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Against this background Aktiengesellschaft Bad Neuenahr is planning to unite the facilities currently in existence – namely the Symphony of the Senses spa centre, the Steigenberger Hotel and the Ahr thermal baths – into a larger single unit. The study found this concept, known as the Ahr Resort, has the potential to be the new focal point of the region's entire health and tourism industry, creating synergies and attracting new target groups. The addition of sports-related health and fitness facilities, an area known to attract customers with high quality expectations, will fill an existing gap in provision.
The study identifies potential clients as modern individuals who look after their bodies and subscribe to a culture where striving for fitness, health and wellbeing is considered the norm. Neglecting the needs of your body is now no longer seen as an option.
This is particularly true of people in and around their 40s, who engage in sport and health-related activities to gain a deeper understanding of mind and body, and who regard their outward appearance as an expression of a positive self-image. The Ahr Resort concept has to take this information on board and develop suitable facilities for these target groups, without losing the custom of other age groups in the process. As part of the study, a market research survey was conducted in March of this year under the guidance of Professor Breidenbach. It found that well over 90 per cent of those surveyed were extremely satisfied with the existing services and facilities, and that a large proportion viewed the proposed Ahr Resort in a positive light. An all-weather link between the Symphony for the Senses spa centre and the Ahr thermal baths would be welcomed by many visitors. The interpretations and expectations associated with the terms 'wellness' and 'health & fitness' differed depending on the age of the person surveyed. According to the study, entertainment and communication are highly valued by younger target groups, findings which should be borne in mind when expanding the existing facilities. Professor Breidenbach summed up the results of the study in just a single sentence, in which he hints at a positive future for the Ahr Resort project. "There is no doubt that an exceptional opportunity exists for Aktiengesellschaft Bad Neuenahr to attract new target groups and to cultivate market segments with great potential for the future".
According to Breidenbach, the prestige that comes with being a member of the Royal Spas of Europe association can be a powerful marketing tool, putting Bad Neuenahr on an equal footing with prestigious European spa resorts. Its motto "the customer is king" is the perfect expression of visitors' desire to be treated like royalty when visiting the town's high-quality health and wellness facilities. Spa director Rainer Mertel, director of the Steigenberger Hotels, Michael Hattenhauer, Hans-Jürgen Potrafke from the Ahr thermal baths and Christina Janssen from Symphony for the Senses were pleased with the public's response. "This gives us the incentive to increase our customer satisfaction levels even further", concluded Mertel.
Further information:
www.kurverwaltung-bad-neuenahr.de
Kurgartenstr. 1
D-53474 Bad Neuenahr-Ahrweiler
Tel. : +49 (0) 26 41 - 801-153
Fax : +49 (0) 26 41 - 801-198
e-mail: presse@kurverwaltung-bad-neuenahr.de
http://www.server.ag-bad-neuenahr.de/