Offer Development for Clients Aged 55-70 in the Sector of Spa Enterprises

Abstract

In recent years, as a result of lifestyle changes, attracting more attention to health and living comfort, demographic changes and growing expenditure on preventive health care, the market offer reflecting expectations of senior citizens has been rapidly developing in Europe. The aging population, however, at the same time wealthy and aware of civilization threats, expect a different approach to meeting their needs. The comprehensive offer is supposed to include relaxation and leisure, comfort and safety of the destination, various forms of activities in free time, adequate medical care, physiotherapy, beauty treatment and a proper diet. In Germany, Austria, the Czech Republic or Poland the offer of spa enterprises, i.e. companies offering preventive health care services based on natural resources is currently subject to intensive modernization. The purpose of the study is to determine the directions of changes in the market offer ensuring meeting the needs of senior citizens in an optimal way. The research was based on interviews with chief executive officers, the observations made by the author – a manager herself and the analysis of the collected empirical material. As a result of the conducted research, new expectations of customers aged 55-70 were identified. They refer to the individualisation of health care during therapeutic stays, based on the offer developed taking into account due respect for the environment and targeted at a specific health problem. Such approach requires implementing significant changes in business models of the analysed enterprises.