SPA & WELLNESS TOURISM

Spa & Wellness Tourism in 5 Star Hotels in Athens a Business to Business (B2B) Approach



Spa & Wellness Tourism in 5 Star Hotels in Athens a Business to Business (B2B) Approach

Introduction

According to the World Tourism Organization Greece held the 16th place internationally on the list of tourist destinations in 2002, while 90% of arrivals were from Europe, which is considered to be Greece's primary tourist market. According to Economist Intelligence Unit statistics the total number of arrivals in 2002 was closer to 12,7 mln tourists. Tourism represents about 10% of the domestic income of Greece (2003). Two-thirds of tourists are from the European Union (around 9 million), the majority of whom come from the U.K., Germany, Italy, France and Austria. Tourists from outside EU mainly are coming from the USA, Japan, Canada, Australia (WTO, 2003).

The approach of the Athens 2004 Olympics has brought increased optimism regarding the future of the Greek tourism industry. It is estimated that approximately 145,000 visitors per day will visit the Games and be accommodated in hotels, cruise ships, campsites and residential houses. Apart from the fact that in the immediate future, tourists will probably be attracted to potentially safer destinations, the staging of the Olympic Games will have a determining effect on the future image of Greece and its potential in tourism.

Research Question:

Can the development and improvement of “Spa & Wellness services improve hotel performance and productivity?

Hypothesis:

Diversifying spa & wellness facilities and services improves performance.

Aim:

Identify and analyze the role and operation of spa & wellness facilities and its contribution hotels productivity.

Objectives:

Identify and define the Spa & Wellness Tourism concept and its impact on Hotel Business

Identify and evaluate current and future marketing and market trends on spa demand

Identify and analyze the B2B conceptual framework and its value added contribution for hotels

Identify and evaluate future developments of spa & wellness services and the need for implementing changes

Literature review

This segment of the tourism sector is rapidly growing in significance. However, there is scant information available on its size or value. It is known that the UK overseas spa/holistic tourism market is worth $50 million, and the overseas medical tourism market is worth $120 million. Also, according to the European Travel Monitor health holidays account for 15% of the total European international holiday market. It is assumed that this refers to trips on which some element of health tourism is included rather than it being the main purpose of visit. Based on available research, the global market size of health, wellness and spa tourism is estimated at 5 million trips annually, whereby it represented the main purpose of the trip. It is acknowledged that participation in this sector during trips for other purposes is considerably greater.

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