There’s a growing trend towards longer and more frequent spa stays in the UK / photo: Ragdale Hall
Two surveys, two perspectives, one clear picture – the UK spa industry is evolving. Data recently released by the UK Spa Association (UKSA) highlights the challenges facing operators. Figures from the organisation, which boasts hundreds of industry members, show that therapist salaries are increasing, unfilled roles remain a concern and hitting budget targets is the top challenge. Meanwhile, fresh insights from the Good Spa Guide (GSG), one of the country’s leading organisations for rating and reviewing facilities, reveal the habits and demands of spa-goers in the country.
The overall UK wellness market is valued at £165.8 billion (US$223.8bn, €192.2 billion), according to the Global Wellness Institute and is ranked fifth out of 218 countries. It has close to 3,800 spas worth £2.4 billion (US$3.2 billion, €2.7 billion). Together, the studies home in on the changes necessary to thrive in such a competitive and growing market.
Operational perspectives Modest but meaningful salary rises and budget constraints are takeaways from the UKSA’s 2025 State of the Spa Industry Survey, which canvassed opinions of 108 spa operators across the nation.
The results were presented by Bobby Griffiths, the association’s general manager, at its annual networking event recently at Center Parcs Woburn Forest. The majority (58 per cent) of responses fall in the hotel spa category, with the remainder split relatively evenly across destination, resort, day and boutique spas.
Salary uptick Notably, the UKSA’s survey shows that the top two average salaries for the country’s full-time therapists in 2025 are £27k (US$36.4k, €31.2k) and £28k (US$37.8k, €32.4k) as shown in Diagram 1. These have gone up slightly from last year, when the top two average salaries were £25k (US$33.7k, €28.9k) and £26k (US$35.1k, €30.1k).
Interestingly, some spas are turning to service charges as an alternative lever. “We’re seeing 7 per cent of operators now adding a service charge – useful for rewarding staff when direct pay increases aren’t feasible,” Griffiths says.
Added pressures While the wage trend is positive, demands on operators are clear. “There’s a massive pressure on pushing maximising profit, but many spas are still based on a lack of investment, which would then allow them to maximise profits,” Griffiths explains. In fact, hitting budget is now the top concern for spa managers (21 per cent), superseding the usual worries about workforce.
Other challenges identified include retail training (14 per cent), mental health/morale (14 per cent) and, significantly, recruitment (18 per cent).
Finding staff remains problematic, Griffiths says, but signs point to incremental improvement: 35 per cent of spas report unfilled therapist roles in 2025, down from 44 per cent in 2024. However, with 11 per cent saying roles have remained open for over six months – and 7 per cent under a hiring freeze due to rises in national insurance in the UK – the talent pipeline is still under strain.
Spa operators feel competitive salary is the main factor therapists consider when accepting a role (17 per cent), followed by training and development opportunities (12 per cent) and massage limits or an RSI points system (12 per cent). “Even if a site is struggling to be able to offer other benefits, a massage limit is very easy for a venue to be able to offer to show care for their staff,” Griffiths concludes.
What consumers say What entices UK consumers to book one spa over another, what factors make them return, what elements they enjoy the most about their spa experiences and what they’d like to see less of were some of the key questions for this year’s State of Spa Report by the GSG.
Its latest data is based on the feedback of 2,557 participants and the findings were first announced by GSG founder Daphne Metland at the latest Spa Life UK convention.
Reasons for booking Fifty-seven per cent of spa-goers in the UK consider facilities, such as whether there’s a pool or a relaxation space, before choosing one spa over another, the GSG report shows. Meanwhile, 69 per cent are put off by reading poor reviews of a spa, with lack of value for money coming in a close second.
When asked what they enjoy most about a spa day, 59 per cent say it’s about the indulgence of spa time, 56 per cent enjoy using the facilities and 51 per cent say the treatments.
Sixty-one per cent of survey participants say they’re likely to re-book at a spa they’ve already been to if offered a discount for a return visit. More than half also say that excellent customer service influences them to come back.
Spa anxieties When questioned about worries, 71 per cent of UK spa visitors say their main concern is that a spa will be too busy during their visit. Not feeling body confident is a top concern for 25 per cent and 27 per cent are anxious about unexpected costs they may incur at a spa.
“One of the most notable findings from our survey was the strong dislike of mobile phones in a spa,” reveals Metland, adding that most people would like to see a ban on mobile phones in spas and are irritated when others ignore the rules. Survey participants left comments on this topic, such as ‘I hate it when mobile phones are allowed’ and ‘I do not like relaxing in the sauna or pool with someone filming for their Instagram’. They also aired their disappointment about outdoor areas that are dominated by people on their phones, taking selfies, drinking and vaping.
Plans to spend More than half of UK spa goers want value for money when visiting, with 50 per cent revealing that they plan to spend between £100-£200 (US$135-US$269, €115-€231) on a spa day, as shown in Diagram 2.
In conclusion, Metland highlights two more positive findings. “Our survey results reaffirmed the role spas play in people’s wellbeing. Some clients say spas are so vital to their mental health that they go several times a year and others believe treatments should be funded by the National Health Service,” she says.
“In addition, we’ve noted a trend towards spa stays, with people saying a day at a spa is not long enough. Examples of feedback: ‘We book a couple of spa stays a year so we can have real together time’ and ‘I take two spa breaks a year – one local for a couple of days and one further afield for longer’.”
For a full copy of the UKSA’s State of the Spa Industry Survey 2025, including regional breakdowns, email [email protected]
For a full copy of the GSG’s State of Spa Report 2025, email [email protected]
photo: UKSA_@Bella Films
"We’re seeing 7 per cent of operators now adding a service charge – useful for rewarding staff when direct pay increases aren’t feasible" – Bobby Griffiths
photo: UKSA_@Bella Films
"One of the most notable findings from our survey was the strong dislike of mobile phones in a spa" – Daphne Metland
Award-winning UK spas
This year’s GSG Award winners were also revealed at the Spa Life UK convention. More than 248,000 consumers voted for their favourite facilities with accolades going to the following facilities:
Best Spa for Wellness: Ragdale Hall Spa.
Best Destination Spa: Lodore Falls Hotel and Spa
Best Hotel Spa: The Woodland Spa
Best Day Spa: The Spa Hotel at Ribby Hall Village
Best City Spa: Thermae Bath Spa
Best Boutique Spa: Yorkshire Spa Retreat
Best Spa for Sustainability:
The Well Spa at Bluestone National Park Resort
Best Traditional Spa Experience: Turkish Baths Harrogate
Read more from this issue of Spa Business magazine
Spa people: Tim Fu
Leading a wellness architecture project in Slovenia that’s one of the first in the world to use AI in all stages of design
Spa people: Kayley Thomas
Lush is famous for its bath bombs and retail empire, but the co-founder of its day spa concept reveals why its 19 global spa facilities are so essential
Spa people: Colin Mcilheney
We find out more about Colin Mcilheney, the man who created the ISPA US Spa Industry Study and has been analysing the sector’s performance ever since
News report: Map of luxury
New research by WATG shows emerging wealth hubs in India, the Gulf, Southeast Asia and Africa are reshaping luxury travel demand
Interview: Chris Norton
The CEO of Equinox Hotels tells Katie Barnes how the uber-cool brand is scaling its bold fusion of fitness, spa and luxury
Ask an expert...: Recovery
From cryo to compression to contrast bathing, Julie Cramer investigates why and how spas and resorts are integrating recovery packages
Research: Behind the boom
What are the hidden messages in the latest US study by ISPA? Colin Mcilheney digs beneath the surface
Research: Bigger picture
Rising salaries and shifting consumer expectations – two new surveys by the UKSA and GSG reveal the trends impacting UK spa operators
Sponsored: Lemi - Good sensations
Lemi’s Venice Head Spa combines the beauty of Italian design with fine-tuned technology to provide the ultimate top-to-toe treatment station for spas
Sponsored: G.M. COLLIN – Smooth operator
The new toner from G.M. Collin represents a ‘gold standard’ in leave-on liquid exfoliation for smooth and radiant results, without the irritation of a scrub
Sponsored: TechnoAlpin – Snow for all seasons
TechnoAlpin’s magical Snowroom installation at the Alpenrose resort brings the Austrian landscape and feel-good nature factor to its wellbeing experience
First person: Costa Blanca cure
Jane Kitchen visits Spain to compare and contrast two world-class medi-wellness clinics: well-established SHA and ambitious newcomer ZEM
Sponsored: Gharieni Group – Tech-powered recovery
The new brand in the Gharieni Group portfolio – Metawell – is delivering what today’s wellness clients are seeking most – deep recovery and mind-body renewal
Sponsored: BC Softwear – Human touch
While touchless therapies are a positive addition to spas, nothing can replace the healing power of human touch, says Barbara Cooke
Sponsored: Yon-ka – A potent blend
Yon-Ka’s new Serum Omega is a potent blend of Omega 3, 6 and 9 to target
dry, stressed-out skin and deliver a calm and nourishing client experience
Menu engineering: At your service
Self-playing gongs in Sweden, surfing therapy in Morocco and Ananda launches holistic diabetes management programme in India
Contrast therapy, based on the alternation of hot and cold rituals, has become one of the
most valued practices in the fields of wellness and recovery. [more...]
There’s a growing trend towards longer and more frequent spa stays in the UK / photo: Ragdale Hall
Two surveys, two perspectives, one clear picture – the UK spa industry is evolving. Data recently released by the UK Spa Association (UKSA) highlights the challenges facing operators. Figures from the organisation, which boasts hundreds of industry members, show that therapist salaries are increasing, unfilled roles remain a concern and hitting budget targets is the top challenge. Meanwhile, fresh insights from the Good Spa Guide (GSG), one of the country’s leading organisations for rating and reviewing facilities, reveal the habits and demands of spa-goers in the country.
The overall UK wellness market is valued at £165.8 billion (US$223.8bn, €192.2 billion), according to the Global Wellness Institute and is ranked fifth out of 218 countries. It has close to 3,800 spas worth £2.4 billion (US$3.2 billion, €2.7 billion). Together, the studies home in on the changes necessary to thrive in such a competitive and growing market.
Operational perspectives Modest but meaningful salary rises and budget constraints are takeaways from the UKSA’s 2025 State of the Spa Industry Survey, which canvassed opinions of 108 spa operators across the nation.
The results were presented by Bobby Griffiths, the association’s general manager, at its annual networking event recently at Center Parcs Woburn Forest. The majority (58 per cent) of responses fall in the hotel spa category, with the remainder split relatively evenly across destination, resort, day and boutique spas.
Salary uptick Notably, the UKSA’s survey shows that the top two average salaries for the country’s full-time therapists in 2025 are £27k (US$36.4k, €31.2k) and £28k (US$37.8k, €32.4k) as shown in Diagram 1. These have gone up slightly from last year, when the top two average salaries were £25k (US$33.7k, €28.9k) and £26k (US$35.1k, €30.1k).
Interestingly, some spas are turning to service charges as an alternative lever. “We’re seeing 7 per cent of operators now adding a service charge – useful for rewarding staff when direct pay increases aren’t feasible,” Griffiths says.
Added pressures While the wage trend is positive, demands on operators are clear. “There’s a massive pressure on pushing maximising profit, but many spas are still based on a lack of investment, which would then allow them to maximise profits,” Griffiths explains. In fact, hitting budget is now the top concern for spa managers (21 per cent), superseding the usual worries about workforce.
Other challenges identified include retail training (14 per cent), mental health/morale (14 per cent) and, significantly, recruitment (18 per cent).
Finding staff remains problematic, Griffiths says, but signs point to incremental improvement: 35 per cent of spas report unfilled therapist roles in 2025, down from 44 per cent in 2024. However, with 11 per cent saying roles have remained open for over six months – and 7 per cent under a hiring freeze due to rises in national insurance in the UK – the talent pipeline is still under strain.
Spa operators feel competitive salary is the main factor therapists consider when accepting a role (17 per cent), followed by training and development opportunities (12 per cent) and massage limits or an RSI points system (12 per cent). “Even if a site is struggling to be able to offer other benefits, a massage limit is very easy for a venue to be able to offer to show care for their staff,” Griffiths concludes.
What consumers say What entices UK consumers to book one spa over another, what factors make them return, what elements they enjoy the most about their spa experiences and what they’d like to see less of were some of the key questions for this year’s State of Spa Report by the GSG.
Its latest data is based on the feedback of 2,557 participants and the findings were first announced by GSG founder Daphne Metland at the latest Spa Life UK convention.
Reasons for booking Fifty-seven per cent of spa-goers in the UK consider facilities, such as whether there’s a pool or a relaxation space, before choosing one spa over another, the GSG report shows. Meanwhile, 69 per cent are put off by reading poor reviews of a spa, with lack of value for money coming in a close second.
When asked what they enjoy most about a spa day, 59 per cent say it’s about the indulgence of spa time, 56 per cent enjoy using the facilities and 51 per cent say the treatments.
Sixty-one per cent of survey participants say they’re likely to re-book at a spa they’ve already been to if offered a discount for a return visit. More than half also say that excellent customer service influences them to come back.
Spa anxieties When questioned about worries, 71 per cent of UK spa visitors say their main concern is that a spa will be too busy during their visit. Not feeling body confident is a top concern for 25 per cent and 27 per cent are anxious about unexpected costs they may incur at a spa.
“One of the most notable findings from our survey was the strong dislike of mobile phones in a spa,” reveals Metland, adding that most people would like to see a ban on mobile phones in spas and are irritated when others ignore the rules. Survey participants left comments on this topic, such as ‘I hate it when mobile phones are allowed’ and ‘I do not like relaxing in the sauna or pool with someone filming for their Instagram’. They also aired their disappointment about outdoor areas that are dominated by people on their phones, taking selfies, drinking and vaping.
Plans to spend More than half of UK spa goers want value for money when visiting, with 50 per cent revealing that they plan to spend between £100-£200 (US$135-US$269, €115-€231) on a spa day, as shown in Diagram 2.
In conclusion, Metland highlights two more positive findings. “Our survey results reaffirmed the role spas play in people’s wellbeing. Some clients say spas are so vital to their mental health that they go several times a year and others believe treatments should be funded by the National Health Service,” she says.
“In addition, we’ve noted a trend towards spa stays, with people saying a day at a spa is not long enough. Examples of feedback: ‘We book a couple of spa stays a year so we can have real together time’ and ‘I take two spa breaks a year – one local for a couple of days and one further afield for longer’.”
For a full copy of the UKSA’s State of the Spa Industry Survey 2025, including regional breakdowns, email [email protected]
For a full copy of the GSG’s State of Spa Report 2025, email [email protected]
photo: UKSA_@Bella Films
"We’re seeing 7 per cent of operators now adding a service charge – useful for rewarding staff when direct pay increases aren’t feasible" – Bobby Griffiths
photo: UKSA_@Bella Films
"One of the most notable findings from our survey was the strong dislike of mobile phones in a spa" – Daphne Metland
Award-winning UK spas
This year’s GSG Award winners were also revealed at the Spa Life UK convention. More than 248,000 consumers voted for their favourite facilities with accolades going to the following facilities:
Best Spa for Wellness: Ragdale Hall Spa.
Best Destination Spa: Lodore Falls Hotel and Spa
Best Hotel Spa: The Woodland Spa
Best Day Spa: The Spa Hotel at Ribby Hall Village
Best City Spa: Thermae Bath Spa
Best Boutique Spa: Yorkshire Spa Retreat
Best Spa for Sustainability:
The Well Spa at Bluestone National Park Resort
Best Traditional Spa Experience: Turkish Baths Harrogate
Read more from this issue of Spa Business magazine
Spa people: Tim Fu
Leading a wellness architecture project in Slovenia that’s one of the first in the world to use AI in all stages of design
Spa people: Kayley Thomas
Lush is famous for its bath bombs and retail empire, but the co-founder of its day spa concept reveals why its 19 global spa facilities are so essential
Spa people: Colin Mcilheney
We find out more about Colin Mcilheney, the man who created the ISPA US Spa Industry Study and has been analysing the sector’s performance ever since
News report: Map of luxury
New research by WATG shows emerging wealth hubs in India, the Gulf, Southeast Asia and Africa are reshaping luxury travel demand
Interview: Chris Norton
The CEO of Equinox Hotels tells Katie Barnes how the uber-cool brand is scaling its bold fusion of fitness, spa and luxury
Ask an expert...: Recovery
From cryo to compression to contrast bathing, Julie Cramer investigates why and how spas and resorts are integrating recovery packages
Research: Behind the boom
What are the hidden messages in the latest US study by ISPA? Colin Mcilheney digs beneath the surface
Research: Bigger picture
Rising salaries and shifting consumer expectations – two new surveys by the UKSA and GSG reveal the trends impacting UK spa operators
Sponsored: Lemi - Good sensations
Lemi’s Venice Head Spa combines the beauty of Italian design with fine-tuned technology to provide the ultimate top-to-toe treatment station for spas
Sponsored: G.M. COLLIN – Smooth operator
The new toner from G.M. Collin represents a ‘gold standard’ in leave-on liquid exfoliation for smooth and radiant results, without the irritation of a scrub
Sponsored: TechnoAlpin – Snow for all seasons
TechnoAlpin’s magical Snowroom installation at the Alpenrose resort brings the Austrian landscape and feel-good nature factor to its wellbeing experience
First person: Costa Blanca cure
Jane Kitchen visits Spain to compare and contrast two world-class medi-wellness clinics: well-established SHA and ambitious newcomer ZEM
Sponsored: Gharieni Group – Tech-powered recovery
The new brand in the Gharieni Group portfolio – Metawell – is delivering what today’s wellness clients are seeking most – deep recovery and mind-body renewal
Sponsored: BC Softwear – Human touch
While touchless therapies are a positive addition to spas, nothing can replace the healing power of human touch, says Barbara Cooke
Sponsored: Yon-ka – A potent blend
Yon-Ka’s new Serum Omega is a potent blend of Omega 3, 6 and 9 to target
dry, stressed-out skin and deliver a calm and nourishing client experience
Menu engineering: At your service
Self-playing gongs in Sweden, surfing therapy in Morocco and Ananda launches holistic diabetes management programme in India
Preidlhof Luxury DolceVita Resort, a destination resort and spa in Naturno, South Tyrol in Italy,
will reveal a new spa in February 2027, which has been designed by wellness expert and
consultant Patrizia Bortolin.
Private hotel owner and developer HVL Hotels will open a new luxury resort and tourism
destination called Laval Hunter Valley in the second half of 2027 in Pokolbin, Australia.
The annual wellness festival dedicated to wellbeing, culture, longevity and human connection,
called Alma, will be hosted by Rocco Forte hotel, Verdura Resort in Sicily, Italy.
Capella Hotel Group has appointed Feisal Jaffer as chief development officer as the company
ramps up its global expansion of both its Capella and Patina brands.
People taking GLP-1 weight loss medications such as Ozempic, Wegovy, Mounjaro and Zepbound
may be losing weight, but they’re also becoming less physically active, according to new
research presented at the ENDO 2026 annual meeting of the Endocrine Society
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Global retreat trade show, Synergy The Retreat Show, has launched a resource called The
Source, which hosts an open-access online Transformation Series programme.
Contrast therapy, based on the alternation of hot and cold rituals, has become one of the
most valued practices in the fields of wellness and recovery. [more...]
