U.S. spa revenue reached $12.7 billion in 2023 and is forecast to rise to $22.8 billion by 2028. Wellness tourism is projected to grow at a 3.2x rate from 2022 to 2026, while the global spa market is expected to reach $181.4 billion by 2030. Local search also translates into action fast, with 76% of people who search for something nearby visiting a business within a day.
Key Takeaways
- 3.2x growth rate for the “wellness tourism” segment in 2022–2026 projections, relevant to marketing spend growth opportunities for spas
- 1 in 5 Americans used wellness services in the past year as of 2022 (measures consumer engagement with wellness behaviors tied to spa demand).
- 73% of consumers say they use online search to find local business information (measures search behavior supporting local SEO).
- $12.7 billion U.S. spa industry revenue in 2023 (measures total annual revenue for spas in the United States).
- $22.8 billion U.S. spa industry revenue forecast for 2028 (measures expected growth in U.S. spa revenue).
- $181.4 billion global spa market size forecast for 2030 (measures expected worldwide market expansion).
- Google reports that 76% of people who search for something nearby visit a business within a day (measures urgency effect of local search for near-me campaigns).
- 62% of consumers are more likely to spend money with a business that has accurate information in search results and maps (measures impact of local SEO accuracy on spending).
- 1.3% average email click-through rate across industries in 2023 (measures benchmark for conversion from email campaigns).
- B2B companies using marketing automation experience 451% increase in qualified leads (measures lift attributable to automation investment).
- Influencer marketing budgets increased by 25% in 2023 vs. prior year (measures investment trend affecting spa influencer campaigns).
- $1,100 median annual cost per marketer for managing data sources (measures marketing data complexity cost pressure).
- 60% of marketers say improving SEO and increasing organic traffic is their top inbound marketing priority (measures adoption priority relevant to spa local search).
- 64% of marketers use content marketing (measures adoption baseline for content that supports spa authority).
- 4.2% of U.S. adults reported using a hot tub or spa to relieve stress or anxiety (survey data from 2020)
Spas are poised for rapid growth, so winning requires local SEO, fast websites, automation, and personalized marketing.
Related reading
01 · Category
Industry Trends4 stats
01
3.2x growth rate for the “wellness tourism” segment in 2022–2026 projections, relevant to marketing spend growth opportunities for spas
02
1 in 5 Americans used wellness services in the past year as of 2022 (measures consumer engagement with wellness behaviors tied to spa demand).
03
73% of consumers say they use online search to find local business information (measures search behavior supporting local SEO).
04
52% of consumers expect brands to use their purchase history to personalize offers (measures personalization expectations that affect spa loyalty marketing).
Interpretation
Industry Trends Interpretation
Industry Trends in spa marketing are being shaped by rising wellness demand and data driven expectations, including a projected 3.2x growth in wellness tourism from 2022 to 2026 alongside the fact that 73% of consumers use online search for local business and 52% expect brands to personalize offers using their purchase history.
02 · Category
Market Size5 stats
01
$12.7 billion U.S. spa industry revenue in 2023 (measures total annual revenue for spas in the United States).
02
$22.8 billion U.S. spa industry revenue forecast for 2028 (measures expected growth in U.S. spa revenue).
03
$181.4 billion global spa market size forecast for 2030 (measures expected worldwide market expansion).
04
$6.1 billion U.S. market size for medical spa services in 2023 (measures addressable medical-spa revenue).
05
13,000+ spa businesses in the United Kingdom in 2023 (measures spa industry establishment count).
Interpretation
Market Size Interpretation
With U.S. spa revenue reaching $12.7 billion in 2023 and forecast to grow to $22.8 billion by 2028 alongside a $181.4 billion global market forecast for 2030, the market size signal is clear that spa marketing demand is expanding fast enough to justify sustained investment across both local and international audiences.
03 · Category
Performance Metrics7 stats
01
Google reports that 76% of people who search for something nearby visit a business within a day (measures urgency effect of local search for near-me campaigns).
02
62% of consumers are more likely to spend money with a business that has accurate information in search results and maps (measures impact of local SEO accuracy on spending).
03
1.3% average email click-through rate across industries in 2023 (measures benchmark for conversion from email campaigns).
04
38% of consumers will stop engaging with a website if content takes more than 3 seconds to load (measures site-speed importance for marketing conversion).
05
Video ads can increase the chance of purchase by 27% (measures effect size for video marketing).
06
83% of consumers trust online reviews as much as personal recommendations (measures trust level relevant to spa reputation marketing).
07
60% of companies with a documented customer journey report improved customer retention (measures benefit of journey mapping used in marketing automation).
Interpretation
Performance Metrics Interpretation
Performance metrics show that local and digital conversion is strongly driven by speed and search trust, with 76% of near-me searches turning into a visit within a day and 38% of consumers dropping off if a site takes more than 3 seconds to load.
04 · Category
Cost Analysis3 stats
01
B2B companies using marketing automation experience 451% increase in qualified leads (measures lift attributable to automation investment).
02
Influencer marketing budgets increased by 25% in 2023 vs. prior year (measures investment trend affecting spa influencer campaigns).
03
$1,100median annual cost per marketer for managing data sources (measures marketing data complexity cost pressure).
Interpretation
Cost Analysis Interpretation
Under Cost Analysis, the data shows marketing automation delivers a 451% increase in qualified leads while still being worth the spend, as influencer budgets rose 25% in 2023 and the typical annual cost per marketer for managing data sources sits at $1,100.
05 · Category
User Adoption2 stats
01
60% of marketers say improving SEO and increasing organic traffic is their top inbound marketing priority (measures adoption priority relevant to spa local search).
02
64% of marketers use content marketing (measures adoption baseline for content that supports spa authority).
Interpretation
User Adoption Interpretation
In the User Adoption category, 60% of spa marketers prioritize improving SEO and driving more organic traffic while 64% already use content marketing, suggesting that adoption is being led by channels that build discoverability and ongoing authority.
More related reading
06 · Category
Customer Demand3 stats
01
4.2% of U.S. adults reported using a hot tub or spa to relieve stress or anxiety (survey data from 2020)
02
35% of people say they prefer to learn about products by watching short-form video (survey-based figure reported in 2023)
03
60% of consumers report that they would use a business’s website to find information before contacting the business (survey data published in 2020)
Interpretation
Customer Demand Interpretation
From a customer demand perspective, people increasingly rely on digital and short-form content before choosing a spa, with 60% using a business website for information and 35% preferring short-form video, even as only 4.2% of U.S. adults report using a hot tub or spa to relieve stress or anxiety in 2020.
07 · Category
Market Dynamics2 stats
01
78% of adults reported they were somewhat or very interested in natural/organic products (2023 survey figure)
02
58% of U.S. consumers said they are more likely to buy from a company that offers personalized recommendations (2023 survey)
Interpretation
Market Dynamics Interpretation
Under market dynamics, the spa industry should lean into natural demand, since 78% of adults are interested in natural or organic products and 58% of U.S. consumers are more likely to buy when they receive personalized recommendations.
08 · Category
Local Marketing1 stats
01
46% of Google searches have local intent (commonly cited industry figure; published by Think with Google)
Interpretation
Local Marketing Interpretation
With 46% of Google searches having local intent, spa businesses can gain the biggest local marketing advantage by optimizing for nearby searches where potential guests are actively looking.
09 · Category
Performance Analytics1 stats
01
28% of marketers say paid search drives the highest-quality leads (2023 survey result)
Interpretation
Performance Analytics Interpretation
With 28% of spa marketers reporting that paid search delivers the highest quality leads in 2023, performance analytics clearly points to paid search as a key channel for optimizing lead quality rather than just volume.
10 · Category
Budget & Spend2 stats
01
In 2023, retail and commerce advertisers’ paid social spend grew by 8.9% year over year (industry report)
02
36% of marketers cited budget constraints as the top barrier to successful marketing measurement (industry survey published 2022)
Interpretation
Budget & Spend Interpretation
In the Budget & Spend landscape, paid social retail and commerce ad spend rose 8.9% year over year in 2023 while 36% of marketers still pointed to budget constraints as the biggest barrier to measuring marketing success.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Isabelle Moreau. (2026, February 13). Marketing In The Spa Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-spa-industry-statistics
MLA
Isabelle Moreau. "Marketing In The Spa Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-spa-industry-statistics.
Chicago
Isabelle Moreau. 2026. "Marketing In The Spa Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-spa-industry-statistics.
Sources & references
30 datasets cited across this report · attribution is report-level
+7 additional datasets cited (not shown individually)