Revealed: the world's most in-demand spa destinations

SpaSeekers.com has released its third annual Spa Trends Report, revealing the trending spa destinations and top spa treatments worldwide.

The report analyses Google search and social media data as well as SpaSeekers’ own data.

It compares 2024 searches to the previous year to uncover the destinations and treatments resonating most with wellness travellers.

The year’s most in-demand spa locations globally

SpaSeeks.com analysed Google search data for ‘spa in [country]’ to reveal which global destinations are capturing consumers’ attention.

Vietnam is revealed as the top destination in 2025, with a 175 per cent increase in searches for spa experiences in the country. In second spot is Morocco, with a search increase of 84 per cent.

Romania, which topped the charts in 2023, places highly again in joint third spot along with Albania – both countries having seen an 83 per cent increase in searches in 2024.

Gambia and Zimbabwe round off the top five most popular spa destinations.

Trending spa treatments and experiences

The research reveals that Japanese head spas are the most popular spa trend in 2025, with a 233 per cent increase in searches year on year.

The scalp-focused treatment, which combines massage, acupressure and cleansing or a scalp mask, exploded in popularity on TikTok in 2024. The treatment taps into the increasing demand for self-care rituals that combine both physical and emotional healing.

Also trending are gold massages – which incorporate 23-carat gold – and medical spas, ranking in second and third spots respectively.

Searches for medi-spas have increased by 124 per cent as consumers seek spas focusing on non-surgical treatments including Botox, dermal fillers and microneedling.

Other spas ranking highly in the list include health spas – up 123 per cent – and digital detox spas, which are up 100 per cent. In an ever-connected world, it’s likely these types of spa experiences will only become more popular in 2025.

Other notable spa experiences which remain popular are:

• Touchless spa treatment – up 100 per cent
• Ayurvedic spas – up 83 per cent
• Beer bath spas – up 80 per cent
• Quartz bed massage – up 75 per cent
• Dog-friendly spas – up 51 per cernt
• Oxygen chambers – up 50 per cent
• Light therapy facial – up 50 per cent.

Spa experiences declining in popularity

Many of last year’s trends have seen a reduction in searches. Balneotherapy, which featured in the top ten most popular spa trends of 2024, has seen searches decrease by 19 per cent year on year.

Searches for honeybee venom therapy (also known as apitherapy) decreased by 44 per cent year on year. This treatment involves using either live bee stings or purified bee venom applied to specific areas of the body for anti-inflammatory and pain relief benefits.

Searches for crystal healing massages have also decreased by 19 per cent, as have herbal body wraps and float therapy – down 18 per cent.

The most booked UK locations

Last year, London ranked in fourth position when it came to the which city booked the most spa breaks in the UK, but this year the capital takes the crown.

Data from YouGov also positions Londoners as those most fond of a spa day, with 11 per cent saying they’d taken a spa holiday in the last year, the highest of any region.

The UK’s most spa loving cities:

1. London
2. Liverpool
3. Manchester
4. Birmingham
5. Leeds

SpaSeekers.com data reveals that Macdonald Craxton Wood Hotel & Spa was the most popular spa in 2024, followed closely by Rudding Park Hotel & Spa.

Hoar Cross Hall Spa Hotel came third, Mercure Manchester Norton Grange fourth and Oulton Hall Hotel, Spa & Golf Resort completes the top five.

Men’s attitudes to spas and wellness

Spas still aren’t a regular hangout spot for a lot of men in the UK. According to the survey nearly half of the respondents (48 per cent) have never been to a spa.

For those who have visited a spa before, the average number of spa visits comes in at around four times in a lifetime.

Cost is the biggest blocker for men, with more than a third (38 per cent) saying it’s too expensive.

For a similar number (35 per cent), the idea of going to a spa hasn’t even crossed their minds, while a fifth said they feel uncomfortable at spas, while another 14 per cent aren’t keen on shared spaces such as saunas or pools.

Sign up here to receive our weekly news delivered direct to your inbox