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