Sustainability in the management of resources and the creation of tourism products

Tuscany – Excellence in thermal destinations

International Congress on Thermal Tourism

OURENSE - GALICIA3° March 2011

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STB: a new concept of thermalismSTB means Company of Thermae and Wellness

STB was founded in 2000 and the project is based on the experience of 20 years of management on Terme di Saturnia

STB is now leader in Italy with Fonteverde, Grotta Giusti and Bagni di Pisa Natural Spa Resort

STB made a choice: “Tuscany is the ideal Location for developing a new concept of thermalism”

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STB in Italy

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STB : Tuscany - The Location

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Fonteverde Natural Spa Resort

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2007 Spa Finder Reader’s ChoiceCrystal Award“Favourite Spa in Europe”

2008 Spa Finder Reader’s Choice“Favourite Spa in Italy”

2009-2010 “5 Stars Diamond Award” American Academy of Hospitality Sciences

The Hotel *****: 64 rooms, 7 Junior Suites, 7

Suites

Fonteverde – Thermae & Spa

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4800 square meters of Thermae and Spa

8 thermal pools

Inhalations, thermal mud, more than 50 cabins for Spa Treatments

Natural relaxation through spa waters rich in sulfate, fluorine,calcium and magnesium

Grotta Giusti Natural Spa Resort

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2002/2003 and 2008/2009 One of the Best Golf Hotel Worldwide - Lufthansa Green Fee Pass

2008 Spa Finder Reader’s Choice Award as World’s Top 10 Best Mineral Springs

2010 Launch of new medical and research program on anti-ageing named “Longevity” under the scientific supervision of Proff. Umberto and Giovanni Scapagnini

The Hotel ****:58 rooms and 6 junior suites

Grotta Giusti – Thermae &Spa

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3200 square meters of Thermae and Spa - 2 thermal poolsInhalations, thermal mud, ozone-bath more than 20 cabins for Spa Treatments, Physioterapic Massages and Medical applicationsUnique thermal Grotto – more than 300 meters underground surrounded by thermal vapours with a temperature from 28 to 35 degrees

Bagni di Pisa Medical Spa Resort

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First Medical Spa for the prevention of Obesity, in collaboration with Pisa University and Prof. Aldo Pinchera – President of WHO Center for the diagnosis and treatment of Thyroid Deseases

The Hotel *****:52 rooms and 9 suites

Bagni di Pisa – Thermae & Spa

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2000 square meters of Thermae and Spa

2 thermal pools

Inhalations, thermal mud, more than 20 cabins for Spa Treatments and Physioterapic Massages

Medical Center for Health and Prevention of Obesity

Sustainability in the management of resources

Natural Springs and Waters : respect of thermal basin; prevention against pollution; fair management of resources

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Increased knowledge and culture of thermalism in terms of health for people, wealth and tradition for thermal Countries

European Laws to establish common rules Increased culture for “thermal

entrepreneurs” to manage the complexity of the business

The creation of tourism products

Our MissionS.T.B. is born with the purpose to develop the culture of well-being/wellness in Italy and around the world. Wellness is the right answer to the growing social deseases in rich Countries, like stressed lifestyle, lack of psychophysical balance, obesity, ageing.

Our VisionThe target is the entire satisfaction of our guest.We believe that Natural Spa Resort are the unique contexts that could lead to an entire satisfaction of our guest in terms of wellness: a Natural Spa Resort with an innovative approach to thermalism, in pleasant location with an excellent hotel accomodation.

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Thermal Destinations

The key of ancient success of Thermal Destinations: Glamour and rich destinations at the

time of Belle Epoque (Vichy, Montecatini, Baden Baden…);

Culture, events, trendy people, press; Public Investment and support in

funding Thermal Destinations Health, wellness, socialization

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Thermal Destinations The causes of decline:

Exasperation of Health causes a feeling in common people like”thermal destination only for ill and old people”

Lack of glamour Strong decrease in public contribution and

social support Lack of complete skills in thermal management Need of great Investment in buildings and

Thermal Towns

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Thermal and Touristic Destinations

How to create a new touristic model in Thermal destinations

Improve wellness and socialization areas, creating new services never forgetting medical cares;

Bring young people to thermal destinations increasing the value of prevention;

Healty and wellness Lifestyle; Networking with other touristic amenities

(history, gastronomy, culture…) Creating a profitable business in thermal

companies with new management skills

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Thermal Destinations – an Added Value

Thermal destinations have a lot of Added Values:

Respect for environment and resources; Opportunity of health tourism also for

healthy and young people with a look for good lifestyle and prevention;

Tradition and culture; Amenity of Thermal Locations

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New Politics for Thermal Destinations

Common Rules for consumer protection High level of minimum standards required to

Thermal Companies to operate in the market Scientific research to clearly differentiate from

non thermal wellness centers New way to communicate and promote Thermal

Destinations by networking and supporting the growth of specialised tour operating companies

Appealing policies to attract tourists from new Emerging Markets, focusing on sector added values

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The Solution

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To be customer centric!

Dr. Walter Bucelli 19

Dr. Walter BucelliChief Executive Officer

walter.bucelli@stbspa.comwww.stbspa.com

Thank you for your attention and see you soon in Tuscany !