“ małopolska health resorts in european cooperation networks” joão pinto barbosa szczawnica...
DESCRIPTION
European Spas Association. “ Małopolska Health Resorts in European Cooperation Networks” João Pinto Barbosa Szczawnica , 18.06.2012. European Spas Association. Summary ESPA Activities & Networks Marketing. European Spas Association. http://www.europeanspas.eu/members /. - PowerPoint PPT PresentationTRANSCRIPT
“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
joaopintobarbosa
European SpasAssociation