Why wellness brands are losing “loyal” clients — and how to win them back in 2026

For years, loyalty was the safest bet in beauty and wellness. A familiar face, a repeat booking, a friendly smile at the front desk — these seemed to guarantee lasting relationships.

But in 2025, even the most “loyal” clients are quietly slipping away.

According to Zenoti’s 2025 Wellness Loyalty Survey, 48% of businesses lost long-time clients in the past year, and nearly 60% of those guests were considered loyal. These weren’t one-time visitors or deal chasers. They were regulars: the ones you’d expect to see on the schedule every few weeks.

It’s a sobering statistic that reveals a deeper problem: loyalty isn’t what it used to be. Many brands are mistaking familiarity for true retention. And with 42% of loyal clients driving 80% of total sales in 2024, that misunderstanding could be a costly mistake for wellness business owners.

The traditional definition of loyalty — frequent visits and friendly rapport — no longer tells the full story. Clients might keep coming back out of habit, not commitment. And when costs rise or convenience falters, that “loyal” behavior vanishes.

In Zenoti’s research, 64% of departing clients said higher prices were the main reason they stopped visiting. But dig deeper, and you find that cost wasn’t always the real issue — value was. Many guests left because the experience no longer matched what they were paying for.

Loyalty, it turns out, is emotional as much as transactional. A price increase doesn’t necessarily drive clients away; feeling undervalued does.

If price isn’t the true driver of churn, what is? Personalization.

The 2025 Wellness Loyalty Survey found that 73% of wellness clients would pay more for personalized service, and 70% said a rewards or recognition program would motivate them to stay.

That doesn’t mean every client needs a complex points system or luxury upgrade. It’s about thoughtful recognition: the stylist who remembers your preferred shampoo, the medspa that suggests a follow-up treatment at the right interval, or the gym class that rewards consistency rather than attendance alone.

Personalization is the new loyalty language, and businesses that speak it fluently will thrive.

The 2025 data offers another intriguing insight: 42% of clients who left a business eventually returned. What brought them back wasn’t a discount, it was connection.

Top comeback triggers included:

The message is simple but powerful: even a lost client can become loyal again — if you show them they matter.

Here’s where things get critical. In 2026, your first interaction — how clients book, call, and communicate — will determine whether loyalty sticks or slips. Data from Zenoti's 2025 Salon and Spa Consumer Survey results reveal that:

These numbers show that friction in booking isn’t just irritating — it’s a loyalty killer.

It's clear from the data: today's clients expect a seamless experience. So, your communication workflows must match. Here’s how to adapt for 2026:

1. Make 24/7 access non-negotiable.

As 63% of clients value constant receptionist availability, offline or unanswered calls aren’t an option anymore. AI receptionists can answer calls at any hour, handle bookings, reschedule, and route calls — filling gaps your front desk can’t.

2. Remove booking friction.

Simplify your booking flows with fewer steps, auto-fill fields and progressive disclosure (show more only when needed). Many clients will bail on a booking if it's “too hard to reach someone or book online” (71% admitted doing just that).

3. Use AI smartly, but feel human.

Clients are okay with AI when done right. Let it handle repetitive tasks — booking, rescheduling, FAQ — but keep the tone warm and on brand. Don’t let it feel like a rigid bot handholding, and ensure there's always a smooth option to hand over to a human.

4. Link loyalty data to communication.

Imagine a call where the AI receptionist knows the guest’s name, loyalty status, and last visit. That’s possible — and that kind of “seen” experience reinforces emotional loyalty.

5. Train staff to complement tech.

Even as tech handles first touch, your team still matters. Empower your team to follow up on AI interactions, pick up where the system left off, personalize further, and close the loop.

The most forward-thinking brands are moving beyond traditional rewards toward loyalty experiences — using data, automation, and empathy together.

1. Automate like a human.
Smart systems can trigger rebooking reminders or birthday greetings — but always with a personal touch.

2. Reward more than spending.
Tiered programs that recognize consistency, referrals, or feedback build emotional equity, not just point totals.

3. Empower your team.
Small gestures matter most at the chair, not just in the inbox. Training staff to recognize regulars, say thank you, or offer small surprises in person strengthens the emotional bond that tech alone can’t create.

Loyalty in 2026 won’t just be about the quality of your services — it’ll be about how you let clients transact with your wellness brand.

Loyalty = Personalization + Recognition + Ease of Experience

The experience doesn't start in the chair, but at the first phone call, booking link, AI receptionist conversation, and interactions with your front-line team. True loyalty is being seen all the time, at every touchpoint in the customer journey.

Close the gap in communication and booking, and you’ll transform “loyal clients” from illusion into your long-term advantage.