Lenka Prokšová | archiv Spa Resort Libverda
In the heart of the Jizera Mountains, in a region surrounded by serene nature, lies a place where spa tradition meets the modern approach to health, relaxation and lifestyle. For more than three centuries, Lázně Libverda has built a name for itself that today not only appeals to Czech clients, but increasingly to foreign visitors looking for quality, peace and care at a high level. We talked to Eva Olšová, Sales and Marketing Director, a woman who brings energy, professionalism and attention to detail to the world of spas.
You have been the Sales and Marketing Director at Lázně Libverda for seven years now. Tell us about the career path that preceded that.
I already began working in sales during my college years. I started as a sales representative for large international groups such as O2 and Volkswagen Financial Services. The internship taught me the work discipline I have adhered to until this day. As time went on, I became ever more eager to work for a regional company. And a new opportunity emerged in Lázně Libverda. It was a brand new world for me. Since I didn‘t have much experience in marketing, I studied the field remotely in Prague to make sure I would do the job right.
How would you describe the philosophy behind the Lázně Libverda brand? What’s the brand’s story?
Our philosophy is to provide high-quality services with our staff offering a family approach to clients so that they feel comfortable and happy to come back. The prices we charge are slightly above the average in the Czech Republic. Our core values include zero stress, a wide range of services and pristine nature that heals. When I go to conferences, I always ask people to raise their hands if they are not stressed or if they do not experience any back ache. Nobody ever raises their hand (laughs).
What makes Lázně Libverda unique compared to other spa destinations in the Czech Republic?
The location is undoubtedly exceptional – we are the only spa in the Jizera Mountains and there are only two spas in the entire Liberec region today. We are surrounded by beautiful nature. This is also a crucial factor, essential for the patients’ recovery and return to normal life.
What treatments does the spa offer and which of them are the most popular among guests?
We offer about a hundred treatments split into two cat-
egories: therapeutic and wellness treatments. The therapeutic treatments address specific health ailments, as proven by many studies. The wellness treatments are different, ranging from special baths to massages. We also conduct therapies that are not officially recognised
as medical procedures by the Ministry of Health, but are known to have a positive effect on health or psyche. These include aromatherapy or hydrogen therapy. Massages are the most popular of our services.
Lázně Libverda booked record-breaking numbers of visitors last year. What type of clientèle is the spa primarily targeting?
That is correct, and we are thrilled. We take pride in the fact that more and more people are coming to us. Last year we recorded 10,500 guests who spent 95,000 nights with us. Private patients have been finding their way to us for a long time: they make up about 80% of our clientèle. The remaining 20% are insurees whose stays are fully or partially covered by health insurers. However, the number of nights spent here are the same for both categories of clients due to the different length of stays.
How do you reach out to the younger generation, who have not traditionally been typical spa guests?
I have a motto that spas are not just for old people (laughs). In the Czech Republic, the opinion prevails that only sick and older people go to spas. That hasn’t been true for a long time. Currently, we are reporting strong growing numbers in the 45+ group. We try to attract the 35+ group, highlighting the comfort, tranquillity or treatments offered by the spa. We also offer plenty of sports activities, such as tennis, volleyball and mini golf. And we also think about families with children. There are a total of six hotels in the municipality of Lázně Libverda and three of them operate children’s corners. We also try to set up animation programmes with businesses in the area with discounts for our guests.
What is the importance of Lázně Libverda for the region in terms of tourism?
Thousands of visitors come here every year, so this is definitely a plus for the region. After all, we are located on the not-so-often-visited side of the Jizera Mountains. That’s all the more reason to work with local businesses and support each other.
What trends are currently shaping the wellness and spa industry?
It must be the trends in prevention. However, alternative types of medicine are also trending, ranging from CBD cannabis treatments to myco-pharmaceuticals. We are in contact with the Institute of Spa and Balneology and the Healing Spa Association, an institution in which almost all spas in the Czech Republic are members. This helps us share interesting information together and come up with new trends. And, of course, artificial intelligence has now become a factor in the spa industry as well. We are considering deploying a chatbot or an ‘AI receptionist’.
How do you relax when you need a break from work?
Ideally, I spend my spare time actively and with my family, whether it’s hiking or taking walks in forests. In general I try to be very active, after all I have a sedentary job, so I like to keep fit. I go to the gym, run and play tennis. And then, like every woman, I enjoy fashion and shopping.
What is your personal professional vision? Do you have a wellness dream that you would like to fulfil?
My dream would be to set up a huge wellness centre where clients would love to meet. And I would like to see new friendships forming in the spa, as was indeed the case in the past. I would also like to help seniors who are trying to find a nursing home or other type of residential care facility. We don’t currently offer this service, and I think it’s a ticking bomb in the Czech Republic. Those facilities are in critically short supply.
