健康旅游目的地如何创新才能应对挑战

健康旅游项目如何开展

▲全球视野 本土思考。

如果水疗酒店和健康度假村具有创新性和积极主动性,就可以通过抓住客人对健康的渴望来赚钱。

在酒店消费最多的人是使用健康设施的客人,在酒店入住套房的可能性也要高出33%,健康旅游协会的安德鲁?吉布森（Andrew Gibson）说,他们通常在食品和饮料上多花一倍的钱,平均多逗留1.5天以上。

寻求在水疗和活动之外的事情,想要参与户外活动,与被动的60岁以上的市场不同,他们有更多45-60岁年龄段的客人,豪华健康酒店正在经历客户人群结构的转变,如攀岩和钓鱼,许多人带着孩子旅行,而不是坐在泳池边。

但主要是由于缺乏水疗治疗师,特别是按摩治疗师,水疗和健身中心并没有满负荷运转,酒店和养生度假村正面临着一些挑战,因为它们无法为更长期的发展做规划,对大多数来说,2021年将是一个过渡年,幸存的机会和未来的恢复很大程度上取决于其所处的位置,部分原因是社交距离,他们厌倦了在目前的环境下工作。

经理们必须跳出思维定式,采用新的经营策略,例如,城市酒店可以将会议空间转变为健康区,运营商也可以考虑增加低接触服务――如光、红外线或声音疗法――这些可以提供多层次的治疗。

提供健康服务的酒店和度假村应设法最大化其现有资产的价值,还应着眼于简单的目标,他们可以从健身和水疗中心转变为健康或生活方式改善中心,既能提高收入,又能以相对较少的成本和努力迅速执行。

宿醉或免疫液的需求――医学水疗中心可以帮助满足这些需求,注射疗法的需求不断增加,私人健身教练甚至是医学水疗中心,不仅是肉毒杆菌毒素或胶原蛋白疗法,大多数酒店不愿意雇用更多的员工,但可以与健康专家签订合同,可能的合作伙伴包括营养师,还有B12,身心保健。

技术解决方案在客房健康方面发挥着重要作用,通常会带来额外的健康客房价格。

对健康主张的量化越来越复杂,但最简单的事情是有一个单独的损益部分用于水疗或健康区域,有助于更好地了解收入从何而来,与收入相关的费用,运营商和投资者需要了解健康如何影响他们酒店的底线,以及如何在盈亏平衡表中整合和衡量它,在传统酒店中。

运营商还可以通过查看其营销数据和访客资料来衡量来自水疗中心访客的额外收入,目前很少有酒店这样做。

健康的有形影响可能会提高水疗酒店和健康度假村的利润,在健康酒店领域存在投资机会,更注重项目提供的度假产品提供了最吸引人的模式,投资者可能会在很长一段时间内看到客人每天超过1000美元的支出,根据地点的不同,＊。

DESTINATIONS MUST BE INNOVATIVE TO BEAT CHALLENGES。

Spa hotels and wellness resorts can make money by capturing guest's desire for wellbeing if they are innovative and proactive.。

Interest in wellness is greater than ever as people are re-evaluating their priorities and try to focus more on their health, in a period of much uncertainty, a distressed economy and a public health crisis due to the Covid-19 pandemic.。

There are shifts in the wellness industry, which have been accelerated by Covid-19. People are increasingly seeking to live in a healthy environment, which puts spa hotels and wellness resorts with residences in an advantageous situation.。

Mental wellness is another area foreseen to increase in importance. Spa goers are paying as much attention to their mental health as they are to their physical condition.。

Andrew Gibson of the Wellness Tourism Association says that top spenders in hotels are those guests who use wellness facilities. They normally spend double on food and beverage, stay 1.5 days longer in average and are 33% more likely to take suites at the hotel.。

Luxury wellness hotels are experiencing a shift in guest demographics. Instead of a passive over 60s market, they have more guests from the 45-60 age group, seeking things to do outside the spa and activities such as rock climbing and fishing. Many travel with children and want to get involved in outdoor activities instead of sitting by the pool.。

Hotels and wellness resorts are facing several challenges, as they cannot plan ahead for the longer term. 2021 will be a transitional year for most. The chances of survival and future recovery largely depend on location for most properties. Spa and fitness centres are not operating at full capacity, in part because of social distancing, but mostly due to the lack of spa therapists, especially massage therapists, who are weary of working in the current environment.。

Managers have to think outside the box to adopt new operational strategies. City hotels can, for example, convert meeting spaces into wellness areas, and operators can also consider adding low-touch services - such as halo, infra or sound therapy - that can provide healing on many levels.。

Hotels and resorts with wellness offerings should find ways to maximise the value of their existing assets and also aim for easy goals that can drive revenues and be executed quickly with relatively little cost and effort. They can move from fitness and spa to become a wellbeing or lifestyle enhancement centre.。

Most hotels are not willing to take on more employees, but could work with wellness experts on contracts. Possible partners may include nutritionists, private fitness instructors or even medical spas. Demand is up for infusion therapies, not just for Botox or collagen treatments, but also for B12, body-mind, and hangover or immunity fluids - medical spas could help cater to these needs.。

Technology solutions have a major role in in-room wellness features, which often bring healthy premiums in room rates.。

Operators and investors need to understand how wellness affects the bottom line of their hotels and how it is integrated and measured on the profit and loss balance sheet. Quantification of the wellness proposition is increasingly complicated in the traditional hotel, but the simplest thing to do is to have a separate profit and loss section dedicated to the spa or wellness area, helping to better understand where revenue is coming from and what are the expenses associated with that revenue.。

Operators can also measure extra revenues coming from spa visitors by looking at their marketing data and guest profiles. Few hotels currently do this.。

The tangible impacts of wellbeing may boost the bottom line of spa hotels and wellness resorts. There are investment opportunities in the wellness hotel segment. Retreat products with increased focus on programme offerings provide the most attractive model, where investors may be looking at guest spending in excess of US$1,000 a day over a prolonged period, depending on location.。