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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 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
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
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
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
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
Architecture, Design andAmbiente • Location • Views • Outstanding design • Guest guidance • Quality • Bright • Friendly • Well-feeling Villas Termales, La Toja
Caracalla Therme, Baden-Baden Villas Termales, La Toja
Caracalla Therme (1985) Friedrichsbad (1877) Villas Termales, La Toja
KissSalis Therme, Bad Kissingen Villas Termales, La Toja
KissSalis Therme, Bad Kissingen Villas Termales, La Toja
Spreewald Therme, Burg / Spreewald Villas Termales, La Toja
Spreewald Therme, Burg / Spreewald Villas Termales, La Toja
VitaSol Therme, Bad Salzuflen Villas Termales, La Toja
VitaSol Therme, Bad Salzuflen Villas Termales, La Toja
Emser Therme, Bad Ems Villas Termales, La Toja
Emser Therme, Bad Ems Villas Termales, La Toja
Emser Therme, Bad Ems Villas Termales, La Toja
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