“ 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


SummaryESPA Activities & Networks

Marketing

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



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


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

and abroad6. Marketing


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


Supporting the Members

SERBIA ROMANIA


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.


http://europespa.de/en/partner-werden/certification-procedure.html

In cooperation with


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



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



Promoting the “concept”the European Spas philosophy

ISMH CONGRESS EUROPEAN TOURISM FORUM


Marketing

B2B business to business

B2C business to consumer

P2P people to people


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


NETWORKS

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

Printed Materials


PR & Events

ITB BERLIN 2012HEALTH AND WELLNESS MEDIA DAYS

TERMATALIA 2011OURENSE, SPAIN


DATABASE of Journalists and Magazines related to Tourism and Health


Online Marketing


THE NEW CONSUMER DEGREE OF TRUST

SOURCE: NIELSEN GLOBAL CONSUMER SURVEY 2009


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)


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


www.europeanspas.eu/newsletter European SpasAssociation

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


Word-of-Mouth Word-of-Mouse



Fastest growing segment:

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

SOURCE: INSIDEFACEBOOK.COM



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


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…


Next steps ! European SpasAssociation

Step 1 – Fulfill the gaps

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


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%


Step 1 – Fulfill the gaps

Reward the Fans and followers with:

Discounts

Special Offers

Promotions

Coupons

etc…


Step 2 – Mobile Marketing

To offer a mobile optimised experience


GUARDIAN.CO.UK


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



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


DziękujęJoão Pinto BarbosaEuropean Spas Association

Marketing Manager

[email protected]

joaopintobarbosa


“ Małopolska Health Resorts in European Cooperation Networks” João Pinto Barbosa Szczawnica...

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