New post-pandemic needs and preferences in spa tourism in Spain: the case of Archena (Murcia)

The tourism sector has been strongly affected by the COVID-19 health crisis. In this context, spa tourism, in the process of reconceptualizing towards wellness, faces a new scenario. The main aim is to analyze whether the behavior and needs of clients of spa tourism in Spain have undergone changes during the pandemic. The research is based on field work and a questionnaire of the spa of Archena (Murcia) to 1406 clients. The results evidence that participants have new needs and prefer spas as vacation destinations, to spend the night and receive health treatments. However, the level of economic uncertainty of many of them has increased exponentially and, although the security measures in the establishment are solid, most are not willing to assume extra economic costs. This reality can guide thermal establishments to quickly and strategically redirect their offer to a demand with new needs derived from the pandemic. In addition, it is an opportunity for spas to position themselves as a strategic tourism modality in the health crisis.