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The 2026 Beauty and Wellness Benchmark Report: Medspa edition
What the data says about medspas in 2025
Pricing is recovering.
Top-tier tickets rose from $454 to $484, trending back toward the $500 level seen in 2023, with continued expansion (18% center growth) and improving cancellation rates (16% to 14%).
Expansion is accelerating.
Medical spas are one of three verticals driving the bulk of the industry's center growth (18%), alongside nail studios (20%) and non-membership spas (13%). Total revenue growth is 8%, fueled primarily by new locations rather than same-location gains (2%).
Guest acquisition is softening.
New guest visits declined 11% and existing guest visits fell 2%. With fewer new guests coming through the door, retaining and re-engaging existing guests is the most direct path to sustainable growth.
Membership is gaining traction.
Medspa membership sales grew 13% year over year. With both new and existing guest visits declining, recurring revenue through memberships is an increasingly important stabilizer.
The utilization gap is wide.
80% at the 90th percentile versus 38% at the median – a 42-point gap, the widest of any vertical. Documentation and charting consume significant provider time; AI charting tools help reclaim that capacity for patient care and billable activity.
Aspirational benchmarks
| Category | 90th %ile | 75th %ile | Median |
|---|---|---|---|
| Revenue per location | $4,250,000 | $2,340,000 | $1,860,000 |
| Avg. ticket size | $484 | $346 | $216 |
| Online booking rate | 32% | 18% | 13% |
| Staff utilization | 80% | 56% | 38% |
A note on online booking:
Medspas have the lowest online booking rate of any vertical in the dataset, but that largely reflects the consultation-driven nature of the business. Operators should evaluate their online booking rate in that context.
Ticket size: A three-year view
Top-tier medspa tickets dipped in 2024 but are trending back toward the $500 mark.
| Category | 2023 | 2024 | 2025 |
|---|---|---|---|
| 90th %ile | $500 | $454 | $484 |
Technology and AI: What adoption looks like in medspas
Medical spas using Zenoti's AI Concierge (HyperConnect) achieved 5% sales growth vs. 1% for non-users – a 4 percentage-point advantage, the largest of any vertical measured. For medspas looking to address the utilization gap, Zenoti's AI Scribe reduces charting time per patient, helping providers reclaim hours for billable appointments.
Rebooking and cancellation behavior
Among medspa locations where guests were rebooked once, 37% of those appointments were cancelled. Guests rebooked two or more times cancel at just 4%. Pair rebooking with confirmation workflows, deposits, and cancellation policies.
Where to focus first
Utilization is the standout opportunity – the 42-point gap between top performers and the median is the widest of any vertical for any metric. For medspas at high utilization, AI charting tools free provider time for billable activity. For those below the median, scheduling optimization and demand management offer the clearest path to growth.
All metrics are sourced from aggregated, anonymized performance data of North America businesses on the Zenoti platform for calendar year 2025. Benchmarks are directional indicators; individual business performance will vary. © 2026 Zenoti, Inc. All rights reserved. Learn more at zenoti.com.
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