November 9, 2026
The spa industry is bracing for a wave of new trends, technologies, and strategies that will shape its future, according to the latest Spa Business Handbook. The report identifies 20 key trends that will impact the sector over the coming years, from artificial intelligence and engineered water to climate resilience and Africa's growth potential.
1. AI-powered treatments: AI will become increasingly embedded across the wellness journey, from discovery and conversational booking to AI concierges and operational systems.
2. Engineered water: Mineralized and oxygenated waters may become proprietary wellness products.
3. Hyrox and recovery-focused athletes: Spas can target recovery-focused athletes through retreats, training camps, and fitness tourism.
4. Fascia training: Mobility, stretching, vibration, and self-massage will move further into gyms, studios, and dedicated movement spaces.
5. Emotional and sensory wellness: Demand for retreats supporting people through life transitions will grow, with a focus on time, space, and professional support.
6. Sauna culture: Sauna clubs and bathhouses will continue to expand, with aufguss, festivals, community experiences, and specialist architecture helping to turn sauna into a broader lifestyle movement.
7. Longer treatments and local wellness: Three- to four-hour treatments may become more common, with hyper-local wellness concepts providing regular access to recovery, social wellness, and longevity services.
8. Climate resilience and Africa: Climate resilience will influence investment and development decisions, while Africa is expected to become a growth market, combining wellness with regeneration, community engagement, and biodiversity.
The full report, featuring 20 trends, technologies, and strategies, is available in the Spa Business Handbook 2026-2027. Sign up for your free digital subscription and stay ahead of the curve in the spa industry.
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Written by: Shred & Dread | The Citizen Edition
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