“health tourism lux” and luxury hotels€œhealth tourism lux” and luxury hotels …a...

“HEALTH TOURISM LUX” AND LUXURY HOTELS

…a symbiotic relationship

Constantine Constantinides, M.D., Ph.D.

The Health Tourism Sector think and do tank…cerebrating Innovation through Knowledge and Analysis

The Health Tourism Sector think and do tank

Introduced most of the “implementable” Innovations to the Health

Tourism Sector, including:

Health Tourism Lux (2011)

Health Tourism Hospitality (2011)

Health Tourism Hotels (2011)

Provider of the “original” Written and Spoken Word on Policy and

Strategy

About Health Tourism

…in just a few words

The “meaning” of Health Tourism…clear and simple

“Health-related Services – involving some Travel”

…nothing more and nothing less

• Abroad

• Domestic

Contemporary Health Tourism…Core Objective

Expand the Industry

…so that it can address a broader Market

…meaning more business for all

The “scope” of Health Tourism – the “Supply Side”…the 8 “Health-related” Segments + the Supporting Industries

+

The “scope” of Health Tourism…the 8 “Health-related” Segments

Medical Tourism

Dental Tourism (does not go together with Medical Tourism)

Spa Tourism (including Thermalism and Thalassotherapy)

Wellness Tourism

Sports Tourism (not for spectators)

Culinary Tourism (not the same as Gastronomy Tourism)

Accessible Tourism

Assisted Residential Tourism (Assisted Retirement Abroad)

The “scope” of Health Tourism…the Sector-supporting Industries

Supporting Services Supporting Products

Why, for Destinations, Medical Tourism, on its own, is a “Maxed Out” Game

...instead, bring in Health Tourism, with its 8 Segments

http://www.healthtourismpolicyandstrategy.com/Policy-and-Strategy-Papers/Why-for-

Destinations-Medical-Tourism-On-Its-Own-is-a-Maxed-Out-Game.pdf

Expand the Industry - because Medical Tourism – on its own…cannot sustain a Destination

The Million, Billion and Trillion Dollar Market…setting the record straight

As yet – the claims regarding the size of the Market – unsubstantiated

The need for “accountability” and an “Accounting System”

www.healthtourismsatelliteaccount.com

…to Document and Report “Real Numbers”

Health Tourism Lux

LUXURY…a Clear and Simple Definition

…the Ability and Right to Choose, Express and Practice

…one’s LIFESTYLE

…much of “what is LUXURY” is determined by

…the MILLENIALS

Health Tourism Classes…like the Travel and Hospitality Sectors

Economy (Mass Market)

Luxury (Mass Affluent Market)

Hunting for the “Cost Sensitive” Health Consumer…by offering “Bottom Prices” – forget it

Advice to Emerging Destinations (and Providers):

go where the money is…

Economy (Mass Market)

Luxury (Mass Affluent Market)

a term, concept and practice introduced in 2011…by healthCare cybernetics

www.healthtourismlux.com

Veblen Goods and Services

…going against the laws

Luxury goods and services are known as Veblen Goods – because they do not

obey the laws of supply and demand

As their prices rise – demand goes up

This is because humans like to display (show off) their social status with

owning such products and consuming such services

The Veblen effect is named after economist Thorstein Veblen, who first

identified the concepts of “conspicuous consumption” and “status-seeking” in

1899

Decreasing the price of a luxury good decreases people's preference for

buying it because it is no longer perceived as exclusive or high-status

Similarly, a price increase may increase that high status and perception of

exclusivity, thereby making the good even more preferable

A Special “Class” of Health Tourism…as a “Positional Good”

In economics, a positional good is a product or service whose value

is at least in part (if not exclusively) a function of its ranking in

desirability by others, in comparison to substitutes

The extent to which a good's value depends on such a ranking is

referred to as its positionality

As such, Health Tourism Lux is regarded as a Positional Good

And Health Tourism Lux Services are considered as Veblen Services

Health Tourism Lux…a “Class” of the Sector

…addressing the Mass Affluent Market

the “sophisticated” class of consumer…

…who is not primarily “cost sensitive”

How big is the Health Tourism Lux Market?…as big as you are prepared to make it

Health Tourism Lux Stakeholders

The Health Tourism Lux Stakeholders…Services and Products - Brands

www.healthtourismstakeholder.com

All the Individuals (natural entities), Groups and

Legal Entities who have a vested interest in the

Health Tourism ecosystem, are affected by it or can

influence it

The Health Tourism Lux Stakeholders…Services and Products - Brands

• Luxury Product Industry

• Luxury Travel

• Luxury Hospitality, e.g.:

• World Luxury Hotels

• The Luxury Collection

• Small Luxury Hotels of the World

• Luxury Health

Greek Luxury Hotels as Stakeholders……Founding Member of the Greek Health Tourism Confederation

Timothy Ananiadis, Managing Director,

Hotel Grande Bretagne / Hotel King George

The Health Tourism Lux Stakeholders……even the Taxi Driver

Associating Luxury Brands…

…with Health Tourism Lux

Associating Luxury Brands with Health Tourism Lux...through Sponsorship, Co-Branding and Alliances

www.healthtourismluxalliance.com

www.healthtourismsponsorship.com www.healthtourismbrands.com

The Health Tourism Lux Alliance

The Health Tourism Lux Alliance…joining forces to address the Mass Affluent market

www.healthtourismluxalliance.com

Health Tourism Lux Destinations

Health Tourism Destination…Definition and Scope

Integrated Geographic Regions (e.g., Europe, the Caribbean)

Countries / Nations

Islands

National Provinces (e.g., the Peloponnese)

Cities

Clusters

Health Tourism Free Zones

Resorts:

Integrated Health Resorts

Urban Health Resorts

Health Tourism Cruises

Creating Health Tourism Lux Destinations…the Health Tourism Pentad approach

Health Tourism Pentad:

Segmentation

Integration

Administration

Development

Promotion

Concept introduced by healthCare cybernetics (2010)…adopted by Destinations (e.g., Dubai – Dubai Health Authority 2015)

Creating Health Tourism Lux Destinations…by implementing Purpose-designed Master Plans

www.healthtourismmasterplans.com

Becoming a Health Tourism Lux Destination…from Pentad to Excellence and then to Singular

Creation (an Efficient and Competitive Health Tourism

Destination – “Health Tourism Pentad Destination”) [Phase 1]

Further Development (Competitive Advantage – “Health

Tourism Destination Excellence”) [Phase 2]

Enhancement (Competitive Edge – “Health Tourism

Destination Singular”) [Phase 3]

Health Tourism Lux Destinations…an Exemplar

The Greek Tourism Confederation

Annual General Meeting – 12 May 2016

Elena Kountoura

Alternate Minister of Tourism - Greece

“Greece to address the Luxury Tourism Market”

Constantine Constantinides, Director, healthCare cybernetics

“Greece to address the Health Tourism Lux Market”

4th International Health Tourism Congress - TurkeyIstanbul, 28 – 30 October, 2011

Promotion and Marketing to the…

…Mass Affluent Health Tourism Market

Promotion and Marketing

…to the Mass Affluent Health Tourism Market

Inbound Marketing

Cultural Branding

Business Missions

Promote Destinations, Providers and Services…and help them address the Market

www.healthtourismpromotion.com

Cultivate and Create a “Proprietary Market”…through the use of “Inbound Marketing”

The Blue Ocean Approach…

www.healthtourisminboundmarketing.com

Create a “Blue Ocean” for Health Tourism Lux…the Concept and Practice of “Proprietary Markets”

through the use of “Health Tourism Inbound Marketing”

Arrange Health Tourism Lux Business Missions…to address the ultimate decision-makers amongst the Payers

www.healthtourismbusinessgateway.com

The role of Luxury Hospitality…

…in the context of Health Tourism Lux

Luxury Hospitality and Health Tourism Lux…they go “hand in hand”

www.healthtourismhospitality.com

The role of Medical Tourism Facilitation…

…in the context of Health Tourism Lux

“Health Tourism Lux” Facilitation...providing “Hand-Holding” for the Mass Affluent Market

www.medicaltourismfacilitation.com

The role of Conferences and Shows…

…in the context of Health Tourism Lux

Conferences…referring to the Health Tourism Lux Industry and Market

www.luxuryhealthtourismsummit.com

Shows…referring to the Health Tourism Lux Industry and Market

www.healthtourismexpoonline.com

and let’s not forget the need for INVESTMENT......HEALTH TOURISM LUX cannot happen without it

www.healthtourisminvestment.com

Health Tourism Lux and Luxury Hospitality…the future’s so bright - I gotta wear shades

a few left – at eBay