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.
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