The 2026 Beauty and Wellness Benchmark Report: Spa edition

What the data says about spas in 2025

Non-membership spas are accelerating.

Center growth jumped from 4% to 13% in a single year, same-store revenue improved (2% to 3%), and cancellation rates dropped (11% to 9%). This is one of the industry's most active expansion segments.

Membership spas (where at least 30% of revenue comes from memberships) need to re-engage their base.

Same-store revenue growth dropped from 5% to 2% – the largest same-store decline of any vertical. More importantly, existing guest visits declined 2%, one of only two verticals where that happened. Membership infrastructure creates the conditions for loyalty, but it doesn't guarantee it.

Aspirational benchmarks

Where does your business stand? As you review these numbers, keep in mind that they are targets for individual metrics, not a composite profile of the ideal business

Metric	90th %ile	75th %ile	Median
Revenue per location	$2.6 to $3.0M	$1.4 to $1.9M	$733K to $1.5M
Average ticket size	$171 to $185	$129 to $157	$103 to $144
Online booking rate	38 to 58%	31 to 45%	27 to 29%
Tip rate	14 to 15%	12 to 13%	10%

Membership growth: Solid but not enough on its own

Membership sales grew across both spa segments, but members who aren't visiting are at risk of lapsing. Between-visit engagement and proactive outreach need to be part of the membership value proposition.

Rebooking behavior

Among spa locations where guests were rebooked once, 23% of those appointments were cancelled. Guests rebooked two or more times cancel at just 2%. The first rebook is the highest-risk stage. The fix: Pair rebooking with confirmation workflows, deposits, and cancellation policies.

Technology and AI: What adoption looks like in spas

Spas using Zenoti's AI Concierge (HyperConnect) achieved 3–4% sales growth vs. approximately 2% for non-users, a 1–2 percentage point advantage. As new guest acquisition softens (-8% for non-membership spas, -11% for membership spas), digital tools become a primary lever for both finding and converting new clients.

Where to focus first

For membership spas, the priority is guest engagement, not just membership sales. If existing guest visits are declining, examine whether your program is delivering enough value to keep members active.

For non-membership spas riding the expansion wave, utilization and online booking are your highest-leverage metrics. The gap between the 90th percentile and median is wide in both, meaning the upside from improvement is substantial.

All metrics are sourced from aggregated, anonymized performance data of North America businesses on the Zenoti platform for calendar year 2025. Benchmarks are directional indicators; individual business performance will vary. © 2026 Zenoti, Inc. All rights reserved. Learn more at zenoti.com.