The global wellness industry is on the verge of surpassing two trillion dollars and is estimated to have approximately 289 million consumers in the 30 most industrialized countries in the world, leading to talk of a globalized wellness industry. Tourism experts have identified wellness tourism as one of the most important business drivers in the sector, on par with cultural tourism; and wellness areas are becoming essential, more than necessary, for establishments that want to be competitive. Freixanet Wellness offers customized solutions for investing in wellness.
The tourism sector represents 11% of Spain's GDP, and wellness tourism is currently experiencing the greatest growth.
Forecasts indicate that hotel turnover in the Iberian Peninsula will grow by one percentage point to 11.65 billion euros annually, although a report by the consultancy firm DBK details that this market will experience a slowdown in profit growth over the next two years, far surpassing the 6.5% and 8.4% growth rates recorded in 2010 and 2011. This will coincide with high demand for more specialized centers such as spas and hotels offering all types of treatments.
Focusing on Catalonia, wellness tourism linked to spas and hotels with wellness areas has increased by ten percent over the last year, making this region the leading destination for this type of tourism in all of Spain, placing it among the top fifteen destinations worldwide.
The most significant increase in demand has occurred among tourists from Eastern Europe, primarily Russia, attracted by the combination of wellness tourism with the cultural and gastronomic attractions of this region. According to sources from the Catalan Tourism Agency, there are 22,000 private companies in Catalonia providing services related to wellness tourism, with an annual turnover of €4.9 billion, representing more than 40% of the total hotel turnover in all of Spain.
Regarding these figures, it should be noted that the hotel establishments that have experienced the most notable increase are those of the highest category, specifically four- and five-star hotels, while low-cost hotels have remained stagnant. Among the high-end hotels, those with the highest occupancy rates offered their guests the benefits of wellness tourism in specialized, state-of-the-art wellness areas.
The economic recession in the wellness sector, in terms of consumption and investment, has had a much less negative impact than in other sectors. However, negative data points include the lack of credit, which affects the entire business sector and also the hotel market, and the aging of facilities built during the tourism boom. These facilities were designed solely to complement the establishments' image, lacking a clear, effective management system, without seeking profitability, and in most cases without promoting personalized treatment services and professional quality.
The entry of new high-end competitors and corporate chains with ambitious expansion plans has led to fierce competition, with more modern equipment and specialized treatment offerings, mostly located in foreign markets. This creates an urgent need for investment and updating in the national landscape.
We cannot forget that the keys to success in wellness tourism are: exclusivity, an optimal project size, an effective operating plan, efficient management, and active marketing.
Copying concepts and projects is a mistake because each establishment must have its own specialization and unique characteristics to attract wellness users, who are increasingly loyal to specific areas and facilities capable of guaranteeing the wellness standards they demand. The globalization of common and uniform products and services can destroy the uniqueness and competitiveness of the concept and the business.
Wellness consumers are increasingly demanding because they are more knowledgeable about the product, and therefore their expectations of professionalism and quality will be very high.
Evaluating today's opportunities will be the success of tomorrow's business. We must take advantage of two real trends: the growth of tourism in Spain and the increase in health and wellness tourism worldwide.
We must redefine the offering; our great opportunity is to create a new destination. A wellness destination, to attract new tourist segments that choose their vacation spot based on the type and quality of the spas or wellness spaces available. It's time to redefine the wellness offering to adapt it to current demands and compete in the international market. We must focus on product quality; many people aren't prepared for excellence, and it's time to surprise them.
Thus, all indicators guarantee that investment in wellness is currently a safe bet within the international tourism market, but ensuring the quality and effectiveness of the investment is paramount. To achieve this, it is essential to rely on a specialized firm with sufficient endorsements, avoiding the mistake of being persuaded by offers from companies that, faced with the prospect of easy business and the emerging situation of the sector, have entered the market without the necessary professionalism and experience required by the wellness and well-being business, which is directly related to health.
Investors should know that a sound decision when planning the feasibility, designing, and implementing the project will result in optimal profitability for the owner and the best services for the client. For all these reasons, some of the most important wellness areas developed in the hotel sector in recent months, not to mention the most exclusive private spaces, have been entrusted to a market-leading firm such as Freixanet Wellness. These include facilities such as the spa at the new Avenida Sofía Hotel in Sitges, the wellness area at the Kandahar Hotel at the foot of the slopes in Pas de la Casa (Andorra), the sustainable spa architecturally integrated into the Mediterranean landscape at the Castell dels Hams Hotel in Mallorca, the commitment to renewable energy in the wellness area of the AM Aguas de los Mallos Hotel (Huesca), or the equipment installed in the treatment area of the prestigious SHA Wellness Clinic, to name a few of the most recent examples.
*Sources consulted:
Catalan Tourism Agency, DBK consulting firm, SRI International, World Travel and Tourism Council (WTTC)
