The rise of the self-care economy transforms how consumers engage in spa experiences. According to new research from hospitality technology company Journey, spa-goers are increasingly embracing spontaneous bookings for individual treatments while planning multi-day spa breaks further in advance than ever before.
Journey analysed data from thousands of spa bookings across its ecommerce platform to uncover key trends influencing consumer behaviour in 2024. The findings highlight a shift towards flexible, on-demand wellness experiences alongside an increased appetite for premium, pre-planned spa retreats.
Lead times for individual spa treatments have shortened by an average of two days compared to 2023 – the lowest in four years. This shift highlights the growing demand for wellness as an everyday necessity rather than an occasional luxury.
Guests are embracing a more flexible, on-demand approach to self-care, whether a lunchtime massage or a same-day facial. Laura Meeson, Director of Spa at Journey, said: “The rise of spontaneous bookings reflects how consumers prioritise self-care in their everyday lives. To capture this demand, spa operators must ensure real-time availability updates, efficient staff scheduling, and seamless online booking experiences. We also see success from spas implementing dynamic pricing and offering time-sensitive discounts on last-minute slots to maximise occupancy.”
While individual treatment bookings are becoming more impulsive, the average lead time for spa breaks has increased to 41 days, a four-year-high. Reflective of the rise of wellness tourism and a competitive booking landscape that encourages guests to secure their spots early.
Key statistics from Journey’s 2024 spa data:
- Peak booking hour: 8 PM
- Sunday holds the highest average booking value
- 62% of bookings are made by women
- 32% of bookings come from the 25-34 age group
