Opmaak 1

Transcription

Opmaak 1

RESEARCH CENTRE
FOR COASTAL TOURISM
Wellness in the Delta
An analysis of threats and opportunities
Credits
This report was published by the Research Centre for
Coastal Tourism, in part by courtesy of ‘Pieken in de
Delta Zuidwest-Nederland’.
Copyright © 2010, Research Centre for Coastal Tourism
Reproduction of the information in this publication is
authorised, provided that the source is acknowledged.
Although this report has been drafted with the greatest
possible care, the Research Centre for Coastal Tourism
cannot accept liability for any damage caused by –
either directly or indirectly – the information provided.
For more information:
Research Centre for Coastal Tourism
E-mail: [email protected]
Internet: www.kenniscentrumtoerisme.nl/en
Photography:
Thijs Tuurenhout
Promotie Zeeland Delta
Flickr - gsz
Boerderijcamping De Paardenwei en Paardenmelkerij
Nortier-Buijze
Campingpark & Wellness Ons Buiten
Minicamping De Visser
Indigo Zeeland
Trivium Hotel en Spa
Peter Verdurmen
www.shutterstock.com
Graphic and layout design:
www.vormaat.nl
An analysis of threats and opportunities
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
Part 1:
Part 2:
Part 3:
An Exploration of the Term ‘Wellness’ . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
1.1
History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
1.2
Trends and Developments
1.3
Wellness Segments
1.4
Wellness Activities in the Netherlands . . . . . . . . . . . . . . . . . . . . . . . . . . .9
1.5
Target Group Profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Project: 'Vitaliteit - Wellness, een zee van kansen' . . . . . . . . . . . . . . . . . .13
2.1
Project Description and Project Results
2.2
Entrepreneurs’ Experiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
The Delta, an Ideal Wellness Destination
. . . . . . . . . . . . . . . . . . . . . . . . .13
. . . . . . . . . . . . . . . . . . . . . . . .28
3.1
SWOT Matrix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
3.2
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
3.3
Tips and Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
Introduction
Wellness is all the rage! Just consider the attention focused on the subject by the corporate
community, the media and politicians. Today, wellness means more than a combination of
‘well-being’ and ‘fitness’, as initially coined by the American medical practitioner dr. Halbert
Dunn. It also transcends the definition in the Longman Dictionary of Contemporary English –
the state of being healthy. Wellness has become a concept that is comparable to the concept
of experiences. It is no longer a tangible concept. Wellness is something that you want to
achieve, similar to a feeling of happiness. Several stakeholders already make clever use of this
development, just think of ‘wellness tea’ and ‘wellness weekends’, which have become quite
common recently.
This report addresses the subject of ‘wellness’, and more specifically, wellness in the Delta
(South-west of the Netherlands). What is ‘wellness’ actually? What kind of activities does it
involve? What does the demand side of the market look like? Where can one find opportunities? More specifically, where can entrepreneurs in the Delta find opportunities?
The report consists of three parts. The first part explores the term ‘wellness’: what is its history
and what does the market look like today. Part two covers a project called ‘Vitaliteit – wellness,
een zee van kansen’ (Vitality – Wellness, a Sea of Opportunities), carried out by Economische
Impuls Zeeland and the Research Centre for Coastal Tourism from 2008 to 2010. The results
of the project are described and the entrepreneurs who participated relate their experiences.
The final part of the report features information on the market situation, experiences with the
project, and opportunities for entrepreneurs in the Delta.
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2
Part 1:
An Exploration of the Term ‘Wellness’
The first part of this publication explores the term ‘wellness’. It begins with the history of
wellness. After that, the trends and developments that are influential on wellness, followed by a
presentation of wellness market segments, based on various guest motives. This first part is
concluded with a description of the market volume of the Dutch wellness industry.
1.1 History
People have always been interested in physical and mental fitness. In their book Health and
Wellness Tourism, Smith and Puczkó (2008) presented an extensive account of the history of
health and wellness tourism. The oldest known form of activities undertaken in this area dates
from 5,000 before Christ. This form – Ayurveda – originates from India and is based on a
holistic approach in which the mind influences the body’s functioning. In Egypt, 3,000 before
Christ, women used cosmetics which are comparable to the products widely used today.
Chinese medicines, currently regarded as an exotic novelty in the Western world, date back as
far as 3,000 years. The idea that some waters have a healing effect on humans, as applied in
spa resorts, already existed 3,700 years ago. In the ancient Greek civilization, 700 before
Christ, warriors frequently enjoyed cold baths for medicinal purposes. Persians, 600 before
Christ, used steam and mud baths. Hebrews carried out cleansing rituals with water from the
Dead Sea around 200 before Christ. Thais and Siamese were familiar, as early as 100 before
Christ, with the healing effects of body massages. And of course, there is the Roman empire
with its rich bathing traditions – they had facilities that accommodated as many as eight thousand visitors a day. Around the year 800, the Ottomanian empire boasted Turkish steam baths,
which British knights learned about and experienced around the year 1200. Some 1000 years
ago the sauna was invented in the Baltic States and Finland. In the fourteenth century, hot
water springs were discovered, in Boeda (which is called Budapest nowadays). During the
renaissance in the sixteenth century there was an enormous increase in water therapy treatments. During that period, the chemical and mineral properties of hydrotherapy were discovered. Kings and queens advertised visits to spa resorts. At the end of the eighteenth century, the
beneficial effects of sea water were
recognised and put to use in Thalasso therapy, which was popular mainly in France; using
sea-sourced products (water, algae, and salt). In the early nineteenth century, modern massage
techniques were developed, predominantly in Sweden. Around the same time, spiritual places
of the native Americans received recognition in the United States and spas were built around
natural springs. Hydrotherapy, originating from Germany, which involves the use of different
temperatures and pressures of water, became a huge trend in Europe and America in the early
nineteenth century. At the beginning of the twentieth century, the elite became increasingly
interested in health and wellness travel, boosting its popularity. In Europe, people became
aware of the advantages of spa treatments for soldiers who were wounded in the war, and
visits to the seaside were recommended to industrial workers.
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On closer analysis, people in Asia and the Middle East have known about the advantages of
massage, yoga, meditation, herbs, medicines, and other forms of healing and spiritual
practices for many more centuries than Europeans. Wellness developments in Europe mainly
concentrated on spa resorts, because of the continent’s proximity to the sea and the abundance of thermal and mineral springs. Hydrotherapy and other water-based therapies make up
the core of traditional wellness offerings in Europe. It is only in recent years that cosmetic or
beauty treatments have become popular, much the same as the more spiritual or psychological
activities. As health standards in Europe have improved considerably, wellness offerings today
no longer focus on physical and medical purposes (the healing process after an illness or
injury), but on relaxation and indulgence. In the wellness industry, the focus has shifted to the
preventive aspect. In addition to publicising the healing properties of water, the wellness
industry provides information about and promotes health activities, a holistic view of food, and
achieving a mental and spiritual balance.
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1.2 Trends and Developments
Wellness is enjoying increasing interest and it is expected that this growth will continue over the
years ahead. Apart from the fact that more people will become interested in the subject, there
will also be a greater number of wellness activities undertaken. In this section, we will discuss
some general trends and developments that underlie the growing interest in wellness. Then we
will zero in on a few other trends and developments, specifically connected with the wellness
industry.
Self-actualisation
Esteem
Love and belonging
Security
Source: Beunders, Boers (2007)
General trends
A trend of increasing awareness is occurring throughout all sections of society. Ever more often,
people are starting to consider the things they do more consciously, such as ‘Which activities
are suited to my own personal development process?’, ‘What are the possible detrimental
effects of my behaviour (leisure behaviour) on the environment or on society?’, or ‘Is this good
for my health?’. This rising trend is already being addressed in many respects. Just think of the
abundance of organic products in the supermarkets, Dutch glossies like Happinez and Mind
Magazine, and a wide variety of wellness holidays. This trend fits into the top of Maslow’s
pyramid of needs: self-actualisation.
Physical needs
Maslow’s pyramid is a hierarchy of needs. The idea behind it is that people progress
from lower-level to higher-level needs, and that lower-level needs must be satisfied before moving on to a higher-order need.
The first level involves man’s most basic needs like food, drink and sleep. Once these
needs have been satisfied, people can move on to the next level: personal safety, order,
stability and security. The third level transcends these first two levels which mainly revolve
around survival. From the third level onwards, the social aspects of life enter the picture:
love, friendship, family and intimacy. After that, people can proceed to needs involving
self-image, trust in oneself, and the esteem of others. The highest level of the pyramid is
that of self-actualisation, which refers to fulfilling one’s individual potential.
Source: Beunders, Boers (2007)
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This trend of increasing awareness appears to underlie a number of trends which generated
radical changes in society over the past few years and which give the wellness industry ample
room to grow. For instance, everyone is familiar with the trend of sustainability, which has
become embedded in society rather quickly. People show increasing concern for the way in
which a product is produced: is it ‘fair’?, has it been produced in an environmentally friendly
manner?, how will consuming the product affect the future? Whereas businesses focusing on
'corporate social responsibility' used to be special, it has now become an indisputable necessity
in the eyes of the consumer.
Another highly relevant trend involves health. It is suggested that this trend, also referred to as
the well-being trend, is the biggest trend of the century. On the other hand, the supply of
health care services and information on health is growing. Government, health insurers, and
media are all preoccupied with providing consumers information about the importance of a
healthy life. Preventive care is covered by an increasing number of health insurers. What’s
more, because of the demands placed on them by today’s hectic society, consumers are
developing a growing need for relaxation. Both developments have put people’s personal
well-being on the map again; slowing down and spirituality are no fringe pursuits, and wellness
offers a way to step off the dreary treadmill for a while.
Generally speaking, consumers have started thinking differently. Rather than wanting to be
spoilt for choice, they seek purity and quality in products and services offered. They want to go
back to basics. Furthermore, people are regaining attention for themselves; they want to find
their real selves.
Apart from the fact that these trends and developments have encouraged wellness as a
phenomenon, they also have an influence on products and services in the wellness industry. For
instance, more and more wellness suppliers are concerned with corporate social responsibility,
primarily the ‘green’ sustainability aspect. In this respect, one may think of a restaurant on a
camping site that uses organic produce, and a spa resort that only uses green energy.
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Wellness
Looking at the wellness industry in particular, it appears that there are two growth markets to be
expected. The first one can be found in organisations that will engage in the integration of
different wellness services, generating new forms of wellness as a result. Eastern philosophies
and traditions will be mixed with Western customs. Traditional Western spa resorts will expand
their offerings to include emotional, spiritual and physical activities. Just think of a spa resort
which combines relaxation activities with minor medical procedures, or different forms of yoga
being combined with pilates. This is also referred to as ‘well-blending’, and will become a new
form of mass tourism. Experts believe that this will be a short-lived trend.
The second growth market involves smaller businesses offering highly specific services. The
long-term prospects for these businesses are brighter, because their supply is unique, which
allows them to respond to the needs of specific target groups. A good example of this is Sukko
Cultural Spa & Wellness in Phuket, Thailand. This luxury spa is permeated with every aspect of
the Thai culture, reflected in its architecture, the unique Thai-style service of its highly trained
staff, treatments using natural products, the Thai kitchen, and a kids club featuring traditional
Thai plays.
For tourism businesses, responding to the wellness trend means an opportunity to extend their
seasonal activities to include the winter months, and as such, enhance business continuity. After
all, there is no seasonal limitation on the need for relaxation and slowing-down. More and
more hotels are investing in wellness, exchanging meeting rooms for wellness facilities. This
also suggest that these hotels are shifting their market focus from business to tourism. It has to
be mentioned here that changes of this sort require high investments and that it is difficult to
make the facilities profitable. Moreover, there will be abundant choice for consumers in this
area, as more and more tourism businesses will come to realise the potential of wellness
initiatives. Much the same as with corporate social responsibility, there will come a time when
the consumer considers wellness services as an indisputable necessity for tourism businesses.
Meanwhile, the range of wellness facilities offered is impressive. Wellness facilities emerged in
unexpected places, such as trains, airports and casinos. In addition, spas are expanding their
treatments, as demonstrated by the growing number of medical treatments available in spas.
They offer clients pre-surgical preparations, post-surgical therapy, and cosmetic skin and teeth
treatments. Another new phenomenon is the ‘mental spa’, where special attention is paid to the
condition of the brain by offering brain games, neurologist consultations, and anti-Alzheimer
programmes.
Nature is an important element in wellness activities, especially in countries or regions with a
coastline. As it happens, people attach great value to environmental factors, such as sea,
beaches, and fresh, salty air. These regions are pre-eminently suited for treatments like
Thalasso therapy. In addition, tranquillity and water is a popular combination in itself.
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1.3 Wellness Segments
In Western countries, including the Netherlands, a wide variety of traditional forms of wellness
are currently being brought together and undertaken indiscriminately, thus giving rise to new
forms of wellness. People often don’t know where the activity undertaken originates from. As we
have established earlier, it is difficult to define wellness. There are so many angles to wellness,
with different personal values. For one person, the emphasis is on relaxation, and for another,
it is on purposeful action. Wellness is made up of a great many separate elements, and all
those elements are interconnected too. In 2008, the Netherlands Board of Tourism and
Conventions (NBTC) drew up the diagram below, which represents this interconnectedness:
Source: NBTC, 2008
NBTC maakt onderscheid in wellnessactiviteiten die actief en passief ondernomen worden.
NBTC makes a distinction between active and passive wellness activities. In addition, it is
possible to differentiate between mental or physical enrichment. As a result, wellness can be
summarised in a broad sense as activities that enhance a person’s well-being, in an active as
well as a passive form, and targeting the mental as well as the physical aspect.
The commonest variant, which usually springs to people’s minds first of all when they think
about wellness, is the quadrant of relaxation and experiences. Relaxation is a key component
in, for instance, spas, saunas, health resorts, and massage treatments. As little as possible
mental and physical effort is made. It soothes and calms people.
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Diagonally across from this quadrant, is the quadrant of purposeful and active wellness
pursuits. This variant too is very common in today’s society, however, it is often not labelled as
wellness. Body improvement is a primary focus, achieved through exercise, sports and healthy
eating. Examples of services within this quadrant are gyms and fitness centres, and food
products with the ‘ik kies bewust’ (‘I choose consciously’) label.
Since this century, it has become quite normal for people to change parts of their bodies. They
want to look as young as possible for as long as possible. This involves facial treatments
(creams and masks), but also botox injections, dental surgery, and other surgical procedures
such as breast enlargements and facelifts. This quadrant is leaning closely against the quadrant
of relaxation and experiences. Combinations of these quadrants are offered to an increasing
extent. Just think of the spa centres which offer minor cosmetic surgery, and the increase in
medical holidays undertaken by Western tourists.
On the opposite, we find the quadrant of ‘meaningfulness’, which involves mental efforts. It is
argued that the depillarisation and secularisation of society has triggered a search for
‘meaning and purpose in life’, outside of a religious framework. This search is satisfied in
activities of a spiritual nature, such as yoga, meditation, and the study of Eastern philosophies.
A distinct increase in activities of this sort has also been noticeable in the past few years.
1.4 Wellness Activities in the Netherlands
Wellness is receiving great interest, but how big is the wellness market in the Netherlands in
fact? In the previous section, wellness was categorised into four quadrants. Unfortunately,
studies of supply and demand in the wellness market generally do not conform to this
categorisation. After all, the four quadrants are all about the consumer’s experience: going for
a run in the park is usually not identified as a wellness activity, but it does fit in the quadrant of
‘purposeful and active’. Furthermore, certain quadrants require more specific facilities than
others, which allows for a clear delineation of research targets. Most studies are restricted to
the quadrant of ‘relaxation and experiences’. This includes the terms ‘pampering’, ‘unwinding’,
‘health and spa treatments’, and ‘beauty’. Important activities include: visiting saunas,
hammams, health resorts with thermal baths, spas, and beauty centres. It may involve singleday activities or holiday pursuits, undertaken outside of the home environment.
In its ‘ContinuVrijeTijdsOnderzoek’ (‘continuous leisure survey’), NBTC-Nipo Research analyses
the leisure behaviour of Dutch people every two years. A comprehensive range of leisure
activities is studied, from entertainment to culture, and from sports to wellness. The guiding
principle is that the leisure activities are undertaken with the home as a point of departure and
that the activity lasts at least one hour, including travel time. Activities undertaken at one’s
holiday destination are not considered. In these studies, wellness covers the following activities:
beauty treatments, visits to health and spa resorts, sauna visits, and yoga/meditation. Sports is
a separate category and is not regarded as a wellness activity.
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Source: ContinuVrijeTijdsOnderzoek, NBTC-NIPO Research 2009
Of all Dutch people, 26% undertake at least one wellness activity a year. This percentage is
lower with children and adolescents, but once people have reached the age of 18, participation in wellness activities steadily increases. 42% of the Dutch aged between 25 and 34 years
engage in wellness activities as leisure pursuits. Sauna visits and beauty treatments are by far
the most popular activities. In the study year from April 2008 to March 2009, the Dutch made
nearly 16 million sauna visits and 2.3 thermal bath visits, underwent nearly 11 million beauty
treatments, and engaged in yoga and meditation over 29.5 million times.
Wellness is not only popular as a leisure pursuit, but also as a holiday activity. 2% of the Dutch
refer to their holidays (in their own country) as wellness holidays, adding up to some 265,000
holidays in 2009 (ContinuVakantieOnderzoek 2009). More often than not, wellness is the
secondary aim rather than the primary aim of a holiday. People prefer to combine wellness with
a beach holiday (29%) or an active holiday (22%) (CVO Wellness 2007). This means that
wellness activities are an ingredient in many more holidays.
The study on the topic of ‘Wellness’, carried out by NBTC NIPO Research, shows that a total of
3.7 million Dutch people engaged in a wellness activity in their free time or while on holiday
(over a period from 2005 to 2008). Over the next three years, 4.5 million Dutch people are
expected to undertake wellness activities, which is a projected growth of 22%. The favourite
surroundings for a wellness holiday is the coast, followed by hilly countryside, and forest/heath
areas. According to the Dutch, the most appropriate destination for a wellness break is their
own country.
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Looking at the supply side, the increase in wellness offerings is also distinctly visible. Statistics
from the CBS reveal that the number of businesses in the wellness sector grew by one-third (to
a total of 2,400) between 2001 and 2006. The number of employees in the sector even
increased by 78% (to a total of 11,000) during that same period. Wellness is also interesting
from an economic point of view. The annual HOSTA hotel surveys of Horwath Consulting
(2006) show that hotels can ask 20% higher room rates than the national average, if they have
wellness facilities to offer their guests. Holiday resorts and camping sites can respond to the
trend by integrating a wellness centre on their premises, or, just like hotels, by negotiating
agreements with wellness businesses in the surrounding area.
1.5 Target Group Profile
The people who regularly engage in wellness activities consider their participation in these
activities not so much as a luxury leisure pursuit, but rather, as a part of their lives. The target
group is becoming increasingly demanding: they expect high-quality treatments, perfect
hygiene, well-trained therapists, and high value for their money. Consumers are keen to
engage in wellness activities that are tailored to their needs and desires.
Upon analysis of the profile of the wellness target group, it stands out that more women than
men take part in wellness activities. It is a common fact that people aged over thirty in
particular focus more attention on wellness activities than younger people. This section
addresses in detail the profile of the target group.
Active health seekers
Participants in wellness activities can generally be labelled as ‘active health seekers’. These
people are highly motivated and determined to take their health into their own hands. They
often opt for alternative medicines or therapies and are not afraid to experiment. The baby
boomers are a prominent part of this group. They are at the peak of their income potential,
have a high level of education, have a relatively high amount of time to travel, and have a
great desire for activities that bring self-fulfilment. Most wellness tourists are driven by
emotional needs, or a lack of mental balance.
Opportunities
Currently, there are two groups that deserve special attention because they hold potential for
the future: young people and elderly people. Young people today hold enormous potential as
a future target group, because they are thoroughly familiar with the ‘prevention concept’ and
because their hard-working parents taught them all about a healthy lifestyle. In addition, the
ageing part of our population makes up an excellent target group for the wellness sector.
People want to live longer, healthier and more energetically. This ageing segment has relatively
much money to spend, is looking for pleasure and relaxation, and is willing to pay for
high-quality wellness offerings. This latter aspect, the willingness to pay a little extra for
wellness-related leisure products and services, in fact applies to anyone who is interested in
wellness, with all of us having busier lives and less free time. People want to spend what little
free time they have as efficiently as possible, preferably with luxury and comfort as the main
ingredients.
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Additionally, there are opportunities where men are concerned. Already men are displaying a
growing interest in wellness activities, which suggests market potential. Supposedly, men in
particular can be reached by appealing to couples. The more the women are involved in
wellness activities, the greater the chance that the men will follow suit.
Employees are another promising target group. More and more people working just below
senior management level (e.g. managers, team leaders who have directors above them) are
suffering from stress and lifestyle-related health problems. Especially in times like these, with the
effects of the economic crisis noticeable in every field of our lives, this group is contending with
matters that affect productivity and fitness in the workplace. This development is currently being
addressed, to an increasing degree, by employers and preventive care institutions alike. In
addition, more and more employees have come to realise that health does not only involve
physical health, but mental balance too.
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Part 2: Project: 'Vitaliteit - Wellness, een zee van kansen'
The central theme of the second part is a project called 'Vitaliteit - wellness, een zee van
kansen' (Vitality – Wellness, a sea of opportunities), which was carried out from 2008 to 2010
by Economische Impuls Zeeland (Impuls)
and the Research Centre for Coastal Tourism.
The results of the project will be illuminated
and a couple of participating entrepreneurs
will talk about their experiences with the project.
The 'Vitaliteit - wellness, een zee van kansen' project was made possible by a financial
contribution from the programme ‘Pieken in de Delta Zuidwest-Nederland’, the Dutch
Ministry of Economic Affairs, and the provinces of Zeeland and Noord-Brabant.
2.1 Project Description and Project Results
In the autumn of 2008, Impuls launched the ‘Vitaliteit – Wellness, een zee van kansen’ project.
The objective of this project was to develop an appealing concept with regard to vitality and
wellness for the purpose of tourism in the South-west of the Netherlands (the Delta region), and
to develop an investment programme. The most important expected result of this project was
an appealing vitality and wellness concept for the Delta region, complete with a set of new and
feasible products, services, and investments. The project was set up and run in conjunction with
businesses in the region.
The project was made up of different components: a concept and product development phase,
continuous knowledge transfer, and marketing and communication.
C O N C E P T
Network
Communication
Knowledge transfer
Products
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The project was carried out by Impuls in association with the Research Centre for Coastal
Tourism – a collaborative arrangement between HZ University of Applied Sciences and NHTV
Breda University of Applied Sciences. In addition, Impuls hired an external consultant with
profound expertise in the area of wellness and vitality concepts both in the Netherlands and
abroad. The project was completed in the first quarter of 2011.
Concept development
In the project’s preparation phase it was determined that the Delta region has a lot of potential
as a ‘vitality archipelago’, but that this potential was not yet fully realised. As early as in the
orientation phase of this project, entrepreneurs reported to recognise an added value in a
connecting link between individual ideas and projects, and the development of collective
initiatives for individual entrepreneurs to synchronise their efforts. That was why the point of
departure was to build on initiatives already undertaken by local entrepreneurs, while making
even better use of the specific qualities of the Delta.
First of all, an analysis of the Delta was carried out of the existing products and services, as
well as the opportunities in the area of vitality and wellness. One of the outcomes was that the
region has extreme potential to target the wellness market successfully, as the area is generally
known as ‘unspoilt’. In popular tourism regions, the environment is often specifically designed
to meet tourist demands. Zeeland and West-Brabant managed to stay with themselves. The
Delta signifies authenticity, it has a certain pureness to it. Furthermore, the Delta boasts those
particular environmental factors which would ensure success to any wellness region: sea water,
beaches, dunes, salty and fresh air, soil conditions, and beautiful landscapes. These regional
qualities represent a sound basis for the development of product and market combinations
centred around vitality and wellness for the purpose of tourism in the South-west of the
Netherlands. The ‘salutary effects of Zeeland’s water’ is pivotal in this respect, something that
can be used in a wide range of areas – from restaurant menus to walking paths, from treatments based on local ingredients to communication campaigns.
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Marlies Sobczak, who was involved in the project as an external consultant, has international
experience in wellness and vitality concepts. She acknowledges that there is huge potential in
the Delta, in terms of becoming a major international player in the wellness industry by means
of this concept. The Delta has the right ‘DNA’ to create a distinct profile for itself in the
wellness market. For this to actually take effect, two things need to be done. To raise a region’s
profile, nationally and internationally, the wellness businesses that are located in the region
must reach a certain volume. One wellness-oriented camping site just won’t do. That is why the
Delta will have to make a concerted effort as a region. Secondly, the philosophy behind
wellness, the basic premise, will have to be propagated, while putting the guest central in all
operations. Just think of the wonderful German expression: the guest wants ‘Ich Zeit’. This
means that the guest’s needs and expectations are the number one priority, rather than the
company’s profit targets. Wellness is not just building a sauna facility and making money;
wellness is responding to that which an individual, your guest, is willing to spend money on.
We need to put a stop to the mere imitation of Asian wellness practices. Instead, we need to
make sure that the Delta gets its own wellness movement, its own specific identity in wellness
and well-being, with home-grown products and services. Wherever they go, people will
recognise this distinct Delta identity.
Ina Nortier of Boerderijcamping De Paardenwei en Paardenmelkerij Nortier-Buijze
(campsite and horse milking farm) in Oostburg is developing products that relate to the
Zeeland draught horse in particular. First of all, she is working on horse milk body
packs, in collaboration with biosfeer-Groede. The main ingredient of this pack cream
will be horse milk. After the horse milk based cream has been applied, guests will be
wrapped in cling film for about half an hour. Horse milk is known for its restorative and
healthy effect on the skin, particularly ‘problem skins’. Horse milk pack treatments are a
typical Zeeland wellness treatment. Prior to the treatment, guests can enjoy a glass of
horse milk, enjoying the salutary effects both inside and outside the body. >>
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The farm campsite furthermore distinguishes itself by selling horse milk filled chocolate,
horse milk liqueur, pancakes made from horse milk, and horse milk ice cream. In
addition, the farm and campsite proprietress is considering activities like horse riding,
horse driving, and tours with the Zeeland draught horse playing the leading part. This
year, Ina has composed a few new package deals. For instance, people can stay the
night in a luxury tent on the campsite, and go for a short horse ride, as well as attend a
horse driving workshop. The lunch that is part of the package deal features a lot of
horse milk based products. In the end, she wants to add a rustic cottage to her
campsite, looking out on the landscape with the Zeeland horses grazing in it.
Product development
After the extensive analysis of the Delta and the development
of the overall concept, collaboration was sought with local
businesses. This was done at a major kick-off event in
Badhotel Domburg. The event was attended by more than
70 interested persons, including a great many entrepreneurs
from the South-west of the Netherlands. The central theme of
the event was how to identify market opportunities. To this
end, the participants were taken on an experience tour of the
different wellness realms: exercise, relaxation, meaningfulness
and health. Furthermore, a film on wellness in the South-west
of the Delta was played, and a couple of renowned speakers
explored the topic as well as the development opportunities a
little closer. The film and the programme demonstrated,
among other things, that wellness is more than just beauty
and good and healthy eating.
16
This is also where the project and concept were
presented for the first time, making it perfectly clear to
the entrepreneurs that: ‘if you are interested, we will
help you’. This inspired enthusiasm in some of the
entrepreneurs present, which soon spread to others.
Through a series of follow-up meetings, contact was
made with almost one hundred businesses in the entire
region, both in Zeeland and in West-Brabant. It
involves businesses in the tourism sector, but also in
the sectors of health, agriculture and hotel/catering.
Due to the decline in tourism in the region and the
economic crisis , there has been a noticeable shift
among entrepreneurs in the Delta towards more
creative thinking and a more open attitude towards
new ideas.
All the entrepreneurs who showed their interest in the
project were invited for an introduction interview, to
raise their awareness of the advantages of venturing
into the wellness business. Topics of conversation in the interviews were the opportunities
presented by the environmental qualities of the region, and how the concept can be used at
individual business level. As for businesses already operating in the wellness industry, the
possibilities of upgrading their existing offerings were examined. And as for businesses that
have not yet incorporated wellness into their products or services, the various options available
to them were outlined first of all. Moreover – and that’s a particular strength of this project
which is based on a larger volume of wellness businesses – possibilities were sought for new
product and market combinations in collaboration with other participating parties. These
possibilities were explored at entrepreneurial meetings especially organised for this purpose.
Quite a few interesting new products for tourists - varying in size and scope, but all with huge
market potential – were generated at these meetings. An example of these collaborative
initiatives is offering
beauty treatments on a
camping site. In this
initiative a camping
business and a beauty
parlour joined forces,
creating added value for
both of them: the
camping business has a
new service to offer its
guests, and the beauty
parlour has acquired new
clientele.
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Gabriël Coppoolse of Campingpark & Wellness Ons Buiten started adding wellness
facilities to his camping site three years ago. First on the list was a renovation of the
existing swimming pool, to which a sauna, a steam bath and salt cave were added.
Through the project, Gabriël met Tamara Bosman of Tamara Cosmetics Zoutelande,
and subsequently, services like massages and beauty treatments were added to the
wellness offerings of Ons Buiten. Inspired by the ideas from the project, Gabriël and
Tamara decided to focus on ‘Zeeuwse’ wellness, by drawing on the unique features of
the Delta region. In other words, they increasingly try to emphasise particular ‘Zeeuwse’
aspects in their wellness services, for instance by means of a wellness ritual that involves the pouring of honey from a nearby bee-keeper, or by using ‘Zeeuwse’ herbs, sea
weeds, and mud packs in their treatments. Gabriël wants to keep the threshold of
access to his wellness facilities as low as possible, for instance by offering guests the
possibility of using the sauna as a private sauna. The facilities play a fundamental role
in extending the tourism season, and they do not only appeal to guests of the camping
site, but also to day trippers. Furthermore, Gabriël has redecorated the chalets on the
camping site to match the ‘Zeeuwse’ wellness concept, and aligned his communication
and promotion strategy with the concept. All in all, considerable efforts are made to
increase the name recognition of Campingpark & Wellness Ons Buiten.
This year, Ons Buiten launched its ‘Zeeuwse oogstwinkel’ (harvest shop). In this shop,
regional products are offered, allowing the guest the true Zeeland taste, feel and experience. And this is, after all, what the guest is looking for, an authentic ‘Zeeland’ experience.
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Another example is Indigo, an organisation for mental support situated in various locations in
Zeeland. Indigo tries to encourage people to make a commitment to a healthier lifestyle,
including food, exercise and meaningfulness. To this end, an interrelated set of therapeutic and
preventive treatments is offered. Indigo recently concluded an agreement with Badhotel
Domburg, Camping Resort De Meerpaal, and Campingpark & Wellness Ons Buiten. Together,
they will accommodate guests who are experiencing in their professional lives the first
symptoms (for instance, fatigue or a desperate need to take some time off) of a disrupted
work-life balance. Indigo’s facilities, all in beautiful locations, exude an atmosphere of
relaxation and tranquillity. Badhotel Domburg, Camping Resort De Meerpaal, and
Campingpark & Wellness Ons Buiten have all upgraded their offerings. The aim of the project
is to establish more of these partnerships, thus creating win-win situations.
Rosette Wille, director of Indigo: "Together with our partners we want to be innovative,
cross boundaries, and surprise new target groups. We do so by offering unique product and market combinations, combining Indigo’s know-how with the assets of
Zeeland; the typical Zeeland products, the natural rhythm of the changes of the seasons and the tides of the sea, the tranquillity and the salty air. We are now facing the
challenge of turning these plans into concrete actions, and doing our bit towards securing a vital future for Zeeland.”
What’s so special about these partnerships, but also about many other initiatives with this
concept as the guiding principle, is that they don’t require any major investments. It is just a
matter of joining forces and a clever application of the concept.
Adrie and Joyce de Visser of Minicamping
De Visser in Zoutelande created a ‘tourism
gem’ in the form of a trail that takes
walkers along the fields of their floriculture
farm and that of their neighbours,
connecting with the deeper human need for
contemplation and meaning. “We have
created a walking trail dotted with objects
displaying sayings that inspire inner
reflection and contemplation. To stay in
tune with the character of our minicamping,
these objects are potato crates filled with
flowers and onions and anything else that’s
growing on the land at that particular
moment. We see that more and more
people are using the trail.”
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The wishes of the businesses who have joined the project vary. Some want to make
considerable investments in wellness, whereas others only want to make minor product
adjustments. And then there are those who use the concept as a kind of layer on top of all
their products and services, as well as their marketing messages. Sometimes an entrepreneur
wants support from the project’s initiators in the implementation of an idea or in the form of a
feasibility study relating to the planned investments. It also happens that entrepreneurs have a
specific idea, and that the parties together arrive at an improved version of that idea. This was
the case with an entrepreneur who had plans for selling garlic soup; meanwhile an entire garlic
cookbook is being prepared.
Knowledge transfer
The pillar of knowledge transfer focuses on two goals. On the one hand, it is about increasing
the accessibility of knowledge and experiences from other regions to entrepreneurs in the
Delta. On the other hand, it involves training students to become the professionals of the
future, so that they can help give shape to the quality of the wellness offerings in the region.
In the autumn of 2009, an introductory trip to Austria was organised for the entrepreneurs.
Some thirty entrepreneurs from the Delta region set out on a journey of wellness discovery, an
experience of ‘wellness in all its facets’ with the aim of translating their experiences into new
opportunities in their own operating area. Austria is a good example of a culture where
wellness has become fully integrated in society. Moreover, they are experts at turning the
‘wellness icons’ from their own region to good use. In this respect, just think of Sebastian
Kneipp. Entire towns were designed around the man’s ideas, there is a Kneipp product line,
and there are Kneipp natural pharmacies. This is something that we can apply to the town of
Domburg, which has a strong health and wellness tradition.
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The travel programme included stays in and tours of wellness hotels, a water walk complete
with meditation, a visit to an organic farm with a feng shui kitchen, an introduction to active
sports, visits to thermal baths and therapeutic facilities. Together with the tourist information
office of the spa town of Bad Gastein, the participants discussed the steps to be taken in the
future. Additionally, possibilities to respond to the needs of new target groups were considered.
The entrepreneurs gained experiences, made plans, and forged close ties with other businesses
willing to invest in wellness development.
Jan Karel Fikke of Trivium Hotel and Spa: "The wellness trip to Austria was a huge
inspiration. It was a long bus ride, but what seemed like a downside at first, turned out
to be an advantage later on. My wife and I had ample time to bounce ideas off each
other. When we arrived in Etten-Leur, we had reached a decision: we were going to
invest in wellness, and as such, in a new future. Furthermore, we got convinced of the
importance of increasing supply in the regional wellness market, in terms of volume and
diversity. Collaboration with other entrepreneurs is crucial in this process. We applaud
the developments that were set in motion by means of the project.”
Apart from knowledge transfer to entrepreneurs, a solid foundation was laid in terms of student
training in the area of wellness. Parallel to the project, HZ University of Applied Sciences – in
close cooperation with NHTV Breda – launched a new bachelor programme in Vitality
Management & Tourism. As a part of the project, course material was developed for two minor
tracks, specialisation areas for fourth-year bachelor students.
The minor ‘Wellness & Vitality’ centres on vision building and the translation of a holistic
wellness philosophy into customer-centred thinking. The minor track consists of two parts:
• In the introduction ‘The Holistic Concept of Wellness', wellness is explained from a holistic
perspective. This means that students study the entire wellness realm from different angles.
Students are familiarised with all sorts of wellness activities with the aim of arriving at a
detailed wellness concept.
• The second part - 'Wellness Management' – focuses on the creation of a business plan.
Students elaborate the concepts they developed in part 1 into a specific wellness business
plan.
The minor 'Lifestyles for Leisure Concepts' zeroes in on the consumer’s needs and expectations
in terms of leisure pursuits, which is a highly relevant topic in the wellness market. By means of
three learning paths, students learn to capitalise on their guests’ lifestyles.
• In the concept learning path, the theory of Lifestyle Decoding is used to develop a concept
for a product which appeals to a certain target market.
• In the product learning path, the concept is put onto the market, based on Business Model
Generation and ideas from the Challenge Economy.
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• In the practice learning path, a foundation is laid for lifestyle research through market
research techniques and existing lifestyle criteria.
Both minor tracks are ready to be offered with effect from the academic year of 2011/2012 to
students of HZ and NHTV. Additionally, these minor tracks will be offered in a modular format
to professionals in the sector.
Apart from transferring knowledge to students, through education, the project initiators also
explored work experience possibilities for students. The aim was to develop two new training
companies for students to apply their newly acquired knowledge to practice, thus hopefully
increasing their enthusiasm for a career in wellness. In conjunction with an external consultant,
the Research Centre for Coastal Tourism compiled a memorandum called ‘Leerbedrijf’,
outlining requirements, descriptions and other concerns relating to training companies. Based
on this memorandum, the consultant identified companies in the network that might qualify as
training companies. Talks were held with a couple of entrepreneurs who were interested in
hosting students for their work experience placements. In the end, the list of potential training
companies was narrowed down to one company. However, after a series of intensive
consultations with this company and with representatives from the local council, it turned out
that it would be unworkable for this company to become a qualified training company,
considering the extensive requirements and criteria. It was then decided to keep looking out for
companies that might be interested in offering work experience placements, but this is not a
primary concern.
Marketing and communication
One of the intentions in the project plan was the development of an overall marketing and
communication plan for the wellness concept in the Delta. With a view to the fact that the
product range has not yet been sufficiently developed in terms of volume, it was decided not to
prepare a separate marketing and communication plan. During the first year of the project, it
was decided to postpone the preparation of such a plan, in anticipation of the products and
services to be created. A sound marketing plan requires a wider range of products and services
than is currently available. As for the marketing efforts undertaken, inspiration was taken from
existing websites, including the websites of individual entrepreneurs and the website
www.vvvzeeland.nl of Stichting Promotie Zeeland Delta. This website contains a separate
section on wellness activities with links to the businesses offering them.
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2.2 Entrepreneurs’ Experiences
In this section we will introduce a couple of entrepreneurs who participated in the 'Vitaliteit Wellness. Een zee van kansen' project. These enthusiastic entrepreneurs have applied the
project’s concept in their businesses in various manners.
Jan Karel Fikke, director of Trivium Hotel & Spa
"We already had a hotel in Etten-Leur for many years. In 2005, the Trivium Hotel was added,
initially aiming at the business market, because of its location near Etten-Leur’s main business
park. It didn’t take long before we focused our attention on wellness, because it attracts
tourists. In this way, Trivium Hotel caters for business guests on weekdays, and tourists in
weekends. Needless to say, this has given our occupancy rate a strong boost.
I started in the wellness business because, on the one hand, I wanted to achieve a more steady
sales level, and on the other hand, I discovered that more and more hotels were expanding
their services to include sauna and wellness facilities. I saw that this was something that we
could use to our advantage too. The decline in business tourism due to the economic recession
spurred me to widen our scope to leisure tourism. Based on this gut feeling, we started out with
500 square metres of wellness facilities, including a bath, two saunas, Turkish steam bath, a
cooling down part, and treatment rooms. The investment turned out to be a success. Last
month, for instance, we had an occupancy rate of 97% on a Saturday, which is obviously very
welcome in times like these. We primarily began operating in the wellness business to attract
tourists in addition to business guests. Moreover, we wanted to serve people from the region
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who do not necessarily spend the night here. So far, we haven’t been able to accommodate
many regional guests, for the simple reason that the space we have is too small! As a result of
this huge success, we are currently expanding our Spa
Center to five times its size.
Wellness is more than a hype, it has become a lasting trend. That is why, as a hotel, you have
to offer something in this area. It may generate an added value when the weather is bad, for
instance. Of course, you don’t have to do so on your own, you may also choose to set up
partnerships with local businesses.
Another tip for entrepreneurs in the Delta: incorporate the ‘water experience’ in your products
or services. What’s unique about the Delta is that it already has a certain sense of vitality to it.
Take your guests outside, let them experience nature rather than being cooped up inside a
building. Go to the beach, for instance, and do some yoga exercises there instead of indoors.
In addition, I see future potential in small-scale wellness initiatives. You shouldn’t want to compete with the big players in the wellness industry, as there are already a fair amount of these in
the Netherlands. People increasingly regard wellness as something they want to engage in
every week, rather than just the one weekend per year. So, they want to find something close to
where they live. With this information in mind, it is also important to commit guests to your
business in order to stimulate repeat visits. What we do, for instance, is offer a series of courses
of treatments. Guests should feel like they have had a special, unique experience, exceeding
their expectations so that they want to share it with other people. It is these small-scale initiatives that allow for a personal touch, something that bigger companies often lack.”
Nick Sinke, owner of biosfeer-Groede
"In my life I have always enjoyed studying and growing medicinal plants as a hobby. In March
2010 I took over a farm called ‘Marleen Kruiden’, after the previous owners emigrated. They
were specialists in herbs. I grow a huge variety of medicinal plants and herbs. Last summer, I
had 180 different varieties. It’s a little paradise as well as a
breeding ground for innovation. The products made from these
plants include tinctures, gemmotherapeutic substances, and
wellness products like detox juices and creams. I prefer to sell
these products to wellness businesses directly; such as Dokter
Vogel, therapists, and hotels.
In addition, we are planning to expand our business to include
wellness offerings like workshops or accommodation for groups
of people who are interested in nature. But first I will devote my
energy to building a solid foundation for my business.
Within the scope of the ‘Vitaliteit & Wellness’ project, we have
developed the Zeeuwse herbal stamp. This involves dried herbs
being tied in a cloth, which is subsequently steamed and used for
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body massages. Herbal stamp massages are not new in the Netherlands, but in most cases
they are based on Far East techniques. In the Netherlands, we are still very much preoccupied
with the Far East where wellness is concerned, however, we have found that the body responds
much better to home-grown herbs than to (alien) Eastern herbs. We have also developed a
horse milk body pack (for the Nortier family) and a mussel scrub.
I always see an enormous missed opportunity whenever we talk about wellness in the Delta.
When you consider the natural resources that Zeeland has, it is incredible that there is so little
on offer. Just look at the beauty of the land, the water, the coast, ‘healthy’ nature, and last but
not least, the hordes of tourists already there. If only a few more people would recognise this
opportunity, and put it to good use, the Delta could become a magnificent wellness
destination. It seems that we are not yet fully aware of what we have. Perhaps because it is not
really a tradition here, as it is in Sweden or Austria, for instance. I expect gradual progress in
the future. It would be good if there was a coordinating organisation to take the lead, in the
same way as Impuls did with the project.
The message I want to give to businesses who have set their sights on wellness is the following:
stay close to what’s already there. Don’t go and make up any complicated things. Use the
elements that already exist in your business or in your environment. If you have a beautiful farm
with a nice plot of woodland in the dunes, then this is something that you should exploit.
People are after authentic experiences! What they are certainly not looking for, are staged or
fabricated experiences.”
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Rosette Wille, director of Indigo Zeeland
"We are working with wellness in terms of preventive mental care. Indigo’s aim is to bring its
services, primarily short-term health care and prevention, closer to its clients, both literally and
figuratively speaking. We focus on minor psychological complaints, working closely together
with local councils, GPs, and community centres. Indigo provides information, workshops and
courses, or quick and short-term treatments in people’s own environments and via the Internet.
The ‘Mentaal Vitaal’ module is a good example in this respect.
At the moment Indigo is developing a special project: I GO. This programme will constitute a
link between health care and business and industry on the one hand, and tourism on the other
hand. I GO targets employers. It provides preventive care for employees. So, the employee is
still working (not yet on sick leave), but is experiencing symptoms like fatigue or a desperate
need to take some time off, indicative of a disrupted work-life balance. Employees who find
themselves in situations of this sort are offered a midweek programme in a resort in Zeeland.
During the daytime they are given support and coaching in terms of regaining the balance
between body and soul, action and relaxation, their own wishes and those of others, enjoyment
and setbacks. In the evenings they can engage in activities such as the wellness activities of the
resort, a massage, a dune walk, a beachcombing trip, shiatsu, or a visit to a wine farm beautifully situated between sea and land.
We came up with the idea of putting this concept to action because of the ‘Vitaliteit – Wellness.
Een zee van kansen’ project. As a group of enthusiastic entrepreneurs, we set out to explore.
We visited Badhotel Domburg, Camping Resort De Meerpaal, and Campingpark & Wellness
Ons Buiten, and joined the introduction trip to Austria. This is also where we saw the concept
of preventive care combined with wellness. Apart from the fact that I thought it was a marvellous idea, it touched me personally. After having returned from Austria, I knew straight away
that this was something that we needed to pursue. Austria obviously has an enormous head
start, as the concept there is strongly embedded in society, but nevertheless, I saw opportunities
for our country, for Zeeland in particular, where we have the sea and the beaches. I contacted
colleagues from another branch, and that is where we developed the I GO project. At the
26
moment, we are on the eve of a pilot project which we are going to run next year. We have
recently concluded an agreement with the businesses where we want to accommodate our
guests. Interestingly, these are the businesses that are involved in the ‘Vitaliteit – Wellness’
project, and that we visited in the beginning. The agreement that has been concluded - under
the supervision of Rob van der Zwaag, mayor of Veere - between Indigo, Badhotel Domburg,
Camping Resort De Meerpaal, and Campingpark & Wellness Ons Buiten is called: Zeeland pure weldaad voor lichaam en geest, een krachtig preventiemiddel (Zeeland – a pure delight for
body and mind, a powerful prevention tool). Since the affiliated businesses serve different market
segments, employers are offered a choice as to how and where they want to use our programme.
The 'Vitaliteit & Wellness. Een zee van kansen' project has enabled Indigo to create new product
and market combinations and to actually follow through with the idea. After all, young
businesses are often strongly influenced by passing fads. The project helped us to not lose sight
of our focus.
I believe that the attention for wellness and the growth in health tourism in the Netherlands are
conducive to promoting and sustaining mental and physical health. So far, Indigo mainly
concentrated on mental aspects and on employers. We would like the focus of I GO to extend
to physical issues and employers. It is obviously in the best interest of employers to have wellbalanced employees. A simple calculation shows that if an employee who earns an annual
€ 50,000 is sick for one week, this costs the employer some €1,500 - not even counting the
temporary loss of productivity! A minor intervention, the I GO programme, may save the
employer these costs. Our aim is to enhance employee vitality, and as such, keep them in the
workplace for a longer period of time.
It would be a good thing for entrepreneurs in the Delta to pay attention to the combination of
mental health and wellness, so as to be able to continue to innovate and cross their own
boundaries, thus surprising their target groups. In my opinion, this can be achieved by looking
for product and market combinations in which cooperation with other parties is sought.
An integrated supply network would be favourable to the volume and growth of vitality and
wellness in the Delta. Ideally, we should place the Delta’s DNA onto the market as a joint effort.”
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Part 3
The Delta, an Ideal Wellness Destination
In this last part, we will present a SWOT analysis to demonstrate the opportunities in terms of
wellness for tourism businesses in the Delta. To this end, the particular strengths and weaknesses of the Delta will be identified first, followed by the threats and opportunities in the market
with regard to the wellness trend. Next the analysis results are grouped together in an easyreference matrix. By means of the SWOT analysis, conclusions are drawn and practical recommendations are made for tourism businesses in the Delta.
3.1 SWOT matrix
Strengths
Coastal region and waters
The Delta region is characterised by unique environmental qualities, which are perfectly suited
to raising the region's profile: the sea, the beach and the vast skies. People prefer wellness facilities located close to the coast. The businesses that are further inland are often situated near
fresh or salt water. These waters too can be utilised for the purpose of the wellness product,
after all, the target group tends to associate vitality with water.
Motivation towards innovation
Starting from the 1950s up until the beginning of this century, the Delta recorded a steady
growth in incoming tourism. By now, however, the market has changed in such a manner that it
can no longer be taken for granted that the once-so-loyal tourist comes back every year.
Businesses in the Delta now have to work hard to attract tourists. Their products and services
should be innovative in order to stay ahead of the competition. During the past decade, entrepreneurs grew increasingly aware of this, and at the moment, a great number of them have an
enormous motivation towards innovation.
Inspiring initiatives
Both the public and the private sector are developing more and more initiatives to make wellness in the Delta a success.
Weaknesses
Financial strength of small and medium-sized enterprises
Tourism entrepreneurs mostly operate in the small and medium-sized business market. These
businesses are generally less financially strong than the major players in the market, which
makes major investments difficult if not impossible.
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Fragmented supply infrastructure
By now, a considerable group of tourism businesses in the Delta has expanded their scope to
wellness as a business pursuit. Their initiatives, however, are often of an individual nature,
mostly based on different underlying principles and ideas. As a result, the supply infrastructure
in the Delta is rather fragmented.
Opportunities
Market demand
Consumers are displaying an ever greater demand for wellness activities. As mentioned earlier,
the activities will be undertaken by increasing numbers of people. This is caused by the trends
discussed in the first part: increasing awareness, sustainability, health. In addition, it involves a
year-round demand, which is an excellent opportunity for tourism business – usually highly
influenced by seasonal fluctuations – to establish a higher level of continuity.
Target group
Apart from the growing demand of consumers, the group of interested people is expanding. At
the moment, it involves the 'active health seekers', primarily consisting of women, people aged
between 35 and 55, and people with a high level of education. Moreover, potential can be
found in the following groups: today's young people who know the 'prevention story' through
and through and who want to enjoy life, elderly people with a lot of time and money on their
hands, men whose interest is on the increase and who can be reached by addressing couples,
and employees who suffer from stress at work and who can learn to take a more proactive
approach, under the supervision of their employers and/or a preventive health care institution.
Purity in the offerings
As demonstrated in the previous parts of this report, consumers nowadays have come to think
differently. Their need for authentic products is increasing. In addition, it has been predicted
that businesses which offer a specific or unique product will perform better than businesses
which offer a broad spectrum of facilities or services.
Threats
Demanding and spoilt consumers
As already demonstrated in part 1, the target group is becoming increasingly demanding and
critical. The more their own particular needs are satisfied through customisation, and the more
personal attention they receive, the better. Furthermore, the consumer will become spoilt where
wellness offerings are concerned, as more and more tourism businesses will take to incorporate
wellness aspects in their products and services. The consumer will take wellness facilities for
granted, or as a fundamental criterion even to visit or not visit a certain business.
Investment level and profitability
It usually takes substantial investments to create wellness facilities, and as a result it is difficult
to make these facilities profitable. Just think of an indoor swimming pool with a sauna in a
hotel.
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Strengths
Weaknesses
• Coastal region and waters
• Financial strength of SMEs
• Motivation towards
• Fragmented supply infrastructure
• Inspiring initiatives
Opportunities
Threats
• Market demand
• Demanding and spoilt
• Target group
• Investment level and profitability
• Purity in the offerings
3.2 Conclusions
A comparison of the strengths, weaknesses, threats and opportunities shows that the Delta
region is a highly suitable wellness destination. The opportunities clearly reveal a growing
market demand. It is even claimed that well-being, which has a lot in common with wellness,
will become the trend of the century. It is an opportunity not to be missed, and most likely a
necessity for the tourism industry to address. The region's strengths tie in closely with the
consumer's needs: the environmental aspects embody the basic ingredients for the desired
purity and authenticity of the wellness offerings: sea, beach and fresh air.
What's special about the weaknesses and threats, is that most of them can be transformed into
opportunities and strengths when the tourism businesses in the Delta start working together, as
has already happened in the 'Vitaliteit & wellness, een zee van kansen' project, a joint initiative
of Impuls and the Research Centre for Coastal Tourism. Cooperation equals joining forces,
which opens up expertise and creativity, and allows for costs to be shared and saved.
Cooperation may give rise to new product and market combinations, as we have seen in the
businesses participating in the 'Vitaliteit & wellness, een zee van kansen' project. Not only does
this generate win-win benefits, but also unique wellness offerings.
It would be ideal for the Delta to be marketed through the collaborative ventures as one
region. As a result, a strong position in the market will be ensured, and a wider target group at
national and international level will be reached. If the Delta is positioned as a wellness
destination, it is important that the degree of fragmentation in the supply is reduced. The
'Vitaliteit & wellness, een zee van kansen' project has provided a solid point of departure in this
respect. The specific regional qualities of the area are a basis for the development of product
and market combinations as well as products relating to vitality and wellness for tourists in the
South-west of the Netherlands. The ‘salutary effects of Zeeland’s water’ is pivotal in this
respect.
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3.3. Tips and Recommendations
In conclusion, we will present a few practical tips and recommendations as to how tourism
business in the Delta should address the issue of wellness.
Setting to work with wellness
Major opportunities can be found in wellness activities for tourism entrepreneurs in the Delta.
As demonstrated clearly by this report, wellness will be making huge strides in our society.
Taking good care of body and mind will become increasingly important to Dutch people as
well as inhabitants from many other countries. The demand for wellness products will increase
as the target group expands, and this demand will also assume a more intensive character,
because the frequency of consumption will increase too.
Focusing on the long term
On the other hand, the supply of wellness products will increase too. More and more
businesses and organisations respond to the growing demand. 'Well-blending' tourism is
expected to emerge in the short term, which involves the blending of all sorts of wellness
offerings, thus creating new forms of wellness. The target group, however, attaches great value
to authentic products. This is where the future for the long term lies. Tourism businesses in the
Delta are recommended to focus on the long term, and in the process, utilise the unique
environmental factors that the Delta boasts (sea, beach, vast skies) as well as home-grown
products. Examples of this include seaweed-based products and milk from the Zeeland draught
horse.
Joining forces
With the 'Vitaliteit & wellness, een zee van kansen' project of Impuls and the Research Centre
for Coastal Tourism, a sound basis has been built in the period from 2008 to 2010. The
previous section described the advantages that can be obtained from cooperative ventures of
this sort. A brief summary of these advantages:
• Merge the fragmented supply elements in the Delta together by means of one all-embracing
concept;
• Create a strong profile in the national and international market;
• Use each other's expertise and creativity;
• Share or eliminate costs;
• Develop new product and market combinations;
• Create win-win benefits.
31
More information
For more information about the 'Vitaliteit & wellness, een zee van kansen' project, please
contact Economische Impuls Zeeland, Wies Buysrogge via +31 (0)118-673 582 or
[email protected].
For questions about the bachelor programme in Vitality Management & Tourism and the
minor programmes, please contact HZ University of Applied Sciences, Peter Kruizinga via
+31 (0)118-489 173 or [email protected].
For all other questions, please contact the Research Centre for Coastal Tourism, Margot
Tempelman via +31 (0)118-489 757 or [email protected].
32
Literature Consulted
Beunders, N., Boers, H. (2007). De andere kant van de vrije tijd.
Uitgeverij Toerboek BV, Leiden.
Bushell, R. Sheldon, P.J. (2009). Wellness and Tourism; mind, body, spirit, place.
Cognizant Communication, New York.
Erfurt-Cooper, P., Cooper, M. (2009). Health and wellness tourism; Spa's and Hot Springs.
Channel View, Bristol.
Leisure Management (2010). Nummer 73. Leisure Media & Consultancy Group,
Hippolytushoef.
NBTC-NIPO Research (2009), ContinuVakantieOnderzoek. Leidschendam.
NBTC-NIPO Research (2009), ContinuVrijeTijdsOnderzoek. Leidschendam.
Nederlands Bureau voor Toerisme & Congressen Afdeling Research (2008).
MarketScan Wellness; Kansen voor het binnenlands en inkomend toerisme. Leidschendam.
NRIT Media (2008). Wellness in Nederland; uitgave 2008.
GFK Panel Services Benelux, Dongen.
NRIT Onderzoek, NHTV internationaal hoger onderwijs Breda (2010).
Trendrapport toerisme, recreatie en vrije tijd. Breda.
Scholten, J. ( 2009). Wijsheid in Wellness. Horeca Entree 9, 26-28.
Sjakes, H. (2007) Wellness; Geld verdienen aan welbevinden. Horeca Entree 5, 17-21.
Smith, M., Puczkó, L. (2008). Health and wellness tourism. Butterworth-Heinemann, Oxford.
Zane Pilzer, P. (2003). The wellness revolution; how to make a fortune in the next trillion dollar
industry. Chichester: Wiley, New York.
33
34
35
Wellness is all the rage! Just consider the attention focused on the subject by the
corporate community, the media and politicians. Today, wellness means more than
a combination of ‘well-being’ and ‘fitness’ and it also transcends the definition in
the Longman Dictionary of Contemporary English – the state of being healthy. It is
no longer a tangible concept. Wellness is something that people want to achieve,
much the same as a feeling of happiness.
This report 'Wellness in the delta. An Analysis of Threats and Opportunities'
addresses the subject of 'wellness' in the Delta region. The first part explores the
term 'wellness': what is its history and what does the market look like today? Part
two covers a project called ‘Vitaliteit – wellness, een zee van kansen’ (Vitality –
Wellness, a Sea of Opportunities), carried out by Economische Impuls Zeeland and
the Research Centre for Coastal Tourism from 2008 to 2010. The results of the project are described and the entrepreneurs who participated relate their experiences.
The final part of the report features information on the market situation, experiences with the project, and opportunities for entrepreneurs in the Delta.
This report was published by the Research Centre for Coastal Tourism, in part by
courtesy of ‘Pieken in de Delta Zuidwest-Nederland’. The report contributes to the
know-how on developments in the tourism and leisure sector in the South-west of
the Netherlands.
Research Centre
for Coastal Tourism
RESEARCH CENTRE
FOR COASTAL TOURISM
This report was made
possible by a financial
contribution of ‘Pieken in de
Delta Zuidwest-Nederland’
HZ University of Applied Sciences
PO Box 364
4380 AJ Vlissingen
The Netherlands
T +31 (0)118 489 756
E [email protected]
www.kenniscentrumtoerisme.nl

Opmaak 1

Transcription

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