New research by hospitality technology company Journey has revealed emerging trends in the spa industry, highlighting changes in booking patterns and identifying the best days for value and busiest times for spa visits. This data offers crucial insights for hotel spas to enhance their revenue strategies and for consumers to get the best deals on their wellness treatments.
Trends in Spa Bookings
The study, conducted on data from over 73,000 bookings at nearly 120 luxury spa hotels across the UK and Ireland, shows that consumers are booking their spa treatments closer to the desired date than in previous years. In 2023, the average lead time for bookings dropped to 26 days from 31 days in 2022. This trend suggests that while consumers are mindful of their spending, they continue to prioritise health and wellness when they have the funds available.
Best Days for Value and Busy Days
For those looking to enjoy spa treatments at a more affordable rate, Thursdays and Tuesdays offer the best value, with savings of around 13% compared to peak weekend prices. Conversely, Saturdays remain the busiest and most expensive day for spa visits. The research also found that Tuesdays and Sundays are the quietest days for spa bookings, offering a more tranquil experience for visitors.
When it comes to individual spa treatments, Wednesdays and Thursdays are the most cost-effective days, whereas Saturdays are the priciest and busiest. Fridays also see a high number of bookings, and Sundays are notable for their higher costs.
Insights from Industry Experts
Laura Meeson, Director of Spa at Journey, commented on these findings: “Consumers who want the best value should consider booking their Spa Days on a Thursday or Tuesday, as these days represent a saving of around 13% over peak weekend prices. Budget-conscious spa goers should avoid Saturdays as it is the busiest and most expensive day for both spa days and individual treatments.”
Meeson also highlighted the shift towards shorter lead times for bookings: “We’ve seen a shift in how soon people are booking spa breaks – down from 31 days in 2022 to 26 days in 2023 – as consumers are seemingly keeping a closer watch on their personal spending. If the date of your visit is key, we recommend guests book a minimum of five weeks in advance to secure their preferred date.”
The Rise of Digital Bookings
The digitalisation of spa booking processes is transforming the industry, driven by today’s digital-first society and a more cautious approach to lifestyle spending amidst the cost-of-living crisis. Meeson emphasised the importance of digital bookings: “To be successful in today’s world, wellness businesses need to connect with their customers, providing easy pathways for them to find and book their preferred experience. Digital bookings are vital; spas need to offer true online booking where consumers can book what they want when they want it, without having to call or email. Without that facility, spas are losing business to other wellness businesses, as well as other activities and services.”
Journey’s data supports this shift, recording a 40% increase year-on-year in the number of spa day and spa break reservations made via its booking solutions during the peak summer season (May to July 2022 vs May to July 2023).
Wellness Industry Growth
The wellness industry is poised for significant growth, with revenue expected to increase by 52% from 2024 to 2027, according to the Global Wellness Summit 2024. In the UK, there are approximately 26 million wellness trips each year, with each individual spending around £462, as per the Global Wellness Institute 2022. These figures underscore the growing importance of wellness to today’s urban population.
Journey’s full range of spa trend data is published in their new white paper, ‘Tomorrow’s Spa Today,’ available for download at journey.travel. This comprehensive report provides further insights into the evolving landscape of the spa industry, offering valuable guidance for both consumers and spa operators.
Conclusion
As the spa industry adapts to changing consumer behaviours and increased demand for digital solutions, these insights from Journey offer a roadmap for both spa-goers and businesses to navigate the evolving landscape. By understanding these trends, consumers can make informed choices to get the best value for their wellness treatments, while spas can optimise their offerings to meet the growing demand.
For more information, visit The Future of Spa and Wellness: Technology Integration (journey.travel).