Thailand-based hotel management company ONYX Hospitality Group, has introduced two innovative and unique spa brands as part of its strategic growth plans.
Stemming from a comprehensive review of the existing spa offering within the Group’s cornerstone Amari hotel and resorts brand, with due consideration given to the new brands within the ONYX portfolio, a conclusion was reached that a single spa offering would not suffice.
ONYX’s corporate director of spa, Kirsty MacCormick explained: “We felt that we needed a mid-range brand to replace the existing spa concept in the Amari properties. However, we did not feel that this type of brand offering would suit luxury or five-star properties.”
With each brand catering to very distinct market segments; Breeze Spa is the ‘fun’, mid tier offering whilst Maai Spa will offer exclusive, luxury spa experiences for a discerning, spa-savvy clientele.
Breeze …. Conceptualised from the premise that happiness is a key foundation for wellness, Breeze Spas will appeal to a wide-reaching demographic, encompassing the seasoned spa aficionado to the wellness newcomer.
The spa brand presents a simple yet innovative Mood Therapy Treatment concept. Designed to be a complete sensory experience, each treatment is aligned with a carefully chosen traditional body therapy or massage technique as its centerpiece, enhanced by specific aromatherapy oils, herbal teas, musical selections and even colours to provide a package that delivers the mood each guest is looking to bring to their life.
“Breeze is the affordable spa option which will put a bounce your step and a smile on your face,” promised Kirsty. “When you visit Breeze, you will see a different side of spa – and rediscover how fun it is to feel good!”
In addition to a range of unique items under the Breeze label, the spas will also feature products and treatments by leading Thai natural skincare brand, Panpuri and the award-winning Italian spa products brand, Comfort Zone.
“The treatments are both smart and fun. We focus on boosting energy and allow you to just enjoy the experience. Breeze communication will be humorous but innocent; a refreshing alternative to the typically subdued spa experience,” Kirsty added.
The first Breeze Spa will open its doors at Amari Hua Hin, in April 2012. Plans are also underway to refurbish the existing spas in all Amari properties to fully encapsulate the vibrant Breeze design.
Maai ….This is an exciting, innovative luxury wellness brand borne from the tradition of authentic Thai healing combined with modern day science, all encased within the elegance of Thai silk. Offering a combination of private suite based treatments, unique Thai herbal programmes and advanced skincare science, Maai Spas offer results-driven beauty treatments and technology delivered through personalised programmes, amidst a backdrop of contemporary luxury.
"We felt that creating a luxury spa brand around Thai traditions was very important, given that we are a Thai company," said Kirsty. “It is also 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 is becoming more popular as more research is being carried out.
Maai Spa’s authentic treatments draw from the 2,500-year history of indigenous Thai healing with influences from Indian, Chinese and Tibetan healing practices. Ties have also been set up with leading Bangkok tertiary institution, Rangsit University which has a programme of studies on traditional Thai healing. Maai spas will have a trained herbal specialist on hand and therapists will be trained by the university in a number of authentic healing techniques.
The traditional therapies will be combined with modern scientific wellness programmes including quantum crystal healing. Alongside its own Maai product line, the facilities will offer treatments by leading luxury spa and skincare brands ILA, Darphin and Dr Murad.
“Maai will take a very new-era approach to achieving results through beauty treatments and technology,” explained Kirsty. “There will also be a luxury manicure and pedicure bar, along with personalised spa and beauty treatments which emphasise the importance of diet, exercise and relaxation.”
In an interesting parallel, the origin of Thai silk follows a similar path across Asia as the country’s ancient healing techniques. Thus, Maai (which is based on the Thai word mai which means silk) blends the attributes and traditions of this sumptuous, handcrafted fabric to create luxurious, elegant spa surroundings. The first Maai Spa will open in Bangkok in late 2012.These two distinctive spa brands will enable ONYX to enhance the facilities within its own portfolio of managed properties whilst also offering management services for these spas to be set up in third party hotels, standalone luxury residential or mixed used developments and even airport lounges.