Stenden Rangsit University, in collaboration with the Thai Spa Association, presented the latest research results of the Spa Industry Study at the World Spa & Wellbeing Convention (WSWC) 2014 in Bangkok.

This is the second edition of the study – the first was published last year at the WSWC 2013 after former president of the Thai Association, Andrew Jacka, proposed the collaboration. Jacka is the current chair of the organisation committee for the WSWC. The 2014 study is therefore a continuation of this collaboration, led by Prantik Bordoloi, the research co-ordinator at Stenden Rangsit University.

“There is a continuation of the trends that we had identified last year, for example, that spa consumers place a lot of importance on recommendations by friends when choosing a spa,” said Bordoloi. “This year we see that the spa consumers are very positive about their experience and would continue to visit and spend more in the upcoming 12 months.”

The study was carried out in two parts: spa consumer research and spa operator research. 295 spa consumers took part in the research and 115 spa managers were surveyed online.

Spa Operator Study Results

Of the 115 spa operator respondents, almost half of them were from Thailand, followed by China and India. Other respondents were from the US, Australia and France. Around two-thirds of these participants were female.

49 per cent of online participants were from spas in Thailand and almost 60 per cent reported to be working at hotel or resort spas.

These spa operators noted the three most important characteristics they look for when recruiting therapists: attitude, experience and communication/language skills.

One third of respondents execute a training programme for staff every month – this is the most common training frequency recorded during the survey.

Operators highlighted expatriates as the most important target market for their spas, followed by locals and then tourists. Europeans (18.1 per cent) and the Chinese (16.4 per cent) make up the majority of the target groups, followed by Thais (9.5 per cent), Japanese (8.6 per cent), Australians (7.6 per cent) and Americans (6.9 per cent).

In terms of marketing their spas, 46 per cent of respondents stated they follow some kind of a customer relationship management programme. 52 per cent believe that customers are willing to pay more for certified therapists and 61 per cent of operators think that scientific validation of claims made by therapies/ treatments are important to attracting customers.

Spa Consumer Study Results

Of the 295 spa consumer respondents, 68 per cent were female and 32 per cent were male. 85 per cent were residents of Thailand, but only 76 per cent of these participants are Thai citizens.

The majority of consumers said they go to spas for relaxation purposes. Female spa consumers are more likely to visit a spa with friends and family than male consumers, who are more likely to visit a spa with their partner or spouse.

The most common time for consumers to visit spas is at the weekend between 3-8pm, the study found. Female spa consumers choose more facials, body scrubs, hand and foot care therapies and slimming treatments than male consumers, who predominantly choose Swedish massage, Balinese massage and reflexology.

41 per cent of respondents said they spent more than THB 1,500 ($50, €40, £31) on average per spa visit. 30 per cent of participants spent more than THB 3,000 ($100, €79, £62).

Consumer opinion regarding the use of products at the spa was divided. 51 per cent preferred a well-known brand, while 44 per cent preferred the spa’s in-house brand. Most consumers prefer the use of organic products and when buying a spa product the three most important considerations include price, natural and organic ingredients and packaging.

Female spa consumers have a higher preference for female therapists (73 per cent) than male consumers. 18 per cent of male spa consumers prefer male therapists.

49 per cent of respondents expect to spend more than THB 1,500 on average per spa visit in the next 12 months. In the past 12 months, 41 per cent of the respondents did so. On average, the survey participants expect to visit a spa nine times in the next 12 months. Over the past 12 months, respondents visited spas seven times on average.

The research was released at the WSWC 2014, which is organised by the Thai Spa Association and co-organised by the Department of International Trade Promotion and Ministry of Commerce. The event included the third World Spa & Wellbeing Congress, the third Thailand Spa & Wellbeing Awards, the second Global Wellness Tourism Workshop, the second Thailand Hot Spring Forum and the first Spa & Wellness Association Presidents’ Breakfast. Affiliated activities included the Spa Industry Study and Spa Study Tours.

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FEATURE: Asia Research – Both Sides