The document discusses the wellness and spa industry in Italy. It provides details on the characteristics and trends of the wellness market in Italy and internationally. It also analyzes various existing spa facilities in Italy, including their designs, services offered, target markets and financial performance. The latter part of the document proposes a concept for a new wellness resort in Acqui Terme, Italy, including its proposed services, target customer base and financial projections.

1. Wellness Hospitality Master in Tourism Management IULM university Tel. 0039 02 891412815 Mail master.turismo@iulm.it

9. Room Occupancy 2007 * Impresa Turismo

10. 2 Star 3 Star 4 Star 5 Star Luxury 0% 20% 40% 60% 80% 100% Types of Wellness Accommodation 1% 32% 55% 9% 3% * Impresa Turismo

12. Couples Females Families Males Groups 0% 20% 40% 60% 80% 100% Types of Wellness Customers 60% 20% 10% 5% 5% * Impresa Turismo

13. Weekend One week One day Spa 0% 20% 40% 60% 80% 100% Length of Stay 70% 25% 5% * www.beautyfarmonline.com

14. Long Weekend Summer Christmas Spring Autumn 0% 20% 40% 60% 80% 100% Period of Stay 40% 25% 20% 10% 5% * www.beautyfarmonline.com

15. Japan USA France Belgium Spain 0% 5% 10% 15% 20% 25% Foreigners Arrivals of Wellness 20% 7% 6% 6% 5% * Impresa Turismo

16. Main Incoming & Outcoming Regions Outcoming Toscana Lombardia Toscana Emilia Romagna Emilia Romagna Incoming Campania Piemonte Veneto * Impresa Turismo

17. 5 Star luxury beauty farms/Spa Vs. Day Spa and Wellness Center * www. beautyfarmonline.com

24. ADLER THERMAE Spa Resort Customers: Couples, men, and families. 75% Italians, 11 % German, the remaining come from Switzerland, Great Britain, Austria and other nationalities They open from February to December with 16.000 arrivals per year. Product Structure : from indoor to out door with many swimming pools and different zones Services : Adler Med- Medical Consultation, Tuscan Spa, Mud applications, Baths, Wraps, Facial care, Beauty services, Hair Spa, Massages, Oriental Treatments Treatments in Thermal water.

25. Design: normal design but with materials used used according to the function and to create a relaxing atmosphere. Space Management: Indoor: 2 levels with much focus on pools and Sauna and underground zone. Outdoor: Golf court, valley ball, basket ball, jogging path, open air swimming pool with relaxing area. General Ambience: Lights: candle light and other different lighting strategies in each function. Music: classic, new age, and sounds of nature. Perfumes: Local perfumed essences, flowers and plants perfumes, perfumed candles, and perfumed steam and shower.

28. DESIGN Created by the architect Adam Tihany, the Hotel Aleph in Rome looks like the set of Dante’s Divine Comedy, divided between Paradise and Hell: while the Sin restaurant (decked out in ravishing red) and Angelo bar are located on the floors above, the heavenly Paradise spa is located in the basement. Built where the bank building's vaults once stood, the Aleph's Paradise Spa is an exclusive and intimate retreat, open for both hotel guests and external customers: the spa offers a sauna, Turkish bath and thermal swimming pool, as well as a small gym outfitted with exercise machines and equipment. The pool has a long form with essential and refined design, enhanced with the most luxurious lining, mosaic. Through a rectangular opening, the pool trickles into a larger one, which stands out with the rigour of straight lines. The surroundings that hold them and put them in communication with the showers through glass walls are really sophisticated, in theme with the whole style of the hotel itself. The walls are lined with white thassos marble slabs and weaves of blue Bisazza mosaic. The blue color plays an important role here, while in the bathroom the black granite floor is in contrast with the red walls with mosaic. HOTEL ALEPH “ Paradise Spa ”

29. TREATMENTS Entrance Treatments : Hydromassage, Turkish Bath, Sauna, Fitness, Manicure and Pedicure, Wax, for an average price of 30 € for each treatment. Facial Treatments : from a welcome ritual of 30minutes to a Collagen anti-age program. The price range is from 36 € to 138 €. Body Treatments : the spa offers aromatic footbaths, cell reducing treats, herbal nutrition, oil and salt massages and also Thalasso Therapy; the prices go from 40 € to 90 €. Massages : 17 different types of massages, from head to toe, including Aromatherapy, Swedish, Shiatsu and Stone massages, Chinese Foot Reflexology and also a special “Perfect Mum” massage for women in pregnancy. From 35 € to 140 €. Special Programmes : 10 different programs according to different demands, including “Beauty Man”, “Vanilla” and “Chocolate Beauty” and a “Romantic and Relaxing Escape” only for couples. Prices from 100 € to 220 €. Packages : a “Beauty Day”, including all entrance treatments and lunch, and a “Wellness Package” of two days including breakfast, free room upgrade, Spa entrance, Turkish Bath, Hydromassage, purifying mud treatment, facial treatments. Starting from 140 €. Coiffeur Service : both for women and men, this service offers also a Mask with Aromatherapy, make up and Wedding Hairstyling on request. From 10 € to 100 €. All these treatments are offered in cooperation with Spa Experience

33. Day-SPA Escape2Paradise 3° YEAR EBITDA 63% On TOTAL REVENUE € 462,000 € 75 Avg Body Treat. Price € 80 Avg Beauty Treatm. Price € 45 Avg Product Price 15% Beauty Product Sold on Total Customer 7.665 Avg Yearly Guests € 1,248,000 Total Revenue 70% Body Treatments 30% Beauty Treatments 4.599 Annual Treatments 3 Beauty Cabins 365 Opening Days 5% Marketing Costs 33% Personnel Costs 15% Fixed Costs 10% Variable Costs Total COSTS € 786,000 € 741,000 Land Cost Estimated Investment € 3,211,000 Tot Investment € 1,900 Cost €/sq. m. 1300 Sq. meters

37. WELLNESS RESORT Salus per Acqui Terme 3° YEAR EBITDA 34% On TOTAL REVENUE € 543,000 € 85 Avg Body Treatments Price € 90 Avg Beauty Treatm. Price € 70 Avg Product Price 30% Beauty Product Sold on Total Customer € 26,100 Avg Yearly Guests € 360 Other Rev. (medical) per day 75% Body treatments 25% Beauty Treatments 11,368 Annual Treatments 7 Beauty Cabins 290 Opening Days 4% Marketing Costs 35% Personnel Costs 15% Fixed Costs 12% Variable Costs Total COSTS € 1,085,000 € 1,140,000 Land Cost (25%) Estimated Investment € 6,840,000 Tot Investment € 1,900 Cost €/sq. m. 3000 Sq. meters

40. SKYLINE HOTEL Sixth Sense Spa 3° YEAR EBITDA 28% On TOTAL REVENUE € 218,000 € 70 Avg Massages Price € 80 Avg Beauty Treatm. Price € 40 Avg Product Price 20% Beauty Product Sold on Total Customer 10.950 Avg Yearly Guests € 164,907 Total Membership Rev. 65% Massages 35% Beauty Treatments 5.694 Annual Treatments 4 Beauty Cabins 365 Opening Days 7% Marketing Costs 40% Personnel Costs 15% Fixed Costs 10% Variable Costs Total COSTS € 561,000 € 275,000 Land Cost (25%) Estimated Investment € 1,375,000 Tot Investment € 2,000 Cost €/sq. m. 550 Sq. meters

43. Thank You! AL Haddar Mohammed Bolognesi Matteo Cava Valentina Di Pietro Alessia Facenna Natalie Tironi Fabiana Contacts Master in Tourism Management Università IULM Via Carlo Bo, 1 - 20143 - Milano Tel. +39 (0)2 891412815; Fax +39 (0)2 891412814 website: www.mtm.iulm.it Mail: master.turismo@iulm.it