The international tourism industry continues to be boosted by global spa travel, a trend predicted by leading spa industry guru, Heinz Schletterer.
Increased mobility and globalisation is leading to fierce
competition on an international level
Especially within the tourism industry, new products and high quality standards are more important than ever. Only if these are guaranteed can regulars be kept and new customers attracted in growing target markets such as Eastern Europe and the Middle East.
An influential personality in the spa industry development,
Herr Schletterer has already established more than 1,500 spa installations of over 2 million square metres.
Not just a spa expert and pioneer, Schletterer is also CEO of
Schletterer Wellness & Spa Design, whose range includes small
home spas, cruise ships and large destination spas. Schletterer
Wellness & Spa Design boasts in excess of 70 employees at the
company`s head office in Strass/Zillertal regularly reaching an
annual turnover of e20 million.
“There is an enormous competitive pressure among spa hotels,” says
Heinz Schletterer. “Ten years ago a spa area used to be a competitive
advantage; today it is just part of the standard equipment.”
Heinz sees two aspects in the future development of spa and
tourism companies: One is further specialisation; the other is
personalising the range of services offered.
“The spa hotel of the future must be outstanding,” he says. “No
matter which specialisation hoteliers choose, they will only be
successful if they themselves are passionate about the subject –
and if the staff share this enthusiasm.”
In the next 10 years specialised hotels will obtain a market
share of 25 to 30% predicts Herr Schletterer who defines three
distinct development areas for hotel resorts as:
• Hotels built around a central theme such as health or sports
• Hotels focusing on a specific target group such as children
• Low-function hotels addressing a larger, cosmopolitan target
Simultaneously, says Schletterer, a new trend is emerging. All
over the world numerous medical spa hotels are opening. These
hotels integrate health and medical care by specialists into spas.
Yet, according to Schletterer, the number of these hotels will be
limited due to the high acquisition costs within the medical area.
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