Beginning
of Thailand's Spa
TURNING
POINT
An important turning point for Thai
spas came with the new millennium, almost
a decade after the spa concept was first
introduced to Thailand in the early
1990s. The seemingly insatiable demand
for spa services attracted local and
international investors. Success ignited
the exponential growth of Thailand’s
spa industry from 2000-2001. In just
a few years, over 200 spa operators
followed in the footsteps of the three
pioneers: The Oriental Spa, Banyan Tree
Spa and Chiva-Som International Health
Resort, the country’s only destination
spa. The rapid entry of new players
hoping to gain a fair share of the lucrative
spa pie triggered a spa boom.
With this significant increase in the
number of spas around the country, the
Thai Spa Association was founded. The
registration of the association was
approved in early 2003 and by the end
of last year it consisted of 100 members
representing the major players in the
industry comprising spa operators, product
suppliers, training schools and spa
consultants. A study undertaken by Intelligent
Spas reports a growth of 64 percent
for the period 2000-2002. Statistics
compiled by the Singapore based research
company indicate that between June 2001
to June 2002 some 230 Thai spa operators
attracted a total of 3.3 million spa
users, out of which 2.5 million, or
79 percent of the country’s total spa
clientele, were overseas spa patrons
contributing a total of US$85 million
to Thailand’s foreign exchange revenue.
Readership surveys and polls conducted
by leading international travel, leisure
and lifestyle publications also reflect
a clear vote of confidence in Thai spas.
Since 1999 spas in Thailand have managed
to consistently secure a place in the
world’s top overseas spas. In the 2003
survey conducted by Conde Nast Traveller
of the UK- a leading travel and lifestyle
magazine – Chiva-Som International Health
Resort at Hua Hin was selected the number
one overseas destination spa and Mandara
Spa at JW Marriott in Phuket the best
hotel spa in Asia. Other spas in Thailand
that have consistently taken top spots
in international surveys are Banyan
Tree Spa, The Spa at Four Seasons Chiang
Mai and Six Senses Spa.
The country’s reputation for outstanding
service and superior spa hospitality
are backed by equally solid operating
results and economic performance that
far exceed that of counterparts around
the region. Thailand settles comfortably
into its new status as the spa capital
of Asia.
While the first 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, today Thai spas compete
on an equal footing with international
counterparts in the cosmopolitan centres
and fashion capitals of the world. Quality
has also attracted joint ventures and
co-operative partnerships resulting
in an exotic range of innovative spa
products and services born of the marriage
of the Thai traditional art of healing
and contemporary Western spa treatments.
The proliferation of spa operations
found in a range of places beyond hotels,
resorts, destination and medical spas
prompted Thailand’s Ministry of Public
Health to work towards the introduction
of quality standards and a regulatory
framework to ensure planned and sustainable
growth.
To achieve this, the Ministry, which
has assumed the role of custodian overseeing
the growth and development of the spa
sector, has been working in close co-operation
with the Thai Spa Association and private
sector operators to develop guidelines
and specific standards for the Thai
spa industry. The government realises
that in order to inspire consumer confidence
and trust in the range of products it
needs to assure spa guests and visitors
to Thailand that safety, hygiene, service
quality and quality assurance are top
priorities. The implementation of industry
standards during the first quarter of
2004 will be supported by mechanisms
and processes that promote the systematic
improvement of these measures to ensure
quality. Among the steps to be implemented
are registration of all spas and the
operators of the spas, as well as training
for staff with tests leading to certification
of therapists. The comprehensive plan
also includes guidelines to ensure fair
pricing.
These measures by the joint state-private
sector committees 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. Earning the official seal
of approval denotes quality and constitutes
added recognition and credibility every
bit as important as the attainment of
internationally recognised ISO service
standards.
The government’s campaign
to turn Thailand into the regional health-care
centre focuses on three areas: hospitals
for medical treatment, spas for health
promotion and herbal products. Its spas
have now earned a reputation for the
country as the spa capital of Asia.
Achieving world-class status is next
on the national agenda.
IN TRENDS
The hotel/resort spa
sector continues to lead the way in
the growth of the local spa industry.
An increasing number of hotel properties
in Thailand are launching their own
spa products in the coming years. Many
more deluxe hotels are investing in
the addition of spa facilities and will
be offering in-house lines of spa products
and services.
As a continuous stream of new operators
enter the market, product differentiation
is fundamental to maintaining competitive
edge and ensuring long-term success,
if not survival. 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. In the area of product development,
spa experts believe that holistic healing
is the best model for Thailand because
it enables spa operators to tap into
resources indigenous to the country
and product differentiation can be achieved
cost-effectively.
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.
The spa concept was imported, adopted
and then adapted and refined. Over time
a hybrid cross-cult spa formula with
a distinctive Thai touch emerged. Offshore,
there is growing international interest
around the world in Thai spa expertise
and the Thai spa concept, health and
beauty products, particularly herbal
treatments. Overseas spa operators hoping
to stay ahead of the game are adding
the Thai touch to their spa menus. The
growing demand for highly qualified
and experienced spa person-nel at spa
destinations, both in Thailand and overseas,
drives new business opportunities in
the recruitment, training and skills
development of spa staff, particularly
therapists.
Thailand has long been recognised for
world-class service and hospitality.
Today 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. The Thai
spa has become a much sought-after model
for success and both locally and overseas,
it appears the growth will continue
unabated.
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Thailand
