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Adaption to the German Market

Adaption to the German Market. Villas Termales - AGM La Toja , 24.10.2014 Dr. Stefan Kannewischer. Thermalbäder  Sportbäder  Freizeit- und Erlebnisbäder  Wellnessanlagen  Hotel-Spa. Development of German Thermal Baths.

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Adaption to the German Market

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  1. Adaption tothe German Market Villas Termales - AGM La Toja, 24.10.2014 Dr. Stefan Kannewischer Thermalbäder  Sportbäder  Freizeit- und Erlebnisbäder  Wellnessanlagen  Hotel-Spa Villas Termales, La Toja

  2. Development of German Thermal Baths • End of 19th century: German Governmenttakesovertheswimmingpoolmarket • Motivation at thebeginning: healthforthepeople in the sense ofhygiene, laterhealth in the sense ofgoodshape • In the 20th century: Monocultureofsportspoolsandrehabilitation-oriented thermal baths (health-insurancefinancedcure) • In 1980s firstprevention-oriented thermal baths • 1990s: declineofhealth-insurancefinancedcure • 2000s: wellness-orientationofmost thermal baths Villas Termales, La Toja

  3. Currentsituation • Thermal townshavechangedorare still changingtoself-financedwellness / healthtourism • Strong andstablebathingculture in Germany • Large amountof thermal baths; marketsaturation • Lost investmentsubsidiesneededbecauseofhistoricalpricedumping • Significantneedforrenovation • Energy/waterpriceincreases + lack ofstaffaschallenges • Someprivatisations, partiallyfailed • Cheap, unsustainablerenovations Villas Termales, La Toja

  4. Development ofwellnessmovement • Demand in wellnessareaslightlyincreasing / stable • Times ofwellnesshoax / hocus-pocusareover(medicalbenefitisbecomingagainmoreimportant) • Asiatrendandthemeworldsaredeclining,moreregional theming • Hotels attachedto thermal bathsarebecomingpopular • Qualifiedguestsleadtomarketdifferentiation(qualityvs. experience) Villas Termales, La Toja

  5. Requirementsconcerningtheoffering • Positioning: Relaxation, Wellness andHealth(nocure / not medical) • Areas: Thermal bath, textile freesauna, wellness / treatments • Variety in eachcategory • Outdoor areasor at least sightconnectiontonature • Massagesandcosmeticsarethemostpopulartreatments • German or English language • Attractivearchitecture Villas Termales, La Toja

  6. Architecture, Design andAmbiente • Location • Views • Outstanding design • Guest guidance • Quality • Bright • Friendly • Well-feeling Villas Termales, La Toja

  7. Caracalla Therme, Baden-Baden Villas Termales, La Toja

  8. Caracalla Therme (1985) Friedrichsbad (1877) Villas Termales, La Toja

  9. KissSalis Therme, Bad Kissingen Villas Termales, La Toja

  10. KissSalis Therme, Bad Kissingen Villas Termales, La Toja

  11. Spreewald Therme, Burg / Spreewald Villas Termales, La Toja

  12. Spreewald Therme, Burg / Spreewald Villas Termales, La Toja

  13. Spreewald Thermenhotel, Burg / Spreewald

  14. VitaSol Therme, Bad Salzuflen Villas Termales, La Toja

  15. VitaSol Therme, Bad Salzuflen Villas Termales, La Toja

  16. Emser Therme, Bad Ems Villas Termales, La Toja

  17. Emser Therme, Bad Ems Villas Termales, La Toja

  18. Emser Therme, Bad Ems Villas Termales, La Toja

  19. Thankyouforyourattention Kannewischer Management AG Dr. Stefan Kannewischer Chamerstrasse 52 CH-6300 Zug Tel +41-41-726 53 83 Fax +41-41-726 53 93 management@kannewischer.com Kannewischer Ingenieurgesellschaft mbH Jürgen Kannewischer Beuttenmüllerstrasse 30 D-76530 Baden-Baden Tel +49-7221-9799-0 Fax +49-7221-9799-70 info@kannewischer.com www.kannewischer.com Thermalbäder  Sportbäder  Freizeit- und Erlebnisbäder  Wellnessanlagen  Hotel-Spa Villas Termales, La Toja

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