Ch’ulel Mendoza, the Spa with a Difference: A Case Study of New Product Development in the Wellness Industry
Emerald Emerging Markets Case Studies
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This case study charts out the development of a business plan for Ch’ulel Mendoza, a hypothetical all-villa resort nestled against the Andes Mountains, where guests enjoy luxurious wine-infused spa treatments. The business plan has to be comprehensive because it should become the basis of a turnkey project for potential investors. Ch’ulel Mendoza is surrounded by the lush vineyards of some of the most famous wine estates in Argentina. The spa, facilities and services pay homage to the wine-growing heritage of the region, promoting wine to its guests as both pleasurable for consumption and conducive to healthy living. The architectural design speaks directly to the vines themselves: the earth-covered spa is where guests soak up the healing nutrients in the vinotherapy and water treatments, much like the roots are nourished by the elements and water in the soil; the resort area embraces the outdoors with decks, open patios and pools where guests can bask in the sun and enjoy other natural elements, just like the grape plants themselves. Once it becomes operational, Ch’ulel Mendoza will symbolize a blend of wellness, recreation and the charm of the Latin American culture.
Hospitality industry, Business development, Tourist facilities management
Henthorne, T. L.,
George, B. P.
Ch’ulel Mendoza, the Spa with a Difference: A Case Study of New Product Development in the Wellness Industry.
Emerald Emerging Markets Case Studies, 7(3),