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Portrait of health tourism consumers in Russia. Consumers behavior when choosing the health resort, spa or wellness center Why millions of people around the world go on resorts, to spa and wellness centers? They pursue quite definite aims. Someone wants to grow thin, someone – to get rid of consequences of a chronic stress, others choose prevention and rehabilitation programs at various diseases. According to WHO data prevalence of chronic diseases increases around the world. Thanks to successes of health care life duration increases, the population grows old, and the increasing number of people live with one or several chronic diseases within decades. Polipatiya – the main diagnosis of the XXI century. Development of many chronic diseases and complications of chronic conditions can be prevented. One of the most effective methods of primary, secondary and tertiary prevention of diseases is the resort treatment, known to mankind more than 2000 years. When planning a health recreation vacation it very important to find a health resort, spa, wellness center that meets the special needs of every traveler.
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Portrait of health tourism
consumers in Russia
Nadezhda Manshina
Director of medical department “BeWell-Travel”
5TH TRADE SHOW OF SPA AND WELLNESS TOURISM IN CENTRAL EUROPE, SÁRVÁR, HUNGARY
Consumers behavior
when choosing the health resort
International tourism: UNWTO
03.10.2013 2
Sourse: media.unwto.org/
© Manshina N. 2013
03.10.2013 3
Destination: Wellness
© Manshina N. 2013
Journey to Wellness
Many Journeys, Many Paths
What / Что?
Where/ Где?
Who / Кто?
When / Когда?
Why / Почему?
How / Как?
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5
«Correctly define the word (spoken
Descartes), and you will save
mankind from half misconceptions»
Верно определяйте слова,
(говорил Декарт) и вы
освободите мир от половины
заблуждений
Rene Descartes, XVII.
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© Manshina N. 2013 6
spa – курорт (kurort)
Spaw – /spö/ an archaic variant of spa, spa – “medicinal or mineral spring,” 1620s, from
name of health resort in eastern Belgium, known
since 14c., that featured mineral springs believed
to have curative properties. The place name is
from Walloon espa “spring, fountain.”
Oxford Dictionaries
a mineral spring considered to have health-
giving properties.
a place or resort with a mineral spring.
a commercial establishment offering health and
beauty treatment through such means as steam
baths, exercise equipment, and massage.
The German Spa at Queen's Park, 1841.
Royal Spa:opened in 1825
Deane E. Spadacrene Anglica. OR
The English Spaw Fountaine London, 1626
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Global tourism market
Inbound tourism by purpose of visit
2010 international tourist
51% or 480 million arrivals). travel for leisure, recreation and holidays
15% – business and professional purposes
27% – visiting friends and relatives (VFR), religious reasons and pilgrimages, health treatment, etc.
7% of arrivals was not specified.
UNWTO Tourism Highlights, Edition 2011
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© Manshina N. 2013 8
Wellness Tourism and Medical Tourism:
Where Do Spas Fit?
Wellness Tourism
$106 trillion
Medical Tourism
$50 trillion
03.10.2013
Medical & Wellness & Health Tourism
Definitions for “medical tourism,”
“wellness tourism” and “health tourism”
Medical Tourism: “procedures,” “surgery,” “health,”
“care,” “country,” and “treatments,” in that order.
Wellness Tourism: “health,” “spa,” “services,”
“travel,” “destination,” “relaxation” and “treatments,”
Health Tourism: 66% left the “health tourism” definition
blank or answered “don't know.”
The survey of spa/wellness industry executives
Wellness Tourism and Medical Tourism: Where Do Spas Fit?
The International Medical Travel Journal (IMTJ)
03.10.2013 © Manshina N. 2013 9
Global Health & Wellness tourism market:
growth factors
Population ageing
The rise of chronic disease
The quest for disease prevention
Increased demand for Better Health
Spa & Wellness centers
Complementary and Alternative therapies
Reviving tradition of `taking the waters
Globalization and connectio
Potential Customers of Health Tourism & Spas Adults and children with chronic diseases
Parents with children
The famous Baby Boomers
Those who want to stay healthy
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Russian Outbound Tourism
Federal State Statistics Service. 2007-2013
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Where do Russians go on holiday?
03.10.2013 © Manshina N. 2013 12
Number guests collective accommodation establishments
(by purpose of visit)
33% of beach tourism
30% of business tourism
20% of cultural tourism
14% of health tourism
3% other recreation Expert assessment and Federal State Statistics Service
14.5 million Russians traveled abroad
33,3 million Russians vacationing in Russia
47,8 million Russians have vacation in 2011 one of them
9.3% - 4,4 million – go to sanatoriums
Federal State Statistics Service
2011 4859
2010 4751
2009 4736
2008 5230
2007 4931
Take a rest to the sanatorium (thousands of visitors)
Russia: Domestic Health Tourism
Number of sanatorium in Russia
1282 sanatorium, 342 thou. beds [including 577 for Children] (2012)*
1273 sanatorium, 344 thou. beds [including 550 for Children] (2011) *
+655 Sanatorium-Profilaktorium (ROSSTAT 2012)
© Manshina N. 2013 03.10.2013 13
Federal State Statistics Service
03.10.2013 © Manshina N. 2013 14
sanatorium (n.)1839, Modern Latin, noun use of neuter
of Late Latin adjective sanitorius "health-giving," from
Latin sanat-, past participle stem of sanare "to heal,"
from sanus "well, healthy, sane" (see sane).
Sanatorium
Санаторий
1899 “Yalta sanatorium for consumptive patients to the
memory of the Emperor Alexander III” 1899 г. «Ялтинская санатория для чахоточных больных в память
Императора Александра III»
1900 “Black Sea sanatorium” Dr. Sulzhinsky for weak
chest (lung disease), and in anemic patients in Geledzhik 1900 «Черноморская санатория» д-ра Сульжинского для слабогрудых
и малокровных больных в Геленджике.
1900 “Sanatorium Dr. Budzinski” in Anapa (institution for
see water and mud-cures) 1900 «Санатория д-ра Будзинского» в Анапе (водогрязелечебница)
санаторий Заимств. в 20-е годы XX в. из нем. яз., где Sanatorium < лат. sanatorium «место
лечения», суф. производного от sanare «лечить». Школьный этимологический словарь
русского языка. Происхождение слов. — М.: Дрофа Н. М. Шанский, Т. А. Боброва 2004
Health Tourism in Russia
“Sochi” – sanatorium 5 star, spa town Sochi
03.10.2013 © Manshina N. 2013 15
In 2014 the Winter Olympic Games will be hosted by Russia in Sochi.
Health Tourism in Russia
“Ural” Pension (boarding houses) with treatment
4 star, “All inclusive”
Spa town Anapa
03.10.2013 © Manshina N. 2013 16
Health Tourism in Russia
“Krasivo” – (rus. Beautiful) sanatorium-profilactorium
(Greek – Prophylaktikos, Eng. Preventive, prophylactic )
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Health and Wellness Tourism in Russia
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“Riviera Club Hotel & SPA” 4 * since 2004, has a reputation:
best four-star hotel for a family holiday
best of the best spas in Anapa
“RVB Alean” Group - manages own 4 and 5-star hotels:
Club Vacation - «All inclusive»
Russian Black Sea Coast Family Vacation + spa:
animation for children,
Spa, wellness programs for parents
Health and Wellness Tourism in Russia
Standard package: “all inclusive” and other services Beach Resort
“Spa Package”: catering in the restaurant “a la carte” individual’ menu, developed by a dietitian
Wellness programs under the supervision of physicians
Individual sports programs: Yoga, Qigong, Fitness ...
«Deauville Hotel & SPA » 5*, – opened in May 2013
the first five-star hotel «All inclusive» in spa-town Anapa
three children's clubs: age 2-5, 6-9, 10-14 years
exclusive services to Medi-spa area of 2,300 square m .
19 03.10.2013 © Manshina N. 2013
Kurortology
Balneology
Kurortology Курортология (Balneology) - (from German
Kurort - heal the pain, the later value - bath; logos - word,
science), a term proposed IA Bagashev at the National
Congress to improve the natural healing places in St.
Petersburg in 1915.
Balneology Бальнеология (Medicine / Complementary
Medicine) the branch of medical science concerned with
the therapeutic value of baths, esp those taken with
natural mineral waters.
The science of baths or bathing, especially the study
of the therapeutic use of thermal baths.
Balneotherapy Бальнеотерапия (from Latin: balneum,
"bath") is the treatment of disease by bathing, usually
practiced at spas.
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BADEORT or KURORT
Badeort – health resort,
Badearzt – spa doctor,
Heilbäder – medicated bath
Kurortegesetz – resort law
Luftkurort – climatic resort
Heilbad & Kurort – magazine
03.10.2013 © Manshina N. 2013 21
Dr. Katzenbergers Badereise,
Jean Paul,1809
Kurgast, Aufzeichnungen von einer
Badener Kur, Hermann Hesse, 1925
Tourism in Russia
In 2012, outbound tourism was
more than 6 times higher of the inbound tourism
Of the total 47 million trips abroad made by
Russians in 2012, only 15,3 million were
classified as holidays
Russia's outbound market was up 9% in 2012
Around half of all package holidays sold to Russians in
2012 costs between US$600 and US$1,500
Of the 28,2 million foreign nationals who entered
Russia last year, only 2.5 million were tourists
Sourse: Russia'. Statistical pocketbook
Federal State Statistics Service. 2013
03.10.2013 © Manshina N. 2013 22
Russia:
Demand for health and wellness tours
Demand for health and wellness tours
2007 - 10% of total sales
2013 - 30% of total sales
Sales statistics National Tour operator ALEAN. www.alean.ru
“The experience of promoting the new format‘”services. 2013
03.10.2013 © Manshina N. 2013 23
A National Tour Operator “Alean” is a member of “RVB Alean” Group of
Companies, established in 1993. For the entire 20 years the company has been
specializing strictly in domestic tourism and offering beach leisure for families,
health resorts, excursions, mountain skiing and active tours in popular resorts
of Russia, Ukraine, Belorussia and Kirgizia. The head office is located in
Moscow. Branch offices in Saint Petersburg, Sochi, Gelendzhik, Anapa,
Kislovodsk, Rostov-on-Don, Novosibirsk, Tyumen’.
Russia:
Demand for health and wellness tours
03.10.2013 © Manshina N. 2013 24
2013. Sales statistics National Tour operator ALEAN www.alean.ru
Russia:
Demand for health and wellness tours
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2013. Sales statistics National Tour operator ALEAN www.alean.ru
© Manshina N. 2013 26
I often went fishing up in Maine during the summer. Personally I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms. So when I went fishing, I didn’t think about what I wanted. I thought about what they wanted. I didn't bait the hook with strawberries and cream. Rather, I dangled a worm or grasshopper in front of the fish and said: "Wouldn't you like to have that?" Why not use the same common sense when fishing for people?
D. Carnegie. How to Win Friends and Influence People (1936), ch. 3
Advertising of health resorts
03.10.2013
Journey to Wellness:
What? Keyword Search* отель 6594 thsd
отели турции – 824,8
5 отель – 361,5
отель 5 звезд – 215,1
отель 4 – 343,4
гостиница 3170,9 thsd … москвы 248,6
… петербурга 168,5
санаторий 2698 thsd сайт санатория 988,4
санатории цены 266,5
санатории отзывы 171,4
spa 998 thsd Spa 5 – 386,6
resort spa 5 – 313,6
hotel spa- 205,8
спа 406 101 спа салон -97,9
спа отель – 61,6
03.10.2013 © Manshina N. 2013 27
What searched for the word «spa» - 998,301 hits per month
«hotel» — 5042 thsd «wellness + велнес» ~ 50 thsd
SPA or SANATORIUM
This, however, is thought to be a mere strain
upon the text; for the words are these:
‘that all true believers break their eggs
at the convenient end.
CONCLUSION
Easier way is of breaking eggs upon the larger end
The results of the collision depends
on the size and on the egg shell strength
03.10.2013 © Manshina N. 2013 28
“in my humble opinion to be left to every man’s conscience” Gulliver's Travels, by Jonathan Swift
Research high school students N8, villages Spasskoe
Who? Health Passport of Russian tourists
Clinical examination, Check-up before you go
100 000 customers of medical services (2006)
2,540 (2.54%) had preventive visit
~ 50% Don't know about the current state of health)
• Medical center "Medsi", 2006
Potential customers spa service, health resort and wellness centers
~ 40% of patients private medical centers
~ 50% of them prefer rest in foreign Health resorts and spa
“
DMG”. 2004
“Medsi” - the largest operator in the Russian market of medical services
03.10.2013 © Manshina N. 2013 29
Russia: Baby Boomers Travelers ?
… all those young and early-middle-aged travellers gaining travel
experience now will continue to travel as they get older, and will
therefore boost the level of trip-taking among the more mature age
segments. . UNWTO, 2009
03.10.2013 © Manshina N. 2013 30
Priorities in Choosing a Sanatorium
Focus on the ?
Therapeutic profile (31.73%)
to be treated "my" disease (list of indications)
Location sanatorium (12.36%)
03.10.2013 © Manshina N. 2013 31
Friends' advice (11.62%)
another bunch of diseases? not matter
Doctors' advice (7.95%)
Russians love a spa treatment Micah Kuzmich at the health resort. 1928
03.10.2013 © Manshina N. 2013 32
Отдохнул это я с дороги и айда after traveling - в кислые воды to carbonated water... А вода эта,
ребятушки, прямо шинпанское real champagne!.. А кормили нас... And feed us и-и-и, батюшки мои! Аж
до запору... until the constipation Ну, а запоры там тоже не страшны not terrible - на то тоже вода
have waters имеется... Как, бишь, ее? Штурмовая, что ли? Assault called Из военных какая-то... На ночь
night of drink выпьешь, а к утру - пожалуйте!.. morning - welcome И опять за стол...
А лечили как treated!,-и-и-и, не приведи господь,! Одних дохторов - не перечесть... doctors - do not count Набольший – главврач chief doctor, а при нем – ординарцы ordinary doctors, да прохвесторов
professors сколько-то... Это заместо хвельшеров instead of medical assistants, ежели по-нашему...
А дальше сестры идут nurses, няньки, захвозы костелянки linen keeper, банщицы... bath-house nurses. Прямо сказать, чортова их дюжина devil's dozen!..
Ну, эт-то ле-че-ни-е Here this treatment! Мертвого подымут Dead will lift ... Ванна за ванной-в разных
градусах... The Bath behind a bath Потом из кишки поливают, - Шарков душ shower Sharko называется... Потом электричество в мозги пущают electricity in the brain ,- Стасов душ shower Stasov прозывается... А то еще инголяция inhalation есть - супротив наростов всяких и при мозолях тоже... Тут уж, братики мои, по-настоящему над человеком стараются... Запрут это тебя, милого дружка, в ароматную комнату
aromatherapy room , а ты и сиди тут, да чех из всех концов пущай... А то еще - для барынь for ladies больше - в мокрые простыни укутывают blanket bath : спеленают тебя, в чем мать родила, с ручками, с ножками,
на манер дитю малого, а ты и лежи час - другой... хоть маму зови!.. А то еще гальванизация есть galvanizing ,
четырехкамсрная four-chamber ... Тут тебя гонять примутся из камеры в камеру, по всем четырем, пока пот не
прошибет... Ну, этих штук меня бог миловал!.. А все прочее имел And all other had... Ни в чем отказу не видел!
Аж даже лунные ванны Already even the moon bath превзошел... ей-ей! …сколько твоя душа примат!..
how much is your soul takes В. Бахметьев. Михей Кузьмич на курорте. Шутейный рассказ. «Вопросы труда». – Москва, 1928
Beach holidays
Ski Resort
Cultural tourism
Archaeological tourism
country resort hotel The selection criterion is different: Resort in the country where there wasn't Hotel with the best prices…
Selection Criteria: New destination for my vacation
Infrastructure resort town/hotel
the tourist infrastructure: Ski Centre, Sand or Shingle Beach, Golf courses, Natural and Cultural monuments, Architecture, etc.
Service, Sports, Animation, Excursion
Spa, Wellness,
TCM, Ayurveda ...
Selection criteria for choosing tours
03.10.2013 33 © Manshina N. 2013
Selection Criteria – accomplishing a GOAL Improvement with my
(state of) health
emotional state
appearance
Selection Criteria: Natural healing factors – varied selection:
Climate, Mineral Water and Mineral Mud
Staff qualifications
Medical equipment
Spa, Wellness, TCM, Ayurveda ... the tourist infrastructure: Ski Centre, Sand or Shingle Beach, Golf courses, Natural and Cultural monuments, Architecture, etc.
Service, Sports, Animation, Excursion
Priorities in Choosing a Spa Destination
03.10.2013 © Manshina N. 2013 34
Organization of medical and health tourism:
Medical Center + Tour Company +Sanatorium
Medical center doctors knows best What are the factors of nature are necessary in the treatment of disease (“Bunch of disease”), and when to begin the journey for health
Travel company manager knows best Where there are tennis courts, golf courses, beaches ...
Travel company manager needs to know! Where are the springs of radon water, curative mud, drinking water, medical cave ..
Spa doctors knows best How, in what combination and what are the principles to appoint a bath with mineral water, cure drinking waters , mud pack ...
03.10.2013 35
Organization of medical and health tourism
is not attributable only to tourist industry
© Manshina N. 2013
03.10.2013 36
Health Resort Search: Were
«Mineral waters which used to
cure diseases such as saline,
iron, sulfur, iodine, carbon
dioxide, etc. there are the same
countless as the sand on the
seabed»
© Manshina N. 2013
Platen, Die Neue Heilmethode.Leipzig 1894
Lehrbuch der naturgemäßen Lebensweise, der Gesundheitspflege
und der arzneilosen Heilweise von M. Platen.
Mineral waters’ quality: Unique
Terme 3000 - Moravske Toplice is well known for its large water park
and for black thermal mineral water
Уникальность этого курорта заключается в том, что здесь
найдены источники «черной» термоминеральной воды
Everyone who wants to live a healthy lifestyle continues to enjoy the
beneficial effects of the Radenci mineral water on the
cardiovascular system.
the Hotel Radin is the central hotel in the Radenci Health Resort,
welcoming guests to the rich mineral water springs…
03.10.2013 © Manshina N. 2013 37
www.slovenia.info/
Mineral waters’ quality: Unique
Unique facilities Obukhovskoy mineral water treated by kidney and
urinary system: chronic pyelonephritis and cystitis, kidney stones, congenital conditions,
chronic glomerulonephritis, diseases of the liver and biliary system: chronic
cholangitis and cholecystitis, hepatitis, gastritis, colitis, diseases of the gastrointestinal tract ; condition
after surgery on the kidneys, urinary system, liver, biliary tract,
organs of digestion, diabetes.
Mineral water "Obukhovskaya" contains
Hydrogencarbonat HCO3- 250 to 600
Chlorides Cl 650-1050
Sodium Na 500-900
Siliceous acid H2SiO3 34.4-49.7
Contains a lot of organic matter 1.8 to 5.7 mg/l
03.10.2013 © Manshina N. 2013 38
Ekaterinburg Medical Scientifi Center for Health
Promotion and Protection of Industrial Worker
www.obuhovsky.ru
22.09.2011 39
What the manager must to know about water?
Thermal waters - there are different
Austria's thermal spas Bad Blumau
Melchior t= 47 C HCO3 Na
Vulkania t= 110 °C СО2 HCO3 Mg Br
Bad Gastein
t°=51 °C Rn N HCO3 Na Si
Baden bei Wien
t°=36 °C H2S SO4-HCO3
Bad Kleinkirchheim
t°= 33°C HCO3 Ca-Mn
Geinberg
t°=100 °C СО2 HCO3-Cl Na
Si (87,4 mg/l) Franke A et al. Rheumatology 2000;39:894-902
© British Society for Rheumatology
radon spa therapy in rheumatoid arthritis
Treatment effects of pain and functional capacity/disability
Bad Brambach (Rn 25 кБк/л )
© Manshina N. 2013
Russia Health resort
with unique natural healing factors
03.10.2013 © Manshina N. 2013 40
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Wellness for Whom,
Where and What
© Manshina N. 2013 42
Advertising of health resorts
In vino veritas, in aqua sanitas
In wine there is truth in water there is health
“Ecce undique me varius clamor circumsonat: supra ipsum balneum habito”.
Now around of me from different directions numerous shout: in fact I live above terms.
Lucius Annaeus Seneca minor. Epistulae morales ad Lucilium. Epistula LVI
03.10.2013
About the author
Ms. Manshina has extensive experience in rehabilitation since 1979. With 2000 she
specialized in marketing spa treatment and promotion health & wellness tourism.
N. Manshina is author of books “Guide to the World’s Health Resorts” (2003) and
“Balneology for all” (2007). She is also co-author of several books about health
resorts Russia – Kuban, Caucasus and also Crimea, Hungary, Romania. She is
author of more 30 publications in the mass media, of articles in Scientific Journals
for doctors and travel industry professionals too. She is a speaker and moderator of
many International conference for Health, Wellness and Medical Tourism.
Professional experience:
2013 – Director of Medical Department , «BeWell-Travel»
2010 – 2012 Director General, NP "SANKURTUR“
2008 - 2010 – Director of Medical Department NP "SANKURTUR“
2006 - 2008 Head of medical and health tourism, medical center "Medsi", Moscow
2000 - 2006 – Head of the department of rehabilitation and wellness programs,
medical center "Medsi", Moscow
Manshina Nadeshda Director of medical department BeWell-Travel
03.10.2013 © Manshina N. 2013 43
About Company
Be Well Travel - expert of health tourism Be Well-Travel - a company founded in 2013, is a holding company "
“RVB Alean”
A national tour operator”Alean” is a member of “RVB Alean” Group of
Companies, established in 1993. Today the group incorporates ALEAN
Tour Operator Company, a managing company (manages own 3- and 4-
star hotels and third-party accommodation facilities) and a development
company. For the entire 20 years the company has been specializing
strictly in domestic tourism and offering beach leisure for families, health
resorts, excursions, mountain skiing and active tours in popular resorts
of Russia, Ukraine, Belorussia and Kirgizia. The head office is located in
Moscow. Branch offices in Saint Petersburg, Sochi, Gelendzhik, Anapa,
Kislovodsk, Rostov-on-Don, Novosibirsk, Tyumen’.
03.10.2013 © Manshina N. 2013 44
References
Federal State Statistics Service www.gks.ru/
UNWTO www.media.unwto.org/
European Travel Commission (ETC)
http://etc-corporate.org
The International Medical Travel Journal (IMTJ)
http://www.imtj.com/
www.globalspaandwellnesssummit.org/
Sales statistics National Tour operator ALEAN. www.alean.ru
“The experience of promoting the new format services”. 2013
03.10.2013 © Manshina N. 2013 45
03.10.2013 © Manshina N. 2013 46
E-mail: [email protected] Маньшина Надежда Валерьевна
Вопросы?
Спасибо за внимание
Manshina Nadezhda
E-mail: [email protected]
www.bewell-travel.com
Thank you for your attention
Questions?
03.10.2013 © Manshina N. 2013 47
