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The 2026 Beauty and Wellness Benchmark Report: Salon edition
The report covers two segments:
Full-Service Salons (high-revenue, multi-service operations with elevated pricing and a broad menu)
Salons (specialty salons, brow and lash salons, and mid-service salons)
What the data says about spas in 2025
Growth is real, and it's retention driven
Full-Service Salons saw 2% same-store revenue growth. Salons posted 5%. In both cases, existing guest visit growth (flat and 4%, respectively) offset new guest declines of -5% and -7%. The businesses winning right now are keeping clients, not just finding new ones.
Membership is the biggest lever in the dataset.
Full-Service salons posted 36% membership growth, the highest of any vertical. Salons posted 16%. In a year when new guest visits declined across every segment, membership was the fastest-growing revenue stream industry-wide.
The membership advantage
The performance gap between membership and non-membership salons is one of the starkest findings in the report.
| Category | Membership salons | Non-membership salons |
|---|---|---|
| Sales Growth | 8% | 2% |
| Existing Guest Visit Growth | 12% | 3% |
Membership salons grew revenue and retained existing guests at 4x the rate Of non-membership salons. For salon operators without a membership program, the gap represents the most actionable number in this report.
Rebooking without confirmation is backfiring.
Among salon businesses where guests were rebooked once, 72% of those appointments were cancelled, but guests rebooked two or more times cancel at just 4%. Given that the first rebook is the risk point, pair it with confirmation workflows, deposits, and cancellation policies to prevent calendar inflation.
Technology and AI: What adoption looks like in salons
The gap between technology adopters and non-adopters is already showing up in the numbers.Salon businesses using Zenoti's AI Concierge (HyperConnect) achieved 4% sales growth vs. 1% for non-users, a 3 percentage point advantage.
Aspirational benchmarks
| Revenue per location | 90th %ile | 75th %ile | Median |
|---|---|---|---|
| Full-Service Salons | $5,300,000 | $2,600,000 | $2,100,000 |
| Salons | $1,330,000 | $734,000 | $596,000 |
| Average ticket size | 90th %ile | 75th %ile | Median |
|---|---|---|---|
| Full-Service Salons | $169 | $139 | $114 |
| Salons | $142 | $90 | $77 |
| Online booking rate | 90th %ile | 75th %ile | Median |
|---|---|---|---|
| Full-Service Salons | 54% | 45% | 28% |
| Salons | 61% | 44% | 26% |
| Staff utilization | 90th %ile | 75th %ile | Median |
|---|---|---|---|
| Full-Service Salons | 76% | 63% | 49% |
| Salons | 79% | 65% | 47% |
| Tip rate | 90th %ile | 75th %ile | Median |
|---|---|---|---|
| Full-Service Salons | 15% | 13% | 12% |
| Salons | 18% | 15% | 12% |
Where to focus first
If your online booking rate is below the median for your segment, that's the fastest win. The gap between top performers and the middle is widest for utilization and online booking. It’s where improvements translate most directly to revenue. If you don't have a membership program, the 4x performance gap makes that the single most actionable finding in this report.
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