Spa marketing: turning a $6.8 trillion wellness economy into bookings

According to the Global Wellness Institute, the wellness economy reached $6.8 trillion in 2024, more than double its size in 2013. It is expected to grow by about 7.6% a year to nearly $9.8 trillion by 2029, well ahead of global GDP. Spas alone represent $157 billion, and wellness tourism $894 billion.

For spa owners this is good news, but growth in a market does not automatically fill a calendar. The spas that win are the ones that are easy to find, easy to trust and easy to book again.

People already spend more on wellness than on healthcare

GWI estimates global wellness spending at $831 per person in 2024, slightly above average out-of-pocket spending on health goods and medical services ($806). Wellness has moved from an occasional treat to a regular budget line. Your marketing should speak to that routine, not only to special occasions.

Travelers are a real segment

About 29% of wellness tourism spending comes from international travel. Strategy&'s work on wellness tourism highlights that local culture, traditional healing practices and a strong sense of place are what make a destination stand out. Spas that tell their own story, with their own rituals and ingredients, give travelers a reason to choose them over a generic hotel spa.

• Describe signature treatments in English and in the local language.
• Show the space, the ritual and the people, not stock images.
• Make sure hotels, concierges and travel guides can find and link to you.

Make the next visit easy

In Strategy&'s wellness research, leaders turn interest into routines through memberships, packages and emotional connection. A spa that only sells single visits is always starting from zero. A spa with memberships, rebooking at checkout and personal follow-ups builds steady revenue.

A practical spa and salon marketing plan

1. Optimize your Google Business Profile with real photos, full service list and online booking.
2. Build a website with clear treatment pages, prices or price ranges and a booking button on every page.
3. Create a content plan around rituals, ingredients and self-care routines.
4. Launch a membership or package that rewards regular visits.
5. Train your reception team to rebook every client before they leave.
6. Track bookings, rebooking rate and reviews monthly.