Québecers visit an average of two spas a year, a figure that remains stable, but loyalty to a single establishment is declining. In fact, two-thirds of spa–goers prefer to visit several spas or chains they already know (42 per cent) or to discover different facilities (25 per cent). More than ever, they’re eager for new experiences, variety and moments that are both soothing and inspiring.
These are some of the revelations from the 2025 Spa Clientele Barometer, a study commissioned for the fourth year in a row by the Québec Spa Association (AQS) to track how Québecers’ habits and expectations are evolving when it comes to wellbeing.
25 per cent of spa-goers are looking to discover different facilities
The Canadian region boasts 130 spa establishments with an average of 40 employees per site, according to a study conducted by business accountants Raymond Chabot Grand Thornton for the AQS. The sector generates 5,500 jobs and contributes CA$512 million (US$362.9 million, €314 million, £275.9 million) to the economy.
Conducted by Ipsos with financial support from the Québec Ministry of Tourism, the study is based on a survey of 500 clients who visited a spa in Québec over the past year. Its findings were presented by Julie Dussault-Remillard, director of strategy and markets at Ipsos, at the AQS’ annual congress in November.
Quality equals trust
The 2025 Spa Clientele Barometer shows that the main motivations for going to a spa remain relaxation, rejuvenation and the pleasure of treating oneself, however, price and promotions have now become the number-one selection criterion (49 per cent), ahead of scenery (37 per cent) and location (30 per cent).
The thermal experience remains the most frequently used service in a spa (78 per cent), with massage therapy in second place – 40 per cent of guests say they always or most of the time receive a massage during their visit. More than half of respondents say they feel more confident receiving a massage in a spa than in any other care setting.
“This feeling of safety is rooted first and foremost in impeccably clean facilities and the professionalism of therapists – two essential pillars of the positioning of Quebec spas,” says AQS president and CEO Véronyque Tremblay. “This high level of trust is a major distinctive asset for the sector, reinforcing the role of spas as places dedicated to holistic wellbeing.”
In recognition of such high-quality facilities, annual industry awards are presented at the AQS congress. This year saw Bota Bota, the spa on water, crowned 2025 Spa Establishment of the Year.
Seeking balance and connection
While silence and serenity are seen as essential for 79 per cent of visitors, more than half would also like access to calm social spaces that encourage low-voice conversations. This aspiration reflects a profound transformation: spas are becoming places for human connection as much as for individual relaxation. Tremblay adds: “By combining intimacy, conviviality and collective rejuvenation, establishments can better respond to a generation of guests who associate wellbeing with social bonds.”
Price and promotions are now the number one selection criterion
Spa clients express growing concern for safety (85 per cent) and sustainable development (67 per cent). This evolution reflects a broader vision of wellbeing: beyond relaxation, visitors increasingly seek to unwind in responsible, authentic environments where the health of the body and that of the planet go hand in hand.
Finally, when it comes to services guests would like to find in a spa, relaxation rooms and restaurants/bars rank among the most appealing. The sensory dimension of the experience should also not be overlooked either, says Tremblay, adding that the comfort of towels, pleasant scents, tasty meals, a soothing sound environment and warm décor all help reinforce perceived value for money.
