Presentation during the XXI Polish Spas and Health Resorts Annual Congress in Szczawnica

1. European Spas
Association
“Małopolska Health Resorts
in European Cooperation Networks”
João Pinto Barbosa
Szczawnica, 18.06.2012

2. European Spas
Association
Summary
ESPA Activities & Networks
Marketing

3. European Spas
Association
http://www.europeanspas.eu/members/

4. European Spas
Association
Aims
to 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

5. European Spas
Association
Activities & Networks
1. Lobbying
2. Supporting the ESPA members
3. Quality
4. Joint projects
5. Promoting the European Spas philosophy in Europe
and abroad
6. Marketing

6. European Spas
Association
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

7. European Spas
Association
Supporting the Members
SERBIA ROMANIA

8. European Spas
Association
Quality
Standards

9. European Spas
Association
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.

10. European Spas
Association
In cooperation with

11. European Spas
Association
TC 228/WG 2 Health Tourism Services
ISO/DIS 28621 (Draft International Standard)
Medical spas using natural resources -- Service requirements
Ackonowledge 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

12. European Spas
Association
Joint Projects
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

13. European Spas
Association
Thalasso division
Radon health resorts division
Peloid division

14. European Spas
Association
Promoting the “concept”
the European Spas philosophy
ISMH CONGRESS EUROPEAN TOURISM FORUM

15. European Spas
Association
Marketing
B2B business to business
B2C business to consumer
P2P people to people

16. European Spas
Association
Message
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

17. European Spas
NETWORKS Association
Targets
ESPA members
Spa Destinations
European Union Organs and Institutions
Journalists / Spa Magazines
Partners
other Stakeholders
Spa clients
Public

18. European Spas
Association
Printed
Materials

19. European Spas
Association
PR & Events
ITB BERLIN 2012 TERMATALIA 2011
HEALTH AND WELLNESS MEDIA DAYS OURENSE, SPAIN

20. European Spas
Association
DATABASE
of Journalists and Magazines
related to Tourism and Health

21. European Spas
Association
Online Marketing

22. European Spas
Association
THE NEW CONSUMER DEGREE OF TRUST
SOURCE: NIELSEN GLOBAL CONSUMER SURVEY 2009

23. European Spas
Association
PRIMARY REASONS FOR USAGE OF SPA WEBSITES
Finding deals 62%
Viewing spa menus 57%
Reading feedback 48%
Learning more about spa… 46%
Finding new spas to visit 41%
Booking appointments 27%
Finding out about Spa events 22%
Finding out about new… 20%
Posting feedback 13%
Arranging spa visits with friends 13%
None 13%
Recommending spas to my friends 10%
Other 3%
0% 10% 20% 30% 40% 50% 60% 70%
SOURCE: STEPHANIE PERRONE GOLDSTEIN (COYLE HOSPITALITY GROUP)

24. European Spas
www.europeanspas.eu www.espa-ehv.eu Association

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

26. European Spas
www.europeanspas.eu www.espa-ehv.eu Association

27. European Spas
www.europeanspas.eu www.espa-ehv.eu Association
Source: Google Analytics

28. European Spas
www.europeanspas.eu/newsletter Association

29. www.facebook.com/europeanspas

30. European Spas
www.facebook.com/europeanspas Association
People share, read and
generally engage more
with any type of content
when it’s surfaced through
friends & people they
know and trust
CNN

31. European Spas
Association
Word-of-Mouth Word-of-Mouse

32. European Spas
www.facebook.com/europeanspas Association
Fastest growing segment:
Women over 55y.o., up 175.3%
in the last 120 days.
SOURCE: INSIDEFACEBOOK.COM

33. European Spas
Association
Poland statistics
Total 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
PASCAL LAUENER / REUTERS

34. http://twitter.com/europeanspas

35. European Spas
www.flickr.com/europeanspas Association

36. European Spas
Association
Rules we have in mind
Entertain
Inform
Educate
Engage

37. European Spas
Association
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…

38. European Spas
Next steps ! Association

39. European Spas
Step 1 – Fulfill the gaps Association
Conversion of the existing ESPA online tools to a sales
promotion platform for the members.

40. European Spas
Step 1 - Fulfill the gaps Association
Finding deals 62%
Viewing spa menus 57%
Reading feedback 48%
Learning more about spa… 46%
Finding new spas to visit 41%
Booking appointments 27%
Finding out about Spa events 22%
Finding out about new… 20%
Posting feedback 13%
Arranging spa visits with friends 13%
None 13%
Recommending spas to my friends 10%
Other 3%
0% 10% 20% 30% 40% 50% 60% 70%

41. European Spas
Step 1 – Fulfill the gaps Association
Reward the Fans and
followers with:
Discounts
Special Offers
Promotions
Coupons
etc…

42. European Spas
Step 2 – Mobile Marketing Association
To offer a mobile
optimised experience

43. European Spas
Step 2 – Mobile Marketing Association
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
GUARDIAN.CO.UK

44. European Spas
Step 2 – Mobile Marketing Association
47% expect to use their mobile
device at their travel destination
26% will use a mobile device for
accomodations & attractions research
37% will use a mobile device for
restaurant research
BAD WOERISHOFEN

45. European Spas
Association
Dziękuję
João Pinto Barbosa
European Spas Association
Marketing Manager
marketing@espa-ehv.eu
joaopintobarbosa