Adaption to the german market
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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 to the German Market

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Adaption to the german market

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


Adaption to the german market

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


Adaption to the german market

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


Adaption to the german market

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


Adaption to the german market

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


Adaption to the german market

Architecture, Design andAmbiente

  • Location

  • Views

  • Outstanding design

  • Guest guidance

  • Quality

  • Bright

  • Friendly

  • Well-feeling

Villas Termales, La Toja


Caracalla therme baden baden

Caracalla Therme, Baden-Baden

Villas Termales, La Toja


Adaption to the german market

Caracalla Therme (1985)

Friedrichsbad (1877)

Villas Termales, La Toja


Kisssalis therme bad kissingen

KissSalis Therme, Bad Kissingen

Villas Termales, La Toja


Kisssalis therme bad kissingen1

KissSalis Therme, Bad Kissingen

Villas Termales, La Toja


Spreewald therme burg spreewald

Spreewald Therme, Burg / Spreewald

Villas Termales, La Toja


Spreewald therme burg spreewald1

Spreewald Therme, Burg / Spreewald

Villas Termales, La Toja


Spreewald thermenhotel burg spreewald

Spreewald Thermenhotel, Burg / Spreewald


Vitasol therme bad salzuflen

VitaSol Therme, Bad Salzuflen

Villas Termales, La Toja


Vitasol therme bad salzuflen1

VitaSol Therme, Bad Salzuflen

Villas Termales, La Toja


Emser therme bad ems

Emser Therme, Bad Ems

Villas Termales, La Toja


Emser therme bad ems1

Emser Therme, Bad Ems

Villas Termales, La Toja


Emser therme bad ems2

Emser Therme, Bad Ems

Villas Termales, La Toja


Adaption to the german market

Thankyouforyourattention

Kannewischer Management AG

Dr. Stefan Kannewischer

Chamerstrasse 52

CH-6300 Zug

Tel +41-41-726 53 83

Fax +41-41-726 53 93

[email protected]

Kannewischer Ingenieurgesellschaft mbH

Jürgen Kannewischer

Beuttenmüllerstrasse 30

D-76530 Baden-Baden

Tel +49-7221-9799-0

Fax +49-7221-9799-70

[email protected]

www.kannewischer.com

Thermalbäder  Sportbäder  Freizeit- und Erlebnisbäder  Wellnessanlagen  Hotel-Spa

Villas Termales, La Toja


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