Booking behaviour in wellness has fundamentally changed over the last few years. As consumers, we’ve become accustomed to instant gratification; whether that’s ordering food, streaming content, or purchasing products online. That same expectation now directly influences how people book experiences like hotels, spas, and wellness breaks.
For wellness businesses, understanding and responding to these shifts isn’t optional. It’s essential. TRYBE understands that data can feel confusing and overwhelming: you’re looking at numbers, but what do they actually mean? Let us help.
Convenience Is No Longer a “Nice to Have”
Today’s guests want to book instantly and on their own terms. They don’t want friction in the journey, no waiting for someone to answer the phone, no emailing back and forth, and no restrictive booking windows.
This behaviour isn’t unique to wellness. It’s happening everywhere: hotels, restaurants, flights, retail.
There’s a powerful statistic outside of hospitality that reinforces this mindset:
one-click purchases drive an average 17% increase in spend per order.
Now, we know that booking a spa day or hotel stay may not be a true one-click purchase, but the insight is clear: the easier the journey, the more people spend.
How Are Guests Booking?
Looking at TRYBE data, this shift is very visible. Guests are booking when it suits them, not when businesses are staffed. The majority of bookings (51%) through TRYBE happen outside of traditional office hours, and 76% of these bookings are made on a smartphone or tablet.
This means bookings aren’t happening at a desk during office hours. They’re happening on the sofa, on a commute, out for dinner with friends, or late in the evening.
If your booking experience isn’t mobile-first, fast, and always available, you’re not just creating friction, you’re actively losing revenue.
Booking Volume Doesn’t Equal Booking Value
It’s common to assume that booking volume equals booking value. Our data shows otherwise. When guests book matters just as much as how many bookings you receive.
Monday is the most popular day to book, but it also has the lowest average spend. Saturday, on the other hand, sees fewer bookings overall yet delivers the highest average spend.
Why? Because mindset matters.
On Mondays, people are planning their week, browsing, checking availability, and often opting for lower-priced options. On Saturdays, people are relaxed, indulgent, and far more open to premium experiences.
This is where booking data becomes a powerful revenue lever.
When are you sending offers to guests?
Are high-value packages being promoted when guests are most likely to spend?
A simple segmentation strategy can make a significant difference: promote premium packages and higher-value offers on weekends, and use midweek messaging to highlight lower-cost treatments.
Most importantly, ensure your best offers are visible when guests are most ready to spend, not just when it’s convenient for your team to promote them.
Vouchers: Volume vs Value
Vouchers are a major revenue driver for many wellness businesses, but not all voucher sales behave the same way.
TRYBE data confirms what we’d expect: December is the peak month for voucher sales, with volumes three times higher than the next-highest month (November). However, the most interesting insight lies elsewhere.
The highest average spend per voucher occurs in November. December drives volume, while November drives value, reinforcing the idea that high booking volume doesn’t necessarily mean higher spend.
Guests purchasing earlier are more intentional, more considered, and more willing to spend at a higher price point. Businesses can capitalise on this behaviour by starting festive campaigns earlier, introducing premium festive packages and gift bundles in November, and using December to capture last-minute, high-volume gifting.
By shifting festive communications earlier, businesses can increase average voucher value, not just total sales.
The Changing Face of Spa-Goers
The spa audience itself is evolving. Traditionally, spas and hotels have focused on the 35+ market, but recent trends tell a very different story.
The 25–34 age group is now the highest-spending segment. Wellness has become a form of luxury and self-investment, driven by burnout, social media influence, and a growing focus on health, sleep, mental wellbeing, and appearance. This younger generation is increasingly prioritising wellness over nights out at the pub.
Meanwhile, the 55+ market - traditionally the core spa audience - is now the lowest spender.
Male spa bookings have also increased dramatically, rising 255% between 2024 and 2025. This mirrors wider industry trends, with the global men’s wellness market set to double by 2030.
The spa and wellness market is changing, and strategies must evolve alongside it. Understanding who is spending, and why, is key to staying competitive.
Why Packages Drive Higher Spend
Forty percent of consumers prioritise getting the right offer when booking a spa experience. Guests want convenience and don’t want to build an experience from scratch. Too many choices create friction.
Packages simplify decision-making by clearly communicating value and removing uncertainty.
TRYBE’s data supports this mindset: 92% of TRYBE sales come from packages. From a revenue perspective, packages consistently outperform individual bookings. They drive higher average transaction values, provide clearer value for guests, and naturally support upselling at checkout. On average, TRYBE’s upsell value sits at £266.
Crucially, automated upsells consistently outperform manual selling. When upsells are built directly into the booking flow, rather than relying on front-desk conversations, they feel relevant, timely, and part of the experience.
Upselling works best when it’s embedded, not an afterthought.
The Bigger Picture: Time Saved, Revenue Gained
When we step back and look at the full picture, the impact of data-led booking strategies is clear, both operationally and commercially.
On average, TRYBE clients save 22 days of admin per year. That’s time no longer spent answering emails, managing bookings manually, or juggling spreadsheets. Instead, teams can focus on what truly matters: delivering exceptional guest experiences.
This isn’t about technology for the sake of it. It’s about aligning your operation with how guests actually behave today.
Businesses that remove friction, automate intelligently, and design around guest convenience aren’t just saving time, they’re unlocking significantly more revenue.
Data isn’t just insight. Used correctly, it’s a growth strategy.
Chat to the TRYBE team today to find out more about your software.
