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Running a salon today isn’t what it used to be. The world of beauty and wellness is evolving faster than ever, and so are the expectations of your customers. If you’re a salon owner, staying ahead of these changes can mean the difference between thriving and just getting by.
That’s why the 2024 Salon and Spa Consumer Survey Results, conducted by Zenoti, is a must-read for business owners serious about growth. Based on a survey of over 1,400 U.S. salon and spa-goers, it highlights the trends shaping the industry right now.
We’re breaking down four of the most impactful trends to help you understand what your clients want—and how you can deliver it. Spoiler alert: Personalization, convenience, and trust are more important than you think.
To really dig into the details and craft a strategy that works for your business, download the full resource today.
Customers no longer settle for a one-size-fits-all approach. They want to feel seen and valued at every stage of their experience. According to the report, 97% of salon and spa regulars say personalization during in-person visits is important, and 81% are more likely to rebook when they receive tailored offers. Those numbers aren’t just compelling; they’re a clear call to action.
This trend goes beyond remembering a client’s favorite color treatment. It includes engaging, personalized email campaigns, recommendations that speak directly to their needs, and even thoughtful touches like a “we miss you” message if they haven’t visited in a while. While AI can help personalize experiences (and 64% of regulars think salons should use it to do so), it’s wise to balance technology with a human touch.
Quick win: Send targeted promotions or loyalty offers to clients based on their visit and purchase history. That small step could mean big retention gains.
Amid the constant chase for new clients, don’t overlook the importance of keeping the ones you already have. The report revealed that 73% of consumers now consider themselves “regulars” at a hair or beauty salon, a jump of 10% since 2023. Even better, 82% place high trust in their service providers, which signals that they’re not just satisfied — they’re loyal.
But loyalty doesn’t happen by chance. Customers are drawn to salons that build lasting connections, whether that’s through friendly conversations during appointments, seamless rebooking processes, or loyalty program rewards. For example, 66% of customers said discounts on services is the most attractive perk of a membership program, followed by free products and samples (51%).
Quick win: Introduce a membership program that offers meaningful incentives for loyal clients, like discounts or rewards they can redeem for free services or products.
Dive into more data inside your free copy of the 2024 Salon and Spa Consumer Survey results.
Paper calendars and call-back lists are things of the past. More than 46% of customers now book appointments online, outpacing those that have booked in person during a previous visit. And the desire for convenience doesn’t stop there. Over 80% of salon and spa customers want to use their mobile phones to book appointments and get reminders.
If your salon isn’t offering online booking or mobile-friendly options, you’re arguably a step behind competitors who are meeting this growing expectation head-on. Younger customers, particularly Gen Z and Millennials, are leading this digital shift, with online booking preferences for the 18-to-29 age group increasing by 13% since last year.
Quick win: Implement an app or upgrade your website with quick, easy booking functionalities. The smoother the process, the more likely clients are to choose you over someone else.
If you’ve been neglecting your salon’s online reputation, this statistic will wake you up: 78% of customers check reviews before booking, and nearly 1 in 2 will only consider salons or spas with a rating of 4.5 stars or higher. A solid review strategy isn’t just a marketing nice-to-have anymore; it’s a necessity.
And it doesn’t stop at earning glowing reviews. Customers are increasingly paying attention to how you respond to their feedback. Over 80% of those surveyed said your response to negative reviews matters, and almost half feel it’s equally crucial to acknowledge positive feedback. Whether it’s offering a simple thank-you or addressing a complaint with care, these interactions can make or break your image online.
Quick win: Automate review requests post-appointment and ensure that every single review gets a response. Show your clients that their opinions matter.
When you act on these trends, you’re not just adapting to consumer behavior; you’re offering the experiences that today’s clients both crave and expect. From leveraging personalization to taking your booking system digital, every step you take to align with these insights is a step toward happier customers — and a more profitable salon.
Of course, this handful of findings is just the tip of the iceberg. The 2024 Salon and Spa Consumer Report is packed with more consumer trends, actionable tips, and industry insights that can help your business grow. Want to learn exactly what’s driving customer behaviors and how you can position your salon as the go-to choice?
Download the full results today and take the guesswork out of delivering an exceptional customer experience.
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