Spa Services Market Size, Share & Industry Analysis, By Facility (Day, Hotel/Resort, Medical, and Others), By Service (Massage, Beauty/Grooming, Physical Fitness, and Others), By Customer Experience (Luxury and Budget-friendly), By Customer Age Group (Below 18 Years, 19 to 35 Years, 36 to 50 Years, and Above 50 Years), By End-User (Men and Women), and Regional Forecast, 2025-2032

The global spa services market size was valued at USD 99.79 billion in 2024. The market is projected to grow from USD 114.62 billion in 2025 to USD 264.95 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 12.72% during the forecast period. Europe dominated the spa services market with a market share of 36.39% in 2024.

Luxury destination spas incorporate integrated healthcare practices with alternative therapies and conventional medicines. These therapies include aromatherapy, novel cryotherapy, LED therapy, hydrotherapy, and sound therapy. Growing recognition of wellness facilities that promote the connection between mind, body, and spirit is driving revenue growth across many countries globally.

Leading players operating in the market, including Hyatt Hotel Corporation, Four Seasons Hotels Group, Siam Wellness Group, and Hilton Hotels Resorts, are expanding their presence in emerging markets, including the U.S., Asia, the Middle East, and Europe, to strengthen their market positions. In May 2024, Four Seasons Hotels Group announced the reopening of its Washington, DC-based spa with enhanced features, including state-of-the-art body treatment rooms, a dedicated couples' massage room, a co-ed lounge, and an updated indoor swimming pool.

Global Spa Services Market Key Takeaways

Global Market Size

• 2024: USD 99.79 billion
• 2032: USD 264.95 billion
• CAGR (2025–2032): 12.72%

Top Regional Markets

• Europe led the market with USD 36.32 billion in 2024.
• Asia Pacific is the fastest-growing region, expanding at a CAGR of 13.79% from 2025 to 2032.

Country-Specific Data

• USA reached USD 22.99 billion in 2025.
• China recorded USD 9.99 billion in 2025.
• India stood at USD 2.88 billion in 2025.
• Germany reached USD 7.24 billion in 2025.
• UK recorded USD 2.68 billion in 2025.
• UAE was valued at USD 1.04 billion in 2025.

By Facility

• Day spas lead with a 57.12% share in 2025.

By Service

• Massage services dominate with a 42.52% share in 2025.

Spa Services Market Trends

Growing Emphasis on Self-Care to Augment Market Growth

Men are increasingly opting for skincare spa treatments, including detox treatments, moisturizing facials, manicures & pedicures, and botox. The growing emphasis on self-care and wellness, especially among Generation Z, is augmenting demand for these services worldwide. In addition, the increasing number of spa clinics offering male-specific treatments accelerates service revenues across many countries globally.

• Europe witnessed spa services market growth from USD 31.80 billion in 2023 to USD 36.32 billion in 2024.

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Technology-enabled Facilities to Attract Visitors

Massage centers and sauna facilities are strengthening their operations by adopting software-based management systems that enable customers to book appointments and make hassle-free transactions. For instance, in 2021, ISM Spa partnered with Spa Space, a SaaS provider specializing in software solutions for improving customer engagement and satisfaction. This partnership improved ISM Spa's ability to implement turnkey spa management practices and deliver customized solutions to customers.

Besides, several facilities are making efforts to gather personalized data through social media platforms and various applications for their guests to offer customized packages that can enhance their experience during the visit and also encourage them for future engagements. Digitalization enabled the visitors to meet the staff virtually, take location tours before visiting, and explore food offerings online. For instance, ISM Spa's partnership with Spa Space Company resulted in a 25% increase in its guest satisfaction level, lowering the time-consuming administrative tasks.  

Therefore, the implementation of customer relationship management programs by facility owners is likely to boost visitor footfall.

MARKET DYNAMICS

Market Drivers

Rapid Adoption of AI-based Personalized Spa Therapies by Wellness facilities to Drive Market Growth

Wellness facilities adopt innovative technologies, including virtual reality (VR), AI-driven personalized therapies, and advanced skincare treatments to provide holistic healthcare solutions to local and international visitors. The rising number of spa facilities adopting innovative technologies in spa treatments encourages travelers to spend on body treatment packages, driving spa services market growth globally. According to the International Spa Industry Association (ISPA), the number of spa locations in the U.S. increased from 21,510 in 2021 to 21,790 in 2022. Additionally, the average revenue per visit was also increased to USD 111.5 in 2022, marking 6.7% up from the previous year.

Rising Number of Spa Goers Preferring Anti-aging Spa Treatments to Favor Growth

The rising number of spa-goers preferring anti-aging spa body treatments, including facials, fillers, fractional laser skin resurfacing, microdermabrasion, and wrinkle relaxing procedures, is driving revenues across many countries. In addition, the increasing population aging and growing awareness about the effectiveness of skincare treatments provided by spa facilities accelerate service demand globally. According to the Government of Canada Department of Statistics, the number of people aged 60 to 64 increased from 2.68 million in 2023 to 2.71 million in 2024.

Market Restraints

High Service Cost, Regulations, and Employment Issues to Limit Market Growth

The high cost associated with services, including treatments, therapies, and memberships, can act as a barrier for many consumers. Expensive pricing structures may deter individuals from accessing services frequently or trying new treatments, limiting market growth. Additionally, the spa service industry is subject to strict regulations and compliance requirements, including health & safety standards, licensing, and certifications. These regulatory requirements may restrict innovation and expansion within the market, thereby hindering growth opportunities.

Furthermore, several strict regulations are imposed by governing authorities for operating such types of facilities to ensure the safety of the staff and guests. Facility operators must comply with these regulations throughout the business cycle, adding operational challenges. Moreover, rising incidences of physical abuse and other malpractices at some facilities may limit customers and create employment challenges due to safety issues for staff.

Market Opportunities

Growing Hospitality Settings and Increasing International Travelers to Fuel Market Expansion

Growing infrastructural facilities related to hotels, restaurants, and other hospitality settings and an increasing number of domestic & international travelers preferring luxury wellness solutions create newer market growth opportunities in the global spa services industry. In addition, governmental financial assistance for hospitality infrastructural development is supporting the demand for spa facilities across many countries globally. For instance, in 2023, the Ministry of Economic Development of the Russian Federation invested USD 77.52 million (8 billion rubles) to build a 4-star ski hotel with a spa complex and ski slope and a five-star hotel featuring apartments, restaurants, and a spa.

Market Challenges

Malpractices and Physical Abuse Incidences to Challenge Spa Businesses

Incidences of physical abuse or other malpractices at unregulated spa establishments could harm the industry's reputation, reducing global demand for services. In addition, the incidences of skin diseases, including skin rashes and pigmentation, arise due to the unprofessional body massage services provided by the unorganized spa settings, which pose challenges for companies operating in the sector.

Impact of COVID-19

The COVID-19 pandemic led governments in many countries to impose lockdowns and social distancing measures, resulting in the temporary closure of spas and wellness centers. Moreover, restrictions on non-essential businesses, including spas, significantly disrupted operations and caused significant revenue losses in the spa-service market. Besides, concerns about close physical contact and shared spaces led to a decline in consumer demand for such services, impacting the revenue and profitability of spa businesses. However, with limited access to professional spa services, many consumers turned to at-home wellness practices and DIY treatments to maintain their well-being during the pandemic.

SEGMENTATION ANALYSIS

By Facility

Higher Demand for Single-day Body Massage Services Result in Day Segment to Lead Market

Based on facility, the market is segmented into day, resort/hotel, medical, and others (destination, mineral springs, and others). Day spas offering a diverse range of services, such as body massage, hair spa, and facial spa can usually be given within a single day. The day segment held a 57.12% of spa services market share in 2024 due to higher consumer demand for single-day spa bed booking involving the provision of body massages and facial spas by facility professionals. In addition, increasing international visitors' preference for single-day full-body massage services coupled with rising international tourist arrivals accelerate segmental revenue growth across many countries during the forecast period of 2025-2032. According to the UN Tourism, in 2024, there were 1.4 billion international tourists across the world, over 11% up over the previous year.

The hotel/resort and destination segment provide extended services, ranging from a single day to a week, depending on guest preferences. Hotel resort spas often include accommodation, customized diet plans, and wellness programs. Therefore, day spas remain more affordable as they exclude accommodation and food charges, making them accessible to a broader range of visitors.

• The hotel/resort segment is expected to hold a 21.86% share in 2024.

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Tourists and high-class populations majorly explore destinations or mineral/thermal spring facilities. On the other hand, medical spa services offer specialized treatments under the supervision of healthcare professionals, offering solutions for various ailments. These facilities also incorporate therapeutic bathing, which aids in the healing process for certain medical conditions. Growing concerns related to the body and psychological problems are expected to drive the need for medical spa services in the near future.

By Service

Massage Segment to Dominate Due to its Increased Demand among Consumers

Based on service, the market is segmented into massage, beauty/grooming, physical fitness, and others (hydrotherapy, diet, and others). Increasing household income and higher high-income consumers' demand for professional massage therapies involving the usage of carrier oils, essential oils, and anti-inflammatory arnica extracts resulted in the massage segment generating the largest market share of 42.52% in 2025. According to the American Massage Therapy Association (AMTA), in 2023, 39% of American consumers with annual earnings of USD 100,000 or more got a massage, compared to 17% of the consumers making around USD 50,000 or less got a massage. In addition, increasing number of teenagers preferring massage services with additional body stress releasing-related consultation services support to the segmental growth at a fastest rate during 2025-2032.

The rising number of women opting for facials, manicures, pedicures, and other grooming services, coupled with the growing trend of beautification, accelerated the beauty/grooming segment at the third fastest-growing rate of 11.99%. The growing number of youngsters enrolling for body hydrotherapy and dietary advisory-related consultation services to deeply cleanse their body accelerates others segmental growth. Increasing awareness regarding the health benefits of doing yoga and meditation, coupled with growing spending on chakra balancing services, drive physical fitness segmental growth during 2025-2032.  

By Customer Experience

Luxury Segment Dominated the Market owing to Growing Infrastructural Facilities

Based on customer experience, the market is bifurcated into luxury and budget-friendly. The luxury segment exhibited a leading market share of 66.92% in 2025 and is projected to grow at a faster rate during the forecast period (2025-2032). Growing infrastructural facilities, including luxury spas and thermal salons offering holistic, high-quality spa treatments, accelerate luxury segmental growth.

The increasing number of stand-alone boutique spas offering affordable skincare treatments will drive the budget-friendly segment at 11.98% growth rate during 2025-2032.

By Customer Age Group

Millennial Consumers' Spending Wellness Packages Result in 19 to 35 years Segment to Dominate

As per customer age group, the global market is divided into below 18 years, 19 to 35 years, 36 to 50 years, and above 50 years. The 19 to 35 years segment is slated to grow at the fastest rate during the forecast period (2025-2032), driven by higher millennial consumers' spending on wellness tourism packages, including spa treatments. In addition, the growing number of middle-income millennial households and increasing disposable income are key factors supporting the growth of the segment. The segment is anticipated to hold a market share of 55.15%.

The 36 to 50 years, below 18 years, and above 50 years segments are projected to grow at a second, third, and fourth fastest-growing rate during 2025-2032.

The growing number of generation-z travelers engaging in destination tourism, including visits to salon & spa clinics, is favoring the growth of the below 18 years segment. In addition, increasing generation-z consumers' reliance on online platforms to book discounted wellness packages supports revenue growth in this segment.

For the 36 to 50 years segment, the increasing preference for family wellness tourism packages among parental households is driving demand, driving its growth rate at 12.87%. Rising demand for anti-aging skincare treatments at spa facilities among older adult consumers supports the above 50 years segmental growth. 

By End-User

Women Segment Dominate the Market Owing to the Expanding Elderly Female Population

Based on end-user, the market is segmented into men and women. Women are the primary consumers of personal care services, making the women's segment the dominant, anticipated to hold 63.87% market share in 2025. In addition, increasing women consumers' concerns about skin aging and rising demand for anti-aging skincare services are accelerating the segmental revenues globally. According to the surveyed data presented by the World Bank Group, an international financial institution, the global women population aged 65 years and above increased from 3.89 billion in 2020 to 3.92 billion in 2021.

The increasing trend of grooming among the male population is likely to propel the men's segment growth with a CAGR of 12.04% through 2032. Several companies are launching spa centers dedicated only to male customers, such as New Paradise Men's Spa in New York, U.S., which offers specialized massages and facials designed for men. As more men adopt massage and beauty services, their increasing participation is likely to push overall market growth.

Global Spa Services Market Regional Outlook

Geographically, the global market is studied across North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Europe

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Europe's market reached USD 36.32 billion in 2024 from 31.80 billion in 2023, exhibiting a dominant global market share. This growth is driven by rising disposable incomes and increasing consumer spending on health and wellness owing to increased awareness regarding well-being in the region. The U.K. spa services market is anticipated to hit USD 2.68 billion in 2025. Moreover, growing travel and tourism activities in European countries, such as France and Germany, are further driving the regional market growth. Germany’s spa services market will be valued at USD 7.24 billion in 2025. According to the European Union (EU), in 2022, European residents made 1.1 billion tourism trips for personal or business purposes, 23% up from 2021.

• In Germany, the day segment is estimated to hold a 56.95% market share in 2024.

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North America

The market in North America exhibited a third-leading global market share in 2024 and is anticipated to hit USD 27.10 billion in 2025. The North American market is majorly driven by a rising number of luxurious facilities offering wellness services and a growing demand for full body massage and facial treatments among women in the U.S. and Canada, where U.S. lone contributes USD 22.99 billion. According to a survey conducted by the International Spa Industry Association on U.S.-based spa facilities in March 2024, as per the consumer demand, 93% provide facials, followed by massage service (91%), waxing service (53%), body service (47%), and couples service (47%).

Asia Pacific

The market in Asia Pacific exhibited a second-leading global market share in 2024 and is projected to hit USD 36.29 billion in 2025 with a growth of 13.79% rate during the forecast period (2025-2032), with China, Japan, India, and South Korea leading demand. The increasing aging population and growing demand for anti-aging skincare treatments at spa clinics accelerate revenues in China, Japan, and South Korea. Growing hospitality infrastructural settings offering luxury wellness services in India, Australia, and Southeast Asia support market growth. Besides, increasing demand for immunity-boosting spa treatments among Chinese and Japanese consumers favors service demand in the region.

South America

The market in South America exhibited a fourth-leading global market share and is expected to hit USD 5.03 billion in 2025. The growing hospitality infrastructural settings and rising number of international tourist arrivals favor the services demand in Brazil, Argentina, and Colombia. In addition, the increasing trend of personalized wellness, integration of wellness technology, and usage of locally available ingredients in the massaging services create newer market growth opportunities in the South American region.

Middle East & Africa

Middle East & Africa held the lowest global market share; however, demand is rising due to the growing popularity of beauty treatments in Gulf countries, South Africa, and Algeria. The UAE spa services market will be valued at USD 1.04 billion in 2025. Furthermore, the rapid urbanization rate and continual development of salon facilities offering skincare treatment are further supporting the product demand in these regions. For instance, in 2021, Emirates Palace Spa partnered with The Elixir Clinic, a global wellness services provider clinic, to add a bespoke collection of VitaDrip infusions to its spa treatments with the facility located in Abu Dhabi, UAE. The infusions are formulated with minerals, antioxidants, and anti-aging essentials that enhance the users' energy level, hydration, and immunity. Therefore, rapid urbanization in the region will boost market growth.

COMPETITIVE LANDSCAPE

Key Market Players

Key Players Focus on Providing Customized Packages and Remodeling Activities to Enhance Customer Experience

The market consists of several small-scale private businesses and giants such as Marriott and Hyatt. Players are largely focusing on offering customized packages to customers to enhance their experience in the wellness services facility. Similarly, owners are adopting software-based tracking systems and applications to collect and sort data from customers, enabling a paperless and efficient operational approach. 

Moreover, players are making efforts to conduct continuous renovation activities as per the changing customer preferences, as ambiance plays an important role in personal care centers. For instance, in March 2023, Hyatt Regacy's Hill Country Resort and Spa facility invested USD 50.0 million to renovate its 300-acre San Antonio, U.S.-based facility. Therefore, strategies such as offering customized packages, creating attractive décor, and adopting improved digitalization are needed to gain a competitive advantage.

Major Players in the Spa Services Market

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Hyatt Hotel Corporation, Four Seasons Hotels Group, Siam Wellness Group, Marriot International, Inc., and Hilton Hotels Resorts are a few of the leading players in the market. The global market is extremely fragmented, with the top 5 players accounting for ~6.75% of the market share.

List of Key Spa Services Companies Profiled

• Hyatt Hotel Corporation (U.S.)
• Four Seasons Hotel Limited (Canada)
• Marriot International, Inc. (U.S.)
• Hilton Hotels & Resorts (U.S.)
• OneSpaWorld Holdings Limited (U.S.)
• Siam Wellness Group (Thailand)
• InterContinental Hotels Group Plc. (U.K.)
• Massage Envy (U.S.)
• Kempinski Hotels S.A. (Switzerland)
• Brenners Park-Hotel & Spa (Germany)

KEY INDUSTRY DEVELOPMENTS

• January 2025 - SPS PoolCare, an Austin, Texas, U.S.-based pool care company, acquired Frontline Pool & Spa Services, a pool maintenance and repair service provider, to strengthen its operational capabilities of spa and pool care services in the country.
• February 2023 - Urban You, a Rockford-based business, established a partnership with Waxology to expand spa and beauty treatment offerings for clients in West Michigan, U.S.
• November 2022 - Monomoy Capital Partners LP, a private equity firm, acquired Nordic Products Inc., a West Michigan-based hot tub manufacturer with a 111,000 sq. ft. facility. The acquisition supports the company's expansion into the affordable-luxury residential massage hot tub industry across North America and Europe.
• September 2022 - Arch Amenities Group, a global provider of amenity, meeting, and wellness services, acquired Innovative Spa Management, a U.S.-based spa clinic management company. The company also acquired Privai LLC and Spa Space to integrate a dynamic technology platform for operations management and expand its clientele base. 
• January 2022 - Monomoy Capital Partners LP, a New York-based financial institution, acquired Artesian Spas and Marquis Hot Tubs to strengthen its presence in the U.S. spa management and facilities solutions sector.

Investment Analysis and Opportunities

The spa service providers invest in acquiring competitor wellness facilities or opening newer settings to increase their services' further reach in the domestic and international markets. In addition, they establish partnerships with hospitality firms to open a newer spa facility for international hotel visitors. The increasing number of hotels and wellness centers generate newer investment opportunities for businesses in the industry.

• Medical SPA Eglės Sanatorija announced its ambitions to invest USD 40.92 million to increase its medical rehabilitation services and medical body massage treatment services in the Baltic States.

The market research report provides comprehensive investment analysis, insights, and opportunities aimed at providing actionable guidelines to investors and business leaders about the market. The report highlights the various opportunities and trends that have the potential for investments, including R&D activities, new product launches, partnerships & expansion, mergers & acquisitions, and joint venturing.

REPORT COVERAGE

The report provides in-depth analysis and it highlights crucial aspects such as prominent companies and segments such as facility, service, customer experience, customer age group, and end-user. Besides this, the research report on the market outlook provides insights into the market trends and highlights significant industry developments.

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Report Scope & Segmentation