The ROI of client appreciation for beauty and wellness brands: Why celebrating loyalty builds revenue

Wellness businesses often focus on finding the next new client. Yet it’s the familiar faces — the ones that show up again and again — that bring the greatest value to your brand.  

According to Zenoti’s 2025 Benchmark Report, 42% of repeat guests account for 80% of total sales, while single-visit clients contribute just 20%. Other studies reinforce this, showing that retaining an existing client costs significantly less (five to seven times less) than bringing in a new one. 

But client retention doesn’t happen by accident. It’s built through consistent appreciation that makes clients feel valued, because when guests feel recognized, they’re far more likely to return. 

With that in mind, let’s explore how client gratitude translates into measurable returns. Then, we’ll shift to practical strategies for weaving customer appreciation into your daily business operations. 

The financial return from client appreciation starts with loyalty. But not all loyalty is the same. Some clients come back because of a discount or just out of habit, while others return because they feel a genuine connection. 

The second group is far more powerful. As Zenoti CEO Sudheer Koneru puts it: 

Survey results demonstrate how this sense of belonging translates into long-term customer commitment. For example, in a 2024 consumer surveys by Zenoti, 73% of salon and spa clients described themselves as "regulars", a 10% increase from the previous year. Elsewhere, in medspas, 83% of customers said they were "regulars", with 68% visiting monthly.  

The moral of the story? Clients who feel they belong are more likely to rebook consistently. 

Loyalty also alters the relationship clients have with your business, influencing both their level of engagement and their price sensitivity. The 2024 consumer survey results highlight this clearly, with 97% of medspa regulars stating they're more likely to act on personalized offers, and 81% of salon and spa clients sharing the same sentiment. The fact that clients act on personalized offers at such high rates indicates they see greater value in the relationship. 

The value of customer loyalty is most evident in your client retention rates. 

Bain & Company found that even a 5% increase in retention can boost profits by 25–95%, echoing Zenoti’s 2025 Benchmark Report.  

But, behind every strong client retention rate lies one constant: appreciation. It’s the factor that transforms loyalty into customers who keep coming back for more. It stands to reason that when clients feel noticed and valued, they're more inclined to return. Simple gestures such as birthday perks, thank-you notes, or milestone rewards reinforce that feeling and give people a reason to rebook.  

Consider a spa that runs a simple client retention program, offering guests a complimentary birthday treat. Those small moments of recognition often lead clients to return year after year, filling appointment slots that might otherwise sit empty. 

Loyalty programs can amplify this effect even further. According to the 2025 Benchmark Report, businesses that run these initiatives see twice as many "regular" guests compared to those without. That steady flow of repeat clients creates the predictability salon, spa, and medspa businesses need to plan ahead and grow with confidence. 

Keeping clients is one thing, but the real question is how much each one is worth over time — or their client lifetime value (CLV). CLV measures the total revenue a business can expect from one client over the course of their relationship. 

Creating moments where clients feel genuinely valued is one of the most effective ways to grow this number. When recognition is consistent, clients respond by exploring higher-value services or committing to longer-term options such as memberships and packages.  

The impact is measurable: 

Trust also increases the lifetime value of your customers, as clients who rely on your expertise are more receptive to professional guidance. The 2024 Medspa Consumer Survey reinforces this point, with as many as 81% of medspa clients reporting high levels of trust in their providers, and nearly half saying they always purchase recommended products. This behavior highlights a powerful cycle. Trust leads to action, which in turn improves outcomes for clients, and these positive results of customer loyalty programs lead to more revenue for the business. 

The same principle applies across all kinds of wellness businesses. Consider a fitness studio that thanks its regulars with loyalty discounts. Perhaps a member who shows up three times a week receives a small break on their monthly fee — a gesture that builds goodwill over time. The result is more consistent revenue for the studio and a stronger sense of connection among its members, who feel valued for their loyalty.  

The Definitive Guide to Growth puts it simply: "A delighted guest can bring in a dozen more." 

In other words, when clients feel seen, they’re more likely to recommend your business to friends and family. Those referrals multiply your reach at little to no cost, making them one of the most effective growth channels available. 

Research shows that word-of-mouth drives 20–50% of purchase decisions, proving just how influential personal recommendations can be. Not only that, but referred prospects are four times more likely to buy and have a 16% higher lifetime value than non-referred clients.  

The key to securing these all-important referrals is to give clients a reason to share. Small gestures, like a thank-you bonus for both the referrer and the new guest, encourage recommendations while reinforcing the sense of recognition that inspires loyalty in the first place. 

Gift cards are also a strong driver of referrals. A loyal guest might buy one for a friend, who then walks through your doors for the very first time. In fact, one in four gift cards is redeemed by a new customer, and when they do, they typically spend 40% more than the card’s value, turning a simple gift into a prospective long-lasting client relationship. 

The benefits of client recognition are clear. The data shows that client appreciation drives retention, higher customer lifetime value, and referrals. This raises the question: How do you put that into practice?  

Technology makes personalization easier to manage. For example, a system can flag when a client is due for a rebooking, note their favorite stylist, or suggest the add-on they usually book. That way, your messages feel more specific to them, rather than like a bulk promotion. 

Marking a birthday or a membership renewal shows clients they’re more than just an appointment on your calendar. Even a small touch, like a low-ticket freebie or priority booking, can leave a lasting impression that keeps clients returning. 

Every so often, an unexpected gesture can stand out. A free add-on treatment or a first look at a new service makes the visit feel special, and those experiences are the ones clients tend to mention to friends. 

Loyalty and membership initiatives only work when they’re easy for clients to join and simple for staff to manage. That starts with clear structures, such as points clients can redeem for add-on services or memberships that include a set number of visits each month.  

The next step is making the benefits obvious. Show savings directly on receipts, or highlight member-only perks during the booking process so clients immediately see the value. 

On the operational side, software can track points, visits, and rewards automatically, removing the need for manual updates. This lightens the workload for staff while also ensuring accuracy and consistency. 

Showing appreciation is one of the most effective growth strategies for any wellness business. Loyal clients are the ones who: 

1. Return more frequently 

2. Spend more over time 

3. Introduce new people to your business 

All of that adds up to measurable returns — but it takes a lot of work to get there. The good news is you don’t need to overhaul your entire business to see results. It's easy to start small with consistent, automated touches like birthday perks and simple, personalized thank-you notes, and watch how they influence rebookings and referrals. Once you see the impact, you can build on it. 

Technology can help once you’re ready to grow beyond the basics. Instead of trying to remember every birthday or follow-up yourself, simple automation takes care of it in the background. A quick reminder goes out when the client's appointment is approaching or a note lands in time for an anniversary. Clients still feel recognized, but your staff stay focused on what they do best — building real connections in person. 

Ready to see how this works in practice? Explore Zenoti to discover how the right technology can help you automate customer appreciation and foster long-term growth.