AI Workforce
The 2026 Beauty and Wellness Benchmark Report is here
Same-store revenue held steady in 2025, but the data tells a more complex story. Zenoti's 2026 benchmark report details performance across eight business segments, and the findings may change how you think about growth.
Gita Mani
Now in its fourth year, the Zenoti Beauty and Wellness Benchmark Report is the most comprehensive source of performance data for salons, barbershops, spas, and medspas across North America. The new edition covers eight business segments (up from seven), introduces aspirational benchmarks for five operational metrics, and identifies the strategies that consistently separate top performers from everyone else.
Here are key highlights from this year’s data.
Growth is steady, but the dynamics are shifting
Same-store revenue growth held at 2% for the second consecutive year. Total industry growth reached 6% when new locations are included. The segment-level picture is more complex, though: Some verticals are adding locations rapidly while others have stalled. For the first time in the report's history, new guest acquisition declined across all eight segments. That shift has implications for how operators should think about growth heading into 2026.
Retention has become the primary growth engine
With fewer new guests walking through the door, businesses pulling ahead are the ones keeping the clients they have. Membership programs emerged as the strongest revenue stream in the dataset, and the performance gap between businesses with membership infrastructure and those without was one of the report's most prominent findings.
The report also uncovers a rebooking pattern worth paying attention to: Locations pushing high-volume rebooking strategies are seeing a significant share of those appointments cancelled, creating what the data calls "calendar inflation." The full report breaks down where this is happening and how to fix it.
AI adoption is already creating a measurable gap
Businesses using Zenoti's AI Concierge, HyperConnect, achieved 1 to 4 percentage points higher sales growth than non-users, depending on the segment. In an environment where acquisition is softening industry-wide, that's a noteworthy uptick.
Benchmarks to help you level up
This year's report includes aspirational benchmarks for revenue per location, average ticket size, online booking rate, staff utilization, and tip rates, broken out by segment and percentile tier. Find where your business stands and identify which gaps to close first.
Act on what you find
The report shows where the industry is heading. The following Zenoti tools can help you stay ahead of it.
Memberships and retention: Our membership and package management tools make it easy to create, sell, and track customized programs with automated renewals, cross-location redemption, and built-in analytics.
AI-powered guest engagement: HyperConnect combines AI-powered call handling, real-time guest profiles, and revenue analytics into one platform. Learn more →
Real-time performance visibility: Zenoti's all-in-one platform tracks utilization, online booking, ticket size, guest retention, and more across every location.
Download the full report
With vertical profiles, year-over-year trend data, cancellation analysis, and a forward-looking section on what to watch in 2026, this edition also features new content on what digital adoption is worth. Get the report.
Know where you want to improve? See how Zenoti can help you get there.
Written by
Gita Mani, Senior Content Specialist