FOR ISPA RESEARCH FOUNDATION Chair Kelleye Martin, one of the most useful messages in the 2026 ISPA U. S. Spa Industry Study is that growth alone does not tell the whole story.

“ The topline numbers are encouraging, but the real value is in what spa leaders do with the information,” Martin says.“ This report helps operators look beyond whether they are busy and ask whether they are building the business they actually want.”

With industry revenue, visits and average revenue per visit all increasing in 2025, she says leaders have an opportunity to examine where value is being created— and where it may be leaking away.

Make the menu work harder That analysis should start with the menu. The Foundation chair encourages spa leaders to evaluate services annually and be quick to remove offerings that do not show a strong return on investment.

“ Your menu should be working for you,” she says.“ If a service is not supporting the guest experience, the brand or the bottom line, it may be time to let it go.”

KELLEYE MARTIN ISPA RESEARCH FOUNDATION CHAIR

return to purchase that product again, you get the bounce back. For resort spas serving guests from afar,

offer to ship for free or at a reduced rate when they run out of their favorite products.”

Rethink unused space Staffing remains another pressure point. With 61 percent of spas reporting they were trying to fill unstaffed service provider positions, Martin encourages leaders to think creatively about underused treatment rooms.

“ If you have rooms sitting empty because you cannot staff them, look at other ways those rooms can generate revenue,” Martin says.“ Could one become a recovery room with compression boots, an LED mask or another experience an attendant could support?”

Build retail into the experience Martin also recommends building retail into the price of select services to increase average ticket while giving guests a product to continue using at home.

“ Guests don’ t question the price because it comes with a take-home product,” Martin says.“ And when they

Kelleye Martin’ s Top Take Choose one section of the report and turn it into a team conversation.

“ Do not let the data sit on a shelf,” Martin says.“ Use it to ask better questions, make more confident decisions and create a stronger future for your spa.”

ISPA RESEARCH FOUNDATION BOARD OF DIRECTORS

CHAIR Kelleye Martin

Trellis Spa, The Houstonian Hotel, Club & Spa

VICE CHAIR Ella Kent

The Spa at Sea Island

Kenneth Ryan ISPA Chair

The Estate

Charlotte Prescott ISPA Vice Chair

Tierra Santa Healing House at Faena Hotel

Lynne McNees ISPA President

HONORARY FOUNDATION BOARD MEMBER

Deborah Szekely Rancho La Puerta

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