Essay Recreation & Hospitality Create Your Own Company (CITM2.RHCC-01)

RHCC Report Rafael, Ayyüce, Annemarie 20.06.2020




Houtepen,
Rafael
(182515)
Keller,
Annemarie
(180362) Top,
Ayyüce
(183356)
RHCC

RHCC Report
Mental Wellbeing Wellness Resort “AquaCure”




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,RHCC Report Rafael, Ayyüce, Annemarie 20.06.2020




Table of Contents
RHCC Report...........................................................................................................................................0
Mental Wellbeing Wellness Resort “AquaCure”.............................................................................0
Introduction............................................................................................................................................1
1. Company Value...................................................................................................................................2
1.1 Customer Segmentation ..............................................................................................................2
1.2 Value Proposition .........................................................................................................................4
1.3 Importance for Tourism Industry..................................................................................................5
2. Organisation.......................................................................................................................................6
2.1 Key Activities.................................................................................................................................6
2.2 Key Resources...............................................................................................................................6
2.3 Key Partnerships...........................................................................................................................6
3. Marketing and Distribution.................................................................................................................8
3.1 Customer Relationships ...............................................................................................................8
3.2 Social Media .................................................................................................................................8
3.3 Distribution & Promotion Channels .............................................................................................9
4. Finances............................................................................................................................................10
4.1 Cost Structure.............................................................................................................................10
4.2 Revenue Streams........................................................................................................................14
5. References........................................................................................................................................16
6. Appendices.......................................................................................................................................18
Appendix I: List of ideas of value proposition...................................................................................18
Appendix II: Business name ideas.....................................................................................................19
Appendix III: Business Model Canvases............................................................................................20
Appendix IV: Value proposition canvas............................................................................................22
Appendix V: Link to Pitch..................................................................................................................23




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,RHCC Report Rafael, Ayyüce, Annemarie 20.06.2020




Introduction
3-Roles
General Coordinator: Ayyüce Top | 183356 - overview and planning
Financial Coordinator: Rafael Houtepen | 182515 - financial reports and explorations/surveys
Marketing Coordinator: Annemarie Keller | 180362 - market research and market approach
___________________________________

Company name: AquaCure

Location: Lake Trasimeno in Italy
This location have we chosen, because there is a warm Mediterranean climate in Italy, so the water
would not be too cold for the guests. In addition, according to our survey almost all potential
customers would like to have a floating wellness resort in Southern Europe.

Company description:
A wellness resort that is floating on Trasimeno, in Italy. The resort aims to support guests' mental
well-being, by offering various activities and services on/in the water, as well as on the “Island”. The
“Island” describes the central stage of the resort, where various facilities such as the restaurant, spa
but also various areas for treatments and workshops are located. Water activities the resort offers
are for instance yoga and meditation sessions on paddle boards. The accommodations for guests are
constructed in the form of smaller houseboats which are connected to the main island by wooden
planks. The guest rooms are equipped with the basic necessities, such as bed, toilet, shower and a
dock station for transportation. Minimalism and relaxation are the resort's key values which are
achieved by disconnecting from the world around AquaCure. Therefore, the resort bans any
electronic devices during the treatment time. Since the resort is built on Trasimeno, the
transportation possibilities for guests are by small boats like kayaks or paddle boards. During their
stay all food and drinks will be included, because a healthy diet is one the key factors for improving
your mental health. This of course is included in the price of the accommodations.




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, RHCC Report Rafael, Ayyüce, Annemarie 20.06.2020




1. Company Value
1.1 Customer Segmentation
For whom are we creating value?
AquaCure creates value for people who deal with various kinds of mental and physical issues. The
retreatment resort especially targets younger people, better defined as millennials.

for the 1.3% from the German middle-class millennials between the age 25-40. Our company
especially targets people who are mentally and physically stressed and exhausted and therefore,
seek for mental & physical relaxation, education, and wellness. We deal with a potential customer
group of 200.000 people.




Who are our most important customers?

Target group:
AquaCure is a resort that welcomes guests from various age groups who want to improve their state
of mental balance. Therefore, the target group reaches from couples, to retired people who face
stress in their daily life and wants to develop a better life quality by improving their balancing skills
and enjoy a laid-back holiday and on the water.
The wellness resort AquaCure is located in Lake Trasimeno, in the province of Perugia, which is in the
Umbria region of Italy

 Millennials age 25-40
 Guests who seek for relaxation and escapism from daily life.
 Interested in spiritual and physical treatments.

Sources:
 https://www.oecd.org/germany/Middle-class-2019-Germany.pdf
 1.3% of millennials go on a wellness spa trip in 2018 (3.3% of German population)
https://www-statista-com.proxy1.dom1.nhtv.nl/statistics/977617/millennials-by-type-
vacation-trips-germany/
 https://www-statista-com.proxy1.dom1.nhtv.nl/statistics/561026/most-popular-travel-
types-germany/
 Number of people in Germany who favour wellness vacations as vacation trips from 2015 to
2019 https://de-statista-com.proxy1.dom1.nhtv.nl/statistik/daten/studie/265292/umfrage/
bevorzugte-urlaubsreisen-wellness-urlaub/
 https://www-statista-com.proxy1.dom1.nhtv.nl/statistics/570059/singles-popular-vacation-
types-germany/
 https://de-statista-com.proxy1.dom1.nhtv.nl/statistik/daten/studie/1032249/umfrage/die-
beliebtesten-urlaubsarten-von-singles-in-deutschland-nach-geschlecht/
 https://de-statista-com.proxy1.dom1.nhtv.nl/statistik/daten/studie/981010/umfrage/
geschlechterverteilung-unter-gesundheitsreisenden-in-deutschland-nach-reisezweck/
 https://de-statista-com.proxy1.dom1.nhtv.nl/statistik/daten/studie/595503/umfrage/
umfrage-zu-erholungsfaktoren-im-sommerurlaub-nach-alter-und-geschlecht/



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