It is also about more value per visit. Visits increased 1.8 percent, while average revenue per visit rose 2.3 percent. That distinction matters. It suggests operators are not relying on traffic alone; they are also creating value through service mix, pricing, enhancements, premium offerings and guest experience design.

BUSINESS TAKEAWAY: Spa leaders should compare their own growth against the industry’ s two-part pattern: visit volume and revenue per visit. If visits are flat but revenue per visit is rising, the business may be improving yield. If visits are growing but revenue per visit is stagnant, there may be opportunity in menu strategy, upgrades, retail attachment or pricing.

LEADERSHIP QUESTION: Are you measuring growth by calendar fill alone— or by the value each appointment creates?

Spa services remain the heart of the guest experience, but they are also one of the most important levers for profitability. The report’ s services-focused findings can help leaders evaluate whether their menus are aligned with

TRY THIS | Select five core services and ask:

l Does this treatment support our brand promise? l Does it use staff time efficiently?

l Does it create a natural retail or rebooking conversation? l Does the price reflect the value, cost and demand?

current demand, operational capacity and financial goals.

In a labor-intensive business, a“ popular” service is not automatically a profitable one. A treatment that fills the schedule but requires high labor, long turnover time or costly products, or offers low retail follow-through, may not contribute as strongly as it appears. Conversely, a carefully designed enhancement, seasonal treatment or premium service can increase guest satisfaction while improving revenue per visit.

The most useful way to read service data is through the lens of guest behavior and operational reality. What are guests choosing? Which services are easiest to staff? Which treatments create retail opportunities? Which ones support repeat visits, memberships or packages? Which require more resources than they return?

AVERAGE PRICE PER SERVICE BY TYPE OF SPA

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