Journalist Laura Powell from ‘Tourism Well Defined’ (Veteran Travel and Wellness Consultant and working for the ESPA) came up with a boost. “In America, we don’t have a medical spa or an equivalent of balneology and Thalasso. Hot springs are very popular and New York is a thermal city. But the term ‘wellness’ is interpreted very differently in the US. In Europe the emphasis is on medicinal applications, while the average American thinks more about holidays and relaxation. Moreover, prices in America are much higher. For example, six days of Thalasso in Saint-Malo (France) cost me 1,000 euros – that’s what you pay in dollars per day in America. That is why there is still a lot of ground to be gained for the European market.” According to her, this requires a ‘rebranding’ and the Thalasso facilities can serve more target groups than just the typical wellness guest. “Focus also on topics like healthy vacations, oceans and lakes. Approach tour operators from North America in your area.”