“ Your spa’ s digital presence is no longer just a marketing nice-to-have. It is part of the guest experience before the guest ever walks through the door.”
RECENTLY, I’ VE FOUND MYSELF USING AI to quickly find and compare places of business in ways I probably would have handled through a string of Google searches not long ago. I’ ve used it to research where to buy new tires for my car, which was thrilling in the way only tire tread ratings can be. I’ ve also used it to compare golf instructors who focus on the mental side of the game, because apparently my swing is not the only thing that needs coaching.
And that is exactly the point. Consumers are beginning to use AI as a shortcut for everyday decisions. They are not just looking for information. They are asking for recommendations, comparisons and help narrowing down their options.
Spa guests are, and increasingly will be, doing the same thing.
Instead of typing“ best spa near me” and scrolling through pages of search results, a potential guest may ask an AI tool, Where should I book a relaxing spa day near downtown that also offers cryotherapy? Or, What’ s the best spa within 20 minutes that offers couples massage, online booking and a quiet relaxation lounge?
In other words, your future guest may not be browsing search results one by one. They may be asking AI to do the browsing for them.
That shift matters. AI tools are changing how consumers find businesses, and the pace is picking up quickly. Bright- Local’ s 2026 Local Consumer Review Survey found 45 percent of consumers are now using AI tools for local business recommendations, up from six percent the year before. The same report noted consumers are not blindly trusting those recommendations, with 88 percent fact-checking reviews cited by AI tools.
Another study from Rio SEO found 84 percent of consumers search online for local businesses daily, 60 percent click on AI-generated overviews in Google Search and 53 percent are unlikely to visit a business with incorrect listings.
Translation: Your spa’ s digital presence is no longer just a marketing nice-to-have. It is part of the guest experience before the guest ever walks through the door. Think of it as your virtual front desk, minus the calming music and cucumber water.
So, how do you help AI tools understand, trust and recommend your spa? Start by thinking more like a guest with a very specific need.
Search like a guest Open ChatGPT, Gemini, Perplexity or Google and try a few searches your ideal guest might use.
PULSE n JUNE / JULY 2026 29