WELLNESS TOURISM. Maine s Governor s Conference on Tourism. Tuesday, March 22, 2016
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1 WELLNESS TOURISM Maine s Governor s Conference on Tourism Tuesday, March 22, 2016
2 MIA KYRICOS, PRESIDENT & FOUNDER, KYRICOS & ASSOCIATES (K&A) K&A is a boutique advisory firm strategically guiding senior leadership teams of wellness, travel, tourism and hospitality organizations. CAREER HIGHLIGHTS: Chief Brand Officer of Spafinder Wellness, Inc Vice President, EXOS, a workplace wellness company Director of Global Spa Brands for Starwood Hotels & Resorts Canyon Ranch Health Resorts & Exhale MindBody Spas Board Member, Global Wellness Summit and UCI California Global Wellness Communities Chair, Global Wellness Institute BA, Wheaton College and MMH, Cornell University (8) Summers of Hotel/Restaurant Jobs in The Maine Beaches
3 TODAY S KEY OBJECTIVES 1. What is Wellness Tourism? 2. Who is the Wellness Tourist? 3. What are the Latest Trends? 4. Why Should You Care? 5. What s On Your Minds?
4 FIRST THE BIG PICTURE WELLNESS EVERYWHERE!
5 a state of complete physical, mental, and social well-being. (World Health Organization)
6 ONE THING S FOR SURE: IT S PERSONAL.
7 FOR EXAMPLE: MY WELLNESS
8 THE GLOBAL WELLNESS INDUSTRY IS 3 TIMES THE SIZE OF PHARMA INDUSTRY $3.4T+ Source: The Global Wellness Tourism Economy 2013 & 2014, The Global Wellness Institute, 2015.
9 GLOBAL WELLNESS ECONOMY Source: The Global Wellness Tourism Economy 2013 & 2014, The Global Wellness Institute, 2015.
10 NOW WELLNESS IS PERMEATING BUSINESS MINDS & ECONOMIC FORUMS
11 AS WELL AS THE MINDS OF CONSUMERS.
12 WHAT IS WELLNESS TOURISM?
13 WELLNESS TOURISM DEFINED TRAVEL ASSOCIATED WITH THE PURSUIT OF ENHANCING OR MAINTAINING PERSONAL WELL-BEING. Source: The Global Wellness Tourism Economy 2013, The Global Wellness Institute.
14 WELLNESS TOURISM FIRST LEGITIMIZED IN 2013 AS A $494B TRAVEL CATEGORY Wellness tourism is projected to grow by 9.1% annually through 2017, a growth rate that is nearly 50% higher than that of overall global tourism. (pg. 44)
15 INCLUDING MANY RELATED SEGMENTS Source: The Global Spa & Wellness Economy Monitor, The Global Wellness Institute, 2014.
16 WHO IS THE WELLNESS TOURIST? A Growing Portion of Everyday Consumers, Multi-Generational
17 CHANGING OVERALL CONSUMER PROFILE TO PROACTIVE HEALTH & WELLNESS Source: Accenture Consulting. Consumer Healthcare Market Business Research
18 TRAVELER MINDSETS ARE EVOLVING Source: The Global Wellness Tourism Economy 2013 & 2014, The Global Wellness Institute, 2015.
19 WELLNESS TOURISTS ARE HIGH-YIELD Inter l Wellness Tourists Spend 65% More! Domestic Wellness Tourists Spend 130% More! Source: The Global Spa & Wellness Tourism Economy, The Global Wellness Institute, 2013.
20 WHAT WELLNESS TRAVELERS SEEK Source: The Global Spa & Wellness Economy Report, The Global Wellness Institute, 2014.
21 WHAT TRAVEL AGENTS ARE SAYING 83% believe consumers willing to pay a premium for wellness-travel related products and services 86% expect growth in the segment 71% of believe consumers more aware More non-spa-focused wellness travel expected; adventure, fitness, yoga and eco-focused destinations Note: Based on survey responses from 200+ agents in North America & Europe. Conducted in August of 2015 by Spafinder Wellness, Inc. Reports available at spafinder.com.
22 (Q): SO, CAN YOU HAVE WELLNESS- RELATED OFFERINGS WITHOUT A SPA AT YOUR PROPERTY? (A): Yes.
23 WHAT ARE THE LATEST TRENDS? Some Highlights Just for You
24 TRENDS IN WELLNESS TRAVEL Healthy Cuisine Tech-Forward Fitness Airport Offerings Helping You Relax & Sleep Physical Activities (Ex: Golf) Medical/Integrative Programming at Spas Personalized Tastes Source: U.S. News & World Report, February 16, 2016; travel.usnews.com
25 TRENDS IN WELLNESS TRAVEL ( 15-16) FOREST BATHING HYPER-SOCIAL FITNESS SPA ON ARRIVAL BEYOND THE STARS Source: 2015 & 2016 Spafinder Wellness 365 Trend Reports,
26 TRENDS IN WELLNESS TRAVEL ( 15-16) SURFS UP PARENTING WELL ADRENALINE & SPA WELL-FESTS Source: 2015 & 2016 Spafinder Wellness 365 Trend Reports,
27 WHY SHOULD YOU CARE? MOT Members Have a WELLTH of Possibilities at Their Fingertips
28 #1: WHAT DO MAINE S TRAVELERS SEEK? SEEK LIFE BALANCE OFF THE BEATEN PATH WANT SPACE AND TIME TO REFLECT ON WHAT S IMPORTANT TO CHANGE THEIR STATE OF MIND BE IN THE MOMENT LOCAL/ONE-OF-A-KIND VERY FOCUSED ON NATURE EXPLORING THE OUTDOORS REJUVENATES THEIR SOUL SELF-AWARE/ OPEN-MINDED DESIRE AUTHENTICITY & CULTURAL IMMERSION LUXURY / STATUS MATTER WANT TO HAVE FUN TRENDY VACATION SPOTS/ACTIVITIES VACATION INCLUDES MENTAL HEALTH BREAKS TRY TO SELF-ACTUALIZE
29 #2: NOW THINK DIFFERENTLY ABOUT YOUR OFFERINGS & YOUR DESTINATION Food & Beverage Hotel Rooms Indoor/Outdoor Activities & Facilities Access to Nature One-of- A-Kind Programs Cross- Demographics
30 #3: ALL SEASONS
31 REMEMBER, MAINE BRAND VALUE = ORIGINALITY.
32 CARTE BLANCHE TO GET ORIGINAL THE MAINE THING (WELLFULLY ).
33 P.S. GLOBAL WELLNESS DAY IS ! Much like Earth Day, GWD started in Turkey as a non-profit, social movement in 2012, now celebrated on the 2 nd Saturday of every June
34 TODAY, 83+ COUNTRIES PARTICIPATE AND YOU CAN TOO.
35 Q & A THANK YOU Mia Kyricos, President & Founder Kyricos & Associates 226 York Street, Suite #2 York, ME Learn more at kyricos.com and follow us on twitter (@mkyricos).
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