Challenges of spa tourism at Ana Hotels Europa in Eforie Nord
In the spa sector, alongside medical packages, there has been an evident development of the Romanian Spa market. Another change consists of the decrease in the average age of wellness service clients, who need to be retained.
Eco-friendly locations including charging stations for electric cars and healthy menus are part of the new market demands, according to the vice-president of the Employer’s Organization of Spa Tourism in Romania, who is also the general manager of Ana Hotels Europa in Eforie Nord.
The spa market reached 350 million EUR before the pandemic, subsequently recording a decrease of approximately 60%.
For the spa sector, approvals are needed from the Ministry of Tourism, the Ministry of Health, and from doctors.
A strategy for the development of spa tourism and the promotion of tourist destinations for this purpose is needed.
Regarding bookings made by tourists, they tend to be last-minute, almost entirely eliminating early booking, which can lead to a very high number of sudden requests.
Before the pandemic, the share of foreign tourists at Ana Hotels Europa in Eforie Nord was approximately 40%, which has decreased significantly at this time.
In 2021, the average occupancy rate was 52% during the six operational months. Special epidemiological approvals were needed, and the operating capacity was reduced by 20% at that time to remain operational.
Thus, the hotel’s turnover reached 95% of the 2019 turnover.
In 2022, the proposed target is to increase sales by 28% compared to last year.
A renovation process for Ana Hotels Europa in Eforie Nord is scheduled until 2024-2025.
Among the hotel’s clients, 70% represent those who opt for accommodation, while the rest come from outside the hotel unit. The number of annual clients is approximately 450, with more locals or people from neighboring areas in winter.
Among the noted changes were those related to benefits and organic products.
Frequently Asked Questions
What are the new trends in Romanian spa tourism?
The market is seeing a younger demographic, a shift towards wellness and organic products, and a demand for eco-friendly facilities like EV charging stations.
How did the pandemic affect Ana Hotels Europa?
Foreign tourism dropped significantly from 40%, and bookings shifted to last-minute, though turnover recovered to 95% of pre-pandemic levels by 2021.
What are the future plans for Ana Hotels Europa in Eforie Nord?
The hotel plans a full renovation by 2024-2025 and aims for a 28% increase in sales compared to previous years.