Thermalism 4.0: Rediscovery of Hot Springs

Hot springs have been used for centuries for many purposes from recreation, through relaxation to healing. Springs may be used in situ, i.e. as they are in original natural settings, or in purpose built establishments. Many have become integral parts of national healthcare systems, others became strong pillars of wellness hotels and destinations.

Most thermal resources need be able to serve clientele with multiple expectations. These demands sometime are of complementary, other times of competitive nature. Historically hot springs served two main purposes. A thermae was created for the recreation and leisure needs of the local community. Whereas a balnea offered medical and curative services for the ones in need. For centuries this separation remained to the typical approach for thermal facilities.

During the 20. century this separation has changed and the lines between the two types of facilities have blurred, often disappeared completely. Now thermal facilities cater for multiple of demand and they need to do that parallelly. Demand may seek a location where s/he can have some ‘me-time’, i.e. undisturbed personal time, others may want to observe how local soak in as part of their lifestyle.

There is a large number of countries in the world there neither the general public, nor medical professional never heard of natural hot springs. This hiatus creates demand since people are curious and they happy to visit these natural wonders and the historic thermal facilities and destinations. On the other hand, the lack of knowledge and awareness creates mistrust and scepticism. Most medical schools in the world do not offer specialisation in balneotherapy, i.e. doctors have no knowledge and reference to the healing effects of hot springs. Their patients, therefore, cannot benefit from the healing power of nature.

Thermal destinations present their offers in very different ways. Some complete the offers with accommodation options, others focus on day visitors only. There are several high-end thermal resorts that specialise on personalised healthcare or providing an opportunity to enjoy some well-deserved socialising with friends.

Industrial Revolution 4.0

Industrial revolution 4.0 seemingly influences every aspect of our life. Old approaches disappear, so do jobs and even whole professions. Such significant and rapid changes make many people stressed. Other find new opportunities and flourish.

As McKinsey quite apply summarised the steam propelled the original Industrial Revolution; electricity powered the second; preliminary automation and machinery engineered the third; and cyber physical systems, hyperconnectivity — or intelligent computers — are shaping the Fourth Industrial Revolution. The revolutional phases always were driven by the aim of making the production and consequently the results better, faster, etc.

The most important lesson from Industrial Revolution 4.0 is connectivity, i.e. connecting anything with everything. It may seem far-fetched to talk about thermalism in the context of industrial revolution. Still, the thermal industry can learn a lot about how industrial revolutions can affect businesses however indirectly, or life at large.

Thermalism 4.0?

How does this relate to thermalism? Hot springs are nature resources that have been part of our lives for centuries. Not much has changed during this time. People dip, soak, splash, sit, swim, rest in hot springs. If visiting thermal sites was part of lifestyle it is because of the positive contribution of bathing to health, wellbeing and happiness. If visiting was part of a tourist trip then it tends to be inspired by the architecture, the setting, curiosity or potentially the need to water-based healthcare.

Many destinations have been struggling to talk to new demand, especially e.g. Gen Z or Alpha! Traditionally, thermal facilities especially in Central and Southern Europe, in the Baltic countries and in many Latin America countries cater for senior segments and most provide medical services. Such services may not be very attractive to the younger generations. This could result in a significant gap in the market for traditional thermal facilities.

Paralel to that national healthcare funds have cut the annual budgets allocated for hot spring-based treatments. The self-funded demand has not kept up with the decreasing central funds, i.e. many thermal facilities lost significant demand both in terms of number of guests, per treatment volume and spending.

We could observe a shift away from the medical services to wellness. Medical thermal facilities have expanded the service portfolio and offer extensive wellness provision. The conversion of medical tourists to wellness tourists, however, may not be a straightforward process. Wellness travellers represent very different expectations, and they look for different services and experiences. Merging wellness and medical may not be the most suitable approach to most thermal facilities.

It is clear that the hot spring industry needs to recognize a couple of considerations:

1. Not everyone sees hot springs the same way: as mentioned before hot springs have numerous facets. Hot spring providers need to identify the most applicable uses and focus on those only. That may result in loosing some guests. Still, both operators and guests benefit from the focused service offer. The recognition of hot springs as sources of healing and wellness needs further work. Doctors, researchers could do their part of the awareness raising by sharing the result of clinical and other research studies.
2. Do not invest in infrastructure before defining your story: running hot spring facilities can be rather pricey depending on the temperature, the mineral composition, etc. Investing in infrastructure is necessary but not as essential as the early definition of what purpose the hot spring would wish to accomplish. Changing pumps and pipes, investing in water filtration will not bring in guests and it will not convert interest to consumption. Whilst operation is not possible without reliable infrastructure, the business side of operation will not be feasible without a clear value definition.
3. Pushing pools as they are: no one can spend endless time in hot spring pools. Depending on the mineral content and the temperature the time anyone should spend in hot springs pools may be limited to 15–20 min max. Guests would need additional services, activities and treatments that complement and complete the water-based offers.

The key is that hot spring apply the so-called engagement dial accordingly. Every engagement level requires a different approach and different set of services and communication as well. Those who look for natural cure as an alternative to drugs or surgery can appreciate the evidence of healing benefits. Those who look for a natural wonder of spectacle, e.g. hot spring waterfall, do not go beyond curiosity. Others look for fun, e.g. spa parties, whereas there are others who look for a micro community with whom they go and enjoy the bathing and related services together. Hot spring can also be attractive to those who are interested in healthy living and seek natural options for their prevention-oriented lifestyle regimes.

Hot spring venues can take inspiration from several trends and developments from trends that shape healthcare, society, leisure and travel

Regenerative economy and travel: regenerative business practices, i.e. purposefully aiming at regenration of local business and society as a result of a certain business activity could inspire hot spring operations as well. Hot springs are those assets that are location-based, i.e. cannot be moved to another location. Guests, local or from other places need to travel to the hot spring. Since many hot springs are located at rural or more remote areas the role of the hot spring in the local community and economy can be rather important. Hot springs could become important players in regenerative business approaches and can give back tot he host community directly, in terms of job opportunities, taxes and purchasing supplies from local businesses. At the same time hot spring may advocate the so called Double Regeneration Principle. This refers tot he regenerative nature of hot springs to the guests. The double regeneration can mean a very powerful argument for the discussions with politicians, investors and donors as well.

Hot springs as ideal for reconnection, restoring and rebalancing: post-COVID19 mental health has become a topic that is often discussed. Many people suffer from mental imbalance, loneliness and stress. Although people spend more and more time on the internet, still, they feel disconnected from others and many, from life in general. Natural hot springs building on the positive impacts on the physical functions as well as on the mental state of the bathers can claim to be agents for reconnection and rebalance. The direct impact of hot spring bathing on stress levels, heart performance and stress hormones can facilitate the much needed reconnection with nature and reducing stress levels.

Offering solution and not selling assets: contemporary marketing understands the customers look for offers that can promise the solution or outcome they are interested in. Many hot spring locations still market the number of hot spring pools they have. Others have recognised the shift in demand and now highlight the positive outcome of regular bathing. Customers seek trustworthy evidence and are not convinced by generic PR blurb anymore. It is not easy, cheap or quick of collecting evidence about the anticipated positive outcomes of hot spring bathing. Still, facilities need to aim collecting those, e.g. Salvador Dali often got inspired whilst bathing, or painted whilst in a bathtub. That offers evidence of the contribution of hot spring bathing to creativity.

Hot springs have the unique assets that can strengthen the path to a happier life. Industrial revolution is about unlimited connectivity. Thermal springs can argue that they are also part of this revolution since they can help reconnecting people with nature. Besides the reconnection hot spring bathing improves health and positively contributes to wellbeing as well.

Hot springs need to a better job in re-introducing bathing and the positive results of hot springs. They can start this with coining their own hashtags, e.g. #sosi — Sensation of Soaking in, or #joi — Joy of Immersion.