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Consumer preferences continuously shift and understanding these changes is the only way to meet their expectations. To stay competitive, spa owners need to stay informed about what their customers want–and don’t want.
Based on a comprehensive survey of over 1,400 U.S. consumers, we’ve uncovered four key trends that will shape the spa industry in 2025. These insights reveal what customers truly value—and what might send them searching for alternatives.
Read on for a preview of the trends (with some eye-opening stats) and download the full 2024 Salon and Spa Consumer Survey Results to understand how you can apply these findings to grow your business.
Today’s consumers expect more than just a facial or massage—they want an experience tailored to their unique preferences. For your spa to stand out from the sea of competition, personalization is non-negotiable. Here are select stats from the survey conducted by Zenoti:
Customers today crave unique connections, which extend to every part of their experience, from marketing communication to post-visit follow-ups. Investing in tools like customer relationship management software or AI-powered systems to remember preferences and tailor recommendations can go a long way in fostering loyalty.
Top tip: Automated marketing tools that deliver tailored promotions can help recover inactive customers, giving them a great reason to return to your business.
Gone are the days when phone calls were the primary way to book appointments. Going into 2025, digital convenience continues its reign, with online and mobile bookings driving growth across all demographics—but especially among younger users.
Here’s what spas need to know:
The survey results also highlighted that convenience plays a big role in the overall experience—including quick checkouts and mobile payment options. Businesses that simplify digital interactions will meet rising expectations and attract more tech-savvy customers.
Top tip: If your spa doesn’t yet offer online booking, digital reminders, or mobile payment options, you may risk losing valuable business to competitors who do.
Patience is not a virtue customers are willing to bring to their spa experience. Long wait times consistently ranked as one of the most frustrating experiences for customers—far outpacing other annoyances, such as staff demeanor or a lack of personal connection.
Key findings:
Time consistently emerges as a pain point, so focusing on efficiency can set your spa apart. Whether it’s ensuring timely check-ins, offering seamless appointment management, or staffing adequately during peak times, minimizing wait times should be a top priority for 2025.
Top tip: AI-powered tools and smart booking systems can help reduce bottlenecks, offer 24/7 scheduling, and even help turn missed calls into opportunities without tying up your front desk staff.
A strong online reputation has become a make-or-break factor for spas. Customers rely on reviews as trusted endorsements, often using them as the deciding factor when choosing a business.
The survey results revealed:
It’s not just about having good reviews; responding to them matters, too. More than 8 in 10 customers believe businesses should respond to negative reviews, and surprisingly, many feel the same about neutral or positive ones.
Top tip: Make it a point to actively manage your online reputation. Use tools that alert you to new reviews and make responding part of your routine. This shows you care about customer feedback and builds trust with prospective clients.
From personalization to digital convenience, the trends that will shape 2025 are clear. Customers want tailored experiences, fast and frictionless service, and businesses they can trust. Their preferences are evolving, and so should your approach.
The good news? These trends represent great opportunities for growth. By adopting new tools, streamlining operations, and listening carefully to what your customers want, you can foster deeper loyalty, attract new clients, and elevate your business to the next level.
To get the full scoop on these trends and actionable strategies to implement them, download your copy of the comprehensive 2024 Salon and Spa Consumer Survey Results.
With detailed insights and expert tips, this resource will help you stay ahead of the curve—and your competition.
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