It speaks volumes when a seasoned hospitality veteran such as Dillip Rajakarier recognises the true value of spas – especially given his background in finance. Having held senior global roles in major hotel brands for more than 20 years (see p29), he’s been overseeing strategy, operations and development at Minor Hotels since 2020.
“As a Thai-based company, wellness comes naturally to Minor and is ingrained in our DNA,” says Rajakarier. “It’s not a fad; it’s something we’ve authentically nurtured. Guests today are willing to spend more on wellness because they’re not only looking to live longer but also to lead better lifestyles.” The company is now exploring ways to help customers of any age fulfil this need, both at its properties and after they leave.
Minor Hotels (Minor) is a subsidiary of Minor International (MINT) – one of the largest hospitality and leisure companies in Asia – and operates more than 70 spas within its portfolio of over 550 hotels, resorts and branded residences across 56 countries.
Following a record core net profit of THB121.4 billion (US$3.4 billion, €3.2 billion, £2.7 billion) in 2023 – a 450 per cent increase from the previous year – Minor has outlined a formidable global growth strategy, planning to add 200 hotels across its eight brands by 2027. This expansion includes the development of 10 additional spas and clinics by the end of 2024, as well as two new wellness concepts.
Spa Business catches up with Rajakarier, the CEO of Minor Hotels and group CEO of MINT, to find out what wellness means to the company and the role it has to play as it forges ahead with openings worldwide.
Medi-wellness revelation
Since 1999, Minor’s spas have been conceptualised and operated by its spa and wellness division, MSpa. The branch has two major cluster teams based in Bangkok and Dubai, with an emerging cluster in Europe. It’s been spearheaded at the Bangkok headquarters by industry figure Sandie Johannessen, group director of spa and wellness in Asia, since late 2023.
Up until recently, MSpa managed two wellness brands (see p31). Anantara Spa and Avani Spa are both in-house concepts inspired by the company’s Thai heritage. It also holds the franchise rights for the Vivid IV Drip Bar brand and has a third-party partnership with Clinique La Prairie.
In Q3, MSpa’s portfolio will be bolstered by a new medical wellness concept which, according to Rajakarier, “is designed to cater to the modern-day guest and their evolving needs”. Life by Anantara will debut at Anantara Layan Phuket Resort. Spanning 1,767sq m, the purpose-built Layan Life facility will integrate medical technologies with Rajasamnak healing traditions based on treatments originally developed for the country’s much-revered royal family.
Thai traditional medicine (TTM) is an ancient system of spiritual healing that uses astrology and numerology to identify and cure health conditions. Life by Anantara will be grounded in the four elements of TTM – earth, water, wind and fire – and offer programmes lasting from three to 10 days, focusing on weight management, stress reduction, fitness improvement and anti-ageing treatments. The protocols have been created by specialist doctors and will combine advanced medical assessments, personalised nutrition and guided fitness regimens alongside TTM.
The purpose of the new concept, says Rajakarier, is to “help guests take preventative steps to improve their health, rather than waiting until it’s too late and treating a condition”. He foresees it being of particular interest to local customers, which Minor is looking to attract with memberships. It’s a market the group is well versed in, considering the ratio of local versus international guests at Anantara resorts already sits at 40:60.
Introducing AvaniWell
In addition to Life by Anantara, TTM has been used to underpin a second wellness concept launch for Minor this year. In July, the company’s upscale lifestyle brand Avani unveiled AvaniWell – its first wellbeing clinic model – at Avani+ Hua Hin in Thailand.
AvaniSpa, the brand’s original in-house concept, already boasts 13 global outposts. Mostly focused on holistic treatments, it has a flexible approach according to how much time guests have and how they want to feel.
Rajakarier says Minor has introduced AvaniWell as a way for people to experience more personalised wellbeing journeys to help guests develop healthy habits. Resident TTM specialists will offer one-to-one assessments and prescribe signature treatments, while guidance will also be offered on physiotherapy, including a focus on Reformer Pilates, modern practices such as NAD+ IV drips and healthy dining options.
MSpa’s Johannessen explains: “AvaniWell provides a stepping stone for those starting their wellness journey, taking the brand’s millennial and gen Z audience from the familiarity of the spa to a more personalised and adventurous approach to wellbeing.”
Rajakarier adds that the idea is to kick-start good practices through weekend resets, serene staycations and weekly wellbeing programmes, as well as to offer top tips to help guests achieve optimal results post-stay.
Concept rollouts
The two fresh spa approaches mean MSpa now manages six different spa brands (if you also include its partnerships). Rajakarier emphasises that both launches are part of Minor’s plans to carve out its own distinctive wellness niche that’s accessible, fun and sociable.
He reveals: “We have plans to expand the Life by Anantara concept across other Anantara resorts worldwide, but Thailand will serve as the initial testing ground, with the Phuket flagship setting the standard for forthcoming destinations.”
All outposts will prioritise medi-wellness, but each will have a distinct offering inspired by the healing traditions and customs of their specific regions.
It’s testing the waters with AvaniWell, but Rajakarier says Minor would be open to opportunities for expanding the concept in destinations where there’s market demand.
Balancing act
Overall, Minor’s expansion plan for the next two and a half years will see its global portfolio increase by almost 40 per cent, explains Rajakarier. Out of the company’s eight hospitality brands (see p32), he reveals that Anantara, Avani, Oaks, Tivoli and NH Hotels will be the key drivers of growth, with Avani alone expected to more than double its property count to almost 100.
While Asia has always been the main market for Minor, the goal is to achieve a more balanced global distribution of brands in the future. Approximately half of the openings will still be in Asia, with India being a particular focus. However, more than 50 properties will be revealed in both Europe and the Middle East. Australia, New Zealand, the Americas and Africa will also see new openings.
Driving wellness
With a personal passion for wellbeing, Rajakarier is clear that wellness will be a priority as Minor continues to grow internationally. The goal is to “drive wellness into all of Minor’s brands,” he says, revealing that he attends retreats worldwide not only for their health benefits but also for research purposes. “To be the best, you must always be open to learning from others.”
In the immediate future, we can expect 10 new spas and clinics by the end of the year. Longer term, there are some particular markets that Minor has its sights set on. “We’re excited to focus more on China because its consumers are very enthusiastic about wellness,” says Rajakarier. “I also see significant potential for greater wellness integration in hotels in the Middle East.”
He continues: “Wellness used to be a nice to have and now it’s a must-have. Based in Thailand, our home base is so famous for wellness and the care in which it’s delivered, it’s about transplanting that into other countries.”
Some owners are so inspired by the authenticity and high standards of Thai wellness that they ask Minor to employ only Thai spa therapists in their wellness facilities.
“Whether it’s a location in Thailand or Europe,” says Rajakarier, “the company wants to execute wellness to the highest standard. Our offering needs to be commercially viable – because wellness requires a lot of investment – and be exciting enough that guests are drawn to it like a magnet.
“We want to make wellness attractive to everyone and educate people about living healthier and longer lives. And, if in the process we can convert some of them to a better lifestyle, this will be a huge contribution to helping create a happier, healthier society.”
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