Spa Services Market Size, Share & Trends Analysis Report By End Use (Women, Men), By Spa (Hotel/Resort Spa, Destination Spa), By Service, By Type (Affordable, Luxury), By Region, And Segment Forecasts, 2025 - 2030

Spa Services Market Size & Trends

The global spa services market size was estimated at USD 96.51 billion in 2024 and is projected to grow at a CAGR of 7.5% from 2025 to 2030. The spa services industry has experienced significant growth due to an increasing awareness of wellness and self-care. As people become more focused on improving their physical, mental, and emotional well-being, the demand for spa treatments has risen. The growing popularity of massage therapies is one key driver in the growth of the spa services industry. According to the American Massage Therapy Association (AMTA) 2022 survey, 95% of individuals see massage as beneficial to their overall health. In addition, 27% of respondents had received a recommendation from their medical provider to seek massage therapy, which further highlights the growing appeal of wellness-focused spa services.

One major trend in the spa services industry is the increasing demand for male-specific treatments. A survey conducted by Champneys in 2021 revealed that 22% of UK men expressed a desire to prioritize their wellness, with Gen Z men particularly interested in spa services like skincare, massage, and nutrition. Despite this growing interest, the spa industry still has room for growth in terms of inclusivity, as 33% of respondents felt uncomfortable in spa environments. As spas strive to cater to male clientele, there is a shift toward expanding service offerings and creating more inclusive experiences for all customers.

Luxury hotels and resorts are increasingly partnering with renowned wellness brands to enhance their spa offerings, elevating the quality and exclusivity of their services. For example, Bvlgari Hotels & Resorts collaborated with Augustinus Bader to launch the "Bvlgari Exclusive Facial" in Paris. These partnerships allow luxury hotels to distinguish their spa services and attract high-end travelers seeking customized wellness experiences. Such collaborations are a strategic response to the evolving preferences of wellness tourists, who prioritize health-focused vacations and expect top-tier spa services during their stays. The increasing prominence of wellness tourism is contributing to the spa services industry's expansion.

The growing popularity of wellness tourism has also contributed to the growth of the spa services industry by attracting high-end international travelers. Wellness tourists tend to spend significantly more than regular tourists, with an average of USD 1,764 per trip in 2022, according to the GWI. The wellness tourism industry continues to grow at a rate 27% faster than general tourism, making it a key driver for spa services globally. As wellness tourism continues to capture a larger share of the overall travel market, projected to reach 8.3% of all tourism trips by 2027, the spa services market will continue to benefit from this trend.

Spa Insights

The hotel and resort spa segment accounted for a revenue share of about 30% in 2024. The hotel and resort spa segment is experiencing significant growth due to evolving traveler expectations and the increasing integration of wellness offerings. According to the Wellness Real Estate Report 2024 by RLA Global, hotels with wellness elements saw a 26% increase in average total revenue per available room (TRevPAR) in 2023, driven by higher prices and a 10% rise in occupancy. Spa treatment revenue also grew by 30-35% compared to 2019 levels, as reported by Truist in April 2023. In addition, emerging trends like IV therapy, cryotherapy, and medical-themed services are expanding spa offerings, further contributing to the market's growth.

The destination spas segment is projected to expand at a CAGR of 9.7% from 2025 to 2030. Destination spas are set to rise in popularity as they cater to the growing demand for mental wellness and relaxation. With stress levels increasing, these spas are incorporating neuroscience and psychotherapy into their programs alongside mainstream meditation. Technology-based services also enhance rejuvenation experiences, appealing to high-income individuals seeking exclusivity and personalization. According to the U.S. Spa Industry Study 2023, luxury destinations in places like Switzerland and the Maldives report significant demand for wellness retreats, offering a blend of advanced therapies and leisure activities.

The Ritz-Carlton Hotel Company’s parent company, Marriott International, signed an agreement with FibraHotel, Fibra Danhos, and Beyond Ventures to develop The Ritz-Carlton, Cancun, Punta Nizuc, which was set to open in 2027. The property would feature a 131-room hotel and 126 branded residences in a LEED-certified building. Designed by Lissoni & Partners and Cherem Arquitectos, it would offer an oceanfront pool complex, six gourmet restaurants, a destination spa, and exclusive residential amenities, all serviced by The Ritz-Carlton.

Service Insights

Massage therapies held a market share of about 39% in 2024. Massage services are increasingly popular in the spa services industry, driven by their health benefits and growing consumer demand. According to the AMTA's 2023 Massage Profession Research Report, 43% of U.S. individuals earning over USD 100,000 received a massage in 2022, highlighting a strong preference among higher-income demographics. In addition, spas are embracing innovative technologies to enhance massage experiences, such as touchless wellness loungers and advanced hydrotherapy systems. These modern offerings, like those from JK Products & Services and Living Earth Crafts, elevate the spa experience, attracting consumers seeking both traditional and tech-driven rejuvenation.

Demand for body treatments is projected to grow at a CAGR of 8.1% from 2025 to 2030. Body treatments at spas are gaining popularity as people seek holistic, non-medical solutions to improve their physical and mental well-being. These treatments, which range from massages and scrubs to detoxifying wraps and electromagnetic pulses, cater to various needs like stress relief, skin hydration, muscle relaxation, and body shaping. With growing awareness of the benefits of self-care, people are increasingly turning to body treatments to rejuvenate, detoxify, and enhance their lifestyles. The combination of relaxation and invigoration makes these treatments a sought-after choice in wellness-focused spa experiences.

Type Insights

Luxury spa services accounted for a revenue share of about 54% in 2024. Luxury spa services are thriving as wellness tourism grows, with travelers increasingly seeking rejuvenating experiences alongside leisure. According to the Global Wellness Institute, wellness tourism grew by 30.2% annually between 2020 and 2022, driving demand for high-end spa offerings like anti-aging therapies and detox programs. Luxury hotels and resorts, recognizing this shift, have expanded their wellness services, often collaborating with top beauty brands, such as the partnership between Bvlgari Hotels & Resorts and Augustinus Bader. This growing focus on holistic well-being and the rising willingness to spend more on wellness experiences make luxury spa services a key part of the hospitality industry.

Demand for affordable spa services is expected to increase at a CAGR of 7.4% from 2025 to 2030. Affordable spa services are gaining popularity, especially among lower and middle-income consumers seeking wellness experiences within budget. Popular options include group wellness sessions like yoga and meditation, along with basic treatments such as chair massages and express facials. In addition, spas are offering promotional deals, bundled packages, and discounted memberships to attract value-conscious customers. Retail offerings like affordable aromatherapy products and DIY wellness kits further cater to this segment, providing accessible self-care without compromising on quality.

End Use Insights

Women accounted for a share of about 66% in the spa services industry. Women continue to dominate the spa industry, with a notable trend towards younger female patients seeking non-surgical aesthetic treatments. Younger women, particularly those in their 20s and 30s, are increasingly investing in beauty and wellness services, embracing procedures that promote anti-aging and skin rejuvenation. As a result, spas are expanding their offerings to cater to this age group, focusing on treatments that deliver both immediate and long-term results. Women are also gravitating toward personalized experiences, seeking treatments that align with their specific aesthetic goals and overall wellness.

Demand for spa services among men is expected to grow at a CAGR of 8.3% from 2025 to 2030 as awareness of wellness and self-care continues to grow, particularly among younger generations. A 2021 survey by Champneys involving 1,000 UK men revealed that over 22% of respondents, especially Gen Z men, are increasingly prioritizing wellness, with interest in skincare, massage, spa treatments, and nutrition. In addition, 25% of men expressed a desire for more male-specific treatments. Millennials aged 25-44 are leading the trend, though 33% of men still feel discomfort in spa environments, indicating a need for further inclusivity in these spaces.

Regional Insights

The spa services market in North America accounted for a global revenue share of around 22% in 2024 in the global spa services market. The industry here thrives due to rising consumer demand for wellness and cosmetic treatments. The medical spa sector, in particular, has seen significant growth. The industry's growth is fueled by changing consumer attitudes, especially among millennial men, who are spending more on aesthetic services. Social media has played a pivotal role in normalizing cosmetic procedures, while innovations like body contouring and biostimulators further drive demand.

U.S. Spa Services Market Trends

The spa services market in the U.S. held a dominant 80% share of the North American region in 2024. Spa services in the U.S. are on the rise due to increasing awareness of their health benefits, including stress reduction, improved circulation, and mental wellness. As medical providers recommend massage therapy, more individuals are prioritizing self-care. The demographic of spa-goers is broadening, with both men and younger generations seeking personalized wellness experiences. Technological innovations like hydrotherapy and cryotherapy are enhancing treatments, while economic resilience ensures steady growth. The wellness movement continues to expand, attracting a wider clientele and fostering market growth in both established and emerging markets.

Europe Spa Services Market Trends

The spa services market in Europe accounted for a global share of about 36% in 2024. Spa services in Europe are booming due to growing consumer demand for wellness experiences, particularly thermal treatments like saunas. The pandemic sparked a renewed focus on mental and physical health, with many individuals eager to return to spas. In the UK, 58% of respondents in a 2023 survey emphasized the importance of saunas, reflecting a shift in preferences. Additionally, the number of thermal spa visitors in France has risen significantly, with nearly 9,000 spas nationwide, according to a blog posted in March 2022 by Hospitality ON. Major hotel chains, such as Disneyland in Paris, are also investing in luxurious spa facilities, further driving the growth of the wellness sector across Europe.

Asia Pacific Spa Services Market

The spa services market in Asia Pacific is set to grow at a CAGR of 8.8% from 2025 to 2030. The industry is rising due to a combination of factors such as increasing disposable income, urbanization, and a growing focus on wellness. As urban stress levels rise, more individuals are seeking relaxation through spa services. The region's affluent youth, who view middle age as the prime of their lives, are leading this trend by embracing wellness and luxury experiences like destination spas. With the rise in ultra-wealthy individuals and their interest in health and self-care, the demand for high-end spa treatments, including adventure activities and wellness retreats, continues to grow.

Key Spa Services Company Insights

The spa services industry is fragmented primarily due to the presence of several globally recognized players as well as regional players. Some prominent companies in this market are Marriott International, Inc.; Hyatt Hotels Corporation; Fairmont Hotels & Resorts; Four Seasons Hotels Limited; Hand & Stone Franchise Corp.; Kempinski Hotels; and Mandarin Oriental Hotel Group, among others. Market players are differentiating through expansions, investments, and expanding their service offerings to cater to evolving consumer preferences for wellness and sustainability. 

Recent Developments

• In November 2024, Woodhouse Spas introduced a new range of treatments that combine advanced skincare technology with luxurious relaxation. Highlighting the offerings is the Glacial Gloss facial, which uses cryotherapy to reduce redness, melasma, and inflammation-related aging, promoting a radiant complexion. These innovative services aim to rejuvenate both skin and spirit, providing accessible, personalized skincare solutions at select locations.

• In November 2024, the company expanded its footprint by converting 30 LaVida Massage locations across seven states, including Arkansas, Georgia, and Michigan. This move marked Hand & Stone's entry into Arkansas with its Bentonville location and increased its total spa count from 39 to 40. The conversion strategy included comprehensive training and support for new franchisees and staff, ensuring a seamless transition into the Hand & Stone brand.

• In November 2024, Çırağan Palace Kempinski Istanbul unveiled its redesigned spa and wellness center, managed by Sanitas Spa & Wellness. The renovated spa featured a VIP Turkish bath, massage rooms, a fitness center, an indoor pool, and more. Signature treatments included the "Sultan’s Bath" and "Sanitas Signature Massage," alongside offerings like the Thai Blend Massage for muscle pain and Shiroibhyanga for detoxification and body harmony.

Spa Services Market Report Scope

Global Spa Services Market Report Segmentation

This report forecasts revenue growth at the regional and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global spa services market report based on spa, service, type, end use, and region.

• Spa Outlook (Revenue, USD Billion, 2018 - 2030)

  • Hotel/Resort Spa

  • Destination Spa

  • Day/Salon Spa

  • Medical Spa

  • Thermal/Mineral Spring Spa

  • Others

• Service Outlook (Revenue, USD Billion, 2018 - 2030)

  • Massage Therapies

  • Body Treatments

  • Salon Services

  • Others

• Type Outlook (Revenue, USD Billion, 2018 - 2030)

  • Affordable

  • Luxury

• End Use Outlook (Revenue, USD Billion, 2018 - 2030)

  • Women

  • Men

• Regional Outlook (Revenue, USD Billion, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • India

    • Japan

    • Indonesia

    • Thailand

    • Singapore

    • South Korea

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa

    • Qatar

    • UAE