Towards wellness? A case study of the profile of tourists visiting a Southern Spanish spa

Abstract

Traditional spa tourism in Europe is increasingly being redirected to wellness. Spas are going from being medical centres to having a recreational-preventive functionality. In Spain, this new trend is also taking place. However, not all of the country’s spas are this transition complete. Some spas are still heavily dependent on traditional thermalists, with an aging profile, who demand medical treatments for their illnesses. This research analyses the customer profile of the Alhama de Granada spa (Andalusia, Spain). In this way, an understanding of the evolution of demand is obtained, along with the establishing consumer typologies. In short, the challenges of the Spa’s offer for the future are identified in light of the changes that are taking place. The research, in this paper draws upon unpublished data, along with a key interview with the director who is also the spa doctor.