Hot Spring Resort & Wellness Destination

Location: Serbia

Product: Market Research and Feasibility, Concept Development, Destination Strategy Development

Overview:

The client owns several acres of land in the south of Serbia, approximately 340 kilometers from Belgrade, which features some of Europe’s hottest mineral springs. The client intends to develop a destination consisting of various establishments with a primary focus on bathing. Horwath HTL Health & Wellness was appointed to determine the individual wellness elements (anchors) that will form part of the destination, recommend a universal strategy, and conduct feasibilities for each anchor outlining the overall business potential of the destination.

Solution:

While Serbia is home to an abundance of unique mineral hot springs, Horwath HTL Health & Wellness’ market research demonstrated the absence of internationally-benchmarked and thermal spring-focused wellness destinations within the country. As such, Horwath HTL Health & Wellness proposed a selection of complementary anchors that include a lifestyle hotel, a wellness retreat, long-stay recovery apartments, residential real estate, an outdoor activity area, and a retail village. Capitalizing on the unique on-site hot springs, hydrotherapy and extensive heat and water facilities will be featured amongst all establishments of the destination. These are to be further complemented by dedicated wellness programs, mind and body activities, outdoor recreational sports, kid-friendly treatments and exercises, and healthy food and beverage outlets. In order to create a community-like feel, guests will be able to mingle and socialize in the retail village as well as at the outdoor activity area, thereby creating synergies and connections between the destination’s different anchors.