TRYBE in 2024: Trends and Transformations

As we look back on the spa industry in 2024, it’s clear that this year has been marked by growth, spending, and a general sense of positivity. With revenue soaring to an impressive £17.4 billion ($22.5 billion), the landscape of wellness and relaxation has never looked better.

One of the standout statistics from this year is the increase in revenue per visit. Spas have experienced a boost of 2.6%, contributing to an overall revenue growth of almost 6%. Signifying not only an uptick in the number of visitors but also showcases a positive trend in how much guests are willing to spend on their relaxation and self-care. This further builds on data found in 2023, that found 73% of consumers in the UK consider wellness a top or important priority in their lives.

Interestingly, data from TRYBE illustrates that the trend of increased spa visits aligns perfectly with the rise in online bookings. It seems that convenience is key; our platform shows that Mondays have become the most popular day for booking a spa getaway, closely trailed by Fridays. However, notably, the highest average spend per booking was found on Thursdays, with Saturdays having the next highest spend. Interestingly, spa breaks booked on Monday’s have the lowest total spend. This suggests that while consumers are keen to plan their spa days at the start of the week, they may be inclined to indulge a bit more as the weekend approaches.

In a world driven by technology, the option to book a spa experience online has become a game-changer. A remarkable 69% of consumers report that being able to make online bookings greatly enhances their spa experience. This convenience is apparent in the data from TRYBE, which reveals that 57% of bookings were made outside of core guest service hours. One of our clients reported that both bookings and revenue doubled simply by using an online booking engine.

Furthermore, payment flexibility is emerging as a significant factor in customer satisfaction. A striking 40% of consumers indicated that the ability to pay for services at the time of booking positively influences their experience, a sentiment that resonates even more with millennials, 53% of whom feel this way. We’re proud to share that in 2024, we processed over £50 million through our omnichannel payment solution TRYBE Pay.

Despite challenges presented by wider economic conditions, the wellness industry continues to display resilience. The steady increase in spending reflects the growing cultural shift towards investing in health and well-being—a testament to the vital role that relaxation and self-care have taken in our lives.

2024 was been a remarkable year for the spa industry, driven by a blend of innovative technology and a changing consumer mindset. As we move forward, it's clear that the demand for wellness experiences will only continue to rise, encouraging spas to adapt and thrive in an ever-evolving marketplace.