Pulse May 2026 | Page 33

SO, WHERE DO DAY AND MED SPAS FIT IN? Last year, more than 181 million people visited day spas in the United States alone. Unlike resort spas, which benefit from vacation mindsets and one-time splurges, day and med spas are increasingly seen as part of guests’ routines.

That shift has significant implications for revenue per visit.

RPV IS RISING With the industry’ s post-pandemic boom, day and med spa revenue per visit has increased, according to a recent survey of ISPA members. All respondents recorded an increase in RPV since Covid. Eighty-three percent said their 2025 average RPV fell between $ 100 and $ 199, while 16

percent reported averages between $ 200 and $ 349.“ We were undercharging before 2020, and when we returned from the shutdown, we were so booked out we decided to raise prices,” says Megan Douglas, founder of Serenity Spa.“ Our membership sales skyrocketed and we have incrementally raised our regular prices by 30 percent since then.”

Even amid economic uncertainty, operators say the key hasn’ t simply been price increases— it’ s been intentional evolution.

“ Covid changed the way we do business,” says Christina Frazier, owner of Adirondack Foot Sanctuary.“ We will upgrade with‘ why this add-on will elevate your session with us.’ We spend time and care when making appointments.”

REVENUE PER VISIT( RPV) MEASURES THE AVERAGE amount of revenue a spa generates from each guest. It’ s calculated by dividing total revenue by the total number of guests over a specific period.

In Part 1 of this series( February issue), Pulse explored how large resort spas are uncovering hidden RPV opportunities— using thoughtful upselling, curated experiences and strategic retail to increase guest spending without compromising service. The discussion was sparked by responses to a recent Pulse survey, which revealed how operators are enhancing the guest journey while improving financial performance.

RPV is often more actionable than overall revenue or average treatment rate. Total revenue shows income, but not efficiency. Average treatment rate shows what was paid for a single service, but not what each guest contributed overall. RPV captures the bigger picture— how effectively a spa integrates services, retail, add-ons and experiences into a cohesive, revenue-generating visit.

In this second installment, we turn our focus to day spas and med spas— and hear from seven spa leaders how their distinct business models create different, and often powerful, RPV opportunities.

MEGAN JASPER Gadabout SalonSpas

BIANCA PERRONE Waterfalls Spa at Greek Peak Mountain Resort

MARY WINTER Esplanade Azario

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