ISPA’s Consumer Study reveals what's driving spa visits in 2025

The ISPA Foundation, part of the International Spa Association (ISPA), has released the results of its latest Consumer Study.

The 2025 Consumer Snapshot Study reveals what is driving spa goers to visit wellness facilities across the United States.

Findings show that self-care and stress relief still drive most spa visits, while technology increases the appeal of spas to younger generations.

Conducted in partnership with PricewaterhouseCoopers, the report delves into the habits and preferences of both spa-goers and prospective spa clients across America.

Key findings from the ISPA Consumer Study

The annual research is commissioned by the ISPA Foundation to examine the habits, attitudes and expectations of consumers.

Its results enable industry stakeholders to fine-tune consumer marketing strategies, enhance customer satisfaction and ultimately drive business growth. Some key findings are as follows:

Self-care and stress relief drive spa visits

• 85 per cent of spa-goers view spa visits as self-care
• Nearly two-thirds name stress reduction as a key motivation for visiting a spa
• 46 per cent visit a spa to indulge and 40 per cent to escape

There are untapped opportunities among non spa-goers

• More than 60 per cent of non spa-goers would be most interested in trying a massage
• Half are interested in fitness or movement classes
• Approximately half of respondents are interested in trying infrared saunas (52 per cent), flotation therapy (50 per cent)

Technology increases spas’ appeals to younger generations

• Younger spa-goers are more likely to accept and prefer technology-assisted services
• Gen Z non-spa-goers are more interested in treatments such as halotherapy (55 per cent), laser hair removal (48 per cent) and injectable fillers (26 per cent)
• 40 per cent seek new experiences that involve cutting edge technology and feel that AI can improve their life in many ways
• 37 per cent have no interest in using technologies/devices that use AI.

Barriers to non spa-goers

• Cost is still the top reason influencing whether non-spa-goers visit a spa or feel they would do so more often
• Spa cleanliness was ranked as the second influence at 40 per cent
• 88 per cent of spa goers are influenced by discounts and 79 per cent by complimentary add-ons

Tailored experiences appeal to male spa-goers

• Males responding to the survey showed interest in reward programmes – 22 per cent stated rewards with incentives for repeat visits have an influence on them
• Only 10 per cent of male non-spa-goers felt gender-neutral policies influence their decision to visit a spa
• Males are more influenced to visit a spa by complimentary amenities – 71 per cent would be influenced by hot tubs, 66 per cent by steam rooms, 64 per cent by fitness equipment and 38 per cent by cold plunge pools

The Consumer Snapshot study focused on both spa-goers and non-spa-goers. To qualify as a spa-goer, respondents must have visited a spa at least once within the past 12 months.

The online survey was distributed to 1,000 US respondents, representative of the population in terms of age, gender, region and ethnicity.

ISPA members can download the full Consumer Snapshot report here.

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