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Medspa trends 2026: 6 data-backed strategies driving revenue growth
At a glance:
- Top-tier medspa ticket sizes recovered from $454 to $484 in 2025, trending back toward the $500 level seen in 2023.
- New client visits declined 11% and existing client visits fell 2%, making retention the primary growth lever for medspas in 2026.
- Medspa membership sales grew 13% year over year, a clear signal for operators who haven’t launched a program yet.
- Among medspas where clients were rebooked once, 37% of those appointments were later cancelled.
- Medspas using AI booking tools achieved 5% sales growth versus 1% for non-users — the largest technology-driven gap of any vertical in the dataset.
Medical spas are one of the fastest-growing segments in beauty and wellness, with 18% center growth in 2025. However, the underlying story is more nuanced.
Opening new locations and growing revenue at the ones you already have are two different challenges. Same-store revenue grew just 2% last year, and new client visits dropped 11%.
The medspas that beat those numbers aren't doing something revolutionary. They're doing a handful of things consistently well. Here's what the data from the Zenoti 2026 Beauty and Wellness Benchmark Report shows, and what it means for your practice.
1. Medspa pricing power is back. Here's how to make the most of it
The headline number from this year's report is an encouraging one. Top-tier medspa tickets climbed from $454 in 2024 back to $484 in 2025, trending toward the $500 level the segment hit in 2023. After a year of pricing pressure, the recovery is real.
Zoom out and the picture gets even more interesting. Top-performing medspas charge more than twice what the median medspa charges — $484 versus $216.That's a significant gap, and it points to real room to level up on pricing.
| Percentile | Average ticket size |
|---|---|
| Top 10% | $484 |
| 75th percentile | $346 |
| Median | $216 |
Source: Zenoti 2026 Beauty and Wellness Benchmark Report
A top-10% medspa averages $484 per visit. The median is $216. That's more than double, and it reflects just how different high-end procedure-focused practices are from more accessible aesthetics clinics.
If your average ticket is sitting closer to the median, pricing strategy and service mix are two of the clearest paths to closing that gap. Not through blanket price increases, but through understanding which services are underpriced for the demand they generate, and which clients are ready to spend more with the right offer.
The rest of the trends in this article are essentially about making sure your operations are strong enough to capture that pricing upside. Pricing power only translates to revenue if your schedule is full, your clients keep coming back, and your providers have enough time to actually see them.
What to do about it:
- Look at your highest-demand appointment slots. If they fill up weeks in advance, that's a signal those services may be underpriced.
- Introduce tiered service options so clients at different spending levels have a clear path to higher-value visits over time.
- Track the revenue impact of no-shows carefully. At $484 a visit, even a modest no-show rate adds up to significant lost revenue across a year.
2. Your existing clients are your most important growth lever right now
New client visits fell 11% for medspas in 2025, but that's not even the most important number. Existing client visits also dropped 2% — making medspas one of only two verticals where both new and returning visits declined at the same time.
Think about what that means in practice. Your regulars — the clients who already trust you, already know your providers, already return for Botox or laser treatments — are coming in less often. Those clients are worth holding onto, and so is the revenue they bring.
The businesses growing fastest right now aren't outrunning this trend through advertising. They're focusing on the clients they already have: keeping them engaged between visits, giving them reasons to come back sooner, and making it as easy as possible to rebook.
| Guest trend | Medspa (2025) | Industry average |
|---|---|---|
| New client visit growth | -11% | -10% |
| Existing client visit growth | -2% | +2% |
Source: Zenoti 2026 Beauty and Wellness Benchmark Report
The bottom line:
If you're putting most of your energy into attracting new faces, the data says it's worth shifting some of that attention to the clients already in your system.
What to do about it:
- Reach out to clients between visits — not just appointment reminders, but personalized check-ins based on their treatment history.
- Look at your lapsed client list. Anyone who hasn't visited in 90+ days is worth a direct outreach campaign.
- Make rebooking effortless. The easier it is to book the next appointment before leaving, the more likely they are to come back.
3. Memberships are growing faster than any other revenue stream, and medspas have room to run
Across the entire beauty and wellness industry, memberships grew approximately 10% in 2025, outpacing every other revenue stream measured. For medspas specifically, membership sales were up 13%.
Why does this matter so much right now? Because a membership client isn't waiting until they feel like booking. They have a reason to come in, and a financial reason to use what they're paying for. In a year when both new and existing client visits are softening, that built-in visit motivation is incredibly valuable.
Look at what membership programs have done for salons: Those with memberships grew revenue at four times the rate of those without. Medspas that haven't launched a program yet have a clear opportunity to close that gap.
The bottom line:
If you don't have a membership program, the data makes a strong case for launching one. If you do, make sure your members are actually using it, as a lapsed member is almost as hard to re-engage as a lapsed one-time client.
What to do about it:
- Start simple. A monthly treatment package for a high-frequency service like Botox maintenance, facials, or laser hair removal gives clients a clear reason to sign up.
- Check your membership engagement regularly. If members aren't booking, reach out before they cancel — proactive outreach is much cheaper than re-acquisition.
- Offer membership perks that reward loyalty over time, not just a discount on the first visit.
4. Watch out for the rebooking trap
Here's a trend that's costing medspa owners real money without them realizing it.
When a client rebooks at checkout, it feels like a win — a confirmed future appointment on the calendar. However, the data tells a more complicated story. Among medspas where clients were rebooked after their first visit, 37% of those appointments were later cancelled. The calendar looks full, but the revenue doesn't show up.
This phenomenon is what the 2026 benchmark report calls "calendar inflation": appointments that are scheduled but not committed to. It's not that rebooking is bad. It's that rebooking without any follow-through becomes a false sense of security. You staff for appointments that won't happen and turn away other clients for slots that open up at the last minute.
| Rebooking stage | Cancellation rate |
|---|---|
| Not rebooked | 21% |
| Rebooked once | 37% |
| Rebooked twice or more | 4% |
Source: Zenoti 2026 Beauty and Wellness Benchmark Report
The good news: It gets better. Clients who complete a second rebooked visit cancel at just 4%. The loyalty builds over time — you just have to get them through that first return visit.
The bottom line:
Rebooking is worth doing, but pair every rebook with a confirmation workflow, or you're just moving the cancellation to a later date.
What to do about it:
- Send automated reminders before every appointment and make it easy to reschedule rather than just cancel.
- Require deposits for high-ticket services. This one change can dramatically reduce no-shows because clients have skin in the game.
- Set clear cancellation policies and communicate them at booking, not after the fact.
5. Technology is creating a measurable gap between practices — and it's widening
This used to be a "nice to have" conversation. It's not anymore.
Medspas using Zenoti's AI Concierge (HyperConnect) achieved 5% sales growth last year while the medspas that weren't achieved 1%. That 4-percentage-point gap is the largest technology-driven advantage of any vertical in the entire dataset.
Here's the part that often surprises people: The impact isn't mainly about fancy features. It's about not missing clients when your front desk is busy. When someone calls to book and no one picks up, they don't always call back.
An AI-powered booking tool answers immediately, 24/7, and can convert that interest into a confirmed appointment. Across the beauty and wellness industry, locations with high technology adoption had nearly three times the share of new clients compared to low-adoption locations — 27% versus 10%.
| HyperConnect users | Non-users | |
|---|---|---|
| Sales growth advantage | 5% | 1% |
Source: Zenoti 2026 Beauty and Wellness Benchmark Report
For medspas, specifically, there's another angle worth knowing about. Documentation and charting take up a significant portion of provider time at busy practices. According to the 2026 Benchmark Report,
AI charting tools reduce time spent per patient which means your providers can see more clients without burning out.
The bottom line:
You don't need to overhaul everything at once, but not adopting any technology while competitors do is a choice with a measurable cost.
What to do about it:
- If your front desk misses calls during busy periods, an AI booking tool is the highest-ROI place to start.
- Look at when most of your appointments are booked. If it's outside business hours, after-hours booking tools are a direct revenue opportunity.
- If your providers spend significant time on charting after appointments, AI documentation tools free up that time for patient care.
“The businesses pulling ahead right now are the ones turning one-time visitors into regulars: through memberships that keep clients coming back, digital tools that deepen every guest relationship, and experiences worth repeating.
- Sudheer Koneru, CEO and Co-Founder, Zenoti”
See how Zenoti's AI booking and charting tools could work for your medspa. Book a free demo today.
6. Half your providers' capacity may be going unused — and that's where your growth is hiding
Top-performing medspas have providers booked 80% of their available time, while the median has theirs booked 38%.
That's a 42-point gap — the widest of any vertical for that measure.
| Percentile | Staff utilization |
|---|---|
| Top 10% | 80% |
| 75th percentile | 56% |
| Median | 38% |
Source: Zenoti 2026 Beauty and Wellness Benchmark Report
What does that mean in real terms? If your providers are available for 40 hours aweek and utilized at 38%,they're delivering services for about 15 of those hours. A top-performing practice in your vertical is getting32. With medspa services averaging hundreds of dollars per visit, even modest improvements in utilization translate to significant revenue.
The reasons for low utilization vary. Some practices have more provider capacity than current client volume can fill — that's a demand problem, solved by better booking tools, waitlist management, and marketing. Others are at or near capacity but losing billable time to documentation and administrative work — that's a workflow problem, where AI charting tools directly convert admin hours back into appointment slots. The goal isn't just higher utilization, however. It's making sure more of a provider’s time is spent with patients.
The bottom line:
Whether your schedule isn't full enough or your providers are losing billable time to admin work, utilization is a strong place to start. The medspa utilization gap (42pp) is the widest of any vertical for that measure, and closing it translates directly to revenue.
What to do about it:
- If you're below 50% utilization: Focus on filling the schedule. Waitlist automation, smarter scheduling, and AI booking tools all help capture demand you're currently missing.
- If you're above 70% utilization: The constraint is probably provider time, not client demand. Reduce charting and documentation time to unlock more appointment capacity.
- Look at utilization by provider, not just as a location average. Often the gap lives with one or two people, and that's a more manageable problem to solve.
What this all adds up to
The medspas growing revenue right now are keeping their existing clients engaged. They're building membership programs that create predictable income, making sure the appointments they book actually happen, and using tools that fill their schedule more efficiently.
The pricing recovery is real and the segment has room to grow heading into 2026. However, pricing power only pays off if the fundamentals are in place to support it. Find the area where your practice has the most room to improve and start there. The benchmarks in the full 2026 Beauty and Wellness Benchmark Report give you exact numbers to compare against — ticket size, utilization, online booking rate, and revenue per location.
Find your gap and close it.
See how your medspa compares
The 2026 Beauty and Wellness Benchmark Report includes complete medspa benchmarks across revenue per location, average ticket size, staff utilization, online booking rate, and more — with 90th percentile, 75th percentile, and median figures for every metric.
FAQs
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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
Reviewed by
Gita Mani, Senior Content Specialist
Focused mostly on inbound marketing – aka wooing customers with killer content instead of chasing them with ads – Gita thrills in the power of language to shape buyer journeys. When not smithing words, she watches birds.
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