A recent report published by intelligent Spas notes that the Thai spa industry achieved 64% growth for the period 200-2002. 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 Cond? 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 recognized 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 and over all 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%)

During 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 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, 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 beginning. 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 pa pioneers.

Types of Spas in Thailand

The Destination Spa
A spa who sole purpose is to provide guests with lifestyles 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 with in 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 complementary therapies and treatments.

The Day Spa
A spa offering a variety of professionally administered spa services to clients on a day-use basis

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, revitalizing 'feel good' treatments that go beyond the superficial health and 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 temping offerings which include traditional Thai, Swedish, Javanese, Lulur or sport 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 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.

Ann 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 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, spa menu that offers a balanced combination of eastern and Western therapies works best.

Times have certainly changed. With the surge in demand for spa services in recent years, the secret is out. Investors, entrepreneurs and speculators are 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 contracted mutually beneficial joint ventures and cooperative partnerships seeking to cash in on the synergy that result from the 'marriage' of the Thai traditional art of healing contemporary. Western spa treatments.

With the proliferations found in a diverse range of places beyond hotels, resorts, destination and medical spas, recent attempts to classify spas according to the types of premises in which the services are found have proven to be impractical and confusing.

What is a Spa?

Most patrons would describe the spa as a place where one ventures when in need of stress-relief pampering For others, spas are places where you can slip away to and forget about life's troubles. Spa professionals advocates offer a simple and practical rule of thumb on what constitutes a genuine spa.

The real test of a spa is the quality of the overall experience and the end results delivered. Was the delicates balance of mind, body and spirit restores? 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 revitalized and bouncing with energy?

The international SPA Association (ISPA), an internationally-recognized professional association representing over 1,000 health and wellness facilities and providers and the voice of the spa industry worldwide defines the "Spa Experience" as being "Your time to relax, Reflect , Revitalize, and Rejoice." One of the Stated ISPA objectives is to "revitalizes 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.

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. In the 2002 Cond? Nast Traveller readership survey, the facility was rated the world's number one Destination Spa by an overwhelming 92.58% and labelled "the number one sensation in overseas destination spas"

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 Bangkok Dermatology Center and Bamrungrad Hospital are recent additions to the list. Day spas largely cater to the domestic clientele. The budding sector has econtributed 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 patron and the day Spas catering to the locals.

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 verteran and Founder and President 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 if service. This is complemented 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 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, embellished 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 modem 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 tranquility, 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, 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 Cond? 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.