Health, Wellness and Tourism: healthy tourists, healthy business ...

accommodation, meals and health offers was almost as large as the group accepting more than
100 Euro per day. This cluster took more interest in price reductions funded by the health
insurances than other groups.
The second largest cluster was the group of “younger men interested in health holidays”. A
large fraction of this group (69.5%) was younger than 45 years old and 69.5% of them fully
employed. More than half of the group (56.9%) are unmarried. The group also preferred the
four star-hotels, however, rehabilitation clinics and holiday flats were closely following up. In
relation to the other clusters, this group showed the largest willingness to pay more than 100
Euro per day per accommodation, meals and health offers. Additionally, the younger men
stated a strong interest in additional leisure time activities.
The last identified target group for health vacations was the group of “people age 65 and
above”. About 26% of all respondents were included in this cluster. This group prefers the
rehabilitation clinic as accommodation and, with lesser importance, holiday flats and fourstar-hotels.
The seniors are much cost-conscious preferring not to spend more than 100 Euro
per day including accommodation, meals and treatments. They were lesser interested in
leisure time activities, but emphasized the importance of medical supervision in the
destination as well as at home, after their return from the destination.
Conclusion
After fundamental reductions in the German health tourism market during the mid 1990s, new
strategies for the growing market of self-paying guests needed to be developed. For Germany,
the development in the new market segment of medical wellness appeared to be promising. In
fact, the study validated that the term medical wellness is not yet established in Germany.
However, the survey showed that not having any idea of its meaning does not imply to have
no specific associations. Indeed, the images vary strongly. Using the term for marketing
activities therefore bears many risks. Destinations have to explain their product in advance
very well in order not to invoke associations, which will later not be fulfilled.
The cure business was traditionally a reliable factor in the tourism sector as the guests sent by
the social security system generally have little choice, neither where nor when to take spa
treatments. This lead to constant all-year-around guest numbers in the destinations. However,
the modern self-paying guest follows his preferences. Modern health tourism is supposedly
good functioning as an off-season attraction. However, the study revealed very little interest
in health tourism during the winter time. The preferred seasons are spring and autumn;
seasons of the year, when other offers compete already with the attention of the guests.
To attract large groups of guests, the cost of the complete offers should not exceed 100 Euro
per day including accommodation, meals and treatments. The willingness to pay more private
money is stronger represented among men, however, any offers above 200 Euro in total will
find little acceptance. Additionally, the guests study revealed that a large number of guests in
rehabilitation clinics still spend very little private money. Most of the expenditure is covered
by the social security system. This leaves much room for further development of the privately
paid market in rehabilitation clinics. The guests of the hotels spend far more and can be seen
as a role model for the clinics. Modern rehabilitation clinics already do offer the necessary
infrastructure on a high standard. Additionally, the results of the telephone survey revealed
that the clinics were mentioned next to holiday flats and four star hotels as being most suitable
for a health holiday. The preferred duration of stay of eight or more nights is also a positive