April showed encouraging results for the spa sector, with more than half of businesses (52%) reporting stronger treatment revenue compared with April 2025 and a further 36% maintaining similar performance. Combined with a 57% average treatment room occupancy, the figures suggest that demand for wellness experiences remains resilient.
Technology is firmly on the agenda. Three-quarters of spa leaders say they are interested in AI but are still exploring the possibilities, while 16% are already using AI tools within their operations. The data suggests a sector that is forward-thinking, yet cautious about maintaining the personal, human-led experience clients expect.
Sustainability is becoming increasingly influential too, with 53% believing eco-conscious initiatives now impact booking decisions. At the same time, attitudes towards wellness technology remain balanced: while many are cautiously evaluating new options, over a quarter are already actively investing in wellness tech. Find out more about wellness technology in our feature on page 38.
On the spot
What’s your current attitude towards AI in spa operations?
1. Interested, but still exploring options (74%)
2. We’re already using AI tools (16%)
3. Useful for admin, but not client experience (10%)
What best reflects your spa’s attitude toward wellness tech?
1. Interested, but cautiously evaluating options (52%)
2. We’re actively investing in wellness technology (27%)
3. Traditional spa experiences remain our priority (13%)
4. Only relevant for luxury or destination spas (8%)