Grand Resort Bad Ragaz (A): Business Model Innovation in Wellness Tourism Industry

Wen‐Ching Chang, Wenting Xue, Katherine Rong Xin

Research output: Other contributionCase Studies


This series of case studies lift the veil of wellness tourism, a popular but relatively niche market. Case A describes how wellness tourism had become more mainstream in recent years. At the foot of the Alps, there is a low-key luxury resort called Grand Resort Bad Ragaz. The resort Group organically combines the tradition of a family business and Swiss innovation in its strategy. On the one hand, all group-level decisions put the protection of the spring with about 800 years history as a prerequisite, and on the other, the resort group explores business opportunities with an open and creative mindset. However, in Europe, where the market was mature and saturated while the population was aging, how could wellness hospitality businesses stand out? Should Bad Ragaz Group keep focusing on loyal European guests who had already visited multiple times, or should they focus on new guests from Asia, especially China who seemed to be willing and able to visit more frequently and spend more in the future?
Original languageEnglish
Number of pages12
Publication statusPublished - 30 Jun 2021

Case number


Case normative number


Case type

Field Case

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Published by

China Europe International Business School


  • wellness tourism
  • business model
  • Business Models
  • innovation
  • hospitality
  • hotel management

Case studies discipline

  • International Business
  • Service Management
  • Strategy

Case studies industry

  • Arts, Entertainment, Sports and Recreation
  • Health Care Services
  • Real Estate and Rental and Leasing


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