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Wellness is already big business. According to Paul Zane Pilzer, author of The Wellness Revolution, it's already a $200 billion industry. That's nearly 30 times the size of timeshare, not to minimize timeshare. Rather, it is to point out how you can, in Pilzer's words, "get your share of the trillion dollar wellness industry" that he foresees in the next few years. Demographic trends, such as the aging of tens of millions of baby boomers, point to a five fold increase in coming years. Ken Miller, President, Global Marking Group, New York City, sees many ways for the timeshare and resort industry to benefit from this growth and become part of it. Here's what he says about the huge potential waiting to be tapped: Trades: What opportunity do you envision for wellness and timeshare? Miller: The opportunity in the developing an extensive new business by incorporating or creating a wellness product is at hand. In the early 90s, Global Marketing Group did an extensive study for a major developer/insurance company regarding developing a resort city of the future. Trades: Could you provide background on your prior work to explore this market? Miller: We interviewed leaders in travel, resorts, wellness and health resorts, educational and culture travel, ecoresorts, airlines, travel consultants, travel media professionals, and more. The overriding consensus was, given the aging population, baby boomers and the health and fitness attitude of younger people, a new wellness resort/vacation concept will have a major impact on the future of the vacation industry. In essence, they clearly stated that the wellness industry will become a major factor in vacation decisions in the future. Trades: What has happened since then? Miller: Today, as Paul Pilzer notes, wellness products, resorts and services are at the $200 million dollar level and well on their way to approaching a trillion dollars in annual sales in the foreseeable future. Trades: How does that apply to the vacation ownership industry? Miller: One of the key points we discovered was that many people want more then just the conventional vacation. In addition to the swimming pool, tennis courts, golf courses, and other recreational amenities - which are important - they would like to learn something and become healthier. They are so stressed out in their daily lives - and getting more stressed out over time in double-career and single-parent families - that vacations mean more than ever to them. Trades: How do you foresee the concept of possible "wellness resorts" evolving? Miller: Global Marketing sees an ideal marriage between the timeshare and wellness concepts. Each year, a person can get the needed vacation break and improve his or her health. We envision a great future in a smart Wellness Timeshare product based on varied factors. These include the results of our study of Wellness Resorts and the attitudes of people regarding vacationing. Our views also reflect growing health and wellness concerns of our populace, anti-aging issues and products, healing, rejuvenation, and more emphasis on physical and mental fitness. Also, nearly everyone desires a better life for themselves and their family. This conclusion is also based on our many years experience in timeshare marketing and developing. Trades: What have you done to move forward the concept of Wellness Timeshare Resorts? Miller: GMG is currently developing and exploring a Wellness Timeshare resort product with and for resorts in the Caribbean, Southwest USA, overseas, and Florida. We are working with experts to bring this product, in its various formats, to fruition to assure the best solution for those millions of people who want to improve their lives. These experts include doctors, medical, health and spa professionals, environmentalists, developers, and travel and vacation professionals. |
Trades: What options do you have for those who want to consider wellness as part of their product mix? Miller: GMG has three solutions for developers to benefit from this new boom in vacationing. These range from getting a little involved, getting serious to jumping in 100%. For example, resorts can: 1. Use existing space to add a Wellness product. 2. Add a standalone building for wellness and fitness.
3- Focus on this concept and build an ideal Wellness Resort
In each case resorts can develop ongoing products and services for their members that provide additional income, and brand loyalty as many health product and services companies already do. There are several factors and approaches to consider. Given the style and objective of the developer one can go towards the medical end and offer true medical services administrated by doctors and health professionals. On the other extreme a developer can simply create an enhanced Spa providing services that make for enhanced physical appearance and and healthier living habits. And there are alternative products in between. The developer must have comfort level as to what works best for the kind of resort they want and membership base they want to serve. Global Marketing is exploring products that range from intensive medical services (in essence an attractive and comfortable clinic) treating people with diseases that require constant care to the high end Spa approach that serves healthy people that would like to look and feel great. Trades: What are some other benefits for a developer considering a wellness product or resort? Miller: The timeshare wellness concept can be ‘sold ‘ to corporations or any group that wants to offer a health benefit to their employees, members or associates. The organization buys one or more weeks from the developer and provides them for free or some nominal cost. They can split the week – have two employees use unit 3 or 4 days each or give each a week. This opens the market to thousands of new prospects for those resorts that have a wellness product. GMG can help you develop this program. If you would like an evaluation to ascertain if your resort would benefit by incorporating a Wellness product contact Ken Miller, President, Global Marketing Group.
For
complete article read December and
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