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.