Key Takeaways:

• US spa industry revenue increased by 4.2% in 2025, reaching an all-time revenue high. 
• Spa visits climbed to 191 million, nearing the pre-pandemic record.
• 21,450 service provider positions remained unfilled amid ongoing staffing challenges.

The US spa industry showed continued modest growth over the last year. The International Spa Association (ISPA) released the findings of the 2026 ISPA US Spa Industry Study, which presents the state of the industry in 2025 through total revenue, spa visits, average revenue per visit, the number of locations, and staffing levels.

The results highlight the spa industry's continued importance within the broader wellness landscape. As consumers invest in services that combine self-care and wellness, spas are seeing steady growth, despite pressures related to staffing, profitability, and rising operational costs. 

To qualify as a spa, ISPA requires businesses to offer two of the following services: full-body massage, skincare treatments, or body treatments.

2025 Outturn of the “Big Five” Statistics

This growth in spa establishments includes approximately 630 new spa openings and around 550 closures, resulting in a net increase of 80 locations. Day spas continue to dominate the industry, making up 78% of all spa establishments, while resort and hotel spas account for 10% and medical spas represent 8%. In terms of revenue, the $23.5 billion total is a historic high for the industry, with average revenue per spa establishment reaching $1,063,000 and an estimated 191 million visits made. The 2025 outturn shows steady growth, reaching almost the pre-pandemic high of 192 million visits recorded in 2019.

Profitability remained strongest among resort and hotel spas, with 54% reporting profit margins of 20% or more, unchanged from 2024. Other types of spas saw a slight decline in profitability, with the proportion reporting margins of at least 10% falling from 67% to 60%.

Looking ahead to 2026, one in three respondents identified staffing issues as their single biggest challenge. Other concerns included retaining existing business levels, attracting new clients, managing rising costs and prices, expanding their businesses, and maintaining high standards. Several spas also cited uncertainty surrounding the broader economy, including the rising cost of living and consumer confidence in spending on spa and wellness services.

• Revenue increased by 4.2%, with spa visits growing by 1.8% and average spend rising by 2.3% from the previous year.
• Total spa industry revenue rose to $23.5 billion.
• An estimated 191 million spa visits were made.
• Spa locations rose by 0.4% to 22,060.
• Average revenue per visit rose by an estimated 2.3% to $123.10.
• Total employment increased by 0.2%, largely due to a rise in part-time employment, while full-time employment remained unchanged and contract employment decreased by approximately 5.5%.

Spa Services & Facilities

Because of their larger size, resort and hotel spas offer a wider range of services, averaging 7.7 types compared with 6.1 at day spas. They also offer a wider range of amenities, including steam rooms, jacuzzis, and pools.

• 92% of spas offered facials, 90% offered massages, 77% offered body treatments, and 60% offered waxing.
• Nail services were offered by 55% of spas, and 23% offered salon hair services.
• About one-third of spas offered therapies and mind-and-body programs such as acupuncture, Reiki, and yoga.
• 56% of spas offered LED light therapy.

Pricing & Upgrades

Pricing varied by spa type, as hotel and resort spas averaged $194 per service compared with $110 at day spas. In terms of pricing and service availability strategies, the survey found that 47% offered last-minute discounts to fill open appointments, while 24% varied pricing based on the time of day or date; however, 42% did not partake in these strategies.

• The average price per spa service in 2025 was $127, a 1.8% rise from the year before.
• The average price for a massage was $121, for facials $137, and for body treatments $166.
• 64% of spas implemented facility upgrades, but only 23% of day spas expanded their facilities, with 7% of resort and hotel spas doing the same.

Employment

• Across the 22,060 spas in the US, each had an average of 17.1 workers.
• There were 176,300 full-time employees, 186,900 part-time employees, and 13,700 contract workers.
• 61% of spas reported having openings they were trying to fill, with an estimated 21,450 service provider positions unfilled.
• Compensation was higher in resort and hotel spas than in day spas across all roles. Spa Directors earned an average of $111,600 in resort/hotel spas compared with $79,200 in day spas, while massage therapists earned $78,800 and $50,200, respectively.
• 78% of Spa Managers earned $60,000 or more in hotel/resort spas, compared with 43% in day spas.
• Estheticians earned significantly more at resort and hotel spas, with an average annual compensation of $70,100, compared with $49,300 at day spas.
• Massage therapists had an overall average annual compensation of $54,200.
• Front desk staff and receptionists reported an annual compensation range of $30,000 to $39,999.

Industry Profile

While resort and hotel spas account for only 10% of locations, they account for almost one-fifth of total spa industry revenue (19%) and employment (18%), highlighting the larger scale of these locations. In 2025, day spas accounted for 70% of total revenue, yet made up 78% of locations.

• The distribution of spas in 2025 showed that resort/hotel spas were more heavily concentrated in the Southwest (39%).
• Among those spas in business at the end of 2026, 26% said they started in the period from 2019-2025, 29% in 2012-2018, and 23% between 2006-2011.
• 45% of spas described themselves as single-location operations, with 24% reporting that they were one of several locations within the same region and owned by the same owner or company.
• Spas with a franchise affiliation accounted for 20% of establishments.