Thailand-based ONYX Hospital Group is launching two new brands – Breeze Spa and Maai Spa – as part of its strategic growth plan.
“We felt we need a mid-range brand to replace our existing spa concept at our Amari properties – but did not feel this type of brand would suit luxury or dive-star properties,” says Kiristy MacCormick, ONYX’s corporate director of spa.
Each brand caters to very distinct market segments. Breeze Spa is the “fun” mid-tier offering while Maai Spa will offer exclusive luxury experiences.
Breeze is based on the premise that happiness is a key foundation for wellness and designed to appeal a wide-ranging demographic. It offers an innovative Mood Therapy Concept, designed to be a complete sensory experience. Each treatment is aligned with a traditional body therapy or massage technique as its centrepiece and enhanced with specific aromatherapy oils, herbal teas, colors and music.
“When you visit Breeze, you’ll see a different side of the spa and rediscover how fin it is to feel good.” Breeze will feature products and treatments – Panpuri, a leading Thai natural skin care brand; and Comfort Zone, an award-winning Italian brand.
“The treatments are smart and fun. We focus on boosting energy and allow you to enjoy the experience,” adds Kiristy.
The first Breeze Spa will open at Amari Hua Hin in April 2012. Plans are under way to refurbish existing spas at all Amari properties.
Maai is designed as an exciting luxury wellness brand, rooted in the tradition of authentic Thai healing combined with modern science – “all encased within the elegance of Thai silk”.
Maai spas will offer a combination of private suite-based treatments, unique herbal programs and advanced skin care science to create results-driven beauty treatments and technology delivered through personalized programs.
“We felt that creating a luxury spa brand around Thai traditions was very important, given that we are a Thai company,” said Kiristy. “It’s interesting to note that despite the global popularity of Thai massages, the trend has been to base wellness services on Chinese and Ayurvedic healing.”
Traditional Thai medicine and Thai herbal healing, however, is becoming more popular as more research is carried out.”
Maai Spa’s authentic treatments, she adds, draw from a 2,500-year history of Thai healing, with influences from Indian, Chinese and Tibetan healing practices. Maai has already developed ties withRangsitUniversity, a leadingBangkokinstitution, which offers a study program in traditional Thai healing.
In addition, Maai will have a trained herbal specialist on hand and its therapists will be trained by the university in authentic healing techniques.
Maai Spas will offer their own product line as well as luxury spa and skin care brands ILA, Darphin and Dr. Murad.
The first Maai Spa will open in Bangkok in late 2012.