Thai spas carve German niche
Thai spa operators are doing well in winning consumers’ hearts in Germany.
The Thai consulate in Frankfurt said Germany’s spa business had room to grow, as Germans were concerned about their health and liked to have massage and other spa treatments.
Ornpreeya Hoffmann, owner of Bua Siam Thai Massage & Spa in Munich, said several Thai spa operators had successfully built their reputations in Germany after putting efforts into providing accurate information about Thai massage to Germans.
“At Bua Siam, we kept providing information that Thai massage and spa have had no sex involvement for many years,” she said.
“Moreover, our therapists are professional. They use massage techniques, politeness and Thai culture to draw customers.”
In addition, a better understanding of Thai spas has come from the many Germans who have visited Thailand.
Germany has 379 Thai spas including 121 in Berlin, 21 in Frankfurt, 10 in Munich and nine in Mannheim.
Thai spas have a 5% share of the spa market in Germany, the consulate said.
Bua Siam operates eight branches in Munich.
The spa chain, which has 70 therapists, focuses on hygiene and spa standards, service and Thai-style decoration.
Ms Ornpreeya, 48, said Bua Siam was one of 14 Thai spas abroad certified by Thailand’s Public Health Ministry as meeting Thai industry standards.
Her therapists can earn €45 (1,800 baht) per hour.
Sumalee Boonchai, owner of Leelawadee Wellness Thai Massage & Spa, agreed with Ms Ornpreeya that Thai spas have a lot of potential to attract German customers.
“We are glad our spas can help to promote Thai massage in Western countries such as Germany,” she said.
“Moreover, Germans want to know more about Thai tourism, as it’s a popular destination for them.”
Apart from German business licences, many Thai spa operators in the European country have received certifications from Thai authorities to assure German customers their massage service meets Thai standards.
All therapists must have work permits and massage training certification.
Ms Sumalee said she started her Leelawadee spa business after spending two years learning Thai massage.
After nine years, the spa chain has five branches, with one each in Emsdetten, Rheine and Duesseldorf and two in Muenster.
At Leelawadee, therapists can earn €38 an hour, while the minimum wage in Germany is €8.50 an hour.
Roongruang Egger, owner of Rose’s Thai Organic Spa in Hamburg, said her two spas were positioned as high-end venues with a service fee of €75 an hour, probably among the highest in the city.
Her selling point is the location in central Hamburg, while Ms Roongruang is a certified nurse with spa managerial experience.
“Apart from Thai massage, our spa can also be a centre to help promote Thai tourism and culture,” she said.