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Insider spa


Matching the long-term success seen in the beauty sector, spas experienced an increasingly busy December, with 53% reporting a leap in treatment business and 41% a surge in retail sales compared to the same month last year. Treatment room occupancy remained steady at 63%.

Spa directors’ game plans for 2024 are focused on innovation, with 65% wanting to introduce new treatments or services this year. Meanwhile, marketing maestros are on the rise, with 63% ready to explore new forms of outreach, and 53% looking to give guest experiences a facelift. As for trends, the focus is on tailoring treatments and experiences to individual needs for almost half of you (47%), with wellness and holistic therapies in second place. Read more about the spa trends you need to know on page 73.

On the spot

Which areas will you focus on to enhance your spa business this year?

1. New treatments or services (65%)

2. Marketing efforts (63%)

3. Guest experience (53%)

4. Upgrading facilities (47%)

5. Staff training and development (35%)

6. Sustainable practices (29%)

7. Collaborating with other wellness providers (24%)

70% have introduced new digital solutions to enhance their spa’s operations in the last 12 months

What is the most influential trend in the spa industry now?

1. Personalising experiences for guests (47%)

2. Integrating wellness and holistic therapies (29%)

3. Incorporating sustainable practices (18%)

4. Using more advanced skincare ingredients (6%)

Month in numbers

How did treatment business in December 2023 compare with December 2022?

How did retail business in December 2023 compare with December 2022?

63% average treatment room occupancy in December

This article appears in February 2024

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February 2024
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