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What makes a client come back again and again? Regulars say it’s the small moments done well: a warm welcome, an easy check-in, and service that feels personal.
But the same customers are quick to notice what falls short. Long wait times, rushed interactions, and limited booking access can turn even loyal clients into one-time visitors.
And with 42% of loyal clients driving 80% of sales,¹ creating an experience that keeps regulars returning matters more than ever.
So what do clients value most, and where do salons, spas, and medspas fall short?
This infographic highlights what regulars say makes an experience great, the frustrations that can derail a visit, and how convenience and personalization are shaping expectations in 2026.
Client experience is becoming a key differentiator across salons, spas, and medspas — especially as expectations for convenience and personalization continue to rise.
Businesses that reduce operational bottlenecks and make every interaction smoother will be the ones that keep clients coming back.
See how Zenoti helps salons, spas, and medspas deliver better experiences, from booking to checkout.
Sources:
1. Zenoti 2025 Beauty and Wellness Benchmark Report
2. Zenoti 2024 Salon and Spa Consumer Survey
3. Zenoti 2024 Medspa Consumer Survey Results
4. Zenoti 2025 Survey: Rewards or Regrets? Unpacking the 2025 Wellness Loyalty Gap
5. Zenoti 2025 Survey Infographics: What Medspa Clients Expect for 2026
6. Zenoti 2025 Survey Infographics: What Salon and Spa Clients Want for 2026
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
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
