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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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Health tourism, a novel concept, is Thailand’s 'rising star'. The Royal Thai Government sees vast potential in fast-tracking the development of Thailand's healthcare and health-related services. The mission, spearheaded by the Ministry of Public Health and the Ministry of Commerce, aims to firmly establish Thailand's leadership position on three fronts – as Health Tourism Hub of Asia, Wellness Capital of Asia, and Thai Herbs for Health.
SPA CAPITAL
Thailand's spa sector has witnessed phenomenal growth. A study undertaken by Intelligent Spas reports a growth of 64% for the period 2000-2002. Between June 2001 - June 2002, some 230 Thai spa operators attracted a total of 3.3 million spa users, out of which 2.5 million, or 79 per cent of the country's total spa clientele, were overseas spa patrons contributing a total of US$85 million to Thailand's foreign exchange earnings – yet another clear vote of confidence for Thai spas. In 2004, Thai spas continued to register strong growth. They generated 5.3 billion baht in revenue, exceeding the original target by nearly ten per cent. The 2005 revenue target is 6.7 billion baht, an increase of 26 per cent.
"Thailand is now perceived as the Spa Capital of Asia, probably because we have as many as 450 spa centers throughout the country,” says Apichai Jearadisak, president of the Thai Spa Association.
“Our spa experience is famous for four distinctive charms,” he explains. “Firstly, our spa practitioners are naturally service-minded, pleasant and always smiling. Secondly, most of our spa venues are designed with unique Thai characteristics intrinsically appreciated by foreigners. Thirdly, Thai massaging techniques are world famous. And last, but not least, exotic spa products such as massage balls or Thai herbs, truly open a whole new experience for foreign customers.” |
AWARD-WINNING WORLD-CLASS SPAS IN THAILAND
Since 1999, Thai spas have managed to consistently secure a place in the world's top-five overseas spas. The Oriental Bangkok has been ranked the top city hotel spa every year since Travel + Leisure magazine began such rankings in 1999, whilst Banyan Tree Phuket, Four Seasons Resort Chiang Mai and Amanpuri Phuket have all been ranked in the top four resort spas.
In the 2002 Condé Nast Traveller Readers' Choice survey, Chiva-Som International Health Resort, Thailand’s first destination spa, was rated the world's number one Destination Spa by an overwhelming 92.58% and was acclaimed "the number one sensation in overseas destination spas." In the 2004 survey, four of the award-winning world-class spas were based in Thailand. Chiva-Som International Health Resort with a score of 96.50% was rated top ‘Overseas Destination Spa’ once again.
Chiva-Som International Health Resort also made it to ninth place for the first time in the ninth annual Travel + Leisure magazine’s World’s Best Awards list.
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. 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 list now includes the Bangkok Dermatology Center and Bumrungrad Hospital.
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.
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 Chiva-Som International Health Resort, the road to international success has been long and arduous. 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.
With the surge in demand for spa services in recent years, investors and entrepreneurs have been 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.
In 2004, Thailand embarked on a five-year strategic plan, spearheaded by the Ministry of Public Health, to establish Thailand as ‘Centre of Excellent Health of Asia’. The plan focuses on three key areas: medical services, healthcare services and Thai herbal products. The three leading products under the "Healthcare Services" category are health spas, traditional Thai massage, and long-stay healthcare products and services.
Four key destinations were initially targeted for the health and wellbeing 'blitz' – Bangkok, Chiang Mai, Phuket and Samui. In 2005, ten additional provinces with high development potential for health tourism have been incorporated into the plan. They are Chiang Rai, Chon Buri, Phetchaburi, Udon Thani, Prachuap Khiri Khan, Prachin Buri, Krabi, Phang-nga, Ranong and Songkhla.
All indicators suggest that there is vast potential in Thailand's health services sector. With the destination firmly established as the Wellness Capital of Asia, achieving world-class status is next on the national agenda. The Thai government realises that it is of vital importance to offer assurance to spa guests and visitors to Thailand that safety, hygiene, service quality and quality assurance are top priorities.
To achieve planned and sustainable growth in this sector, the national strategy addresses the critical step of building consumer confidence and trust in the range of products Thailand offers. This is being achieved through the introduction of quality standards, registration, certification and regulation, and legislation. Mechanisms have been put in place to ensure compliance and enforcement, with processes to drive the systematic improvement of standards. The comprehensive plan also includes guidelines and measures to ensure fair pricing.
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DEFINING SPAS
According to spa professionals, the real test of a genuine spa is the quality of the overall experience and the 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?
According to 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, “Spas are entities devoted to enhancing overall well-being through a variety of professional services that encourage the renewal of mind, body and spirit” and the "Spa Experience" is described 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.
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CERTIFICATION STANDARDS FOR THAI SPAS
Spa operators around the world have opted for self-regulation. Other than the presence of the International Spa Association or ISPA, there is not a global organisation, agency or legal entity responsible for setting global standards for spas per se.
Thailand has set an extraordinary precedent. The state has been working jointly with Thai spa associations and private sector operators to develop specific standards for the Thai spa industry and has taken a step beyond current practice – the regulation and the enforcement of industry standards via legislation.
Under the Ministerial Announcement dated 21 April 2004 issued by the Ministry of Public Health (MOPH), the ministry assumes the role of custodian overseeing the growth and development of the spa sector with one of its duties being to assist in the development of guidelines and specific standards for the Thai spa industry.
Local industry standards are being developed in accordance with existing benchmarks for quality adopted by the global spa industry – a move which lifts the bar for health spas, traditional Thai massage, and long-stay healthcare products and services – the three leading products in this category.
Two sets of standards are applicable to Thai spas and spa operators–
- Standards dictated by legislative provisions as reflected in the certification standards stipulated in the MOPH Ministerial Announcement dated 21 April 2004 and
- World-class standards as defined by internationally-recognised convention and ‘best practices’
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A joint state-private sector working committee has been established to identify, define and develop appropriate criteria.
There are five sets of standards that make up the overall standard governing Thai spas as required by Thai law. These articles of law are currently in force.
- Standards related to the establishment/facility
- Standards related the spa operator including duties and responsibilities
- Standards for the provision of spa services
- Standards related to the spa service provider
- Standards pertaining to security
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Participation in the MOPH certification programme is voluntary with operators submitting a request. The spa associations have welcomed 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.
Under the abovementioned April 2004 MOPH Ministerial Announcement, operators offering spa, health and beauty and Thai massage services are issued with certificates that are valid for one year and must be extended annually. Operators are required to submit an application for inspection and re-certification 30 days before the existing certificate expires.
NUMBER OF SPA OPERATORS
According to MOPH certification reports, as of July 2005, 238 spa operators had been certified. As participation in the MOPH certification programme is voluntary, the total universe of certified spa operators and certified health and beauty operators offering reputable spa-related services is approximately in the 350 to 450 range. |
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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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 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.
Hotel/resort spas have been leading the growth of the spa sector. The trend is expected to continue with an increasing number of hotel properties in Thailand launching their own spa products. 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.
EMERGING TRENDS
Holistic Healing and Wellness
The rapid success of the Thai spa industry and intense competition has prompted many spas to evolve into fully integrated health and wellness centers offering holistic healing, complete with medical-oriented services, alternative treatments and lifestyle elements.
The launch of Thailand's first full-fledged ayurvedic centre attached to the Mandarin Oriental Dhara Dhevi in Chiang Mai in 2006 underscores this holistic trend. According to the hotel's Director of Holistic Center and Spa Dr Suchada Marwah, the centre will focus on authentic, in-depth ayurvedic treatments and cuisine plus complementary therapies. As one of the organizers of the World Congress of Holistic Medicine in Chiang Mai in 2003, Dr Suchada believes the city has the potential to be a regional centre for holistic treatments, and plans to organize another World Congress to highlight this fact.
Major hospitals are also beginning to complement their medical services with new wellness centres and spas. Krung Siam St Carlos Medical Centre operates the award-winning St Carlos Medical Spa, which offers over 100 medical wellness treatments. Bumgrungrad International has opened the VitalLife Wellness Center providing anti-aging, weight-loss and wellness programmes. Bangkok General Hospital is adding the finishing touches to a Rehabilitation Centre that will include a fitness centre and spa.
Operators Move Overseas
Thailand's largest spa operator, MSpa International Ltd., formerly Mandara Spa (Thailand) Ltd., believes that the international marketplace offers plenty of scope for expansion of its Mandara and Anantara spa brands. Currently, it operates a total of ten spas in Thailand under the Mandara umbrella, a lifestyle brand, and three spas under the more holistic Anantara brand, all in hotels and resorts.
MSpa is also making the move overseas. The company already has two Mandara Spas in China with a third opening soon. The company is also pursuing promising opportunities in Africa and the Middle East – spa operations are planned for Tanzania and the Emirates Palace in Abu Dhabi. Three other spas will be in the Maldives, making a total of six Anantara Spas in the pipeline.
Horwath Spa Consulting not only advises on spa design and operations for investors in other countries, but operates them as well, says Director Naphalai Areesorn. The company currently runs two very exclusive and very Thai spas on luxury cruise ships. A new operation is scheduled to open in Rome.
THAI SPA GOES INTERNATIONAL
Offshore, word of the Thai spa sensation has spread rapidly. There is growing international interest in Thai spa expertise and 'Made in Thailand' spa, health and beauty products, particularly herbal treatments. Spa operators looking to add a 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.
As the visibility of Thai spas spreads internationally, greater awareness of the distinctive qualities of Thai spas is driving up worldwide demand for Thai spa products and services. In response to market demand, the Thai government has embarked on a major venture to take the Thai spa concept abroad. Thai spa products and services will be promoted overseas under the 'Thai Spa Goes International' banner.
The growing demand for Thai spa products and services is being mirrored by an increase in demand for professionally-trained and highly experienced spa therapists and masseuses, both at home and abroad. To develop sufficient staff resources to meet the sector’s personnel needs, a much-expanded recruitment effort, intensive training and certification is imperative.
As the Thai spa concept takes root worldwide, an increase in demand for Thai herbal products is expected. With "Thai-ness" and Thai herbs being the core ingredients of the Thai-style spa, this is an area that supports cross-sector linkages. Herbal products and herbal teas, food supplements, cosmetics and beauty products are slated to be the key product categories with high potential on the world market. According to the Department of Export Promotion targets for 2005, Thailand’s exports of health and beauty products is slated to generate US$8.72 million representing an increase of 28% over 2004.
Following in the footsteps of Thai cuisine and Thai food exports, spa expertise and therapists are next on Thailand's list of "hot exports".
Thailand hosted the SpaAsia Wellness Summit in the royal seaside resort of Hua Hin in September 2005 and will be hosting ISPA 2006 Thailand, the International Spa Association’s Asia-Pacific Conference and Exhibition, from May 3-5, 2006. ISPA 2006 Thailand, with ‘The Best of the East’ as its theme, is seen as the perfect opportunity to reinforce the country’s positioning as the Spa Capital of Asia and launch Thailand as a leading world class spa destination and supplier.
ACKNOWLDEGEMENTS
News Room sincerely thanks the Department of Health Service Support, Ministry of Public Health, the Department of Export Promotion, Ministry of Commerce, the Federation of Thai Spa, The Thai Spa Association, spa veteran and founder of the Thai Spa Association, Ms. Naphalai Areesorn, and Thai Spa Operators Association for the kind support and assistance in providing information and/or images for this feature.
Contact information:
Department of Export Promotion
www.depthai.go.th
THAI SPA ASSOCIATIONS UNDER
THE FEDERATION OF THAI SPA
Thai Spa Association
6th Floor, 18/8 Fico Place,
Sukhumvit 21 Road (Asoke)
Klongtoey Nua, Wattana
Bangkok 10110
Tel: + 66 (0) 2665 7395
Fax: + 66 (0) 2665 7396
E-mail: info@thaispaassociation.com
Web site: www.thaispaassociation.com
Thai Spa Operators Association
www.thaispaoperators.com
Thai Lanna Spa Association
info@thailanna.org
Samui Spa Association
www.samuispaassociation.com
Phuket Spa Association
Krabi Spa Club
Phang-nga Spa Club
Aroma Vera Co. Ltd.
www.aroma-vera.com
Horwath Spa Consulting Co. Ltd.
www.horwathspa.com
MSpa International Ltd.
www.mspa-international.com
Mandarin Oriental Dhara Dhevi
www.mandarinoriental.com
Thai Privilege Spa
www.thaiprivilegespa.com
Progressive International Marketing Co. Ltd.
www.progressive-intl.com
St Carlos Medical Spa
www.stcarlos.com
VitalLife Wellness Center
www.e-vitallife.com
ISPA 2006 Thailand
http://www.ispa2006-thailand.com
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 "The Spas of Thailand" (ISBN 974-91848-0-7) and "Thailand's Best Spas" (ISBN 974-90631-3-9) published by Thailand Tatler/Illustrated Magazine Publishing Co., Ltd. |
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