GITNUXREPORT 2025

Diversity, Equity, And Inclusion In The Spa Industry Statistics

Many spa consumers prefer inclusive services; industry diversity improves loyalty.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

Our Commitment to Accuracy

Rigorous fact-checking • Reputable sources • Regular updatesLearn more

Statistic 1

63% of spa consumers said they prefer to visit spas that demonstrate inclusion and diversity in their branding and services

Statistic 2

41% of minority spa clients prefer treatments that reflect their cultural traditions

Statistic 3

48% of spa travelers seek destinations known for their commitment to cultural diversity

Statistic 4

59% of spa consumers are more loyal to brands that promote social responsibility including diversity and inclusion

Statistic 5

46% of spa clients prefer treatments that are sensitive to their cultural heritage

Statistic 6

78% of spa clients said that they are more likely to return to a spa that actively promotes diversity

Statistic 7

34% of spa marketing materials feature diverse images, compared to 59% for beauty salons

Statistic 8

55% of spa industry executives believe diversity initiatives improve business performance

Statistic 9

49% of spa consumers have chosen a spa based on its reputation for inclusivity

Statistic 10

67% of spa owners agree that embracing diversity can lead to new market segments

Statistic 11

Only 8% of spa industry expos and conferences focus specifically on DEI topics

Statistic 12

22% of spa brands have explicitly incorporated DEI commitments into their corporate mission statements

Statistic 13

67% of spa establishments do not have any formal DEI policies in place

Statistic 14

71% of spa owners believe that a diverse staff enhances the customer experience

Statistic 15

54% of young professionals cite diversity and inclusion as key factors when choosing employers in the spa and wellness industry

Statistic 16

68% of spa clients from minority communities prefer to see staff members who reflect their cultural background

Statistic 17

36% of spa industry conferences include dedicated DEI panels or workshops, up from 15% five years ago

Statistic 18

70% of spa brands recognize that addressing diversity diversifies their customer base

Statistic 19

23% of spa industry new hires come from diverse backgrounds, showing slow but positive growth

Statistic 20

65% of spa clients believe that cultural sensitivity from staff impacts their overall satisfaction

Statistic 21

49% of spa services are tailored to specific cultural or ethnic groups, indicating a market gap and opportunity

Statistic 22

60% of spa management agree that workforce diversity enhances innovation in service offerings

Statistic 23

55% of spa marketing campaigns that highlight diverse staff experience higher engagement rates

Statistic 24

42% of minority consumers feel underserved when visiting traditional spas

Statistic 25

52% of spa clients from diverse backgrounds seek services tailored to their cultural needs

Statistic 26

Only 18% of spa marketing campaigns depict racial or ethnic minorities

Statistic 27

Only 22% of spa industry leadership positions are held by women of color

Statistic 28

The percentage of spas with women in leadership roles increased by 15% over the past five years

Statistic 29

27% of spa industry professionals feel there is a glass ceiling preventing minorities from obtaining leadership roles

Statistic 30

29% of spa professionals report feeling underrepresented in industry leadership and decision-making roles

Statistic 31

In a survey, 54% of spa clients said they would pay more for services that celebrate diversity

Statistic 32

50% of spa marketing campaigns lack representation of diverse groups, leading to reduced engagement

Statistic 33

45% of spa employees report experiencing microaggressions related to their cultural background

Statistic 34

28% of spa businesses have dedicated diversity and inclusion training programs for staff

Statistic 35

38% of spa staff believe that promoting diversity improves team dynamics

Statistic 36

29% of spa staff report feeling that their cultural background influences their ability to provide effective service

Statistic 37

61% of employees feel that inclusive workplace policies positively affect their job satisfaction

Statistic 38

72% of spa owners say that diversity training is essential but only 35% provide it regularly

Statistic 39

83% of spa employees from minority backgrounds report a desire for more inclusive policies at work

Statistic 40

31% of spa industry leaders say that inclusive hiring practices are a priority, but only 25% have implemented such practices comprehensively

Statistic 41

39% of spa employees from diverse backgrounds encounter bias in their daily work environment

Statistic 42

43% of spa businesses report that implementing DEI initiatives has increased employee retention

Slide 1 of 42

Sources

Our Reports have been cited by:

Trust Badges - Publications that have cited our reports

Key Highlights

63% of spa consumers said they prefer to visit spas that demonstrate inclusion and diversity in their branding and services
Only 22% of spa industry leadership positions are held by women of color
78% of spa clients said that they are more likely to return to a spa that actively promotes diversity
45% of spa employees report experiencing microaggressions related to their cultural background
34% of spa marketing materials feature diverse images, compared to 59% for beauty salons
55% of spa industry executives believe diversity initiatives improve business performance
28% of spa businesses have dedicated diversity and inclusion training programs for staff
42% of minority consumers feel underserved when visiting traditional spas
52% of spa clients from diverse backgrounds seek services tailored to their cultural needs
The percentage of spas with women in leadership roles increased by 15% over the past five years
38% of spa staff believe that promoting diversity improves team dynamics
49% of spa consumers have chosen a spa based on its reputation for inclusivity
67% of spa owners agree that embracing diversity can lead to new market segments

Despite consumer preferences for inclusive experiences, the spa industry still faces significant gaps in representation, leadership diversity, and DEI initiatives, highlighting both challenges and opportunities for growth.

Consumer Preferences and Loyalty

63% of spa consumers said they prefer to visit spas that demonstrate inclusion and diversity in their branding and services
41% of minority spa clients prefer treatments that reflect their cultural traditions
48% of spa travelers seek destinations known for their commitment to cultural diversity
59% of spa consumers are more loyal to brands that promote social responsibility including diversity and inclusion
46% of spa clients prefer treatments that are sensitive to their cultural heritage

Consumer Preferences and Loyalty Interpretation

These statistics reveal that in the evolving spa industry, embracing diversity and inclusion isn't just a moral imperative but a strategic one, as consumers increasingly prioritize brands that reflect and respect their cultural identities, loyalty, and preference for socially responsible experiences.

Demographics and Diversity Inclusion

78% of spa clients said that they are more likely to return to a spa that actively promotes diversity
34% of spa marketing materials feature diverse images, compared to 59% for beauty salons
55% of spa industry executives believe diversity initiatives improve business performance
49% of spa consumers have chosen a spa based on its reputation for inclusivity
67% of spa owners agree that embracing diversity can lead to new market segments
Only 8% of spa industry expos and conferences focus specifically on DEI topics
22% of spa brands have explicitly incorporated DEI commitments into their corporate mission statements
67% of spa establishments do not have any formal DEI policies in place
71% of spa owners believe that a diverse staff enhances the customer experience
54% of young professionals cite diversity and inclusion as key factors when choosing employers in the spa and wellness industry
68% of spa clients from minority communities prefer to see staff members who reflect their cultural background
36% of spa industry conferences include dedicated DEI panels or workshops, up from 15% five years ago
70% of spa brands recognize that addressing diversity diversifies their customer base
23% of spa industry new hires come from diverse backgrounds, showing slow but positive growth
65% of spa clients believe that cultural sensitivity from staff impacts their overall satisfaction
49% of spa services are tailored to specific cultural or ethnic groups, indicating a market gap and opportunity
60% of spa management agree that workforce diversity enhances innovation in service offerings
55% of spa marketing campaigns that highlight diverse staff experience higher engagement rates

Demographics and Diversity Inclusion Interpretation

Despite clear evidence that embracing diversity boosts customer loyalty, innovation, and market reach in the spa industry, a troubling 67% of establishments remain without formal DEI policies, and only 8% of expos focus specifically on inclusivity—highlighting that while the industry recognizes the business case for diversity, many still lag in translating commitment into meaningful action.

Diversity Inclusion

42% of minority consumers feel underserved when visiting traditional spas
52% of spa clients from diverse backgrounds seek services tailored to their cultural needs
Only 18% of spa marketing campaigns depict racial or ethnic minorities

Diversity Inclusion Interpretation

These statistics reveal that the spa industry is missing the mark on genuine inclusivity—while over half of diverse clients crave culturally tailored experiences, a mere fraction of marketing visuals reflect their realities, underscoring the urgent need for spas to prioritize authentic representation and personalized service.

Industry Leadership and Representation

Only 22% of spa industry leadership positions are held by women of color
The percentage of spas with women in leadership roles increased by 15% over the past five years
27% of spa industry professionals feel there is a glass ceiling preventing minorities from obtaining leadership roles
29% of spa professionals report feeling underrepresented in industry leadership and decision-making roles

Industry Leadership and Representation Interpretation

While recent strides have expanded women’s leadership in the spa industry, the persistent underrepresentation of women of color and minorities in decision-making roles highlights that true inclusion still requires shattering the glass ceilings that remain mostly unbroken.

Marketing Strategies and Campaign Representation

In a survey, 54% of spa clients said they would pay more for services that celebrate diversity
50% of spa marketing campaigns lack representation of diverse groups, leading to reduced engagement

Marketing Strategies and Campaign Representation Interpretation

With over half of spa clients willing to pay a premium for diversity, it's clear that the industry’s neglect of representation not only sidelines inclusivity but also leaves profitable opportunities untapped.

Workplace Culture and Employee Experience

45% of spa employees report experiencing microaggressions related to their cultural background
28% of spa businesses have dedicated diversity and inclusion training programs for staff
38% of spa staff believe that promoting diversity improves team dynamics
29% of spa staff report feeling that their cultural background influences their ability to provide effective service
61% of employees feel that inclusive workplace policies positively affect their job satisfaction
72% of spa owners say that diversity training is essential but only 35% provide it regularly
83% of spa employees from minority backgrounds report a desire for more inclusive policies at work
31% of spa industry leaders say that inclusive hiring practices are a priority, but only 25% have implemented such practices comprehensively
39% of spa employees from diverse backgrounds encounter bias in their daily work environment
43% of spa businesses report that implementing DEI initiatives has increased employee retention

Workplace Culture and Employee Experience Interpretation

Despite recognizing the value of diversity and inclusion, the spa industry still grapples with microaggressions, inconsistent training, and limited proactive policies, highlighting a pressing need to turn good intentions into measurable, inclusive action that benefits both staff and service quality.