Business trends

Insider SPA

January delivered a steady start to 2026 for many spas, with almost half (46%) reporting treatment revenue in line with January 2025 and a further 22% seeing growth. While 32% experienced a softer month, average treatment room occupancy of 58% demonstrates that demand remains resilient.

Nearly half of respondents (48%) view upselling as essential to commercial success, and a further 34% believe it’s appropriate when genuinely relevant. This suggests strong alignment around consultative, experience-led recommendations that enhance results rather than feel transactional.

Encouragingly, the data also reflects thoughtful leadership. While 64% admit they’ve avoided price rises due to fear of client backlash, the conversation around value is clearly active. At the same time, many believe the industry may be overinvesting in influencer activity (38%) and the visual side of spas (29%), signalling a potential shift towards more strategic, return-driven spending.

Month in numbers

How did treatment business in January 2026 compare with January 2025?

How did retail business in January 2026 compare with January 2025?

58% average treatment room occupancy in January 2026

64% have avoided raising prices due to fear of client backlash

On the spot

How do you feel about upselling during treatments?

1. Essential to commercial success (48%)

2. Appropriate when genuinely relevant (34%)

3. Uncomfortable for staff and clients (11%)

4. Likely to harm trust if overused (7%)

Which area do you think spas invest too much in?

1. Influencer and PR activity (38%)

2. Interior design and aesthetics (29%)

3. Trend-led treatments (19%)

4. Technology and booking systems (14%)