INSIDER SPA

BOUX AVENUE

Many spa managers are holding firm on pricing strategies, with 61% believing discount culture devalues the industry. In fact, almost a quarter of respondents say they avoid using discounts altogether, reinforcing the value of premium service over price-cutting.

Still, the pressures of running a modern spa are clear. Over a third (38%) of respondents said they’ve felt pressured to offer treatments they don’t personally believe in – highlighting the importance of aligning services with the spa’s ethos and values.

Meanwhile, client perception continues to be a key talking point. Just over half (51%) feel clients still expect luxury experiences at low prices, while 35% say it depends on the treatment.

For more on how changing client demand is impacting spa treatments, check out our World Spa & Wellness Exclusive from page 53.

On the spot

How do you feel about discount culture?

1. It devalues the industry and should be avoided (61%)

2. I don’t use discounts in my business at all (22%)

3. It can be useful for attracting new clients (13%) 4. It’s necessary to stay competitive (4%)

38% say they’ve felt pressure to offer treatments they personally don’t believe in

Do you think clients undervalue professional spa and wellness services?

1. Yes, they expect luxury for a bargain (51%)

2. Sometimes, it depends on the treatment (35%)

3. No, most clients understand (14%)

Month in numbers

How did treatment business in April 2025 compare with April 2024?

How did retail business in April 2025 compare with April 2024?

65% average treatment room occupancy in April