Asia Spa Capital Plans to Pump Up Promotions to Travel Sellers

Thailand recently was named Asia Spa Capital of the Year and in the following Q&A with TMR editor at large Nick Verrastro, Andrew Jacka, president of the Thai Spa Association, talks about the association’s plans to increase promotions to travel agents as well as Thai spas’ roles in the country’s strategy to be a hub of medical tourism in Asia. Jacka is also director of Horwath Spa Consulting.

Travel Market Report: What is the significance of Thailand being named Asia Spa Capital of the Year by Asia Spa magazine?

Andrew Jacka: This is the first time that the spas of Thailand have received official international recognition of being the Asia Spa Capital of the Year, although Thailand has long been regarded as the biggest and most lucrative spa market in the Asia Pacific Region. The fact that a panel of internationally recognized journalists and industry leaders have seen it appropriate to award Thailand this prestigious award comes at time when the spas of Thailand are receiving a significant level of international recognition. While the roots of the Thai spa industry remain firmly entrenched in the culture and traditions of the kingdom and Thai massage is the quintessential element that defines Thai spas for many, in the 18 years since the first spa came to Thailand, the industry has grown and developed in leaps and bounds to the international position that we hold today. The one overriding factor is the element of Thai-ness, an intangible quality that defines Thai Spas — something which we trust is what the judging panel considered in making their decision. Now that we have been named Asia Spa Capital of the Year, it focuses the spotlight firmly on the kingdom and our industry, helping not only with international tourism promotion, but also with the local industry working with government on various regulatory / development elements to help ensure the long-term sustainability of the Thai Spa industry.

TMR: What role do Thai spas have in the country’s overall strategy to be a hub of medical tourism?

Jacka: Despite the global slowdown and the drop in the number of tourists visiting the kingdom in 2009 (especially during the first half), statistics show a 7% increase in the number of spas operating today in the kingdom. Previously, reports have shown that over 80% of consumers consider the spa element before deciding on their holiday destination, so while the spa industry revenue may well be a small percentage of the total value of the Thai tourism industry, we have significant impact on the total tourism market. Because of this, the Thai Spa Association works closely with the Tourism Authority of Thailand to assist with the promotion of the kingdom as a tourism destination.

TMR: What spa treatments are available at Thailand’s spas and what is attractive to the American consumer?

Jacka: Spa Treatments in Thailand are as diverse as the number of spas in the kingdom. While every spa offers Thai Massage (Nuad Thai), other Thai therapies are available in many of the spas of Thailand. These include Royal Thai Massage, Luk Prakob (herbal compress) and Took Sen (rhythmic northern Thai massage using a wooden peg and mallet), along with the multitude of scrubs and wraps using everything from fresh papaya, coconut, lotus and pineapple to Thai herbs, Thai muds, Thai salt, Thai sugar, Thai sesame seeds and even Thai coffee. All are complemented with imported products for those seeking something a little less natural and/or more familiar. That is not to forget aromatherapy, Asian alchemy programs, Asian blend massage, aqua therapies, Ayurveda, Bach flowers, back and shoulder massage, Balinese style massage, bath therapies, bio energy programs, Chakra balancing, Chi Nei Tsang, colonics, cupping, detox treatments, facial massage, equilibropathy, facials, fire therapy, foot massage, foot reflexology, head and scalp massage, herbal compress, homeopathy, hydrotherapy, hot stone, flotation, ice fountains, Kabbala analysis, Kinesis, Kneipp Therapies, Lymphatic drainage, Manicure, Pedicure, Shirodhara, Signature therapies, Slimming massage, Stress management programs, Swedish massage, Thai massage (folk and royal), Tui Na, Vacunaut, yoga, Zen Na Tai, and TCM inspired therapies that are available. Thailand enjoys one of the widest selection of spa therapies available anywhere in the world. The kingdom’s spas offer concepts from Thai to Chinese, New Zealand to Japanese, Asian to European, at venues from beachfront to mountaintop, hotel and resort spas, day spas, and destination or medical spas. There is an equally diverse range of pricing but all with that intangible element of Thai-ness that makes our spas so unique and a must visit for every tourist, and a growing number of Thai nationals as well.

TMR: Do Thai spas provide packages and/or work with tour companies? Does the Thai Spa Association have a training program for travel agents?

Jacka: Most if not all hotel spas do offer packages with tour companies. Many day spa operators traditionally have not, as they have focused more on the local market. The Thai Spa Association, as part of our obligations under the [European Union’s] Asia Invest Program 2008/2009, has conducted several workshops to bring together the spa and tourism sectors of the industry. We have also arranged presentations to travel agents, and are happy to further expand this. We are in preliminary discussions with our colleagues in the Federation of Thai Tourism Associations and the Association of Thai Travel Agents to expand on this in 2010 and continue our promotion of the Thai Spa industry to local and in-bound travel agents so that they have a full understanding of what we can offer.

For more information, e-mail info@thaispaassociation.com and visit www.thaispaassociation.com.