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Wellness Tourism Case Study

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As many of us continue to lead stressful lives, Wellness tourism is gaining popularity with more wellness travel and holiday plans available (Sriram, 2017). Concurrently, we see more wellness amenities coming up in countries like India and Thailand (Sriram 2017), indicating a demand for wellness tourism in Asia. Carnival Corporation & plc (Carnival) strives to provide “exceptional experiences through many of the world’s best-known cruise brands that cater to a variety of different geographic regions and lifestyles” (Carnival Corporation, 2017) and it is important we carry on to do so amidst the recent trends in wellness tourism. Carnival is one of the leaders in the global cruises and in order for us to stay ahead of the game, it is essential that we keep our eyes on our major competitor, Genting Hong Kong Limited (GHK). With similar core services and goals, it is important for Carnival to adopt new strategies to adapt and maintain its position in the dynamic tourism industry. In view of this, I, the Business Development Executive, have identified a growth opportunity for Carnival to take advantage of - wellness cruise tourism in Asia where Carnival can integrate this identified growth opportunity to its cruise lines. By adopting strategies aligned to the identified area, Carnival will be able to stay ahead of its competitor because of two reasons: the booming wellness tourism in Asia and how wellness cruising has to yet to be explored by both us and our competitor. …show more content…

Firstly, the growing presence of wellness tourism in Asia will allow Carnival to leverage on its strengths, learn from GHK’s strategic initiatives and adapt it to Carnival’s business model. Looking at the industry, people are now demanding for an experiential holiday, one type being wellness tourism which focuses on spas and emotional healing holidays (Sriram, 2017). Carnival should leverage on this by revamping its cruise lines to cater to such needs. With our large capital base and low dependency ratio, we can do this with financial ease and low risk to the Carnival group as a whole. Additionally, we see many Asian countries such as India and Thailand (Sriram, 2017) making the list on top holiday wellness destinations. GHK has also undergone strategic agreements to strengthen its presence in Asia. It is evident that Asia is a growing hotspot for wellness tourism and the strategy adopted by GHK is in fact aligned with Carnival’s mission to cater to different geographic regions which can be adopted by Carnival too. Hence, the growing presence of wellness tourism in Asia presents an opportunity for Carnival and its cruise

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