Health Update: Bangkok Post – Wellness important for Thai homebuyers – What Experts Say

Wellness is becoming a differentiator for residential developers amid intensifying competition as informed buyers define quality living through health, well-being and quality of life.

Sumitra Wongpakdee, managing director of property consultancy Terra Media and Consulting, said buyers’ definitions of a quality life now align closely with health factors.

“Thais define wellness as a high quality of life, a good environment, and safety,” Mrs Sumitra said. “These elements consistently rank as top priorities for modern home seekers today.”

Terra conducted a study in October last year to help developers build stronger, health-focused brands.

The study surveyed 1,500 respondents in Greater Bangkok, asking about their health and wellness lifestyles, and identified four distinct consumer segments based on these traits.

BALANCED SOCIALISER

The largest group, comprising 34% of respondents, is the “balanced socialiser”. This younger generation seeks a middle ground between physical health and an active social life.

These individuals maintain basic health routines but prioritise social gatherings. They are typically middle- to high-income earners, often single, and show a strong interest in real estate investment.

Balanced socialisers reside primarily in single houses or condos. They value quality and are willing to pay a premium for health, beauty and unique experiences.

While they value health, time constraints often limit their consistency. As a consequence, they prefer group-based wellness activities like yoga classes or group workouts to stay connected.

This group demands convenience and time-saving services. They seek residential features such as professional cleaning, room service, on-site spas, and personal fitness trainers.

ASPIRING SELF-IMPROVER

The second group, representing 28%, is the “aspiring self-improver”. These consumers follow personalised health paths, choosing only activities that align with their specific interests.

Consisting mainly of Millennial and Gen X office workers, this group has moderate incomes and no plans to relocate. They typically live in single houses or townhomes.

Self-improvers prefer niche activities such as nature trekking or gardening. They tend to avoid social-heavy fitness trends such as group classes or public yoga sessions.

They prioritise quality sleep and quiet relaxation in nature. For housing, they look beyond basic amenities, seeking specialised concierge services and enhanced security systems.

CASUAL EXPLORER

The “casual explorer” makes up 24% of the market. This segment consists primarily of families who value health, but face practical obstacles in maintaining routines.

This group has the highest proportion of married couples with children. Predominantly Gen X with mid-sized incomes, they prioritise family stability, education expenses, and household essentials.

While they intend to stay healthy, their efforts are often inconsistent. They favour simple, low-effort activities, but require greater opportunities and resources to improve their well-being.

Due to work and family burdens, they require accessible wellness resources. They look for residential services such as hospital shuttle buses and high-level safety features.

HOLISTIC WELLNESS

The final segment comprises 14% and is dubbed the “holistic wellness” group. These individuals are deeply committed to comprehensive physical, mental and social health.

This is the oldest demographic with the strongest intent to purchase homes for actual residence.

Mostly middle-income earners, they prioritise spending on health, family and quality of life, willingly paying for premium standards and the best options available.

They prefer living in single houses and value nature-integrated environments for mental healing.

Their ideal residential project offers large green spaces and outdoor activity areas. They demand standard-setting security and professional, full-scale healthcare services on-site.

“Wellness serves as the new purchasing power,” said Mrs Sumitra.