Wellness & Spa Travel: Sprechen Sie German?

At this year’s ITB Berlin Convention, Dr Lászlò Puszko, Director of Industry Intelligence, Resources for Leisure Assets, takes a closer look at just what it takes to attract German speaking clientele to spa and wellness resorts. We asked him to tell us more about this market.


Category: ITB Experts Forum Wellness

Date: March 9, 2017 Time: 10:40 a.m. – 11:10 a.m. Location: Hall 7.3a, Auditorium Berlin 1

The current German speaking market is rather developed and mature. For them, looking after one’s health is not new, but is more like the expected lifestyle choice for several segments. Therefore, these people look for similar (healthy or vital) services during their travel as well. When wellness or spa services and treatments are rooted deeply in the lifestyle and leisure habits, there is no surprise that they are attracted to themed facilities (thermal baths etc), destinations (specialised for medical services or for wellness), either in the mountains or by the sea or lakes.

How do German guests differ from those of other countries when they go to spas?

Typically, German speaking travellers looking for spa and/ or wellness services during their international travels can represent different demands. Being experienced in a wide variety of services, they seek similar or better quality and variety. Aufgüsse (pouring water over heated rocks) may not be available in many foreign destinations, and especially not the FKK (nude bathing) provision. IWSTM 2017 shows that German travellers are more “mid” than upmarket, and data also indicate that German travellers are younger than average. Services based on local and natural assets and resources are more important to German wellness travellers than others.

What should those managing hotel/spas around the world do to better welcome guests from this country?

Operators have to understand that they are serving a market who are experienced wellness travellers and spa users. They should not forget that German wellness guests can spend around 190% of the average spend, which comes with expectations in variety and quality of services