Małopolska Health Resorts in European Cooperation Networks João Pinto Barbosa Szczawnica, European Spas Association

European Spas Association Summary ESPA Activities & Networks Marketing

European Spas Association

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

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

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 onEurope, the worlds nº 1 tourist destination ATTPUBLICPOLICY.EU

European Spas Association Supporting the Members SERBIA ROMANIA

European Spas Association Quality Standards

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. European Spas Association

In cooperation with European Spas Association

TC 228/WG 2 Health Tourism Services ISO/DIS (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 (Approved Work Item) Wellness spa -- Service requirements ISO/AWI (Approved Work Item) Thalassotherapy - Service requirements European Spas Association

European Spas Association 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 Joint Projects

Thalasso division Radon health resorts division Peloid division European Spas Association

European Spas Association Promoting the concept the European Spas philosophy ISMH CONGRESS EUROPEAN TOURISM FORUM

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

European Spas Association 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 Message

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

Printed Materials European Spas Association

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

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

Online Marketing European Spas Association

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

SOURCE: STEPHANIE PERRONE GOLDSTEIN (COYLE HOSPITALITY GROUP) European Spas Association

European Spas Association

European Spas Association

Source: Google Analytics European Spas Association

European Spas Association

People share, read and generally engage more with any type of content when its surfaced through friends & people they know and trust CNN European Spas Association

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

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

European Spas Association PASCAL LAUENER / REUTERS Poland statistics Total Facebook users : (21,91% of Pop.) Position in the ranking by countries: 25 Grew by more than users in the last 6 months

European Spas Association

Rules we have in mind Entertain Inform Educate Engage 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, messages, Business cards… European Spas Association

Next steps ! European Spas Association

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

Step 1 - Fulfill the gaps European Spas Association

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

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

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

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

Dziękuję João Pinto Barbosa European Spas Association Marketing Manager joaopintobarbosa European Spas Association