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Spa veteran and Founder of the Thai Spa Association Naphalai Areesorn offers insight on the success of Thai spas and future trends.
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TYPES
OF SPAS IN THAILAND
Reflecting
ISPA membership categories*
- THE DESTINATION SPA
A spa whose sole purpose is to provide guests
with lifestyle improvement and health enhancement
through professionally administered spa services,
physical fitness, educational programming, and
on-site accommodations. Spa cuisine is served
exclusively.
- THE RESORT/HOTEL SPA
A spa owned by and located within a resort or
hotel property providing professionally administered
spa services, fitness and wellness components
and spa cuisine menu choices.
- THE MEDICAL SPA
Individuals, solo practices, groups and institutions
comprised of medical and spa professionals whose
primary purpose is to provide comprehensive
medical and wellness care in an environment
which integrates spa services, as well as conventional
and complimentary therapies and treatments.
- THE DAY SPA
A spa offering a variety of professionally administered
spa services to clients on a day-use basis.
Source:
International Spa Association (ISPA)* |
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THE METEORIC RISE OF THAI SPAS
A recent report published by Intelligent Spas notes
that the Thai spa industry achieved 64% growth for the period
2000-2002. Exceptional performance is also reflected in the
readership surveys and polls conducted by the leading international
travel and leisure and lifestyle publications.
Since 1999 Thai spas have managed to consistently secure
a place in the world's Top-5 overseas spas. In 2002 readers
of Condé Nast Traveller -- a leading travel
and lifestyle magazine with a total circulation of 72,151
and readership of 355,000 -- were polled on the basis of first-hand
experience of their worldwide holidays. The awards recognised
the 20 best in each of ten categories: airlines, airports,
car rental, cities, countries, cruise lines, hotels, islands,
spas, and tour operators. The readers voted Thailand second
place with an overall score of 93.67%, after Australia (93.87%)
with Thailand receiving the highest score of 97.18% in the
people and hospitality criteria. Chiva-Som International Health
Resort in Hua Hin seized the top spot as the world's number
one Destination Spa (92.58%) while The Regent Chiang Mai Resort
& Spa was rated the 9th Best Overseas Hotel Spa (79.14%).
Between June 2001 - June 2002, some 230 Thai spa operators
attracted 2.5 million international spa patrons and generated
a total of US$85 million in revenue. Overseas spa patrons
accounted for 79% of the country's total spa clientele - yet
another clear vote of confidence for Thai spas. The operating
results and economic performance far exceeds that of its counterparts
in Singapore (US$35 million) and Australia (US$15 million).
Comparatively in Singapore, international visitors accounted
for 25% of the total spa customer base. In Australia, the
contribution was 5%.
As Thailand settles comfortably into its new status as 'spa
capital of Asia', this notable achievement masks the sector's
modest beginnings. For the spa trailblazers of the early 1990s
namely The Oriental Spa, The Banyan Tree Spa, and the
country's only Destination Spa - Chiva-Som International
Health Resort, the road to international success has been
long and arduous. Creating trade and consumer awareness, understanding
and acceptance of the spa products being offered took time
- close to a decade. It also costed the industry veterans
millions of international marketing dollars to cultivate an
economically sustainable market and to convince the world
to come and indulge in the Thai spa experience. The kingdom's
undisputed spa reputation is the result of the professionalism,
the relentless pursuit of excellence, and the fighting spirit
of its spa pioneers. |
| Times have certainly changed. With the surge
in demand for spa services in recent years, the secret is
out. Investors, entrepreneurs and speculators are quick to
spot a promising business opportunity. Supply has followed
at lightning speed. Since the dawn of this new millennium,
new hands have jumped on the bandwagon igniting the exponential
growth of Thailand's spa industry and spurring the 21st
century spa boom. Today Thai spas compete on equal footing
with international counterparts in the cosmopolitan centres
and fashion capitals of the world. In many cases, quality
has attracted mutually beneficial joint ventures and cooperative
partnerships seeking to cash in on the synergy that results
from the 'marriage' of the Thai traditional art of healing
and contemporary Western spa treatments.
With the proliferation of spa operations found in a diverse
range of places beyond hotels, resorts, destination and medical
spas, recent attempts to classify spas according to the types
of premises in which the services are found have proven to
be impractical and confusing.
WHAT IS A SPA?
Most patrons would describe the spa as a place where one
ventures when in need of stress-relief pampering. For others,
spas are places where you can slip away to and forget about
life's troubles. Spa professionals and advocates offer a simple
and practical rule of thumb on what constitutes a genuine
spa.
The real test of a spa is the quality of the overall experience
and the end results delivered. Was the delicate balance of
mind, body and spirit restored? Did the particular spa experience
create a sense of well-being? Did the individual feel as though
they got a new lease on life? Did they leave the spa premises
revitalised and bouncing with energy?
The International SPA Association (ISPA), an internationally-recognised
professional association representing over 1,000 health and
wellness facilities and providers and the voice of the spa
industry worldwide defines the "Spa Experience"
as being "Your time to Relax, Reflect, Revitalize and
Rejoice." One of the stated ISPA objectives is to "revitalize
humanity through the promotion of spa wellness."
There is a clear consensus that while spas also offer "look
good" beauty treatments along with feel good" treatments,
spas go beyond superficial pampering. Holistic healing is
central to the spa concept. |
| WHAT'S
ON THE THAI SPA MENU?
SPA TREATMENTS
Most reputable Thai spas embrace the true spirit
and tradition of "holistic healing"
and offer a spa menu that features a comprehensive
but balanced range of exotic, revitalising 'feel
good' and 'look good' treatments that go beyond
the superficial health and beauty services available
in the average beauty salon. Holistic spa programmes
are specially formulated to restore balance and
rejuvenate mind, body and spirit.
The typical Thai spa menu presents an overwhelmingly
impressive choice of tempting offerings which
include traditional Thai, Swedish, Javanese,
Lulur or Sports massage, therapies
for jet lag, aromatherapy, reflexology, foot massage,
skin care treatments such as facials, mud and
body wraps, scrubs, treatments for hair, skin
and face, acupressure, herbal steam rooms, and
floral baths. While herbal steam baths and massage
techniques have evolved from traditional healing
methods and herbal remedies, other state-of-the-art
options including hydrotherapy and recontouring
are also available.
As spa operators feel the pressure of mounting
competition and strive to differentiate to survive
and excel, an increasing number of Thai spas are
developing their own lines of products that capture
the exotic qualities of Thai herbs. This has contributed
to a renaissance of traditional Thai herbal recipes
and ancient remedies prized for the healing potency
of the natural ingredients from which they are
made.
An increasing number of spas have also turned
to ancient philosophy, indigenous Thai folk wisdom,
and traditional Oriental and Asian well-being
remedies in search of tried and tested solutions
to stress and ailments. This new realm of the
spa experience incorporates mind and body activities
such as meditation, tai chi, yoga, stress management
and holistic wellness such as acupuncture.
On shorter stays such as weekends and long holidays,
spa guests are more likely to be interested in
trying out exotic Thai treatments. For extended
stays, a spa menu that offers a balanced combination
of Eastern and Western therapies works best. |
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In Thailand, the vast majority of existing
spa facilities are Hotel/Resort Spas. The Chiva-Som International
Health Resort in Hua Hin is the country's only destination
spa. In the 2002 Condé Nast Traveller
readership survey, the facility was rated the world's number
one Destination Spa by an overwhelming 92.58% and labelled
"the number one sensation in overseas destination spas."
St Carlos in Bangkok, promoted as Asia's first integrated
Thai herbal medical spa, was Thailand's first international
medical spa offering holistic and preventative treatments.
The Bangkok Dermatology Center and Bamrungrad Hospital are
recent additions to the list. Day spas largely cater to the
domestic clientele. The budding sector has contributed to
much of the recent growth in spa facilities and services.
Natural process appears to have neatly segmented the spa
market with Hotel/Resorts, and Destination Spas attracting
overseas patrons and the Day Spas catering to the locals.
THAI SPA SUCCESS
Drawing from her first-hand experience in putting Thailand's
first and only award-winning destination spa on the international
map, spa veteran and Founder and President of the Thai Spa
Association Naphalai Areesorn offers her insight.
"The key ingredients for a successful spa are the quality
and variety of the services and products being offered, the
price range, the friendliness and competence of the staff,
design, atmosphere and ambience, and cleanliness.
" While the spa concept may have been 'borrowed', Thailand
has done it better. Thai spas really do have it all. Nowhere
else in the region will you find such variety and value framed
in a perfect blend of Western leisure concepts and traditional
Asian well-being therapies."
The quality of the Thai spa product offered is unquestionably
world-class and unsurpassed, particularly the level of service
offered. Service and hospitality are vital assets and are
key differentiating factors attributed to a centuries-old
tradition of gracious hospitality and service. This is complemented
by the friendly and caring nature and gentle ways of the Thai
people. These are important traits and priceless assets for
any spa operation.
Thailand's winning spa formula goes beyond service excellence.
A rich heritage that embodies a time-honoured healing tradition
based on herbal and holistic remedies, generations of folk
wisdom, and centuries-old healing techniques, some of which
reflect deep-rooted Buddhist influences, embellishes the Thai
spa experience.
The recent resurgence of "back to Nature" themes
and consumer preference for natural health and beauty solutions
have refocused attention on the healing power of indigenous
herbs and plants - a key component in the ancient Thai tradition
of natural healing. The country's great diversity of herbs
and spices continues to provide a rich assortment of natural
ingredients for exotic herbal preparations. Many of the rejuvenating
treatments offered in modern spas have evolved from these
ancient recipes. For example, the use of herbal heat compresses
and the refreshing Thai herbal steam. |
| In a country where Buddhist influences
predominate and shape Thai culture and the way of life in
a myriad of ways, all aspects of Buddhist expression radiate
a sense of tranquillity, harmony, inner peace and calm, thus
forming a natural complement in the Mind, Body and Spirit
equation. Thailand's Buddhist landscape offers the perfect
backdrop. In adopting a holistic approach to health and well-being,
Thai spas offer meditation classes as part of their all-encompassing
'mind, body and spirit' programmes designed to calm the mind
and spirit.
The spa concept was imported, adopted, adapted, and refined.
A hybrid cross-cult spa formula with a distinctive Thai touch
has evolved and gone on to win the world's heart. Readers
who participated in the 2002 Condé Nast Traveller
survey also indicated that along with accommodation and airline,
health and spa facilities in Thailand are of high quality
and great value for money. Thai spas offer exceptional value
for money.
An alluring tropical destination that offers tremendous natural
and cultural diversity, Thailand continues to be one of the
world's most popular long-haul holiday destinations. This
is a distinct plus that adds to the country's core strengths
as a high appeal spa destination.
FUTURE DIRECTION FOR THAI SPAS
The initial wave of Thai spas was fuelled in part by the arrival
of international operators and spa consultants who brought
with them experience and expertise to establish and manage
high-quality spa operations. This led to the emergence of
several major players such as the Mandara and the Spa
of Siam, and the six chain hotels with their own distinctive
spa brands namely - the Banyan Tree, Angsana, Six Senses,
Centara by the Central Hotels & Resorts, and
Devarana by the Dusit Group.
It is forecasted that The Hotel/Resort Spa sector will be
leading the future growth of the spa sector with an increasing
number of hotel properties in Thailand expected to launch
their own spa products in the coming year. Many more deluxe
hotels will be adding spa facilities and offering their in-house
line of spa products and services.
As for product development, Naphalai firmly believes that
holistic healing is the best model for Thailand. As more and
more new operators crowd the market, survival of the fittest
will be decided by the ability to differentiate oneself. Those
who make the effort to go beyond beauty salon-style pampering
will most certainly find the venture into the spa business
more economically rewarding and sustainable.
With the exponential growth of spas in recent years, Thailand's
Ministry of Public Health recognises the importance of establishing
internationally-accepted standards for the industry and wishes
to ensure that future industry growth proceeds in the right
direction with Thai spa operators aiming for higher standards
and striving towards the achievement of global spa industry
standards. To achieve this, the Ministry is working closely
with the Thai Spa Association in identifying appropriate criteria
for the accreditation and certification of Thailand's spa
operators. The Thai Spa Association consists of 50 members
representing the major players in the industry comprising
spas, spa operators, product suppliers, training school, and
government agencies. The certification criteria being proposed
for consideration are based on the generic guidelines of the
International Spa Association (ISPA) but also taking it a
step further by supplementing generic criteria with more tangible
and measurable indicators of excellence.
The Thai Spa Association welcomes the active interest and
involvement of the Ministry of Public Health as government
recognition is deemed to be an important seal of quality,
credibility and recognition accorded to an establishment.
Offshore, word of the Thai spa sensation has spread rapidly.
There is growing international interest around the world in
Thai spa expertise and "Made in Thailand" spa, health
and beauty products, particularly herbal treatments. Savvy
spa operators looking to add Thai touch to their spa menu
have been in contact with TAT offices seeking help and advice
in sourcing information and local contacts for Thai spa resources
available - products and therapists included.
The growing demand for highly qualified and experienced spa
personnel in the spa destinations, both in Thailand and overseas,
drives new business opportunities in the recruitment, training
and skills development of spa staff, particularly therapists.
Long-recognised for world-class service and hospitality,
international spa operators are looking to Thailand to lead
the region in the training of spa personnel to address market
need in a world where demand far outstrips supply. Although
there are no formal spa training schools in Thailand, spas
such as The Banyan Tree, Mandara and Chiva-Som operate their
own schools. Originally established for the purpose of in-house
training, Thai spas have recently diversified and are offering
their spa training curriculum as an alternative product made
available to international trade buyers and individual therapists
seeking to acquire accreditation by a respected and well-recognised
spa institution. The spa's tailor-made training curriculum
is supplemented with ad hoc training conducted by international
spa consultants and product-oriented training by the individual
suppliers of spa products and equipment.
Following in the footsteps of Thai cuisine and Thai food
exports, spa expertise and therapists are next on Thailand's
list of "hot exports".
ACKNOWLDEGEMENTS
News Room Interview with Ms. Naphalai Areesorn -- June 2003
News Room sincerely thanks Ms. Naphalai Areesorn for the enthusiastic support and kind assistance extended.
WORLD-CLASS SPAS AROUND THAILAND
BANGKOK
CHIANG MAI
HUA HIN
PATTAYA
PHUKET
SAMUI
KRABI
For a comprehensive directory of Thailand's award-winning
and exotic spas, look up "Thailand's Best Spas"
published by Thailand Tatler/Illustrated Magazine Publishing
Co., Ltd. - ISBN 974-90631-3-9 |
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