Shaping Thailand’s hospitality revival and wellness evolution

The hospitality industry in Thailand has been experiencing a robust recovery post-pandemic, with a market size estimated at US$ 1.42 billion in 2024 and is projected to reach US$ 1.87 billion by 2029. Driven by the vibrant tourism industry, Thai hospitality is significant in the country’s economy. This growth is driven by Thailand’s vibrant tourism sector, characterised by its stunning beaches, rich cultural heritage and bustling urban centres that attract millions of visitors annually. According to the Ministry of Tourism and Sports, Thailand witnessed a surge in foreign tourist arrivals, crossing 27 million in 2023. A year ago, Malaysia was the primary source market for tourists to Thailand, followed by China, Singapore and India.

With a strong healthcare infrastructure now in place and an international reputation for its highly skilled and attentive medical professionals and world-class services, the Thai government targets the healthcare industry to become a global holistic healthcare centre. In 2023, medical tourism generated more than 40 billion Baht in revenue, further solidifying Thailand’s position as a global holistic healthcare centre.  

Reflecting on these trends, the wellness industry in Thailand is poised for a bright future, becoming a spearhead of the Thai economy. To achieve this vision, the country requires skilled wellness professionals. Aims to educate and empower a new generation of wellness professionals is the Chiva-Som Academy in Bangkok that goes beyond in-house training, not just for Chiva-Som, but for Thailand.

Chiva-Som is a globally renowned wellness brand pioneering sustainable lifestyle transformation. Meaning Haven of Life in Thai, it is a sanctuary where guests can pursue their goals for optimal wellness. The brand began with the vision of Boonchu Rojanastien for a retreat where he could share his passion for wellness with his friends and family. On April 19, 1995, the flagship was born in Hua Hin, Thailand, on a tranquil 6.7 acres of beachfront. Since then, the brand has gone on to achieve global acclaim while setting a new benchmark for holistic wellness and sustainable luxury. In 2007, Krip Rojanastien, the current Chairman and CEO, took over, continuing his late father’s vision of hospitality with heart.

Boochu Rojanastien’s motto, Above All, Enjoy Your Life, continues to inform every element of the Chiva-Som experience, from the range of treatments and therapies to the delicious wellness cuisine and world-class hospitality. “Our positioning to both national and international travellers is essentially the same. As a Thai brand, Chiva-Som is a source of pride for Thai people, as most of our wellness expertise and staff are Thai. We capitalise on Thai wellness knowledge and hospitality to cater to international travellers. Chiva-Som is Asia’s first comprehensive wellness resort that wholeheartedly welcomes visitors from around the world to experience Thai wellness practices and hospitality,” shares Khun Win Rojanastien, Operation Manager, Chiva-Som Hua Hin.

Ocean Building and suites

Distinct position in the wellness and luxury hospitality market

Chiva-Som distinguishes itself as a leader in the wellness and luxury hospitality sector with its pioneering approach to Lifestyle Transformation. According to Rojanastien, “Our mission is to facilitate sustainable life changes for all our guests, extending beyond traditional spa and health services. We offer a holistic wellness approach that empowers individuals to experience lifelong transformation.”

Rojanastien emphasises, “Our philosophy centres on providing a highly personalised wellness journey that integrates mind, body and spirit rebalancing, promoting long-term sustainability.” Each Chiva-Som experience embodies this transformative journey, seamlessly blending Western practices with Eastern philosophies. This unique synthesis is evident in our diverse range of retreat stays, bespoke treatment options, and state-of-the-art facilities.

“Combining our innovative wellness approach with our renowned hospitality ensures a memorable and impactful guest experience,” Rojanastien adds, highlighting how these elements contribute to Chiva-Som’s continued leadership in the industry.

Golden Bo Suite Terrace

Wellness programmes and treatments

At Chiva-Som Hua Hin, guests can choose a retreat from our 16 all-inclusive programmes such as Art of Detox, Weight management, Yoga for Life, Optimal Performance, Nature’s Embrace, Immune Resilience and Total Golf Enhancement to match the goal. Each of wellness retreats is highly personalised to suit individual preference, lifestyle, health condition and goal. They are tailored based on our unique holistic approach.

“Upon arrival, guests are introduced to a dedicated health and wellness advisor who tailors their journey to meet their specific requirements. Throughout their stay, our experts will provide support, guidance, comfort and confidence to help them achieve optimal physical, mental and emotional wellness and a better quality of life – enabling them to be the best they can be,” says Rojanastien.

Chiva-Som Hua Hin has over 200 wellness consultants, experts, trainers, therapists and practitioners in each field to support and guide the guests; and over 200 treatments covering spa, physiotherapy, fitness training, holistic therapy and aesthetic beauty to choose. This diverse range ensures every guest can find the perfect combination of treatments to help them reach their personal wellness objectives, allowing them to become the best version of themselves.

Leelawadee Suite Bedroom

USP and differentiators

Chiva-Som’s distinctiveness in the wellness and luxury hospitality market stems from the company’s comprehensive, integrative approach to wellness. As Rojanastien explains, “We guide and support our guests in achieving physical, mental and spiritual balance through a carefully curated experience that integrates six key wellness modalities: Spa, Fitness, Physiotherapy, Holistic Health, Nutrition, and Aesthetic Beauty.”

At Chiva-Som, traditional practices are merged with evidence-based wellness methods to create highly personalised wellness journeys aimed at complete lifestyle transformation. “This unique synergy sets us apart from our competitors. Our bespoke wellness programmes are crafted in partnership with guests to address their individual needs and goals, focussing on longevity and holistic health,” notes Rojanastien.

He also highlights that personalised care ensures a singular experience for each guest. “From tailored wellness programmes and dedicated wellness advisors to customised treatment plans and individualised nutrition guidance, we provide attentive and responsive service that anticipates guests’ needs and exceeds their expectations,” he says.  

Sustainability Initiative

Primary marketing channels and strategies  

Chiva-Som provides a serene refuge from the digital realm, inviting guests to unplug from technology and immerse themselves fully in our wellness environment. While this intentional disconnection from the digital world limits our social media presence, great value is placed on the power of personal recommendation. Rojanastien observes, “Over nearly three decades, our guests have shared their transformative experiences, becoming our most effective ambassadors. This word-of-mouth marketing is a cornerstone of our success, as it authentically communicates the profound impact of our holistic wellness approach.”

Significance of India market  

India has emerged as a crucial market for Chiva-Som, driven by a growing emphasis on preventive wellness. To leverage this market, Chiva-Som has built strong relationships with local travel agencies and representatives. Their marketing strategy effectively combines B2B initiatives with direct engagement and actively participates in annual events, conduct targetted sales visits and engage in media outreach to strengthen and expand its presence in India.

In addition to these efforts, Chiva-Som prioritises personal recommendations and word-of-mouth referrals. “Satisfied guests from India have become our most effective ambassadors,” notes Rojanastien, adding, “Their shared transformative experiences not only enhance our reach but also bolster our reputation, making personal recommendations a key component of our growth strategy.”  

Wellness Treatment

Offers for leisure and business travellers

Today’s travellers seek more than just a holiday; they desire destinations that reflect their values, including a commitment to sustainability. Chiva-Som has long been a leader in this area, embedding environmental responsibility into every facet of our operations. “We believe holistic wellness extends beyond personal health to encompass planetary well-being. Our dedication to sustainability is demonstrated through various initiatives such as mangrove conservation, waste reduction, and community engagement. Guests are encouraged to engage in our eco-friendly practices, including zero-waste initiatives and tree planting activities, which foster a meaningful connection to nature and inspire sustainable lifestyles,” says the Operations Manager.

Recognising that modern travellers also demand deeply personalised wellness experiences to enhance ageing and overall health, Chiva-Som has integrated advanced genomic and epigenetic testing into its offerings. These cutting-edge tools provide critical insights into individual genetic profiles and lifestyle factors. By analysing this data, it crafts highly customised wellness plans aimed at disease prevention, performance enhancement and overall vitality. This approach empowers guests to achieve lasting health and longevity, aligning with their quest for sustainable well-being.

Split of guest arrivals by nationality  

Chiva-Som’s guests predominantly come from the UK and other European countries, with notable numbers from India and Japan. “A retreat at Chiva-Som starts with a minimum stay of three nights,” says Rojanastien, “though the average length is typically seven nights. This duration allows guests to fully immerse themselves in our comprehensive wellness programmes and experience the transformative benefits of our holistic approach.” By offering a variety of retreat options and personalised wellness plans, Chiva-Som caters to the diverse needs of our guests, ensuring each stay is both fulfilling and rejuvenating.

Taste of Siam