SPA STUDY TOUR TAJ TASHI & JIVA SPA FACTS AND FIGURES CASE STUDY With 132 bedrooms, Taj Tashi is one of the biggest hotel spas
occupancy rates recorded by the TCB range from only 17-24 per cent. In a bid to address seasonality, the TCB
introduced a low season discount (for Jan- uary, June and July) of us$165 (€121, £105) just two months ago and is now looking to diversify its tourism products to include spiritual and wellness holidays. T e holi- days are themed around traditional herbal medicine known as sowa rigpa and include a trip to, plus free medical advice from, the Institute of Traditional Medicine Services; visits to various therapeutic hot springs, or
‘tshachus’ around the country; and medita- tion in the many small retreat centres next to temples and monasteries. Bhutan has an estimated 25 hotel spas,
says Wangdi, including Terma Linca Resort & Spa, Taj Tashi, COMO’s Uma Paro and Zhiwa Ling. And they’re in high-demand – they have a “‘snob value’ because not many people have been to the country and the des- tination has connotations of luxury,” it was reported by the AFP this September. With so few spas yet available – and none
off ering over a handful of treatment rooms – guests should not expect to spend their whole time being pampered. But they will have access to more authentic Bhutanese spa prac- tices such as ‘menchus’ – baths infused with healing herbs that heat up when scorching hot stones are placed in the bottom. Traditionally taken in family groups (still in their clothes) outside, menchus are becoming more refi ned in spas where people usually bathe alone and indoors. Although the herbs and the intensity of the experience are unchanged. Most notably, the spas focus on the body,
mind and spirit. While our industry has a good grasp of the body and understands the
Location: T imphu, west Bhutan Number of bedrooms: 132 Guest demographic: 65 per cent leisure, 35 per cent business (but corporate guests are steadily growing) Average occupancy: 50 per cent Room rates: us$375-400 (€275-293, £239-255) Number of treatment rooms: two doubles (with hot stone baths) and in-room treatments Other spa facilities: indoor pool, gym and changing rooms with steamrooms Spa staff : four female and one male therapist Treatment prices*: a 60-minute signature Pehlwan Malish massage costs btn5,000 (us$102, €75, £65); a 60-minute facial is priced at btn3,100 (us$63, €46, £40); a 90-minute hot stone bath plus massage costs btn5,600 (us$114, €84, £73) Details:
www.tajhotels.com * All treatment prices are subject to a 10 per government tax and 10 per cent service charge
Opportunities for entrepreneurs include free land (for a period of time) and business matching
with local investors. Terms favour higher-end [tourism] projects
mind reasonably well in its off ering, we oſt en miss out ‘spirit’ – an essential element of true holistic health. In comparison, Bhutan by its very nature has strong link to spirituality from its commitment to heritage and cul- tural pureness, to its connection with nature. It pervades everything: including spas.
FUTURE OPPORTUNITIES
Given there are only 212 rooms available in the fi ve-star hotel category and 150 in the four-star category, the Bhutanese government is actively seeking to promote investment in this area and is welcoming of private entre- preneurs. Opportunities include free land (for a period of time) and business matching with local investors. Terms favour higher- end projects – foreign companies are allowed to fully own fi ve-star properties, while they will be restricted to a 74 per cent stake in four-star developments, with local compa- nies making up the remaining 26 per cent. In a seminar attended by the APSWC
Study Tour delegates and TCB members – and reported by travel agent Bhutan Jewel Travel – Wangdi said that Bhutan has immense potential to develop spa centres, which would suit the country’s peaceful envi- ronment. T e next step will be for national hotel operators to collaborate with interna-
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tional spa professionals to explore possible joint ventures. Promoting such services overseas will also be paramount, he added. Challenges facing wellness tourism
development include accessibility and infra- structure. At present Druk Air is the only national carrier and there’s only one inter- national airport in Paro. T ere is no rail network and while roads have improved
– according to APSWC delegates who had previously visited Bhutan a few years ago
– once outside the main towns they can quickly deteriorate into pot-holed tracks. Yet Bhutanese people are looking to fi rmly
place themselves in the modern world, albeit in their own way that’s mindful and respect- ful of culture, traditions and the country’s untouched environment. And both com- promises and progress are being made
– Dzongkha may be the local languages but school tuition is in English; television may only have arrived 12 years ago but mobile tel- ephones rule the communication channels. As the number of foreign visitors increases,
more flights and better infrastructure is needed to accommodate them. However, with the charm, culture, tradition and heritage that surrounds you at every turn, what are a few pot-holes and a truck that’s only slightly faster than walking pace by comparison? ●
T e APSWC greatly acknowledges the sup- port of Druk Air, the Tourism Council of Bhutan and Transcend Travellers for their help in making this study tour such a success.
Websites
www.drukair.com.bt www.tourism.gov.bt www.bhutantranscend.com
SPA BUSINESS 4 2011 ©Cybertrek 2011
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