Spas participating in the Miami Spa Months campaign are securing new clients and increasing bookings, according to the programme’s organisers, The Greater Miami Convention and Visitors Bureau (GMCVB).

The annual programme, which runs between 1 July and 31 August, invites locals and visitors to experience spa treatments at some of the top spas in Miami, US, with a minimum of 40 per cent off the standard prices.

Early data suggests participating spas see a 30-50 per cent increase in bookings during the two months, compared to slower summer months. Thousands of treatments are performed each year.

Each year, more than 30 spas take part and this year 38 signed up to be a part of the promotion.

Since 2008, hotel spas, day spas and medi-spas have used the promotion to offer exclusive access to limited-time treatments. The spas create their spa menus in collaboration with GMCVB to ensure consistency and value.

There are three tiers of treatments. Tier one therapies are priced at US$109 (€93, £80) tier two treatments cost US$159 (€136, £117) and tier three is for treatments costing US$199 (€171, £147).

Examples include:

• Kimpton Epic Hotel’s Privai Spa in Downtown Miami offers a Babor lifting anti-ageing and brightening facial at the tier one price for 50 minutes.

• The Palms Aveda Spa in Miami Beach offers an intense hydrating facial and eye treatment with LED therapy (lasting 50 minutes) and resort access – for the tier two price.

• At MySpa at InterContinental Miami in Downtown Miami guests can experience a 75-minute treatment that involves a Dennis Gross vitamin C facial, LED light therapy and gua sha face massage for the tier three price.

A spokesperson for GMCVB told Spa Business, “Many treatments during the programme are valued between US$180 (€154, £133) and US$300+ (€257+, £221+), with guests paying discounted rates. This tiered pricing allows for both foundational treatments and more immersive, high-end experiences.”

“Six spas also offered signature spa experiences exclusive to Miami Spa Months this year. These are one-of-a-kind treatments that aren’t available at other times of year,” they added.

Insights

Now in its 18th year, the GMCVB has shared insights with Spa Business regarding the success of the scheme. GMCVB is an independent not-for-profit organisation that markets the Greater Miami and Miami Beach area.

“Spa Months supports the local economy during Miami’s low tourism season, drawing both locals and off-season visitors to luxury properties and wellness businesses,” they said.

As part of its marketing efforts, the City of Miami Beach offers reduced parking rates to encourage visitors to take advantage of the promotion.

GMCVB said, “In the programme’s early years, the most popular services were foundational offerings, such as Swedish massages, deep-cleansing facials and soothing body scrubs – all offered at a flat rate of US$99 (€85, £73). But over time the offerings have evolved to reflect the latest in wellness trends.”

The most in-demand treatments include:

• Gua sha and lymphatic drainage facials• LED light therapy and non-surgical facelifts

• Chakra-aligning energy work and crystal healing• IV therapy wellness add-ons

• Full-day access to hydrotherapy circuits and infrared saunas

Participating spas report that consumers who discover the spas during the promotion return for additional services. “The programme is seen as a strong new client acquisition tool for spas,” said GMCVB.

Feedback from the spas also suggests guests often tip generously during the promotion period, especially when they perceive high value.

They also frequently add enhancements or upgrades, such as aromatherapy or longer treatments.

Many are also open to trying new or unfamiliar wellness treatments during this period, which spas represents an opportunity for spas to showcase speciality services.

Here is a list of the spas participating in 2025:

Acqualina SpaÂme Spa & Wellness Collective

Away Spa at W South Beach Bamford Wellness Spa at 1 Hotel South Beach

Biltmore Hotel Spa Esencia Wellness at Nobu Eden Roc Miami Beach

Gale Wellness Spa Healing Hands Massage & Facials, Brickell

Hurrem Hammam Wellness & Spa K’Alma Spa

Kimpton Epic “Privai Spa”Lapis, the Spa at Fontainebleau

Leaf Spa Lux MedSpa at SLS Lux Brickell

mySpa at InterContinental Miami Ondara

Sana Skin Studio – Coconut Grove Sana Skin Studio – Wynwood

Sea Spa Miami Stanton Spa at Marriott Stanton South Beach

The Palms Aveda Spa The Ritz-Carlton Spa Coconut Grove, Miami

The Ritz-Carlton Spa, South Beach The Spa at Baia Beach Club

The Spa at Carillon Miami The Spa at St. Regis Bal Harbour Resort

The Spa at the Miami Beach EDITION The Trump Spa

Tierra Santa Healing House at Faena Hotel Miami Beach Toska Spa & Facial Bar

Valmont for The Spa at The Setai Wairua Beauty

Wellness at the National Hotel Miami Beach