanspas.eu www.espa-ehv.eu
Source: Google Analytics
European SpasAssociation
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www.europeanspas.eu/newsletter European SpasAssociation
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www.facebook.com/europeanspas
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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
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Word-of-Mouth Word-of-Mouse
European SpasAssociation
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www.facebook.com/europeanspas
Fastest growing segment:
Women over 55y.o., up 175.3% in the last 120 days.
SOURCE: INSIDEFACEBOOK.COM
European SpasAssociation
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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
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http://twitter.com/europeanspas
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www.flickr.com/europeanspas European SpasAssociation
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Rules we have in mind
Entertain
Inform
Educate
Engage
European SpasAssociation
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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
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Next steps ! European SpasAssociation
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Step 1 – Fulfill the gaps
Conversion of the existing ESPA online tools to a sales promotion platform for the members.
European SpasAssociation
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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
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Step 1 – Fulfill the gaps
Reward the Fans and followers with:
Discounts
Special Offers
Promotions
Coupons
etc…
European SpasAssociation
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Step 2 – Mobile Marketing
To offer a mobile optimised experience
European SpasAssociation
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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
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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
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DziękujęJoão Pinto BarbosaEuropean Spas Association
Marketing Manager
joaopintobarbosa
European SpasAssociation