Spa in Europen Union means services that related to physical and metal health. It includes many elements and large space, such as in the forms of resorts. Opening spa in Europen countries need certificates and permits according to law and regulations in each country. Moreover, spa owners or managers need to be certified and pass all requirements in the countries that spa will be located. For example, spa managers must pass all requirements and receive certification standards in England (no expiration date). Furthermore, the costs for running spa business in Europe are pretty high including income tax, labor cost, and rent. These are all the reasons that limit small and medium Thai spas in Europen market.
Currently, German is more concern about their health since they are young. The Germany social tends to become smaller family which allows German to spend time and money for their own health.
The main opportunity in Spa businesses in German is depending on customers who have health insurance, wealthy, and high income. Spa owners need to comply with regulations and massagers must have certain qualifications according to career association.
To increase Thai spa standards to be as equal as other country’s levels, The Department of Health Service Support under The Ministry of Health has created a pilot project called “Thai community, spa standards, and spa quality developmental project” for spa entrepreneurs in Germany. In addition, the Ministry of Health has been monitoring spa businesses by making physical visits, interviewing, skill testing, as well as creating situations in both before and after service performance. They also provide feedback and recommendations once they found any problems and set these recommendations as further guidelines.
In marketing matter, spa businesses mainly use public relation, via website, local exhibition, and booth opened during traditional festival in community. Thai spas gain high advantages among competitors since we offer better promotions and spa courses, plus there are fewer competitors with lower quality service around the community. Besides, the demands for spa service are still overcome the supply. Hence, there are still more opportunity for Thai spa businesses in Germany.
The stimulation in spa business in Germany will enhance the strength in both spa industries itself and related businesses, such as, spa product and equipment, decoration, gift, healthy food and drink, as well as, healthy tourism in Thailand.
Reference: Exporter Magazine, First Half of October 2011