Spas need to do more to entice guests under 30, the survey found / photo: shutterstock/Alina Rosanova
The UK Spa Association (UKSA) is on a mission to take a closer look at the nation’s spa facilities to help owners, operators and managers make more informed decisions about optimising their businesses.
With fresh details for the sector long overdue – figures of the same ilk date back to 2006 – the organisation conducted a State of the Spa Industry Snapshot Survey in June, asking operators to report on customer demographics, the type of treatments and facilities they offer and their workforce.
The findings pinpoint key issues and growth opportunities, painting a promising picture for a sector that’s faced many challenges in recent years. Bobby Griffiths, UKSA’s general manager, analyses the numbers for Spa Business and explains what they mean.
Market demographics The UKSA’s 2024 State of the Spa Industry Snapshot Survey is based on the responses of 82 properties across the country split between hotel (56 per cent), day (15 per cent), resort (11 per cent), boutique (10 per cent) and destination spas (9 per cent).
Operators estimate that 99 per cent of their guests who have spa treatments are mostly aged between 31 and 55 years old. While the over 55s are from a generation where spas were still very much a luxury rather than a necessity, the lack of business from under 30s is both surprising and concerning. Is the cost-of-living crisis pushing them to enjoy a more modest lifestyle?
Barriers to entry certainly demand a deeper analysis. As spa customers of the future, we must work to understand more about attracting this market segment and how to keep them engaged.
Substantial growth The most significant finding from the survey is that 60 per cent of spas report a growth in day guests over the previous 12 months (see Graph 1). If COVID-19 did anything positive, it was to highlight the need for self-care and help make spa become a more accessible and sociable pastime.
As a result, the value of spa is now becoming obvious and operators are more likely to invest in their facilities further – 37 per cent of those surveyed had upgraded their spas in some way, while 22 per cent had recently had a renovation and 29 per cent were planning one.
While international travel took its time to reboot after the pandemic, staycations and spa days became the norm and people don’t want to give this up. If anything, the figures show these visits are still on the up, with the only threat posed being a shortage of staff to provide the services.
Staffing issue The lack of therapists coming into the industry is a huge worry and has been for a long time. A career in spas is still not often a popular choice, with many choosing it as an option when they’re unsure what else to pursue. How can we change this perception and market the industry better for the varied opportunities it affords?
Our survey asked if all therapist positions were currently filled. Forty-four per cent of spas said no and 28 per cent of spas said they have at least four or more roles they’re recruiting for (see Graph 2). While 50 per cent of roles had been vacant for less than a month, an alarming 14 per cent of jobs have been available for a year or more (see Graph 3).
Wage watchers Even once people come into the industry, retention is an issue and one which has worsened since COVID-19, with many therapists choosing to either leave the sector altogether or set up from home, where they can dictate the hours they work. Could UK spas make more of the developmental opportunities available and tap into mentoring to maintain engagement, stimulate motivation and encourage progression?
The next natural question is, is the current therapist wage fair? However, with all business overheads increasing substantially in recent years, there’s a limit to passing costs onto the end user. Wages can also vary hugely by region. The UKSA is keen to delve deeper into this subject and salary and remuneration will form part of a larger State of the Spa Industry survey, which it will conduct next year.
Thinking outside the box Savvy spas pivot when necessary and without enough therapists to perform treatments, it’s essential to maximise revenue-per-hour. The survey highlights multiple creative approaches operators are adopting:
• Changing to own-branded products to reduce costs (30 per cent)
• Rolling out touchless treatments (45 per cent).
• Incorporating cold therapy (37 per cent) – including ice baths, snow cabins, ice fountains or plunge pools
• Removing short treatments to ensure maximum yield per treatment hour – 28 per cent of respondents no longer offer 30/45-minute treatment protocols and of that group, 87 per cent had done so previously
• Opting out of assistance from third-party booking agents, ensuring maximum profit goes to the bottom line (24 per cent).
UKSA promises annual survey Anecdotally, spa stakeholders and GMs may have an inkling of some of the insights provided in UKSA’s latest survey. Yet having industry figures to support these notions is essential for the approval of planned strategies and new purchases.
The hunger for UK spa data has been growing for a long time and the reaction to the survey has been humbling. UKSA intends to keep up the momentum and deliver a State of the Spa Industry Survey on an annual basis, in addition to collecting and releasing bite-size snaps of industry data on key issues periodically.
• A full copy of the survey is available for UKSA members – sign up here: https://spa-uk.org/
photo: Bobby Griffiths
"28 per cent of spas have at least four or more roles they’re recruiting for" – Bobby Griffiths
Read more from this issue of Spa Business magazine
View contents of Spa Business 2024 issue 3
Editor's letter: At a crossroads
As the UK prepares to host this year's Global Wellness Summit, fresh research shows its wellness industry must address a number of issues if it's to maintain levels of unprecedented growth
Spa People: Charlotte Church
The Welsh singer talks about how growing up in the media spotlight has influenced The Dreaming, her healing retreat business
Spa People: Julia Bradbury
Leading a series of Walk Yourself Happy retreats based on her best-selling book and years of TV presenting
Spa People: Samantha Dunn
Shaking up the industry with her new, affordable DIY consultancy programme for entrepreneurs
News report: Big spenders
Finn Partners’ latest research shows how China’s high-net-worth women are redefining luxury travel
News report: Step back in time
Two new GWI reports analyse the growth of the global spa and hot springs markets over the past 10 to 15 years
Interview: Dillip Rajakarier
Following a 450 per cent increase in core revenues, Minor Hotels is planning 200 more properties. Megan Whitby sits down with its CEO
New opening: Kintsugi Space
Patrizia Bortolin talks to Lisa Starr about creating a transformative women-only sanctuary in Abu Dhabi
Research: To inform and inspire
The UK Spa Association has conducted its first survey of spa businesses in the country for 18 years. GM Bobby Griffiths unveils the numbers
Research: From wellness to wellbeing
A new study uncovers four wellness consumer market segments ripe for innovation. WELLSurvey co-author Kevin Kelly reveals the findings in a Spa Business exclusive
First person: To the source
Jane Kitchen takes to the sulphurous waters of Terme di Saturnia in Italy and shares details about its exciting upcoming sister site in Milan
Promotion: L'OCCITANE en Provence – the art of recovery
With an approach to wellbeing that’s both holistic and grounded in science, the latest massage from L’OCCITANE en Provence promises to have a powerfully-beneficial effect on customers, both in the spa and at home
New opening: Surrenne at The Emory
The £15k memberships at this wellness club in London sold out in just weeks. Creator Inge Theron tells us why
First person: Playful wellness
A Stella McCartney facial and Tracy Anderson studio are just two USPs Megan Whitby finds at Surrenne
Promotion: TechnoAlpin – naturally cool design
TechnoAlpin’s snow technology is not only an effective way to introduce gentle cold therapy into the spa environment, it’s also a powerful biophilic design element that can bring the wonder of nature indoors
Promotion: Biologique Recherche – potent partnership
A new anti-senescence serum from Biologique Recherche offers transformative results and raises the bar in anti-ageing skincare when combined with its iconic collagen formula
Promotion: Comfort Zone – A longer life for skin
Created to combat the visible signs of ageing, Comfort Zone’s latest range revamp is based on the company’s pioneering research into cutaneous cellular longevity
Promotion: G.M. COLLIN – Clinical excellence in skincare
With laboratories based in Montreal, G.M. Collin’s highly researched derma-corrective treatments have been helping skincare professionals deliver exceptional and exclusive results worldwide for many decades. We talk to VP Myriam Sayer
Spas need to do more to entice guests under 30, the survey found / photo: shutterstock/Alina Rosanova
The UK Spa Association (UKSA) is on a mission to take a closer look at the nation’s spa facilities to help owners, operators and managers make more informed decisions about optimising their businesses.
With fresh details for the sector long overdue – figures of the same ilk date back to 2006 – the organisation conducted a State of the Spa Industry Snapshot Survey in June, asking operators to report on customer demographics, the type of treatments and facilities they offer and their workforce.
The findings pinpoint key issues and growth opportunities, painting a promising picture for a sector that’s faced many challenges in recent years. Bobby Griffiths, UKSA’s general manager, analyses the numbers for Spa Business and explains what they mean.
Market demographics The UKSA’s 2024 State of the Spa Industry Snapshot Survey is based on the responses of 82 properties across the country split between hotel (56 per cent), day (15 per cent), resort (11 per cent), boutique (10 per cent) and destination spas (9 per cent).
Operators estimate that 99 per cent of their guests who have spa treatments are mostly aged between 31 and 55 years old. While the over 55s are from a generation where spas were still very much a luxury rather than a necessity, the lack of business from under 30s is both surprising and concerning. Is the cost-of-living crisis pushing them to enjoy a more modest lifestyle?
Barriers to entry certainly demand a deeper analysis. As spa customers of the future, we must work to understand more about attracting this market segment and how to keep them engaged.
Substantial growth The most significant finding from the survey is that 60 per cent of spas report a growth in day guests over the previous 12 months (see Graph 1). If COVID-19 did anything positive, it was to highlight the need for self-care and help make spa become a more accessible and sociable pastime.
As a result, the value of spa is now becoming obvious and operators are more likely to invest in their facilities further – 37 per cent of those surveyed had upgraded their spas in some way, while 22 per cent had recently had a renovation and 29 per cent were planning one.
While international travel took its time to reboot after the pandemic, staycations and spa days became the norm and people don’t want to give this up. If anything, the figures show these visits are still on the up, with the only threat posed being a shortage of staff to provide the services.
Staffing issue The lack of therapists coming into the industry is a huge worry and has been for a long time. A career in spas is still not often a popular choice, with many choosing it as an option when they’re unsure what else to pursue. How can we change this perception and market the industry better for the varied opportunities it affords?
Our survey asked if all therapist positions were currently filled. Forty-four per cent of spas said no and 28 per cent of spas said they have at least four or more roles they’re recruiting for (see Graph 2). While 50 per cent of roles had been vacant for less than a month, an alarming 14 per cent of jobs have been available for a year or more (see Graph 3).
Wage watchers Even once people come into the industry, retention is an issue and one which has worsened since COVID-19, with many therapists choosing to either leave the sector altogether or set up from home, where they can dictate the hours they work. Could UK spas make more of the developmental opportunities available and tap into mentoring to maintain engagement, stimulate motivation and encourage progression?
The next natural question is, is the current therapist wage fair? However, with all business overheads increasing substantially in recent years, there’s a limit to passing costs onto the end user. Wages can also vary hugely by region. The UKSA is keen to delve deeper into this subject and salary and remuneration will form part of a larger State of the Spa Industry survey, which it will conduct next year.
Thinking outside the box Savvy spas pivot when necessary and without enough therapists to perform treatments, it’s essential to maximise revenue-per-hour. The survey highlights multiple creative approaches operators are adopting:
• Changing to own-branded products to reduce costs (30 per cent)
• Rolling out touchless treatments (45 per cent).
• Incorporating cold therapy (37 per cent) – including ice baths, snow cabins, ice fountains or plunge pools
• Removing short treatments to ensure maximum yield per treatment hour – 28 per cent of respondents no longer offer 30/45-minute treatment protocols and of that group, 87 per cent had done so previously
• Opting out of assistance from third-party booking agents, ensuring maximum profit goes to the bottom line (24 per cent).
UKSA promises annual survey Anecdotally, spa stakeholders and GMs may have an inkling of some of the insights provided in UKSA’s latest survey. Yet having industry figures to support these notions is essential for the approval of planned strategies and new purchases.
The hunger for UK spa data has been growing for a long time and the reaction to the survey has been humbling. UKSA intends to keep up the momentum and deliver a State of the Spa Industry Survey on an annual basis, in addition to collecting and releasing bite-size snaps of industry data on key issues periodically.
• A full copy of the survey is available for UKSA members – sign up here: https://spa-uk.org/
photo: Bobby Griffiths
"28 per cent of spas have at least four or more roles they’re recruiting for" – Bobby Griffiths
Read more from this issue of Spa Business magazine
View contents of Spa Business 2024 issue 3
Editor's letter: At a crossroads
As the UK prepares to host this year's Global Wellness Summit, fresh research shows its wellness industry must address a number of issues if it's to maintain levels of unprecedented growth
Spa People: Charlotte Church
The Welsh singer talks about how growing up in the media spotlight has influenced The Dreaming, her healing retreat business
Spa People: Julia Bradbury
Leading a series of Walk Yourself Happy retreats based on her best-selling book and years of TV presenting
Spa People: Samantha Dunn
Shaking up the industry with her new, affordable DIY consultancy programme for entrepreneurs
News report: Big spenders
Finn Partners’ latest research shows how China’s high-net-worth women are redefining luxury travel
News report: Step back in time
Two new GWI reports analyse the growth of the global spa and hot springs markets over the past 10 to 15 years
Interview: Dillip Rajakarier
Following a 450 per cent increase in core revenues, Minor Hotels is planning 200 more properties. Megan Whitby sits down with its CEO
New opening: Kintsugi Space
Patrizia Bortolin talks to Lisa Starr about creating a transformative women-only sanctuary in Abu Dhabi
Research: To inform and inspire
The UK Spa Association has conducted its first survey of spa businesses in the country for 18 years. GM Bobby Griffiths unveils the numbers
Research: From wellness to wellbeing
A new study uncovers four wellness consumer market segments ripe for innovation. WELLSurvey co-author Kevin Kelly reveals the findings in a Spa Business exclusive
First person: To the source
Jane Kitchen takes to the sulphurous waters of Terme di Saturnia in Italy and shares details about its exciting upcoming sister site in Milan
Promotion: L'OCCITANE en Provence – the art of recovery
With an approach to wellbeing that’s both holistic and grounded in science, the latest massage from L’OCCITANE en Provence promises to have a powerfully-beneficial effect on customers, both in the spa and at home
New opening: Surrenne at The Emory
The £15k memberships at this wellness club in London sold out in just weeks. Creator Inge Theron tells us why
First person: Playful wellness
A Stella McCartney facial and Tracy Anderson studio are just two USPs Megan Whitby finds at Surrenne
Promotion: TechnoAlpin – naturally cool design
TechnoAlpin’s snow technology is not only an effective way to introduce gentle cold therapy into the spa environment, it’s also a powerful biophilic design element that can bring the wonder of nature indoors
Promotion: Biologique Recherche – potent partnership
A new anti-senescence serum from Biologique Recherche offers transformative results and raises the bar in anti-ageing skincare when combined with its iconic collagen formula
Promotion: Comfort Zone – A longer life for skin
Created to combat the visible signs of ageing, Comfort Zone’s latest range revamp is based on the company’s pioneering research into cutaneous cellular longevity
Promotion: G.M. COLLIN – Clinical excellence in skincare
With laboratories based in Montreal, G.M. Collin’s highly researched derma-corrective treatments have been helping skincare professionals deliver exceptional and exclusive results worldwide for many decades. We talk to VP Myriam Sayer
Mandarin Oriental has announced a standalone residence brand, Mansions, which will debut at
Emirates Palace, Mandarin Oriental Mansions, Abu Dhabi, in 2029.
Four Seasons Resort The Nam Hai in Hoi An, Vietnam, has put together a Global Wellness Day
(GWD) agenda with activations rooted in nature and shaped by four pillars of Joy – in
alignment with the day’s theme #JoyMagenta.
The Global Wellness Summit (GWS) will celebrate its 20th anniversary at the 2026 event in
Phuket, Thailand, later this year with the theme: The Science, Art and Soul of Wellness.
Auko, an all-inclusive development, is opening in Phong Nha in Vietnam in Q3 2026, with a
series of 30 tented eco-lodges and wellness hospitality operations by Lumina Wellbeing.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Naples Beach Club, a Four Seasons Resort, has opened a 2,800sq m spa called The Sanctuary,
with the design and concept inspired by the Native American people that populated Florida’s
Southwest coast – the Calusa.
Swire Hotels’ luxury hospitality brand Upper House has revealed it will roll out its two-day
House of Healing retreats at its three hotels in Hong Kong, Chengdu and Shanghai.
LVMH-owned beauty house Guerlain will launch up to five spas with partners a year as part of
its plan to expand globally, according to the brand’s international spa and wellness director,
Diane Davody.
A new global study by Kevin Kelly and Peter Yesawich, called WELLSurvey 2.0, has revealed
more than half of consumers in the UK, US and Germany would not choose numerous high-
profile wellness resort brands for a future trip.
