The Check-In

Before we turn the page on the year, let’s take a quick look back at the strategies and shifts that defined beauty and wellness this year. Thank you for reading, sharing, and being part of our community. Here’s your 2025 wrap-up to help you scale smarter, move faster, and drive growth in 2026.

Featured findings

A few data points that shaped the conversation:

  • Personalization pays: 73% of clients would spend more for personalized services, with 43% willing to pay up to 10% extra.
  • Booking friction costs businesses: 71% of regulars have skipped booking because it was too hard to reach someone or use the online system.
  • After-hours demand is the norm: 81% of regulars manage appointments outside business hours, at least sometimes.
  • Client loyalty is unpredictable: Nearly half of wellness providers (48%) lost long-time clients in 2025, and about 60% of those clients were believed to be loyal and unlikely to leave.

Standout reads from 2025

Beauty & Wellness

Standout stat: 

62% of clients report that accuracy is the most important part of their front desk experience.

Salons

Standout stat: 

56% of stylists say tipping culture has worsened, and 55% would prefer higher, all-in pricing.

Spas

Standout stat: 

62% of clients are more likely to choose a spa that offers after-hours support.

Medspas

Standout stat: 

No-show appointments cost medspas an average of $42,640 each year.

Barbershops

Standout stat: 

80% of barbershop regulars report that calling is always/mostly the easiest way to update appointments.

Fitness

Standout stat:

70% of wellness clients said rewards programs would keep them coming back.

A sneak peek at 2026

As we head into 2026, we’re focused on delivering what helps you stay ahead, bringing you:

  • Fresh surveys packed with client insights.
  • Clear breakdowns of the latest tools and innovations shaping the beauty and wellness industry.
  • Even more practical, share-worthy content you can use to make this your best year yet.

Until then, you can catch up on past newsletters here. Email us at thecheckin@zenoti.com to tell us more about what you want to see in 2026.

Thanks for reading

Wishing you a wonderful New Year! We’re excited to continue sharing resources and insights to help you grow with confidence in 2026.

Cheryl Cole

Written by

Cheryl Cole, Managing Editor

Cheryl uses her background in journalism to help brands bring their unique stories to life. Passionate about content strategy, she has extensive experience leading both print and digital publications. As managing editor of The Check-In, Cheryl is committed to providing wellness professionals with high-quality, tailored content designed to help grow their brands.

Learn more about Cheryl Cole
Emily Holzer

Reviewed by

Emily Holzer, Content Specialist

Combining a passion for writing, data, and helping small businesses thrive, Emily loves building resources that lift beauty and wellness professionals higher. She has spent the last three years dedicated to researching and creating tools for salons, spas, medspas, barbershops, and gyms. Her specialties include marketing, AI, and automation. \r

Learn more about Emily Holzer