spa management journal

DEAR SPA / MEDICAL AESTHETICS VENDOR / SUPPLIER,THIS LETTER IS FOR SERIOUS TOP-TIER SALON,SPA AND MEDICAL AESTHETICS VENDORS / SUPPLIERS . . .

WE ARE GOING TO BE OFFERING YOU AN EXCLUSIVE INVITATION TO JOINA SMALL GROUP OF VENDORS/SUPPLIERS (APPROX. 75) IN HAWAII, AT“THE MARKETPLACE” NEXT JANUARY 2012.

AS A PREMIER SUPPLIER TO THE INDUSTRY HERE ARE THE REASONS YOU WILL WANT TO BE THERE:✔ THIS IS THE FIRST SALON/SPA/AESTHETIC SHOW OF THE YEAR IN JANUARY.

✔ THIS IS A SECOND FOR HAWAII SPA & WELLNESS ASSOCIATION WITH A STRONG MEMBERSHIP.A MAJOR SPA INDUSTRY EVENT TO SERVE ALL THE ISLANDS LOCATED RIGHT IN THE ISLANDS, AT HILTON HAWAIIAN VILLAGE • TAPA CONVENTION HALL ON OAHU, IN HONOLULU!

✔ HAWAII IS A LARGE VIRTUALLY UNTAPPED CAPTIVE SALON/SPA/AESTHETIC MARKET AUDIENCE!

✔ BUYERS ARE NO LONGER FLYING ALL ACROSS THE MAINLAND FOR NATIONAL SHOWS

(SAVING MONEY ATTENDING REGIONAL EVENTS), SO THIS SHOW IN A HUGE, UNTAPPED, UNDERSERVED MARKET OFFERS EXHIBITORS UNBEATABLE ROI.

✔ THERE ARE OVER 800 LODGING/ACCOMODATIONS, 77,000 ROOMS, 600 SPAS OF EVERY TYPE IN THE

OOISLANDS , 1300 SALONS AND OVER 2500 DOCTORS, ALL OF WHOM ARE INVITED TO ATTEND BOTH THE

OOSHOW AND THE CONFERENCE.

✔ THE TIMING AND SCHEDULE ARE PERFECT SINCE MOST ALL SPA SHELVES ARE DEPLETED, THE WINTER

OOAND HOLIDAY BUSINESS AND GIFT CERTIFICATE REDEMPTIONS AND SPAS/SALONS MUST RESPLENISH

TTTEVERYTHING.

✔ A MINIMUM OF 10/1 BUYER/SELLER RATIO IS A MUST FOR THIS REGIONAL EVENT.

✔ WE ARE TARGETING NO MORE THAN 75 COMPANIES TO EXHIBIT.

✔ ATTENDEES ARE:SPA OWNERS, OPERATORS, DIRECTORS, MANAGERS, SALON OWNERS & MANAGERS

ESTHETICIANS, AESTHETIC DOCTORS, PLASTIC SURGEONS, ANTI-AGING DOCTORS, COSMETIC SURGEONS, DENTISTS,COSMETIC DOCTORS ETC., ALL WHO WILL BE LOOKING TO BUY PRODUCTS AND SERVICES.

I LOOK FORWARD TO SPEAKING WITH YOU SOON TO DISCUSS HOW WE CAN HELP YOU TAP INTO THIS HUGEUNDERSERVED SPA/SALON & AESTHETIC MARKET, BUT VERY LUCRATIVE ONE.

IN THE MEANTIME IF YOU HAVE ANY QUESTIONS, PLEASE DON’T HESITATE TO CONTACT ME AT YOUR CONVENIENCE!SINCERELY,GUY JONKMAN

YOUR SPA MANAGEMENT JOURNAL MARKETING PARTNER

[email protected] OR CALL ME AT 450-833-2400

THE

S P AMARKETPLACE®

MEDICALAESTHETICS

&HEA

LTHY

MEDIC

INE

AGIN

G

2ndANNUAL

Position_ Position 8/16/11 8:43 PM

Northeast & CeNtraLAESTHETICS COMPLETEtoll free: 800-842-9922

soUth & West INTERNATIONAL AESTHETIC CORPORATIONtoll free: 888-477-1477

TIMEXPERT SRNSINTENSIFY GOOD STRESS CAPITAL DAY AND NIGHTTHE YOUTHFULNESS OF YOUR SKIN IS IN ITS STRESS CAPITAL, THAT IS, IN ITS CAPACITY TO DEFEND ITSELF AGAINST THE ENVIRONMENTAL AGGRESSION THAT PRODUCES SKIN AGING. TO REINFORCE THIS FUNCTION, WE HAVE CREATED THE FIRST PROFESSIONAL CARE SYSTEM FOR SKIN AGING WITH ZINC-GLYCINE COMPLEX* THAT PROTECTS THE SKIN’S STRESS CAPITAL DURING THE DAY AND OPTIMIZES IT DURING THE NIGHT.

* ZINC GLYCINE COMPLEX HAS bEEN AWARDED THE PRESTIGIOUS HIGHEST AWARD AT 20TH IFSCC (INTERNATIONAL FEDERATION OF SOCIETIES OF COSMETIC CHEMISTS), CONSIDERED THE NObEL PRIZE OF SKINCARE.

on sale exclusively in Beauty Centres, spas and Day spas in more than 80 countries around the world.www.germaine-de-capuccini.com · www.germaine-de-capuccini.us

With the ingredient granted an award by

IFSCC, the Nobel prize of

skincare.

Position_Position 8/16/11 8:50 PM Page 1

THE WORLDWIDEGUIDE ON

WELLNESS TOURISM

ANNE BOLDUC Group Publisher & President

EDITOR IN CHIEFGuy J. Jonkman

EDITORIALMonica T. Brown Hannelore R. LeavyBernard Burt Jonathan Paul de ViervilleJon Canas Shirley MeersonDr. Ronald Klatz Douglas PrestonRaoul Andrews Dr. Robert GoldmanJanet McCormick Melinda Minton

DISPLAY ADVERTISING/SPACE RESERVATION

ALL INQUIRIESTel: 450 833 2400

email: [email protected] DESIGN

Jean-Pierre Kepinski

EDITORIALP.O. Box 2699, Champlain, NY 12919-2699

(450) 833-2400 • Fax (450) 833-2444

DISPLAY ADVERTISING / SPACE RESERVATION

Please forward all advertising material, insertion orders to:IMS / SPA MANAGEMENT

100 Walnut Street, #1, Champlain, NY 12919(450) 833-2400 • Fax: (450) 833-2444

SUBSCRIPTIONS

e-mail: [email protected]

This magazine is published by Publicom Inc. P.O. Box 2699, Champlain NY 12919 (450) 833-2400. POSTMASTER: PLEASE SEND ADDRESS CHANGES TOSPA MANAGEMENT, P.O. BOX 2699, CHAMPLAIN NY 12919. Nothing contained inthis publication shall constitute an endorsement by this magazine of any informationcontained in this publication. The publication and/or owner-shareholders directors, disclaim any liability with respect to the use of reliance of any such information. Theinformation contained in this publication is in no way to be construed as a recommendation or approval by Spa Management of any industry standard, or as arecommendation of any kind to be adopted by or binding upon any spa owner.Reproduction of any portion of this issue by any means (facsimile or electronically, forexample) is strictly forbidden. Editorial supplied must be accompanied by returnpostage. The publisher assumes no responsibility for return of unsolicited photographsor manuscripts. Subscriber: Send subscription inquiries and address changes to:Circulation Department, P.O. Box 2699, Champlain NY 12919. Give old and newaddress, including postal code and the address label from most recent issue. Allow sixweeks for change. Printed in Canada. Legal deposit number 500073-D. US postage PERIODICALS paid at Champlain NY 12919. ISSN #0019-628. This Magazinereserves the right to accept or reject advertisers and/or advertising material. This Magazine is not responsible for the advertising contents in this magazine.

PUBLISHED SIMULTANEOUSLYin United States and Canada

Printed in Canada on recycled paperPrinted on 100% recyclable paper with an aqueous coating, this is an

“environmentally friendly” magazine

Yearly subscriptions prices in the:United States are US $47 for 1 year,

US $77 for 2 years, US $107 for 3 years.

Canada are cdn $68 for 1 year,CDN $108 for 2 years, cdn $148 for 3 years.

International US $99 for 1 yearUS $149 for 2 years, US $199 for 3 years.

Send payment to:P.O. Box 2699, Champlain NY 12919

ALLOW 6-12 WEEKS FOR FIRST ISSUE

DESTINATION EDITORMichael McCaffrey

Spa Management Journal is a member of:

Copyrights © 2011 • All Rights Reserved

Medical Tourism is a registered Trade Mark in

Canada # TMA-729580

USA # 3,608,033

DISCLAIMER This magazine exists to provide up-to-date articles as well as information beneficial to all

who have an interest in the field of medicine & spas. It is not intended to replace theservices of a physician. The opinions expressed in this magazine are those of the authorsand not necessarily shared by the publisher. The publisher assumes no responsibility for

anyone's misuse and carelessness from the content within these pages.

WELLNESS TOURISM LINKS TRAVEL INDUSTRYThe intersection of medical spas and the tourism industry gave birth to “Wellness

Tourism.” As governments, insurance companies, medical establishments, and

consumers wrangle with the skyrocketing costs of healthcare the focus of “wellness

tourism” is squarely on prevention and helping people make lifestyle changes. The

opportunities are immense; governments all over the world look at this arena as a

way to attract visitors as well as lower health care costs.

Vast, growing global markets are intersecting and interweaving in creative and

potentially synergistic business models. Ongoing research is needed to document

the economic impact of medical tourism.

Data has been limited to a few surveys by ISPA and the Global Spa Summit

(www.globalspasummit.org). Market studies by two firms – Deloitte, McKinsey -

contributed valuable insights to the conversation, but their vastly different numbers

underscored that agreements on industry definitions and measurement remain

unsettled.

• “The idea of traveling around the world for medical treatment” with ‘medical

travelers’ defined as “people whose primary and explicit purpose in traveling is

medical treatment in a foreign country.” (McKinsey)

• “Healthcare consumers leaving home for treatments and care

abroad or elsewhere.” (Deloitte)

edito_SMJ+MT_sept11_JUIN avec les BOLD 8/16/11 8:28 PM

Position_ Position 8/16/11 8:52 PM Page 1

THE US$2.5-

trillion tourism

industry includes

some US$106-

billion considered

"Wellness Tourism," and US$ 50-

billion as "Medical Tourism," according

to industry observers. At the backbone

of this demand is the resurgent "baby

boomer" market - those born between

1946 and 1965.

Globally, wellness tourism is estimated

to account for $60 billion-plus in core

12

People & Places

Global MarketRedefinesWellnessTourism

ABOUT THE AUTHOR

Bernard Burt is senioreditor and columnist for

Spa ManagementJournal.

He authored 100 BestSpas of the World

and Fodor’sHealthy Escapes.

Updates and industrynews are featured on hiswebsite SpaGoer.com.

As founding director ofthe International Spa

Association (ISPA), Burttracked international

trends.

For continuing coverage,see his Web site,

www.SpaGoer.com

By BERNARD BURT

For a large segment of the adult market,

spas are no longer seen as luxuries. Staying

well means integrating spa experiences with

a personal health regimen.


revenues plus another $194 billion in

spa-related hospitality, clocking an

average yearly growth rate of 20% for

the past two decades.

Setting a priority on Wellness Tourism,

the King of Morocco, H.H. Mohammed

VI, has stated the country’s goal by

2020 to receive 20 millions tourists

per year, and to earmark Wellness

Moroccan Style as the way to get there.

Favored by international jetsetters, the

country has seen a proliferation of spas

in luxury hotels as well as riads (small

luxury hotels usually found in historic

indigenous villas and palaces).

There are more than 550 spas today in

the kingdom, with as many on the

drawing board for the next three years,

according to Raoul Andrews-Sudre,

President of Aspen Resorts

International, who has several projects

under development for clients in

Morocco.

“Hammam culture is of course

predominant in most of these spas” says

Raoul, “but sophisticated Asian-

inspired spas are springing up all over.”

The most exotic are found in

Marrakech - local day spas! Other cities

in the kingdom are following suit;

Casablanca alone had a 450% increase

in the number of spas from 5 years ago!

In the Philippines, demand for

“cosmetic intervention” is profitable for

St. Lukes Medical City Hospital.

Staying at the Makati Shangri-La

Manila Resort and using their Chi spa

for pre-and post hospital stays can be

combined with surgery at St. Lukes.

And two hours from Manila, The Farm

at San Benito blends rustic retreat with

wellness programs.

When the Canyon Ranch Health Resort

in Arizona opened in 1979, emphasis

was on fitness rather than spa. Now the

wellness complex includes medical

services with full-time doctors on staff

for consultation and annual checkups.

And a separate campus for the week-

long, structured Life Enhancement

Program where you join a like-minded

group for exercise, lectures, and meals.

An outpost on Florida’s Miami Beach

offered $99 treatments during a

citywide spa promotion last summer.

Named the region’s foremost center for

integrative medicine, Canyon Ranch

Hotel & Spa in Miami Beach has a

team of highly trained experts

14

People & Places

MEDICAL TOURISMASSOCIATION CONFERENCE IN CHICAGO,

OCT 25-28www.

medicaltourismassociation.com


Call for a FREE CD 800-448-5420

• You can increase your business by 10%.

• Cut your carrying costs by 20%.

• Motivate your staff with our Goal Setting System.

• Keep 87% of the clients when staff leaves.

• Create an automatic referral program.

• Reduce your paperwork and stress level.

Mikal Has TheBusiness Building Software

Of Your Dreams.

In just 5 minutes we’ll tell you how our system will improve your business. Call 800-448-5420 We’ll convert your information, come on-site and train your staff, and give you terrific support - all for a monthly price that will make you smile! Our first salon install in 1982 is still our client. Check out our Management Ideas at www.mikal.com.


handpicked by Medical Director Karen

Koffler, MD. Now at sea aboard

Oceania Cruises, Canyon Ranch

SpaClub© brings a taste of wellness to

new markets with a fleet of five

adventure-oriented ships.

ESPA’s new flagship opened in London

at the Corinthia Hotel last summer.

Near Trafalgar Square and tourist

attractions, supremely elegant, the

297-room hotel wooed upscale

travelers with ads boasting London's

largest spa and wellness facility, ESPA

Life: “You too can be involved in the

making of a brand new London legend."

(Not mentioned: the Corinthia is partly

owned by Libyan government entities

controlled by Gadaffi and his family.)

Across town at Harrods department

store, the Urban Retreat day spa adjoins

a vast cosmetics department where

treatment rooms are sponsored by

skincare brands. The addition of Renew

Medica with esthetic medicine

specialists gives shoppers the best of

both worlds.

Asian spagoers are demanding

something new. At the 2011 Global

Spa Summit, Simon Shepherson of

International Leisure Consultants,

Hong Kong, reported the requirement

to “bring something new” to the market

is driving development in India and

China. “Whether that is in terms of a

branded spa operator, new international

products, or the latest trend,” said

Shepherson, the marketplace is getting

increasingly exposed to international

developments and there is a desire to

provide the best options for the

consumers, who want a better

“experience” in the spa and wellness

sector, having been exposed to practices

overseas that have been lacking in the

country.

In China, it continues to be

“conspicuous consumption” and that

means, for the developers, the need to

provide “bigger and better” in all aspects

of the spa experience, and the

requirement for VIP spa rooms of over

100sqm, as well as extensive wet areas.

Consumers want to show that they can

afford the luxuries of the spa

experience, so the emphasis is still

towards “pampering” and the relaxation

that the spa provides. Thus the first

Willow Stream Spa by Fairmont

opened recently at the historic Peace

Hotel in Shanghai. The new Mandarin

Oriental resort on Hainan Island has a

16

People & Places

Asian spagoers are

demanding something

new. At the 2011

Global Spa Summit,

Simon Shepherson of

International Leisure

Consultants, Hong

Kong, reported the

requirement to “bring

something new” to the

market is driving

development in India

and China.


resident shaman plus Traditional

Chinese Medicine pharmacy as well as a

range of Western-style beauty

treatments. Amanresorts added a spa to

the centuries-old Summer Palace in

Beijing, now a five-star hotel.

www.amanresorts.com

Germany’s wellness hotels and spas

complement traditional kurs with

programs to enhance wellbeing. An

outstanding example is Toskana

Therme in Bad Orb, an old health

resort near Frankfurt which was

revitalized by a new bathhouse and

wellness center in 2010. Visitor

numbers this past June grew to 11,432

per month, according to Marion

Schneider, CEO and co-founder of the

Toskana group. Their total investment

in Bad Orb was 15 million euro for the

Hotel an der Therme renovation, and

25 million euro for the Toskana

Therme pools, sauna complex, and

“Wellness Park” facility. Identical

treatments are offered at Bad Orb, Bad

18

People & Places

In China, it continues to

be “conspicuous

consumption” and that

means, for the

developers, the need to

provide “bigger and

better” in all aspects of

the spa experience, and

the requirement for VIP

spa rooms of over

100sqm, as well as

extensive wet areas.


Position_Layout 1 8/16/11 8:56 PM Page 1

Sulza, and Bad Schandau, open daily to

the public: classic and wellness

massages (in all forms, but mainly

shoulder/neck and wellness massages),

followed by the classic facials and whole

body massage. While most visitors

come to enjoy the cascading pools of

salty thermal water, there is a

meditation dome where you float in

images, sounds, and color, the Liquid

Sound Temple. The juxtaposition of a

glass-walled bathhouse and wellness

center next to a 200-year-old wooden

saltwater pavilion enhances the new

image of Bad Orb.

www.toskanaworld.net

Germany has more than 1,000

wellness and beauty hotels, 350

quality-certified health resorts and

spas, plus specialist clinics.

Wellness and activity programs help to

stave off illness, while health resorts

and spas harness the natural means at

their disposal, or use state-of-the-art

therapies to treat chronic conditions.

The offerings reach from centuries old

spa towns and royal resorts to five star

spa hotels, always embedded in specific

regions with their unique landscape and

traditions. www.germany.travel

Entirely devoted to well-being and

relaxation, the Spa at Mandarin

Oriental, Paris offers a holistic

experience to promote mind-body

harmony.

At 9,688 square feet, this is one of the

city's largest hotel spas. Interior

designer, Sybille de Margerie has

imagined the entrance as a vast pearly

sphere that instantly sets a relaxing

mood.

The white and carmine glass mosaic

floor is studded with butterflies in silver

leaf. The outside makes its home inside

with a haute couture wall that unfolds

over two levels, composed from

Origami-fashion stylised flowers. The

sensory journey continues with the

unique, refined experience of the 151-

foot indoor pool. This part of the Spa is

embellished in powdery, pearly whites

and pinks.

Moving shadows cast a poetic, foliage-

inspired world on the walls in a

dreamlike work that has been specially

created for the Spa. All around, colored

glass alcoves are an invitation to curl up

and relax. Treatments are in seven

suites ( three for couples) decorated in

20

People & Places

Germany has more than

1,000 wellness and

beauty hotels, 350

quality-certified health

resorts and spas, plus

specialist clinics.

Wellness and activity

programs help to stave

off illness, while health

resorts and spas

harness the natural

means at their disposal,

or use state-of-the-art

therapies to treat

chronic conditions.


shades of amaranth, taupe and silver.

Developed in consultation with

specialists in traditional Chinese

medicine and master aromatherapists,

Mandarin Oriental's Signature

Therapies spring from Oriental

philosophy, and combine the relaxing

effects of massage with the benefits of

bespoke custom-blended essential oils.

Mandarin Oriental’s signature product

line has been developed specifically for

the Group by the award-winning UK

based company, Aromatherapy

Associates. Each aromatherapy-based

product has been created according to

the oriental principles of five elements:

wood, fire, earth, metal and water.

www.mandarinoriental.com

SWISS CRITERIA

The terminology used in marketing

wellness vacations has caused

confusion. Lack of criteria was cited in

a 1988 study published by the Swiss

Institute for Leisure & Tourism at the

University of Berne. Accordingly, a

wellness cooperation program by Swiss

Tourism (50 hotels) and the

Association of Swiss Cure Institutions

(70 members) plus independent hotels

of 3- to 5-star quality led to a

catalogue of wellness facilities and

services that is available from Swiss

government offices. Based on my

experiences in Switzerland, these are

some of the best spas in the world. At

22

People & Places

Entirely devoted to

well-being and

relaxation, the Spa at

Mandarin Oriental,

Paris offers a holistic

experience to

promote mind-body

harmony.

At 9,688 square feet,

this is one of the

city's largest hotel

spas. Interior

designer, Sybille de

Margerie has

imagined the

entrance as a vast

pearly sphere that

instantly sets a

relaxing mood.


dr adam PARIS skin care (cellular therapy), through clinical trial’s, is proven to be effective inhydrating, nourishing, protecting, restoring and stimulating collagen fibres at the stem cell level.

Formulated in France, there are Preventive and Anti-Aging Cares, Repairing and Nutritive cares, as well as specific cares for Redness, Body, as well as Detoxifying and Cleansing.

H y p o - a l l e r g e n i c , N o u r i s h i n g S k i n C a r e sCELLULAR THERAPY

• Stimulation of cellular metabolism of Aging cells

• Increase of the skins natural defense systems

• Increase of cellular and tissue protection

• Hydration of the intracellular water content

• Innovative Skin therapy

SCIENTIFIC EXCELLENCE FOR BEAUTY OF THE MOST DEMANDING SKINS:

WHEN SCIENTIFIC DRUG ELABORATION PROCESS IS APPLIED TO COSMETICS AND PROVEN EFFECTIVE.

dr adam, Available in North AmericaF o r m o r e i n f o r m a t i o n p l e a s e c o n t a c t t h e N o r t h A m e r i c a n d i s t r i b u t o r

Telephone (905) 582 4313

www.dr-adam-na.com • www.dr-adam-paris.org

Cellular Therapy is defined as a Physiological and Biochemical synergy for the treatment or correction of several physiopathological factors. It involves the optimal use of the skins vascular

system for distribution of active substances to all the skin layers. The result is:

Cellular Therapy – A scientifically proven therapy to increase elasticity,

Hydration, and correction of marked wrinkles and lines.

• Normalization of altered metabolic functions of cells after aggression or dietary deficiencies


the grand Victoria-Jungfrau Hotel in

Interlaken, a new spa wing includes

spectacular suites, treatments by ESPA,

Kanebo Sensai Spa, and Clarins salon,

plus a café serving low-calorie meals

with a view of the Alps. Developed by

hotelier Emanuel Berger, the Fit

program at Victoria-Jungfrau includes

personal training and meals planned by

a nutritionist, all derived from the

town’s medical community.

www.victoria-jungfrau.ch

Traditional Swiss hydrotherapy cures at

Bad Ragaz now come with a “Beauty

Oasis” offering anti-aging skin

treatments with Carita products from

France. The spa experience

Quellenhof-style includes performance

diagnostic tests, fitness checkup,

massage, and soaks in elegant mineral-

water pools. All with the efficiency and

grace of Swiss hospitality.

In Geneva, the Forever Laser Institut

founder Dr. Luigi Polla created skin

care products marketed internationally

by Alchimie Forever. This full-service

medical day spa specializes in non-

surgical alternatives for face and body

rejuvenation. Now reservations can be

made through SpaFinder for

treatments, steps from several top

hotels.

The ultimate Swiss spa is not at a

resort. Yet the name resonates with

spagoers: La Prairie. At the original

Clinique La Prairie Medical &

Revitalization Center on the shore of

Lake Geneva, guests have access to spa

services as well as medical and dental

specialists. The dining room looks like

a 5-star hotel.

The glass-walled spa features an indoor

swimming pool, hydrotherapy, and

whirlpools. Unlike destination spas,

Clinique La Prairie’s spa is under

medical supervision. After a check-up,

24

People & Places

Swiss International Air Lines swiss.com


your program targets optimal health

with a personal trainer and chic

sweatsuit to match. When the medical

director demonstrated new laser

technology on my face, results were

amazing. Skincare products used at

Clinique La Prairie are a different

brand called Swiss Perfection;

trademarked products branded La

Prairie are made and distributed by a

German lab.

www.laprairie.ch

NEW RESOURCES

As demand for wellness-oriented spas

grows, SpaFinder issued a “White

Paper” at the Global Spa Summit last

May to examine where spas fit in the

health, wellness, and medical tourism

conversation that so many country’s

governments are having at the moment.

Providing criteria for spa managers as

well as consumers, the GSS launched

the first Evidence Based Medicine

Database for Spa and Wellness

Modalities - The Spa Evidence portal -

currently available at

www.globalspasummit.org,

www.spaevidence.com

and via www.spafinder.com

an amazing compilation of research

which received rave reviews at the

Summit. The technology was

developed by SelfOptima, Inc, a

California based company

Both projects, says SpaFinder Inc.

president and Summit board member

Susie Ellis, “have the possibility of

catapulting the spa and wellness industry

light years ahead.”

Eight companies stepped forward to

underwrite this groundbreaking portal:26

People & Places

The ultimate Swiss spa

is not at a resort. Yet the

name resonates with

spagoers: La Prairie.

At the original Clinique

La Prairie Medical &

Revitalization Center on

the shore of Lake

Geneva, guests have

access to spa services

as well as medical and

dental specialists.


Fairmont Raffles Hotels International,

Murad, Red Door Spas, ResortSuite,

SpaFinder, Inc., SpaSoft, Westin

Hotels and Resorts Worldwide, and

Yelo Spa. Online research is facilitated

by a search mechanism that links to

major databases like the Natural

Standard, Cochrane, and PubMed, plus

studies in progress at the National

Institutes of Health.

The 11 listed spa and wellness

treatments range from Ayurveda to

yoga.

AGING WELL

With a huge generation of baby

boomers turning 60, women and men

are seeking treatments that enhance

youthful appearances, aging well rather

than anti-aging promises. Growing

demand among women 40 to 54 years

old: liquid face-lift rather than

cosmetic surgery; more men are getting

facials. Jane Baskin, an anti-aging

advocate, thinks that if you don’t like

what you see in the mirror, you should

feel free to change it.

“I’m a big advocate of what I call Life

2.0,” says Baskin, a former social

worker and author of “Jane of the Jungle”

http://foreverkindayoung.blogspot.com.

“What I’m referring to is the third stage of

life, or the second stage of middle age.

Because of the extended life span and the

ability to prolong youth with medicine, diet,

exercise and plastic surgery, old age is

postponed. So what do you do when your

kids are grown and you don’t want to work

a straight job any more? Waiting to die used

to be a brief wait, but now it can take thirty

years or more. Life 2.0 is that time between

cresting middle age and getting old. It

should be as vital a time as youth. And if

you feel young, you should look young,

too.”

The intersection of wellness tourism,

medical spas, and the tourism industry has

exciting potential.

As governments, insurance companies,

medical establishments, and consumers

wrangle with the skyrocketing costs of

healthcare, the new focus of wellness

tourism is squarely on prevention and

helping people make lifestyle changes.

The opportunities are immense;

governments all over the world look at this

arena as a way to attract visitors as well as

lowering health care costs. ■

28

People & Places

As governments,

insurance companies,

medical establishments,

and consumers wrangle

with the skyrocketing

costs of healthcare, the

new focus of wellness

tourism is squarely on

prevention and helping

people make lifestyle

changes.


TACKLES :• Persistent Problem of Definitions/Terminology • Overview of Existing Industry Data• Organizational Structures & Promotional/Development Models Worldwide• Case Studies of 12 Representative Nations

CRITICAL FINDING: AT THE LANGUAGE, MARKETING AND ORGANIZATIONAL LEVEL

– BEST NOT TO INTERMINGLE THESE TWO DISTINCT SECTORS

At the 2011 Global Spa Summit held in Bali, Indonesia this May, an important newresearch report analyzing the rapidly growing Medical Tourism and Wellness Tourism sectors was released.

It was a collaborative effort between Katherine Johnston, a research scientist at SRI international; Dr. Laszlo Puczko, head of the tourism division at Xellum Ltd. in Hungary; and Melanie Smith (PhD), a lecturer, researcher, and consultant from Corvinus University inBudapest. I served as an advisor contributing expertise from my specialty, the global spa industry.

B y S u s i e E l l i s

FIRST IN-DEPTH RESEARCH REPORT ONMEDICAL TOURISM

ANDWELLNESS TOURISM

RELEASED AT GLOBAL SPA SUMMIT


ENTITLED “WELLNESS TOURISM AND MEDICAL TOURISM: WHERE DO SPAS FIT?” it represents the first

in-depth exploration of medical tourism and wellness

tourism as potentially two different concepts.

With 130-pages-plus of data and analysis, it’s

comprised of four key sections.

PART I takes on four critical issues for both Medical Tourism andWellness Tourism: definitions, an overview of existing industrydata and current organizational structures andpromotional/development models used by various countries togrow these sectors.

PART II is devoted to case studies of the approaches used fordeveloping, organizing and promoting Medical Tourism andWellness Tourism in 12 representative countries. The nationsstudied: Austria, Australia, Brazil, Canada, Hungary, India,Indonesia, Jordan, Morocco, Philippines, South Africa andThailand.

PART III delves into the results of a survey of 200+ spa industryexecutives (also including medical tourism, government and private sector stakeholders), measuring their understanding andperceptions of the medical and wellness tourism markets andconsumer, etc.

PART IV presents recommendations (in light of this new analysisand data) for governments and businesses to move forward.With the most powerful case being made for these two heretofore ill-defined and oft-confused concepts developing separately from each other (while supporting one another), andfor governments and private entities to also promote them separately.


While the report was specifically commissioned to investigate where spas

best fit into wellness tourism and medicaltourism, with this magazine’s audience inmind, I’ve set out to spotlight the content

that speaks most directly to the medical tourism world.

A n d I e n c o u r a g e a l l t o r e a d t h e c o m p l e t er e s e a r c h p a p e r , a v a i l a b l e a t :www.globalspasummit.org/index.php/summit-2011

PERSISTENT DEFINITION CHALLENGES: In the survey of spa/wellness industry executives undertaken forthe report, respondents were asked to provide their own definitions for “medical tourism,” “wellness tourism,” and “health tourism”in an open-ended format.

Strikingly, roughly 25% of survey-takers either left these questionsblank, answered “don’t know,” or said these terms were notdefined in their country. Furthermore, 66% left the “health tourism” definition blank or answered “don’t know.”

This data reveals that there is a high level of confusion and lackof clarity around the very concepts of “medical tourism” and“wellness tourism,” even among core industry players, and thatthe confusion around “health tourism” is especially acute.


THE RESEARCHERS RAN THESE AGGREGATED RESPONSES

THROUGH VISUALIZATION SOFTWARE TO COMPILE

“WORD CLOUDS” FOR EACH DEFINITION, IDENTIFYING

WHICH TERMS ARE MOST FREQUENTLY ASSOCIATED WITH

EACH TOURISM CONCEPT.

THE MOST FREQUENTLY DEPLOYED TERMS:

Medical Tourism: “procedures,” “surgery,” “health,”“care,” “country,” and “treatments,” in that order.

Wellness Tourism: “health,” “spa,” “services,” “travel,” “destination,” “relaxation” and “treatments,” in that order.

Health Tourism: “wellness,” and “medical”stood out, with almost exactly the same frequency.

The survey further revealed that despite this widespreadterminology confusion, respondents felt strongly thatwellness tourists are an entirely different consumer segment than medical tourists: 94% argued that theneeds/interests of these two types of tourists are different. And this position held true for respondentsacross Asia, Europe, and North America.


Medical tourism involves people who travel to a differentplace to receive treatment for a disease, ailment or condition,and who are seeking lower cost of care, higher quality of care,better access to care or different care than what they couldreceive at home. The category also includes cross border travelby persons seeking cosmetic enhancements. It involves conventional medical approaches, performed by licensed medical professionals at medical facilities to solve problems. The consumer: either ill or seeking cosmetic/dentalsurgical procedures or enhancements.

Wellness tourism involves people who travel to a differentplace to proactively pursue activities that maintain or enhancetheir personal health and wellbeing, and who are seekingunique, authentic or location-based experiences/therapies notavailable at home. These experiences may, but typically do notinvolve, medical doctors/facilities. The consumer: seekingintegrated wellness and prevention approaches toimprove their health/quality of life.

The study also recommended that, for the sake of consumer andindustry clarity, the term “health tourism” be used very cautiously,or preferably not at all.

AFTER ANALYZING DEFINITIONS CURRENTLY IN USE

WORLDWIDE, IN CONJUNCTION WITH THE SURVEY

RESULTS AND INTERVIEWS CONDUCTED FOR THE

12-COUNTRY CASE STUDIES, THE AUTHORS RECOMMENDED THE FOLLOWING

DEFINITIONS:

The authors argued against those who have suggested thisterm headline one, or both, breeds of tourism - althoughthey acknowledged it would inevitably be used in some

capacity by both.


MARKET SIZE: In their landmark 2010 study, “Spas and the Global Wellness Market: Synergies andOpportunities,” SRI International developed a model of the$2 trillion wellness industry that was comprised of nineindustry sectors, and depicted each sector along what theycalled “the wellness continuum.”

As you can see, SRI’s continuum plots these nine industry sectorsaccording to where they fall in relation to both conventional,medically-oriented approaches and integrated, wellness-orientedapproaches – with “solving problems” as the focus of conventional medicine, while “improving quality of life” represents wellness’ focus.

One surprising, significant finding in the SRI study was thatdespite the fact that “wellness” is a relatively youngconcept/term, the Wellness Tourism market has already reached$106 billion globally, more than double the size of the better-known, better-publicized Medical Tourism market at $50 billion!The study, providing an in-depth analysis of the origin and evolution of the term “wellness,” reveals just how young the termis. First introduced in 1961 by physician Halbert L. Dunn, as thetitle of his book, “High-Level Wellness,” the world’s first wellnesscenter (the Wellness Resource Center in California) was openedby Dr. John W. Travis in 1975. Workplace wellness came onthe scene in the 80’s and 90’s, and around 1990 the termbegan being used in Europe.

Subsequently, as we all know, usage of the term becamewidespread, and was increasingly deployed quite imprecisely in marketing. (Because of this phenomenon,some health professionals have begun to distance themselvesfrom the term.) But it has found a more receptive audience inthe fitness, spa and integrative health arenas, where todayit’s becoming an umbrella term for a host of approaches.


MODEL FOR UNDERSTANDING WELLNESS TOURISM AND MEDICAL TOURISM:

This new model not only helps us clarify the very real distinctionsbetween medical and wellness tourism (which are too often conflated), it also stresses that both types of tourisms’products/services exist upon a continuum from generic to location-based. It also helps remind us that medical andspa/wellness cultures are significantly different: with the medicalarena characterized by rules and regulations and a serious, corporate and authoritarian structure - while the spa/wellnessarena is less regulated, more entrepreneurial and collaborative…and yes, often focused on subjective, intangible, even whimsical, experiences. The medical world uses the term“patients,” and prides itself on expertise - while spa/wellnessbusinesses use the term “guests” and focus on ambiance/experiences.

So, it’s not surprising that early efforts to unite the two conceptshave proved challenging. I can cite dozens of business examples that have failed in merging medicine and spa/wellness. Perhaps the most telling is the popular wellnessspa, Canyon Ranch’s, partnership with the Cleveland Clinic,which ultimately unraveled after many years of attempting to forgea relationship. There have been some successes, and perhapswe can expect more in the future as both medical and spa/wellness professionals begin to understand each other better.

It is worth noting (and could make an interesting further study) that there seems to be evidence that people who travel to another country on vacation (i.e., to experience a resort spa or yoga

retreat) are more likely to select that country for medical procedures. This makes the cross-promotion of

wellness tourism and medical tourism a likely win-win scenario.

The new 2011 report endeavors to clarify the relationshipbetween medical tourism and wellness tourism by deploying

a very helpful visual, which maps both along a spectrumfrom more standard, “generic” experiences to authentic,

“location-based” ones. Note the way diverse types of establishments are situated across their four-quadrant model:


FINDINGS AND CONCLUSIONS: While the report presented too many findings and conclusions to detail, here are several that are directly relevant to the medical tourism industry:

• Medical tourism data is more widely available than wellnesstourism data, however research data for both sectors (at both thecountry and global level) is spotty, unreliable and inconsistent.

• Organizational structures for developing, supporting and promoting medical tourism and wellness tourism vary widely fromcountry-to-country, and tend to be closely linked to each nation’soverall governing structure (e.g., a centralized national government versus federal/state system, etc.).

• Governments in developing countries typically play a muchmore active role in guiding, supporting and promoting the tourismsector, while in developed countries, tourism sector developmentand promotion are typically more private-sector driven or collaborative in nature.

• Medical tourism has typically been more activelysupported/promoted by governments than wellness tourism.Possibly because medical tourism is an older, more establishedconcept; has a growing international profile in recent years; iseasier to define; and is oft perceived by governments as more“lucrative” than wellness tourism. This is changing: more countriesand governments are increasingly paying attention to both sectors.

• Countries with well-developed public-privatecollaborative bodies (i.e., medical tourism or wellnesstourism “cluster networks” or associations with broadparticipation) typically (and not surprisingly) function moreeffectively in development/promotion than those withfragmented, ad hoc structures.


• In countries’ promotional materials (such as nationaltourism websites), wellness tourism tends to be more

heavily emphasized than medical tourism. Wellness tourism promotion also tends to be heavily

dominated by spas (even if the country possesses manyother wellness-related offerings). The degree of emphasis

on unique/local offerings and traditions varies from country-to-country, but is broadly increasing over time.

• Medical tourism promotion tends to be more private-sector-driven. The most widespread promotional/marketing approachis for a country to attempt to reach potential tourists throughmedical tourism facilitators, rather than engaging in direct onlinepromotion or traditional tourism promotional channels.

• The countries with the most well-developed medical tourismand/or wellness tourism sectors (and brand images) tend to bethose where the national government has already establisheditself as a/the leading player in promoting these sectors.

• Many countries do not yet have a strong national brandimage for either medical tourism or wellness tourism, even incountries considered to be leading market players. Too many“generic” or standardized products/services are on offer, andmost countries are not effectively capitalizing on their specialties, or their immense wealth of indigenous, traditional,and natural-asset-based wellness/healing traditions.

• As medical tourism and wellness tourism marketsbecome more crowded and competitive, it will become

increasingly important for countries to differentiate themselves around factors other than cost and quality.


IN SUM:This informative, interesting new report should prove very useful for any entity – whether publicsector or private – who wants to forge a smart wellness tourism or medical tourism strategy. The 12 case studies provide an especially helpful window into how various countries areorganizing themselves (both effectively and ineffectively) – in the face of these explosive opportunities. It represents the first time that such a wealth of information on these young“tourisms” has been aggregated and analyzed - a real resource for both established playersand those just getting into the game.

S u s i e E l l i s

THE REPORT RECOMMENDED INITIATIVES THAT COULD HELP VARIOUS STAKEHOLDERS TAKEADVANTAGE OF THE MEDICAL AND WELLNESS TOURISM MARKETS. THOSE MOST DIRECTLY RELATED TO MEDICAL TOURISM INCLUDE: • Establish clear and consistent definitions for medical tourism and wellness tourism and aaemphasize the distinctions between the two. Minimize use of the term health tourism.

• Encourage a cooperative spirit between medical tourism and wellness tourism, and carefully build collaborative relationships with key players in both sectors.

• Don’t just promote a long menu of generic services and products, focus on what you’re really good at: areas where you have a well-developed and recognized specialization

aor strength.

• Market your offerings to domestic, intra-regional and international medical and wellnessaatourists – all are strong opportunities, but may have very different needs and interests.

• Governments and the private sector would be wise to promote medical tourism and/or aawellness tourism individually depending on the country’s expertise and ability to deliver.

• Improve and expand data collection efforts for the medical tourism, wellness tourism andaaspa sectors.

RECOMMENDATIONS:

Board Member of the Global Spa Summit (the leading annual organization and event for spa and wellness executives),

and President of SpaFinder, Inc.,(the largest spa media and marketing company in the world)

You can contact her at: [email protected]


Learning from a winner in MedicalTourism – Bumrungrad InternationalHospital, Thailand

■ Bumrungrad Hospital in Bangkok, Thailand is the largest hospital in the world treating international patients.

■ Bumrungrad looks like a 5 star hotel and gives people confidence and superservice. (my experience also)

■ Bumrungrad takes care of over 400,000 international patients yearly.Over 1 million total from 190 different countries. (An entire floor just for the Japanese!)

■ The hospital’s return is 24 %. They are worth now over 1 billion!

■ After 9/11, Middle East patients began to go to Bumrungrad instead ofto the US.

■ Bumrungrad hospital gets 1000 emails a day asking about coming for treatment.

■ Bumrungrad has over 150 interpretersin 17 languages.

■ Bumrungrad is traded on the stock exchange!

(Lucky for us Curtis Schroeder, formerGroup CEO Bumrungrad Internationalfor 17 years, and Ruben Toral who wastheir marketing wizard for 7 years, bothspoke at this Medical Travel BrazilMeeting giving us a glimpse into this verysuccessful case study.)

Lawsuits/Insurance■ Bumrungrad has offices all over the

world but not in the US. Why? Because it increases their exposure to law suits.

■ Bumrungrad has a huge amount of patients and hardly any lawsuits. Why? They have such outstanding service which discourages lawsuits. Also, it is very complex to successfullysue.

■ There is no insurance available for thevery high risk health travel proceduressuch as organ and bone marrowtransplant.

44

Susie’s Blog

Tidbits re MedicalTravel Brazilthrough SpaIndustry EyesABOUT THE AUTHOR

As president ofSpaFinder, Inc., SusieEllis is one of the mostrespected analysts andcommentators on theglobal spa industry.

In Susie’s Spa Blog youwill find information

about spa news and spatrends from the spaindustry prospective.

Susie Ellis, Blog Authorand President of

SpaFinder is recognizedworldwide as a leading

authority on the spaindustry, the evolving

spa consumer, and spa-related health, wellness,

beauty, fitness andlifestyle trends.

She also leads thecompany’s charitableand community-facing

ventures, includingSpaFinder’s initiative toraise awareness of, andhelp prevent, melanoma

skin cancer.

blog.spafinder.com

By SUSIE ELLIS, Spa Finder


45

■ Some insurance companies do reimburse for procedures done in othercountries.

■ “If you are thinking of being a medicaltraveler and are concerned about whether you can sue… stay in the US.”

Medical Tourism and Marketingin Brazil

■ 800,000 tourists come to Brazil eachyear. Paris gets 24 million! The wholecountry needs to do a better job marketing in general.

■ Hospitals are currently not marketing.They attract patients through personalreferral for a specific doctor.

■ Best to get all hospitals in Brazil together and decide on one brand message (instead of each trying to do iton their own).

■ It’s clear that hospital CEO’s, althoughcompetitors, have to work together to attract foreign patients.

■ Panel of medical experts (dentistry, opthomology, diagnostics) seem more open to marketing collectively than the panel of hospital VIPs.

■ Interesting that Mexico was afraid of being known for lap band surgery. Brazil is afraid of being known for cosmetic surgery.

■ Advisors suggest that this is an unwisestrategy – rather start where you have momentum and then build up and branch out from there.

■ Advisors suggest getting the followingright to attract medical travel to yourcountry: service, brand experience, infrastructure, website, and marketing on the web.

■ Plastic surgery is generally not as profitable for a hospital as other procedures and it also causes the mostheadaches.

■ Hospitals and other medical professionals plan to get together now(after this historic meeting) to discuss next steps re working together and brand building.

Bottom line conclusions for me and as Iconsider the spa industry:

1. A successful medical tourism industryrequires not just excellence in medicalbut also marketing.

2. Interesting that in the successful example of Bumrungrad, the non-medical folks (management and marketing) were Americans.

3. Spas should take note that time and time again the key differentiator is service and marketing.

4. Better for the spa industry to positionthemselves under the umbrella of “wellness tourism” than under “medicaltourism” where there are so many regulations and medical folks who areoften quite rigid. ■

Susie’s Blog

Main entrance atBumrungrad International

Hospital, Thailand


Preamble: This lecture is only designed toinform on the new type of Tourism that isdeveloping around the world, without anysecondary message nor advice on why or howto partake.

MEDICAL TOURISMis predominantly anInternationalphenomenon. It isprimarily the result of

the out of control cost of medicalprocedures in most Occidental countrieswhether they be in Europe or in theUnited States. The secondary factor thathas favored the development of thisactivity comes from the mediocrity ofpost-operative care found in most westerndeveloped countries today! In the UnitedStates, as the Healthcare debate goes on,the issue is essentially concentrated ofhow to pay for Health care? Notnecessarily on how to decrease cost:neither, of care nor on how to improve thequality of care! So when one comparescost and services, it will be evident that inmost cases it will make a lot of sense totravel elsewhere to get taken care of! Soessentially Medical Tourism will flourishas a result of Western countries inabilities

to face the constant increase of cost andthe decline of service quality. Someexamples: I had two hip replacementsurgeries done in Florida. Surgery wasgreat, post op. a disaster, cost for both:$130,000,00! same procedures inSingapore or in India with excellentsurgeons many trained in the US orEurope, post op. in five stars hotel qualityfacilities, with five stars service: costincluding travel to and fro. From EastCoast US : $20,000.00. Anotherexample: Full dental reconstruction doneby a friend of mine who lives in Miami: $12,000.00 in Bogota Columbia! Sameprocedure in similar dental clinic inMiami: $100,000.00.

In Europe, Medical Tourism is primarilycentered on procedures that are notreimbursed by the State, mostly Cosmeticsurgery, or procedures not recognized,therefore not authorized in that particularcountry. Face lifts, Breast augmentationetc. cost - to - of what it costs in Europewhen you have it done in the Middle Eastor in North Africa! Most often done byEuropean or American surgeons!

Wellness Tourism on the other hand is atotally different animal? It has emerged

46

Differences

The Difference

Between

Wellness and

Medical TourismABOUT THE AUTHOR

Mr. Raoul Andrews Sudreis known as the dean of

international spa consultants, with over 48years of experience inthe hospitality and spa

industries. After graduation from theCornell University HotelManagement programand a short time as aDirector of Inspection

Services for the DuncanHines Institute, Raouljoined the CornellUniversity staff and

began his consultingcareer.

He consulted for theMinistries of Tourism of

France, Morocco,Tunisia, Brazil, Mexicoand Nicaragua and formajor corporations suchas Ritz Carlton, Bulgari,

Four Seasons, Accor, andOmni. He writes regularcolumns for many leisureindustry publications andhas been quoted in theWall Street Journal andthe New York Times.

Aspen Spa Management,LLC

Phone: 954.229.8353Fax: 954.229.8328

[email protected]

By RAOUL ANDREWS SURDE


47

from two significant trends in the waypeople take vacations: Few today aresatisfied to use their vacation time to geta tan on a beautiful sandy beachsomewhere! Most want to make theirvacations profitable for their wellbeing,and to use that time for self improvementboth intellectually and physically. Thischange in the way people view how theywill use their vacation time is the answerto the explosion of Spas in hotels andmostly resorts worldwide. The otherreason Wellness tourism is increasinginternationally has some similarities withthe reasons Medical Tourism is becomingmore and more popular? The quality ofservices and the cost of these servicescompared to what is available at home!

In both cases savvy travelers havediscovered that for a number of reasonsanything that touches service has becomeproblematic in Western countries: thenotion of serving others has been vilifiedby political pundits and trade unions,schools and particularly universities lookdown at service oriented jobs andprofessions. The result: it is extremelydifficult to find good service anywhere inthe West, unless you pay through the nose!And that is one of the main reasonspeople in these countries will travel farand long to go where on the contraryservice is respected and done well, with asmile. And of course in all cases there is acost factor involved!

Let us look at some examples: Millions ofEuropeans travel to the Far East everyyear to take wellness oriented vacations!Aspen Resorts International surveyedhundreds of these German, French,British tourists to find out why sometraveled on flights upwards of 20 hours togo there? Americans more and more aredoing the same, even if their reasons are abit different? Their answers summarizesimply the issue we are discussing:

Cost: a two weeks hotel-Spa vacationincluding all meals, flight and an averageof three treatments per day all inclusive ina four stars resort averaged: $2700.00compared to similar package in the US at$ 7,000.00. Services: Superior service,superior delivery of services at a level notfound in the West!

Services: Wellness in Europe is primarilydelivered by Medical professionals andthrough a socialist controlled societymakes it difficult to find non-medicallyoriented spas! The wellness tourist is notsick; he/she does not want to be remindedof a clinic or hospital! They prefer to bein an exotic pleasant environment whichthey do not find at home. They prefer themassages and environment they find inAsian spas!

Spa savvy Americans (yes there are moreand more of these!) are sick and tired ofreceiving:”Full body massages” that do notcover feet and hands, upper thighs,stomack, pectoral muscles, gluts! Andmost of them do not appreciate beingtransformed into a Mummy because thetherapist has a problem with nudity! Thatalone justifies the trip! as reflected in asurvey done in Singapore, Phukett andChang-Mai in Thailand where 87% citedthese reasons for their Spa destinationschoice.

Wellness tourism nationally addressesthose Americans who do not feelcomfortable traveling to foreign countriesbut feel the need to choose a Vacationdestination that will make it possible forthem to have access to treatments andprograms that will improve their generalhealth. They choose their hotel or resortbased on the quality of the Spa andcomplementary programs (yoga, hiking,cycling, miscellaneous physical activities)Spa finder’s surveys tell us that theyrepresent 82% of vacation spa goers. ■

Differences

It is extremely difficult tofind good service

anywhere in the West,unless you pay through

the nose!

And that is one of themain reasons people in

these countries willtravel far and long to gowhere on the contrary

service is respected anddone well, with a smile.

And of course in allcases there is a cost

factor involved!


Thepractice oftraveling forrecreation is theWebster’sdefinition of

Tourism. By this definition, only wellness canbe associated to tourism! And as far asMedical Tourism is concerned, well, we canprobably define it as: the practice of travelingto find better or more affordable medicalcare! The Tourism Industry has manyvariations, depending on the interests of thosewho practice it: the Tourists. There areCultural Tourism, Golf Tourism, Ski Tourismetc. each associated with an objective whetherit is sightseeing and discovering differentcultures and countries or for specificeducational purposes.

The latest specialties are Wellness andMedical tourisms. As it is often the case whensomething hot comes up many apprenticesorcerers seem to emerge and try to capitalizeon a new opportunity! Some have somebackground and expertise in the subject, mostjust wing it! This is quite evident with what ishappening worldwide.

All concerns try to fit the new demand in oneof their boxes! In this case: Medicalprofessionals, Tourism specialists, Spaoperators, Ministries of Tourism of countriesinterested in adding this new niche market totheir already in place offerings.

To better understand how this all works outwe will first identify what it is that we aretalking about? Wellness tourism isfundamentally associated with traveling tolocations that offer health and wellness

services, often found in spas or in Wellnesscenters located in hotels, but also in somecases in stand alone centers. Tourists today donot wish to simply get a tan while onvacation! Some have decided to take care oftheir health while on vacation, improve theirwellbeing, they are the Wellness tourists.Some of these will stay in their own countryto satisfy their demand, choosing adestination that will offer spa services, otherswill travel abroad. The latter do so fordifferent reasons: to find better services orservices not offered in their own countryand/or for financial reasons: services in somecountries are 1/10th of the cost of what canbe found at home?

Medical Tourism is predominantly an out ofcountry experiences, motivated by “Cost “orthe availability of procedures not offered intheir country of origin like live cellrejuvenation injections. As health Caredebates rage in the Western countries, the costof any medical intervention has becomeastronomically high! Many who have a choicenot to be part of a governmental system orsome health insurance program choose totravel to countries where they will find thesame quality medical expertise, sometimeseven better than what they have at home butat a far lesser cost: as much as 10 times less!Financially the savings more than pay thecost of travel ( a complete check-up inGermany will cost 2000 euros while the samein far better installations in Bangkok will cost200 euros.)

So, how should those attracted by this newsource of tourism revenue, proceed to takeadvantage of this New Demand?

48

The Definition of

Medical and

Wellness Tourism

ABOUT THE AUTHOR

Mr. Raoul Andrews Sudreis known as the dean of

international spa consultants, with over 48years of experience inthe hospitality and spa

industries. After graduation from theCornell University HotelManagement programand a short time as aDirector of Inspection

Services for the DuncanHines Institute, Raouljoined the CornellUniversity staff and

began his consultingcareer.

He consulted for theMinistries of Tourism of

France, Morocco,Tunisia, Brazil, Mexicoand Nicaragua and formajor corporations suchas Ritz Carlton, Bulgari,

Four Seasons, Accor, andOmni. He writes regularcolumns for many leisureindustry publications andhas been quoted in theWall Street Journal andthe New York Times.

Aspen Spa Management,LLC

Phone: 954.229.8353Fax: 954.229.8328

[email protected]

By RAOUL ANDREWS SURDE

DefinitionsDefinitions


49

Tourists today do notwish to simply get a

tan while on vacation!Some have decided to

take care of theirhealth while on

vacation, improve theirwellbeing, they are theWellness tourists. Some

of these will stay intheir own country tosatisfy their demand,

choosing a destinationthat will offer spa

services, others willtravel abroad.

The latter do so fordifferent reasons: to

find better services orservices not offered in

their own countryand/or for financialreasons: services insome countries are

1/10th of the cost ofwhat can be found at

home?

First and foremost begin by understandingclearly the expectations of these futureclients, so as not to serve them what they arerunning away from! Then address the issue asa totally new challenge requiring to think outof the box. Most countries that have asignificant tourist activity are now trying tocapitalize on this new niche market.Unfortunately most Tourism Ministries havedirected their queries to Consulting firms thatdo not understand what the new markets areseeking and they are suggesting to serveleftovers from the past: Thermalism,Thalassotherapy and the very basic Americantype of pampering spas! Even if there is anexisting market for these they do notcorrespond to what the savvy spa goers lookfor today. Two and a half million Germanstraveled to South East Asia last year, manyseeking what they could not find at home:service with a smile, spas that not run asclinics and treatments at a reasonable price (5 to 10 times less expensive!). Many Frenchare now traveling to Morocco to find the kindof exotic spas that fit into their idea of funand pleasurable experiences, in the US andCanada many travel to some islands in theCaribbean and the Pacific to take advantageof a better service if not better qualitytreatments. So understanding these countriesthat are interested in becoming wellnesstourism destination have to invest not just inmarketing but in the Back of the Housetechnical skills required to serve a top notchservice.

Most of those countries do not have trainingfacilities or schools that will prepare theirstaffs to meet the expectations of thisinternational clientele. Some have understoodthat, like Nicaragua and Morocco who are inthe process of creating Spa Academies. Theseschools not only will teach young people thetechnical skills required to performtreatments but also learn what Westernschools do not teach: a warm compassionateservice oriented attitude. The countries tocopy are certainly not in Europe, America,Australia but the Far East. Yes the spa savvyclient today is more likely to appreciate warmservice with a smile than the pretendedmedical skills of therapists! Those whounderstand this basic fact will be outrageously

successful the others will be in the category ofthe: “also ran”!

When it comes to Medical Tourism it is allabout cost and the quality of the facilitiesoffering them, and mostly the after surgicalcare. Orthopedic surgery, Cosmetic surgery,and even Cardiac surgery are the leaders inthat category. Anyone who has gone to ahospital in Europe or in North America, havethe feeling they are being treated as cattle bytechnicians of dubious technical knowledge.Surgeons in these hospitals are absolutelyexcellent, but their intervention lasts only acouple of hours! The patient then has toendure a very painful after surgery period of afew days to a week or more and this is whatthey will remember from their hospital stay.This is where countries wishing to enter thecompetition for Medical tourists will have topay attention to and concentrate their effortsand very much like for Wellness tourism thatwill mean to spend time, money and energy toeducate their staffs in that direction which inmost cases will be much easier than in so-called developed countries that havedeveloped a superiority complex which forbidthem to be nice and of service! The costfactor is of course the main concern.

Those emerging economies are not plagued byliability suits, abusive labor legislations andgreedy insurance companies so they can offerservices of quality at 1/10th the cost foundelsewhere. There are many senior citizens inNorth America that have chosen to retire inCentral and South America, also in SouthEast Asia for that particular reason.

Few Consulting firms exist today that haveboth the Service industry and the hands ontechnical knowledge to guide those in need ofhelp, Aspen Spa Management through theirinternational experience internationally atboth the Hospitality Industry level and theHealth and wellness sector might even be theonly ones right now, but there will be dozensin the years to come, because that is where theFuture of Wellness and Medical tourism willlie and many will seize the opportunity toprovide that type of service. And yes they willhave to go back to learning what they do notknow now! ■

Definitions


50

DR ADAM PARIS; CELLULAR THERAPY – American Product Launch

Cellular therapy, as developed by Dr Adam Paris, isscientifically proven to stimulate the metabolism of agingstem cells (the production of collagen fibres). Also, toreconstruct and restore the natural mechanisms of the skindefense systems and increase production of anti-oxidantssuch as Vitamins C and E to block the toxicity and damagecaused by free radicals.

Through scientific excellence Dr Adam has obtained, withresearch and clinical testing, the best natural way to reachstems cells as well as daughter cells to revitalize, nourishand normalize at the cellular level for all skin layers. Theresult of many years of research is a skin care line that isproven to be physiologically respectful of the natural cell lifecycle and is non aggressive. The Dr Adam Paris,hypoallergenic skin care portfolio, is tolerated by all skintypes and clinically tested for sensitive skin, with provenefficacy by dedicated doctors and independent labs.

Dr Adam, Paris, skin care is available throughout Europe and other countries, and now through acomprehensive and experienced distribution network is available in North America to Doctors, MedicalSpa’s, Spa/Salons, Skin care specialists, and ultimately to please the customer/patient.

Dr Adam, founder and innovator, has extensive experience in the pharmaceutical industry holdingpositions at both President and Vice-President Level. He is a Doctor of Pharmacy, Expert of the FrenchMinistry of Health for regulations, and is an International published educator of over 20 publications, andhas licensed over 52 patents.

This highly advanced and clinically proven skin care line is both for preventative use, and for aging skintypes. Comprehensive pre-clinical and clinical studies have been conducted to ensure outstandingresults, and comfort. Results are available with use of the Global Satisfaction Index which provesacceptability and comfort. Products include Anti-aging repair for Night and Day, Cellular Anti-StressBooster, Face Lifting Care, as well as toning and cleansing, among others.

For more information on Dr Adam Paris, please contact Christine Pemberton at 905 582 4313 regardingavailability in North America, or email to [email protected]

The NATURAL BEAUTY SUMMIT AMERICA is dedicated to excellence!

According to Kline’s Global Natural Care Market Report, thedouble digit growth rate of the Natural Care global market,reached a volume of $23.1 billion in 2010 ($20.1billion in 2009).Growth in the U.S. market alone is expected to reach $5.8 billionin sales by 2016. Like any emerging growth industry the naturalcare beauty Industry faces challenges ranging from sustainabilityto ethical to ecological issues. The NATURAL BEAUTY SUMMITAMERICA is one in a series of international summits that bringthe value chain of participants together to delve into and debatethe major challenges confronting this industry today.

2 well known beauty experts in both the European & U.S. market, Marie Alice Dibon,Sandie Jaidane, co-created the 7th edition of this international ‘rendez vous’.

Only the NATURAL BEAUTY SUMMIT AMERICA brings together the internationalleading market researchers (Kline, Data Monitor, Informed Intuitions…), Beauty & Mediaexperts that studied the market evolutions, the new consumers and their expectations.

For more information: Andrew Borowiec, Business Development Manager IIR USA, 1 646-895-7468 - [email protected]


51

100% VICHYGermaine de Capuccini presents ORANGE DROPS SCRUB, an original exfoliator with orange peel specifically to be used with a Vichy shower!

Its oily texture, made up of natural particles of dehydrated orange peel, glides easily and provides agentle tingling sensation on the skin.

ORANGE DROPS SCRUB allows for a pleasant, long-lasting massage under the water that becomes a truemoment of pleasure and well-being.

The skin remains deeply cleansed, smooth, hydratedand velvety. And to finish up the experience, Germaine deCapuccini also presents OIL DROPS SPA, newmassage oil especially designed to be used with theVichy Shower. Its oily texture makes it possible tocarry out a long-lasting massage without it beingeliminated by the water. With an exclusive formula

based on Babassu plant extract, a concentrate obtained from the OrbignyaMartiana palm tree from the Amazon basin.

Applied with a pleasant relaxing massage under the water, it improves bloodcirculation, provides an infinite sensation of calm and well-being and gives theskin an extraordinary smoothness.

For more information, please call 800.842.9922 (Northeast and Midwest); 888.477.1477 (Southeast and West) or visit www.germaine-de-capuccini.us

HBA GLOBAL 2011 ATTRACTED KEY DECISION MAKERSIncrease in Brand Manager, CEO and Product Development TitlesAs the leading event for product development initiatives, HBA Global Expo & Conference once againprovided a strong business-building and educational platform for the cosmetics, fragrance, personal care,and skin care and wellness industries.

Detailed audience analysis for the event that took place June 28-30, 2011 at the Jacob K. JavitsConvention Center in New York showed:17% increase in Brand Manager titles 15% increase in Product Development/Management titles 12% increase in CEO/Owner/Corporate Management titles HBA Global 2011 also saw a 17% increase in attendees who worked for either a marketer, manufacturer,or distributor of cosmetics, fragrance and personal care as well as an uptick in retailers and wholesalersattending the show. For 40% of the attendees, HBA Global is the only trade show and conference thatthey attend.

In addition HBA Global found that thesequalified attendees are starting to investagain in new innovations and productdevelopment resources with:10% increase in those being able to approveor recommend suppliers seen at the show 3% increase in attendees who have a $500,000 or more budget to spend on HBA products and services

“HBA Global was a good experience for B.kolormakeup&skincare, as we just entered the US market ayear ago and we had meetings with potential clients as well as our existing customers,” said Mario DeLuigi. “It was exciting to hear from attendees that there is a new wave of interest in top quality productsand real innovation, two elements that are the first objective for B.kolormakeup&skincare.”

Updated information, industry blogs, and the online and interactive HBA product directory can be foundat www.hbaexpo.com


52

COSMOPROF NORTH AMERICA 2011With robust activity throughout the entire 3-day event,Cosmoprof North America continues to demonstrate thatcreativity and persistence always leads to success. The amazingattendance and participation at this year’s show proves that thebeauty industry is resilient and poised for renewed growth.

Serving as a powerful stage for both attendees and exhibitors, Cosmoprof North America allowed both toconnect, experience new products and conduct significant business meetings. Encompassing all sectors ofthe industry under one venue, Cosmoprof North America remains the single most important forum for thebeauty industry in the United States.The event, held at Mandalay Bay Convention Center from July 31st –August 2nd, brought over 760 exhibiting companies to a sold-out show floor along with almost 25,000quality attendees that included importers, distributors, manufactures, and global beauty leaders all underone roof. As in years past, Cosmoprof North America attracted many new and innovative brands in additionto industry leaders such as AHAVA, CONAIR, CND, Essie / L’Oreal Professional, Maletti, Moroccan Oil, OPINail, Orly, RUSK, Sportarredo, TIGI, and Zotos International.

Staying connected during Cosmoprof North America this yearwas made easier by utilizing Foursquare. Prior to and during theevent, attendees and exhibitors shared where they were on theshow floor and took advantage of show specials which wereonly available to users by "checking in" on their phones or hand-held devices. Attendees also gained quick access to theshow floor map, found preferred exhibitors and located productsbased on category, courtesy of chirpe.com/cosmoprof2011. Thisinteractive map feature, created for smart phone devices, was afirst-time feature debuting at this year’s event. The return ofanother successful tool, One-2-One Beauty Matchmaking

software, delivered outstanding results, facilitating one-on-one introductions between manufacturers anddistributors; more than 900 appointments were generated and accepted as requested by buyers. Throughclose-knit collaborations with countries seeking to expand their beauty trade presence, Cosmoprof NorthAmerica dedicated special sections on the show floor to distinct International Country Pavilions.Country Pavilions allow small- and medium-sized companies from select markets to participate in the eventwith the objective of obtaining direct “face time” with distributors and retailers to secure U.S. distribution.Featured countries at the 2011 show included Argentina, Brazil, China, Italy, South Korea, and Taiwan.

Special education seminars were filled to capacity with more than 1,100 attendees in total. Businesses andindustry leaders from multiple sectors of the industry participated in round-table discussions and panels toshare their knowledge and insights. Every year CPNA brings industry leaders to the forefront to shareinnovative ideas and experiences that will help the beauty industry better understand the dynamics andmarket trends, present and future. For the first time at Cosmoprof North America 2011 the theme of SpaIndustry and thermal beauty has been covered with two dedicated conferences.

The North American Hairstyling Awards (NAHA), held in conjunction with Cosmoprof NorthAmerica, is the professional hair care industry’s single most important awards event of the year. The NAHA Awards Ceremony took place on Sunday, July 31st and was attended by a record number of2,800 guests at the Mandalay Bay Resort & Casino in Las Vegas. The event was also seen worldwide via

live online steaming broadcast by an additional 22,000. Theseextraordinary stylists showcased the talent and creativity of theprofessional beauty industry in North America. To see the winner visit the website ….

Cosmoprof North America 2012 is planned for July 22-24 at theMandalay Bay Convention Center in Las Vegas.

For more information on exhibiting or attending, please visitwww.cosmoprofnorthamerica.com or call 800-557-3356.


POSITION_Layout 1 8/16/11 9:04 PM Page 1

Position_PositionPage49 8/16/11 9:06 PM Page 1

Thin Film Hard Wax

CitrusMojito

feel the mojito breeze.Beautifully balanced, smooth and creamy, with aro-matic spearmint oil and soothing vitamin C. Imported from Italy, Citrus Mojito goes on thin like soft wax and removes easily with no strip. Formulated to harden in seconds but stays flexible, with no cracking or brittle edges. Strong enough for coarse hair, gentle enough for the most sensitive areas, it’s the ideal choice for Brazilian bikini waxing.

Confidence Never Looked So Beautiful!

©2010 Satin Smooth For more information on Satin Smooth products visit our website


Position_PositionPage49 8/16/11 9:08 PM Page 1

spa management journal

Documents

spa owners

spa shelves

cosmetic doctors

aesthetic doctors

skin aging

day spas

major spa industry event

antiaging doctors