The rapid development of wellness is determined by the action of a number of factors, the most important of which are:
• the individualization of man, industrialization, liberalization and globalization are the reason for individualization of the individual as a consequence of his abandonment of traditional social structures as a consequence of diminishing the importance of family, school, church and state as public institutions affirming the values of different social communities. In these conditions, the individual increasingly seeks answers to the most important questions of his existence, finds a violation of the balance between body and spirit and seeks ways to restore it. Individualization is also enhanced by the flexibility of the workplace, with the ability to work without leaving the home, which leads to limited social contacts of the individual;
• increasing life expectancy and accelerating the aging process of Western society, including and in Europe are leading to a gradual extension of the age limit for tourists interested in pleasant experiences, to hedonism in old age, which requires good health;
• spiritualization – the emancipation and individualization of man in Western society, including in Europe it led to a significant departure from religion and, as a result, to the emergence of a spiritual vacuum. In these conditions, the demand for answers to the most important questions of life in Far Eastern teachings, astrology, magic, myths, etc. is growing.
• in the pyramid of values after the victorious campaigns of “protection of nature”, “pleasures and experiences” “health” is becoming increasingly important.
There is a clear differentiation, differentiation from all other travel companies on the market that do not offer wellness products and services and accelerated work on creating new, comprehensive travel products and services, combining ways and methods of physical and spiritual purification of the body on the basis of close interaction with scientific-educational, research and development units in the field of nutrition and detoxification of the body, rehabilitation, physiotherapy, gerontology and sports medicine, with institutions and individuals in the field of culture, fine arts and music by acquiring existing holiday bases and their transformation into independent Centers for Health and Longevity, as well as through investments in the construction of new ones.
Customer segmentation aims to help determine the potential of customers; As is known, there are three groups of criteria by which segmentation can be performed – socio-demographic criteria / age, gender, marital status, education, profession, income, etc./, criteria based on market behavior of customers / consumer behavior, priorities in consumption, attitude to brands and prices, use of information from the media as a guide in consumption, etc./ and psychographic / lifestyle, personal qualities, knowledge, interests, preferences, motives, attitude, willingness to take risks, positive attitude towards the environment, etc./; As the role of socio-demographic criteria in the purchase of wellness products and services decreases, the other two groups of criteria will play an increasing role in segmentation, especially the psychographic ones (lifestyle, lifestyle), which means that for successful customer segmentation tourism sector will rely on conducting permanent market research, which will be prepared by a specialized institutes for market research of wellness products and services.