Onyx Hospitality Group, the local hotel management company, is launching two spa brands as part of its strategic growth plan that aims to strengthen its hotel brands and meet tourist demand.

Breeze spa is a fun, mid-tier brand while Maai spa is a luxury brand. Breeze will be used in Onyx’s four-star Amari hotels and three-star OZO hotels, while Maai is reserved for the five-star Saffron hotels and its serviced apartment brand Shama.

The group set up the spa division under Kirsty MacCormick, the director ofoperations, in November 2010 to increase business opportunities for third parties in domestic and international markets.

The group hopes the spas will boost revenue growth 10-12% per year, as it plans to establish a spa management company by 2014.

Six Amari hotels started to renovate to include Breeze spas at a cost of 7-8 million baht per property, with construction to be competed by 2014.

At least three to four Breeze spas will be opened in the group’s properties in China, Qatar and India by the end of this year.

While the agreement for the first Saffron hotel has not been completed, the company thinks there is potential for this brand in the Maldives and Sri Lanka.

There are 13 Shama serviced apartments in Hong Kong and China but only one in Thailand.

Ms MacCormick said having a spa at these properties will increase the average room rate and the value of the properties. The company is confident Breeze will be able to upgrade the spa business in Thailand, and its packages are priced competitively starting at 1,400 baht.

She believes though competition at local spas is quite high, around 80% are substandard.

“Our spas will focus on quality therapists who can make our clients feel rejuvenated,” said Ms MacCormick.

The company will focus on online marketing to promote the brands, with real-time online reservations introduced this July.

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