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The natural-based health and wellness industry is growing rapidly all over the world, making it a vital tourism market in a country’s economy. Health tourism in Greece has been connected mainly with tourism in thermal springs and balneology for curative purposes. Thermal spring and thermal bath therapy are acknowledged as an alternative form of health tourism, and with 82 thermal spring units operating in the country, it can be regarded as a potential tourism sector. In this context, this paper reports the outcome of research that measures customer’s motivations for visiting Smokovos’ thermal spring baths on a sample of 240 participants. The research was conducted by means of a questionnaire at the premises of the thermal springs /spa. Factor, cluster and chi-square tests were performed for data analysis. Three consumer clusters were obtained based on the derived four clusters, specifically “getaway visitors”, “therapy seekers” and “curious and travelling-by visitors”. Marketing implications are given based on outcomes. The results of this study are considered a necessity for spa marketing staff in order to apply efficient marketing to retain and increase their market share.