How shifting trends will reshape the spa experience in 2025

As a connected technology provider, Journey creates products to help spa operators and hoteliers sell and manage experiences online.

Its software helps operators to boost bookings, ramp up revenue and simplify the running of spas and hotels.

Journey works with more than 750 spas and hotels, including Claridge’s, Beaverbrook and Calcot Collection (pictured above).

The company has exclusively shared its 2024 spa trends, bookings and demand data with European Spa.

Lead times for individual treatments in 2024 dropped by an average of two days compared to 2023

This is the lowest lead time seen in four years, suggesting guests are now treating wellness as a flexible, on-demand experience.

For spa operators, this presents both challenges and opportunities. Shorter lead times demand greater operational agility, ensuring real-time availability updates and efficient staff scheduling.

On the other hand, spas that implement dynamic pricing strategies – offering time-sensitive discounts for last-minute slots – can maximise occupancy and revenue.

Spas have an opportunity to reimagine their offerings. Leveraging technology to facilitate quick and easy bookings will be crucial in catering to this growing segment.

The average lead time for multi-day spa stays has reached 41 days

This is the highest in four years, demonstrating that while individual treatments are becoming more impulsive, spa breaks are moving in the opposite direction

“This shift could be driven by several factors,” says Laura Meeson, director of spa at Journey. “Rising demand for premium wellness experiences and a competitive booking landscape is encouraging guests to secure spots early. The growing appeal of wellness tourism is further driving this trend.

“Spas looking to capitalise on advance planners can introduce early-bird offers, deposit incentives and targeted marketing campaigns.

“Personalisation makes guests comfortable with spending more. In spas that use Journey’s technology, guests can customise packages with curated treatments and wellness activities, increasing property profitability.”

The peak booking hour is 8pm, with 37 per cent of bookings made outside of working hours

Journey’s spa booking data highlights the need for a 24/7 online booking platform.

“Understanding the daily rhythm of spa bookings can provide valuable insights into revenue optimisation,” says Meeson.

“It’s no surprise that weekends continue to dominate – Saturdays and Sundays account for 40 per cent of total spa treatment bookings. Sunday holds the highest average booking value but an interesting mid-week trend is emerging.

“Wednesdays have seen a 10.3 per cent increase in average treatment value. This suggests a growing willingness among guests to indulge in wellness experiences outside of the traditional weekend rush.”

For spa operators, this presents an opportunity to introduce targeted mid-week promotions, offering discounted treatments or bundled packages to to help drive mid-week footfall.

62 per cent of transactions are driven by women; 32 per cent of bookings come from the 25-34 age group

“The data paints a clear picture. Spontaneity, advanced planning and personalisation are the keys to success in 2025,” says Meeson.

“The spa industry is entering an exciting phase, with shifting consumer behaviours creating new revenue opportunities.

“By embracing these trends and leveraging strategic insights, spas can unlock higher profitability, enhance guest satisfaction, and future-proof their business against an evolving wellness landscape.”

All data is sourced from Journey’s spa ecommerce platform.

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