There has never been a more challenging time for spa operators due to rising costs, increased competition and shifting customer expectations.

In our recent UK Spa Association State of the Industry Survey 2025, we found 21 per cent of spa leaders were concerned about hitting their budget and 29 per cent were worried about their spas retail sales.

Finding and retaining staff in the sector was another key issue for 18 per cent of those surveyed.

Treatment sales cannot always be relied upon for income

To remain profitable, spas must identify incremental revenue streams, innovate and pivot to refine existing offerings.

Even small, strategic changes across retail, membership and package design can significantly improve the bottom line and should never be overlooked, says Bobby Griffiths, general manager of the UK Spa Association.

Differing guests’ needs

Guests have distinct expectations. Hotel guests value convenience and curated experiences, members seek value and rewards and day visitors prioritise flexibility. Structuring offers accordingly – such as hotel guest discounts for pre-booked treatments, member referral schemes and express upgrades for day visitors – ensures relevance and maximises spend.

Retail remains a high-margin opportunity

Beyond skincare, lifestyle accessories, athleisure wear and wellness gifts make excellent complementary sales. Smaller items at reception boost impulse buys, while aspirational pieces elevate brand perception.

Operationally, open displays, samples and efficient re-ordering encourage purchases.

Partnering with skincare brands for free gifts, display support or staff incentives improves conversion and cuts costs. Training therapists to upsell – via product advice, treatment enhancements or post-visit vouchers – is vital.

Upsell across the facility

Integrating spa retail into the wider hotel, such as adding products into minibars, adds convenience and incremental income. Package design should consider guests’ budgets and time. Mini or themed packages and cocktail add-ons can enhance loyalty and experience.

Member programmes should reward loyalty and drive spend through off-peak discounts, birthday vouchers and referral bonuses.

Diversify revenue streams

Sustainable profitability comes from multiple, complementary revenue channels – not just treatments. By diversifying retail, embedding spa into the guest journey and empowering staff, spas can strengthen their market position and ensure long-term success.

A copy of the survey results can be requested for free by all UKSA members or purchased directly from the UK Spa Association for non-members. For more information, you can email: [email protected]

Top five profit boosters for spas:

1. Segment your guests – Tailor offers for hotel guests, members, and day visitors to maximise relevance and spend.2. Expand retail beyond skincare – Stock impulse buys, lifestyle items, and aspirational products to boost spend per head.

3. Leverage partnerships – Work with skincare brands for free gifts, displays, and staff incentives that drive retail sales.4. Create flexible packages – Introduce half-day or themed experiences, and upsell to include dining or overnight stays.

5. Empower therapists – Train staff to recommend in-treatment upgrades and link treatments to retail, turning service into sales.