4 key medspa consumer trends every business owner should know in 2025

The medical aesthetics industry is thriving, with the American Med Spa Association reporting “continued consumer demand” for treatments, but what will keep customers coming back to your business? To remain competitive, it’s vital to stay on top of consumer expectations and preferences. ‍

The 2024 Medspa Consumer Survey, conducted by Zenoti, gathers insights from 1,195 U.S. respondents to uncover the latest trends and customer preferences.

The data reveals insights into what customers want — and even more importantly, what they don’t want — helping medspa professionals to better adapt, elevate their services, and grow their businesses.

Below, we uncover four trends shaping the industry in 2024. These insights will help refine your medspa strategy ahead of 2025 and deliver the experiences your customers are craving.

For a deeper look, download the full report to explore more key trends, consumer data, and how you can use this information to keep your medspa ahead of the curve.

The popularity of medspas has surged, and customers are visiting more regularly than ever. In fact, data shows that 83% of medspa clients now consider themselves “regulars.” Of those regulars, 68% visit for monthly treatments, with 35% returning more than once a month. These findings indicate that medspa visits are a lifestyle choice, not a passing trend.

This growth presents a golden opportunity for medspa businesses to increase loyalty and revenue. Here’s some compelling data: 81% of customers have a high level of trust in their service providers, and 94% will sometimes or always buy recommended products during their visits. Capitalizing on this trust through upselling, cross-selling, and personalized recommendations could yield significant returns.

Dive into more data inside your free copy of the 2024 Medspa Consumer Survey results 

If there’s one takeaway every medspa owner should note, it’s this: Customers crave personalization at every step of their experience.

Did you know that 97% of your clients are more likely to rebook when they receive tailored offers and messages? It doesn’t stop there. Almost all medspa regulars (99%) feel that personalization during in-person visits is important, and 98% value personalization while booking online.

Adding small touches of personalization can revolutionize guest satisfaction. For instance, what if your team remembered a client’s favorite skincare product or sent a birthday gift card? Even automated follow-ups to reconnect with clients who haven’t visited in months can feel surprisingly personal when executed correctly.

With medspas growing and adding clients, manual personalization is becoming a thing of the past. Artificial intelligence is already helping transform the way medspas operate and offer personalization – and if you weren’t sure how your customers feel about AI, now you can find out.

90% of regular customers think medspas should use AI to offer personalized recommendations, and three in four actively want medspas to use AI to offer a more personalized experience.

Download the full report for more consumer data around AI and personalization.

Nine out of 10 medspa guests check online reviews before booking their appointments. However, it’s not enough to have a body of reviews — it’s crucial to shoot for great ones. The survey found that 92% of potential clients won’t consider a medspa with a rating below 4 out of 5 stars, and 62% will only book at places with a 4.5 rating or higher. Quite simply, a strong online reputation is your ticket to attracting (and retaining) customers.

But here’s an even more telling stat: 68% of medspa regulars are willing to pay more for services at a medspa with outstanding reviews. That’s proof that customers value great reputations, and they’re willing to invest in treatments at five-star businesses.

The good news? Managing reviews is easier than you think with all-in-one online reputation management platforms doing the hard work. Medspa owners who actively respond to feedback, engage with their audience online, and maintain stellar ratings consistently stand out in a crowded industry.

Consumers today expect convenience, and medspa clients are no exception. The ease of online booking now plays a crucial role in the decision-making process, with more than half of customers (55%) already booking visits through medspa websites or apps. Online booking has officially become the most preferred appointment method, with 36% of clients choosing it over phone calls or in-person reservations.

But convenience doesn’t stop there. Nearly all medspa clients (98%) want text reminders for appointments, and 97% expressed interest in managing bookings through their mobile phones. Offering seamless, mobile-friendly systems is no longer a nice-to-have — it’s expected.

Additionally, customers value options like mobile-friendly payments, streamlined check-ins, and efficient checkout processes. These touchpoints add up to create a more positive overall experience and inspire loyalty.

The 2024 Medspa Consumer Survey paints a clear picture of an industry evolving rapidly, where demand is high, and expectations are higher.

From the growing emphasis on personalization to the undeniable influence of online reviews, each of these trends presents an opportunity for medspa owners to build stronger businesses and a happier client base.

By aligning with these consumer priorities, medspas can set themselves apart and deliver experiences that exceed customer expectations. Knowing what consumers want isn’t just about keeping up — it’s about becoming a leader in your local market in 2025, and beyond.

To gain deeper insights, including more exclusive data and actionable tips, download the full 2024 Medspa Consumer Survey Resource today.

‍