The Challenge of Asia Spa Service
The Challenge of Asia Spa Service
As the number of spas and resorts increases sharply, the market is becoming more competitive. However, Ms Ellis believes there is room for everyone. "With the Asia-Pacific wellness tourism market forecast to grow by 67% between 2012 and 2017, there is certainly room for new entries, even though the market is competitive," she said.
To stand out in the market, Ms Ellis says providers need to offer a unique brand and properties. Six Senses Resorts & Spas is one such example, blending local cultural elements with modernity. These properties can be seen in the new Qing Cheng Mountain in China, Six Senses Samui or Yao Noi in Thailand, Six Senses Con Dao or Ninh Van Bay in Vietnam, and even Six Senses Bhutan opening in 2016, all with their unique indigenous properties and architecture.
In some other Asian countries such as Myanmar, Cambodia and Bhutan, the wellness industry is still in its infancy, so many new developments could yet emerge.
"There is always room for original wellness travel destinations," said Ms Ellis, who foresees amazing prospects for continued growth of wellness tourism in the years ahead.
High margins and Asian entrepreneurs' enthusiasm to develop the industry mean that the competition among players is high. The lack of barriers to entry also means that businesses can vary from small operators all the way to major chains, with prices ranging from a few hundred to thousands of baht an hour.
"Increased competition is always positive. With the Asean community growing, there will be greater diversification and availability of wellness therapies in Thailand," said Ms Tara of Spa Cenvaree.
"Spas will become more relaxation centres where people can undergo a range of therapies and services in one go. Wellness therapies will grow to encompass non-physical services, such as ways to increase self-esteem and compassion, relieve grief, help insomnia and more."
As one of the world's top spa destinations, Thailand is also well-known for its beauty and spa products. High-end local brands such as Harnn, Panpuri and Thann have penetrated the world market, opening stores not only in Asia, but also in North America, Europe and the Middle East.
According to the Department of International Trade Promotion at the Commerce Ministry, exports of Thai spa products are expected to grow by 12% to 2.24 billion baht this year, an impressive performance at a time when the country's overall exports are contracting in a weak global economy.
"Despite the global economic downturn, we see the industry growing continuously," said Vudhichai Harnphanich, the director of Harnn, told Asia Focus. "Globally, we had 700 million baht in sales last year and we expect to exceed 1 billion this year."
In a market where there is fierce competition among mid-priced product providers, high-end producers stand out by providing a large variety of high-quality and well packaged spa products for bathing, body care, skin care and home ambiance
Panpuri opened its first retail store in Thailand in 2004 and has not slowed down since. A 300-ghramme Panpuri scented candle can sell in the UK for 50 to 60 pounds (2,750 to 3,300 baht) and the company has no shortage of customers.
Consumers are attracted to high-end spa products by the elegant packaging, and most significantly the idea that they are using "natural" and "organic" materials.
Spa products today seek to blend modern "organic" ideals with traditional and indigenous wellness elements.
"Our products appeal to educated people looking for high-quality natural products that will complement and enrich their lifestyles, which are picked up on by trend-setting people in many countries around the world," said Mr Vudhichai of Harnn.
And while the trend toward certified organic products might slow down as price becomes more of a consideration for some consumers in a weak economy, he foresees a boom in anti-ageing products as societies around the world grow older.
Info: Bangkokpost Published: 3/08/2015 at 03:28 AM Newspaper section: Asia focus
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