Last month, we ran a piece regarding Asia’s increasing importance in the global medical tourism sector and how countries in South and Southeast Asia took the top four slots in the top ten.
Now, we consider how the hospitality sector within the region can make the most of the region’s rising popularity for travellers in search of excellent medical care at the most reasonable prices.
Is it possible for hotels and other forms of accommodation to tie up with leading hospitals and clinics?
Also, which specific aspects of medical and wellness tourism can these entities make the most of to entice travellers to make bookings?
Tale of the tape
Last year, our sister publication Healthcare Asia reported that, globally, the medical tourism sector will be worth around US$35.9 billion by 2032, provided that it continues to grow at a compound annual growth rate (CAGR) of 12.2 percent.
Thailand continues to rule the roost, its medical tourism sector earning an average of US$850 million per annum; it certainly leaves its closest competitors Malaysia and Singapore a long way off.
As of last year, Malaysian medical tourism’s worth was pegged at US$444 million and Singapore’s at US$270 million.
A partner in sickness and health
Experts point out that the regional hospitality sector can make the most of the boom by going beyond mere accommodation and into becoming a partner in a travelling patient’s treatment and recovery.
In which case, bridging the gap between healthcare and hospitality is now necessary; and this may come about through the following aspects:
The development of a recovery-centric infrastructure
Medical tourists require more than standard rooms; they need spaces that facilitate healing.
For hotels to become recovery-centric is to make rooms more accessible for patients; specifically offering amenities optimised for those in wheelchairs or requiring mobility aids, and equipping rooms with additional details to ensure the safety and security of those who are unwell.
Serviced apartments, in particular, can make the most out of this latest development: many people who travel for medical procedures tend to stay for much longer than those who travel for either business or leisure, often up to four weeks on average.
In which case, patients and their companions or caregivers need spaces that will serve as a home away from home; spaces equipped with kitchens and other aspects that would give a stay a more home-like feel.
Likewise, it should be mandated that hospitality providers team up with nursing or caregiving agencies to bring in-room service for patients, with services ranging from post-surgical care to personalised rehabilitative therapy.
Strategic partnerships
We have previously mentioned the need for hotel management companies to form strong alliances with leading tertiary hospitals and world-class clinics offering specialised care.
The concept of hospital to hospitality (H2H) comes into play here, and partnered institutions need to develop packages to care for patients almost as soon as they arrive in the country, covering all the bases from airport pick-up and transportation to the hospital of choice, to accommodations and post-procedural care.
In which case, hotels must have what is being referred to as a medical concierge, essentially a team that can serve as a liaison between guests and medical professionals, taking care of translation work and logistics.
Hotels teaming up with clinics with niche specialisations like aesthetic medicine or sports medicine can come up with tandem recovery and rejuvenation packages that will enable guests to make the most of their curative stay in comfort.
Wellness as a way of life
We all know that an ounce of prevention is worth a pound of cure, so the integration of wellness options for regular guests matters.
Especially in Southeast Asia which is famed for the healing traditions of Indonesia, the Philippines, and Thailand, a number of hotels have begun to integrate such customs in their spa offerings.
Even regular stays are enhanced by wellness options: the Westin Sukhumvit Bangkok, for example, offers a bedtime yoga routine for guests, as well as an essential oil roller to help one sleep; a healthful souvenir to bring home.
On-premises dining and in-room dining have also been enhanced at many hotels through collaboration with nutritionists and dietitians to provide optimal nutrition without skimping on taste and quality.
Over time, this symbiotic relationship between hospitality providers and hospitals stands to boost Southeast Asia’s profile as a global hub for medical tourism, growing a market wherein travellers spend an average of 102.67 percent more than those coming in for business and leisure.
