Self-Care, Stress Relief and Tech Appeal: ISPA’s 2025 Consumer Study Reveals What Drives Spa Visits

The ISPA Foundation, the 501(c)(3) arm of the International SPA Association (ISPA), has released the results of its latest Consumer Snapshot study. Conducted in partnership with PricewaterhouseCoopers (PwC), the report provides a comprehensive view of the habits and preferences of both spa-goers and non-spa-goers across the United States.

“A consumer study like this allows us to track industry health over time and spot emerging trends that can shape the future of spa experiences,” said Lynne McNees, ISPA President. “These insights help spa leaders understand the motivations and concerns of both spa-goers and non-spa-goers. They can then make data-driven decisions that strengthen their business strategies.”

Key findings from the study include:

• Self-care and stress relief drive spa visits: 85 percent of spa-goers view spa visits as self-care, and nearly two-thirds name stress reduction as a key motivation for visiting a spa.
• Tailored experiences appeal to male spa-goers: Males responding to the survey showed interest in reward programs and complimentary amenities like hot tubs, steam rooms and fitness equipment. Creating services focused on these preferences could boost visits from male guests.
• Technology increasingly appeals to younger generations: The study found age-specific differences in attitudes toward technology within spas. Notably, younger spa-goers are more likely to accept and even prefer technology-assisted services.
• Opportunities exist among non-spa-goers: More than 60 percent of non-spa-goers were open to trying massage services, while half showed interest in fitness classes. Cost remains a barrier—addressing this concern through marketing may help spas increase their appeal to non-spa-goers.

For the purposes of this study, a “spa-goer” is defined as a person who has visited or attended a spa at least once within the past 12 months. The online survey was distributed to 1,000 U.S. respondents, broadly representative of the U.S. population in terms of age, gender, region and ethnicity, between December 9 and 20, 2024.​ Members may access the full ISPA Consumer Snapshot report in the Consumer Research section of the Research Library, found under the Resources tab on experienceispa.com.