How can wellbeing enhance the customer experience?

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The Project

 Case study – Pine Ridge Bed & Breakfast

The importance of wellbeing is increasingly recognised as a crucial aspect of tourism and an area of strategic growth amongst tourism providers.

However in the local area of Bournemouth and Poole and surrounding environs, although wellbeing is an emerging area of interest from a policy perspective, the tourism potential of a positioning towards wellbeing has not been fully realised, providing an ideal platform to launch new product initiatives aligned to better population health. Through the creation of a network of tourism destination stakeholders, Destination FeelGood aims to establish Bournemouth University as a central knowledge exchange partner and the National Coastal Tourism Academy as a knowledge broker, sharing tourism wellbeing expertise with the local public and private sector, inspiring innovation in healthy lifestyle products and enhancing business performance and ultimately the local tourism economy.

This case study is a useful example of how wellbeing can be used as a marketing strategy and to competitive advantage.

The Background

Destination FeelGood offers the opportunity for connecting different destination stakeholders. Through inter-stakeholder dialogue, tourism businesses will be in a position to increase their marketing effectiveness, and develop new products and services that will provide an enhanced value-added experience for visitors. This project will accelerate tourism business growth via an improved understanding and implementation of wellbeing and it will facilitate the exchange of knowledge between tourism businesses, policy makers (both public health and tourism), and wellbeing academics.

Ideas cafés were run and a network established to share examples of best practice and act as a catalyst to foster innovation in co-creating destination and wellbeing products.

The Action

A major outcome of the Ideas cafes was a need for the University and other stakeholders to connect with the local business community in innovative and emerging areas of commercial interest. Attending the meeting, Jill was inspired to use wellbeing as an added value to promote her business. She realised that providing secure cycling storage facilities could be a low cost investment but generate extra business especially as coastal path cycling is a growing trend in Europe.


The results of the case study are discussed in this section with a focus on how wellbeing can be used to enhance the customer experience.

The location of the bed and breakfast was an important factor in terms of the target market and potential customers.

Jill has noticed that over the past two years more visitors have been coming with bicycles, identifying cycling as a growing interest and therefore these consumers as an attractive mainstream market and reflective of society in general being more health conscious. She therefore decided to install bicycle racks and promote the opportunity to explore the nearby Poole Harbour and cycle trails. The next step is to connect with cycle groups and form alliances with major triathlon events in the area. Another example of Pine Ridge supporting sustainability is installation of an electric charger for cars. It was obtained through a government scheme, therefore no costs for the business arose, and on the contrary benefits to the business, customers and the environment.