The influence of health tourism trends on the marketing of services of sanatorium and resort organizations

<p><em><span>Marketing of sanatorium-resort organizations is a little–studied topic, interest in which has been increasing recently due to growing competition, the fashion for wellness and the growing demand for high-quality services. The development of domestic tourism has led to a rethinking of approaches to the organization of services in the sanatorium industry, the identification of new audiences and opportunities for market promotion. The article discusses the main trends in the health tourism market, primarily related to the expansion of the target audience of sanatorium-resort organizations and the use of the characteristics of target segments in the application of various marketing tools. The object of the study is organizations operating in the health tourism market. The subject of the research is marketing tools used by sanatorium organizations in new conditions. The purpose of the article is to show the marketing features of modern sanatorium–resort organizations, which are conditioned by tourist trends and the specifics of a new segment of the target audience of sanatorium-resort – millennials. The main methods used in writing the article are the analysis of scientific publications on the topic of health tourism, monitoring the marketing activities of sanatorium organizations, studying documents and opinions of experts in the sanatorium industry, analyzing the results of marketing research.</span></em></p>