Business trends
Insider SPA
CURVY KATE
February delivered encouraging signs for many spa operators, with nearly half (46%) reporting stronger treatment business compared with the same month last year and a further 29% seeing results hold steady. While the market remains mixed for some, these figures suggest that demand for professional wellness experiences continues to hold firm.
Price sensitivity remains part of the conversation. Nearly half of respondents say clients are supportive of price increases in some cases, even if others remain cautious, suggesting that clear communication around value and rising costs continues to be key.
Operationally, 48% of spas have noticed an increase in cancellations or rescheduling, reinforcing the importance of strong booking policies and flexible guest management.
Looking ahead, emerging wellness experiences could offer fresh opportunities. Contrast therapies are gaining attention, with many spa leaders seeing potential in experiential services, provided investments are aligned with client demand.
Month in numbers
How did treatment business in February 2026 compare with February 2025?
How did retail business in February 2026 compare with February 2025?
58% average treatment room occupancy in February 2026
48% have seen clients cancel or reschedule more frequently in recent months
On the spot
How do you feel about clients’ willingness to accept price increases due to cost pressures?
1. Some are supportive, others resist (48%)
2. Most understand the costs we face (32%)
3. Many are unwilling to pay more (12%)
4. It’s impacting bookings and loyalty (8%)
Do you think contrast therapy and other trending hot/cold therapies are worth investing in?
1. Yes, clients are seeking more experiential services (35%)
2. Only if return on investment is clear (28%)
3. Not really, core services should remain the focus (24%)
4. There’s not enough demand yet (13%)