The Spa Trends Report 2025

Welcome to the third edition of the annual SpaSeekers.com Spa Trends Report, where for the third year running, we have taken a deep dive into the world of wellness. We’ve built on our very first Spa Trends Report 2023 and for the third year running, have analysed search, social and our own survey data to reveal the top trending spa treatments and relaxation experiences as we head into 2025.

We’ve also spoken to the experts, who work in our partner spas every day, to reveal which experiences and treatments are going to be the most in-demand in the year ahead.

What the report covers:

1. The Top Trending Spa Treatments and Experiences of 2025
2. The Spa Treatments and Experiences Declining in Popularity in 2025
3. The UK Locations Booking The Most Spa Breaks
4. The Top 10 Most Booked UK Spas in 2024
5. The Top 10 UK Cities Buying Spa Vouchers in 2024
6. The Top 5 UK Spas Paid for Using Tesco Clubcard Points in 2024
7. 2025’s Most In-Demand Spa Locations Around The World
8. The Top Trending TikTok Self Care Trends
9. Men’s Attitudes To Spas and Wellness in 2025, Revealed

Ready to find out the top spa and wellness trends of 2025? Let’s dive in...

From a relaxing head spa treatment to a detoxing facial, spa treatments and experiences are the perfect way to relax and unwind, embracing some well needed ‘me time’. With a new year upon us, and with some more glamorous (and some not-so-glamorous) beauty experiences and treatments arising, we wanted to take a closer look into which ones are most in-demand for 2025.

Our research reveals that Japanese head spas are the most popular spa trend as we head into 2025, with an impressive 233% increase in searches year on year. A Japanese head spa is a type of head massage that has been shared thousands of times on TikTok and exploded in popularity on the app earlier this year. A Japanese head spa massage is a deeply relaxing treatment focused on the scalp, which uses combining techniques such as gentle massaging, acupressure, and cleansing to improve blood circulation and relieve tension. The treatment also often includes a shampoo or scalp mask, promoting healthy hair growth and leaving the scalp refreshed and rejuvenated. Saffron Richards at The Abbey Hotel & Spa comments:

"As more people discover these relaxing treatments through viral videos, it’s clear that social media is playing a major role in driving the global fascination with scalp massages, boosting their appeal as a holistic wellness practice. With an emphasis on scalp health, stress relief, and rejuvenation to our valued guests, this treatment really taps into the increasing demand for self-care rituals that combine both physical and emotional healing, offering a peaceful retreat from our fast-paced lives."

Following Japanese head spas are gold massages and medical spas, ranking in second and third spots respectively. Gold massages have moved up in our rankings since last year’s research from ninth place in 2024’s Spa Trends Report and fourth spot in 2023’s rankings. A gold massage is a lavish treatment that incorporates 23-carat gold – a substance which is thought to provide anti-inflammatory and antioxidant benefits for the skin. These massages often combine traditional techniques with the revitalizing properties of gold, believed to boost circulation, reduce inflammation, and enhance skin elasticity, leaving clients who have the treatment with radiant and glowing skin.

With a 124% increase in searches over the last year, medical spas (also known as medi-spas) continued to be searched for by spa-seekers and cosmetic enthusiasts alike, with the spas focusing on providing non-surgical treatments including Botox, dermal fillers, fat reduction, laser hair removal, microneedling and tattoo removal. For anyone interested in trying out a medical spa for a treatment, Maddie Cridge, therapist and spa expert from SpaSeekers.com, comments: “The rise in popularity of medi-spas reflects a growing desire for treatments which bridge the gap between traditional relaxation-focused spa experiences and clinical cosmetic procedures. Medi-spas are thriving because they offer convenience and cosmetic expertise under one roof. People are also drawn to the idea of achieving significant aesthetic or skin health improvements in a more comfortable, spa-like environment rather than a traditional clinical setting. When choosing a medi-spa, prioritise facilities with licensed medical professionals and strong reputations supported by reviews and qualifications.”

Other types of spas ranking highly in the list include health spas and digital detox spas. Health spas have seen a whopping 123% increase in search interest over the past year, offering an all-rounded experience including the chance to delve into treatments such as steam baths, exercise, and massages all in the same place. These spas offer the chance for fitness-fanatics and those who are highly active to also spend time to recover and take some time for themselves after an intense workout. Rounding off the top five most popular spa experiences and treatments are digital detox spas, which encourage visitors to disconnect from technology and detach from the digital world of phones, fitness watches and other always-on devices. With an 100% increase in interest in digital detox spas year on year, and in an ever-connected world, it's likely that these types of spa experiences will only become more popular in 2025, with the experience offering substantial benefits including stress reduction and improving your attention span and sleep.

Two other spa treatments that have also increased by 100% over the last 12 months are nightingale facials and rosemary oil hair massages. Nightingale facials are used to brighten, cleanse and exfoliate the skin. The nightingale facial uses sanitised nightingale (bird) droppings, and this traditional Japanese treatment is rich in enzymes, guanine, and amino acids - ingredients which gently exfoliate the skin, brighten the complexion, and improve texture without the use of harsh or artificial chemicals.

The facial is often paired with other natural ingredients such as rice bran or camellia oil for added hydration and radiance. Though unconventional, the treatment has gained attention for its historical roots in Japanese beauty practices and its ability to leave skin smooth, luminous, and refreshed.

Rosemary hair oil took TikTok by storm last year, with beauty enthusiasts online discovering that applying the oil to your hair 2-3 times a week can dramatically improve hair health and promote growth, as well as giving the hair a healthy shine. Rosemary oil also has antimicrobial and anti-inflammatory properties, which can help reduce dandruff and prevent scalp infections. A rosemary oil hair massage involves gently massaging the scalp and hair with rosemary essential oil, often diluted in a carrier oil like coconut or jojoba oil, and the massage stimulates blood circulation to the scalp, promoting relaxation while helping the oil penetrate deeply into the hair follicles.

Other notable spa experiences which remain popular as we head into 2025, having also featured in last year's Spa Trends Report, are touchless spas (+100%), beer bath spas (+80%) and dog-friendly spas (+51%). The goal of a touchless spa treatment is to provide a relaxing experience without physical contact from a therapist. Instead, these treatments utilise a built-in transducer machine that emits gentle vibrations throughout the body to the ultimate relaxing experience. Amongst popular spa experiences from this year were beer bath spas which provide the chance to actually bathe in beer, in order to help cleanse the skin and improve blood flow. With an increase in demand of 50% from 2023 and 22% in 2024, dog-friendly spas also once again ranked in our top ten trending experiences, with searches up by 51% over the past year. Dog-friendly spas continued to sweep the nation in 2024, with one of our own spas in Lincolnshire offering the service. Sawcliffe Manor Country House offers a Doggie Friendly Spa Session, which along with human-friendly treatments, includes a designated pooch pamper area and natural doggie cosmetics for your favourite pet.

Other treatments which are set to be huge in 2025 are ayurvedic spas and relaxation spas (both up by 83%), silk cocoon facials (+80%) as well as bootcamp spas, diamond massages, face massages, light therapy facials, oxygen chamber and rainfall spas which have all increased in popularity by 50% since last year.

Rank	Spa treatment or experience	% increase in searches (year on year)
1	Japanese head spa	233%
2	Gold massage	124%
2	Medical spa	124%
4	Health spa	123%
5	Digital detox spa	100%
5	Nightingale facial	100%
5	Rosemary oil hair massage	100%
5	Touchless spa treatments	100%
9	Ayurvedic spa	83%
10	Relaxation spa	83%
11	Beer bath spa	80%
11	Silk cocoon facial	80%
13	Quartz bed massage	75%
14	Paraffin body wrap	56%
15	Dog friendly spa	51%
16	Bootcamp spa	50%
16	Diamond massage	50%
16	Face massage	50%
16	Light therapy facial	50%
16	Oxygen chamber	50%
16	Rainfall spa	50%

From our research there are many spa treatments and experiences that are now declining in popularity as we enter a new year, with searches for the experiences reducing year on year. Honeybee venom therapy (also known as apitherapy) is one such treatment, with searches decreasing by -44% year on year. This unique treatment involves using either live bee stings or purified bee venom and applying this to specific areas of the body that experience chronic pain for anti-inflammatory and pain relief benefits. Maddie Cridge, therapist and spa expert from SpaSeekers.com, comments:

“While honeybee venom therapy is a fascinating and unique treatment, there are a few reasons why it might not be as popular as it once was. Firstly, with a growing demand for safety and accessibility in wellness, the idea of using live bee stings or even purified venom can be intimidating for lots of clients, especially those concerned about allergic reactions or discomfort associated with the procedure.

Additionally, the wellness industry has seen a massive surge recently in alternative anti-inflammatory and pain relief treatments that are less invasive and more approachable, such as red-light therapy, cryotherapy, and CBD-infused therapies. These options often appeal to a broader audience due to their perceived safety and ease of use.”

Interestingly, balneotherapy - a spa treatment which featured in our top 10 most popular spa trends of 2024 – appears to be a short-lived trend, with searches for the treatment down -19% year on year. Balneotherapy is a treatment that uses mineral-rich water to reduce stress, lower the risk of illnesses, and support the body’s natural detoxification processes. While it often involves bathing in mineral water, spa-goers can also experience its benefits by drinking the water or inhaling its steam.

A notable viral treatment that is disengaging from emerging spa trends is vaginal steaming (also known as a yoni steam) which was a top trending treatment in our 2023 Spa Trends Report with a 18% decrease in searches for this moving into 2025. Yoni steaming is a traditional, natural remedy believed to cleanse the womb and uterus, regulate menstruation, and alleviate period cramps and bloating. The process involves sitting on a custom-made seat with a hole, allowing herb-infused steam to rise. Accompanying this unexpected decline is the once-trending rice water hair treatment. This age-old practice involves using the nutrient-rich, starchy water leftover from cooking or soaking rice to nourish the hair, boost its health, and encourage growth.

In a more unconventional category, crystal healing massages (-19%) and psychedelic therapy (-18%) highlight how once-mystical wellness trends are losing their appeal. These practices, rooted in energy healing and altered states of consciousness, may have reached the limits of mainstream curiosity, according to our analysis. Another more unique treatment is golf ball massages (-19%), a niche treatment that involves rolling golf balls across the body for deep tissue relief. Despite its creative approach, it seems consumers are seeking more traditional methods for stress relief as we enter another year of self-care.

Rank	Spa treatment or experience	% decrease in searches (year on year)
1	Honeybee venom therapy	-44%
2	Gold leaf facial	-35%
3	Virtual spa	-34%
4	Gold facials	-33%
5	Skin flooding	-21%
6	Full body mud mask	-20%
7	Million dollar facial	-19%
8	Crystal healing massage	-19%
9	Golf ball massage	-19%
9	Herbal body wrap	-19%
11	Fire therapy	-19%
12	Balneotherapy	-19%
13	Float therapy	-18%
=14	Seaweed wrap	-18%
=14	Vaginal steaming	-18%
=16	Geisha facial	-18%
=16	Mobile spa	-18%
=16	Rice water hair treatment	-18%
=16	Crystal reiki	-18%
20	Psychedelic therapy	-18%

Residents from across the UK booked spa breaks with us during 2024, so in a similar fashion to last year, we thought we’d take a look at the data to find out which city is home to the biggest spa lovers.

Last year the nation’s capital ranked in fourth position, but this year London residents have taken the crown as those booking spas the most throughout 2024. Though the big smoke has plenty to offer those who work and play in the city, it is a fast-paced lifestyle that can often leave people feeling burned out, or in need of an escape - and where better to head than a spa for a weekend away from it all?! Data from YouGov also positions Londoners as those most fond of a spa day, with 11% saying they’d taken a spa holiday in the last year, the highest of any region.

Residents of Liverpool follow as the second biggest spa lovers for 2024, with Mancunians completing the top three. Though Sheffield residents ranked in the topflight last year, it seems that their enthusiasm for spas may have waned in comparison to that of those in other areas of the country this year, with the city placing in seventh for this calendar year.

Rank	City
1	London
2	Liverpool
3	Manchester
4	Birmingham
5	Leeds
6	Bristol
7	Sheffield
8	Glasgow
9	Nottingham
10	Leicester

Leading the way as the most popular spa in 2024 is the Macdonald Craxton Wood Hotel & Spa, a haven for those seeking tranquillity. Following closely is Rudding Park Hotel & Spa, known for its luxurious treatments and stunning surroundings. Hoar Cross Hall Spa Hotel and Mercure Manchester Norton Grange Hotel & Spa also shine as favourites for spa-goers this year, while Oulton Hall Hotel, Spa & Golf Resort completes the top five. Other standout destinations include the Macdonald Berystede Hotel & Spa, the iconic Belfry Hotel & Spa, and Whittlebury Hall.

Rank	UK Spa
1	Macdonald Craxton Wood Hotel & Spa
2	Rudding Park Hotel & Spa
3	Hoar Cross Hall Spa Hotel
4	Mercure Manchester Norton Grange Hotel & Spa
5	Oulton Hall Hotel, Spa & Golf Resort
6	Macdonald Berystede Hotel & Spa
7	The Belfry Hotel & Spa
8	Whittlebury Hall
9	Lifehouse Spa & Hotel
10	Macdonald Bath Spa Hotel

Spa vouchers have become a go-to gift for many, and London leads the charge as the top city where residents purchase these indulgent presents. Manchester and Birmingham follow in second and third place, while Liverpool takes fourth, emphasizing its growing spa culture. Other major cities such as Leeds, Glasgow, and Bristol also make a strong showing. Sheffield, Southampton, and Coventry round out the top 10, showcasing that gifting relaxation is a trend nationwide.

Rank	City
1	London
2	Manchester
3	Birmingham
4	Liverpool
5	Leeds
6	Glasgow
7	Bristol
8	Sheffield
9	Southampton
10	Coventry

Tesco Clubcard points continue to provide a gateway to luxurious but affordable spa experiences, with Rudding Park Hotel & Spa topping the list of most popular spas redeemed through Tesco points. Hoar Cross Hall Spa Hotel and Ragdale Hall Spa follow closely, offering exceptional value for points-savvy customers. The list also includes prestigious venues like Alexander House Hotel & Utopia Spa and Macdonald Berystede Hotel and Spa, renowned for their high-end amenities.

Rank	UK Spa
1	Rudding Park Hotel & Spa
2	Hoar Cross Hall Spa Hotel
3	Ragdale Hall Spa
4	Alexander House Hotel & Utopia Spa
5	Macdonald Berystede Hotel & Spa

For those who are keen to travel further afield, there are plenty of incredible spas to discover all across the globe. With spas found in almost every climate, and often utilising the natural resources on offer, such as hot springs, or mud pools in many cases, there are countless unique spa days to be enjoyed.

We’ve again looked at Google search data for ‘spa in [COUNTRY]’ to reveal which global destinations are capturing the attention of spa lovers the most and may be featuring on their travel bucket lists for the year ahead.

Though Romania topped the charts in 2023, it’s failed to place highly this year, managing just 11th in our table - however, Kazakhstan has seen a surge of popularity over the past twelve months, and has claimed the top spot for 2024. With a 400% increase in searches for spas in this Central Asian country, it’s certainly not the obvious choice of a holiday destination. However, the capital of Almaty is home to a spectacular bath house in the form of the Arasan Baths. Built in 1982 under the Communist Party of Kazakhstan, the baths were constructed in traditional Russian style, and features an array of saunas in Russian, Finnish and Turkish styles along with a large pool. For those looking for a once in a lifetime spa experience, this could definitely be it!

The neighbouring Uzbekistan follows as the second most popular destination for spa breaks in 2024, with a 180% increase in searches compared to the same period in the previous year. Another country that may not be high on your ‘must visit’ list at the moment, Uzbekistan has just seen a record-breaking year for tourism. With stunning cities such as Bukhara and Samarkand to explore, it’s a destination that will no doubt continue to gain popularity in years to come and should definitely be a consideration for your next spa break.

Vietnam closes off the top three destinations for overseas spa visits, with a 175% increase in searches for such experiences in the past year, moving up one place in our table from its 2023 position. Pakistan (171%) and Azerbaijan (133%) follow in fourth and fifth.

Previous highflyers in the form of France, Qatar and China join Romania in its fall down the charts, with the countries ranking in 50th, 28th and 34th positions respectively.

Rank	Country	% increase in searches (year on year)
1	Kazakhstan	400%
2	Uzbekistan	180%
3	Vietnam	175%
4	Pakistan	171%
5	Azerbaijan	133%
6	Mozambique	100%
7	Morocco	84%
=8	Albania	83%
=8	Armenia	83%
=8	El Salvador	83%
=8	Romania	83%
12	Benin	80%
13	Nepal	60%
=14	Gambia	56%
=14	Zimbabwe	56%
=16	Nicaragua	53%
=16	Saudi Arabia	53%
=18	Bhutan	52%
=18	South Africa	52%
=18	Uganda	52%

As well as looking at the top trending spa treatments and experiences, we also wanted to explore how people are embracing self-care in their everyday lives too. To uncover these broader trends, we turned to TikTok - a platform where millions of people share their favourite relaxation rituals and self-care practices every day.

With over 1.5 million TikTok hashtag posts, journaling emerged as the top self-care trend, with users sharing their personal takes on this practice, which ranges from creative writing to decluttering the mind of everyday stress. Journaling allows individuals to process overwhelming thoughts and channel them onto paper, offering a therapeutic outlet and a moment of mental clarity.

Staying within the creative realm, vision boards and scrapbooking claim second and third spots respectively as popular self-care trends. Vision boards, often taking the form of personalised collages of images, words, and phrases representing life goals, help people focus on their dreams and aspirations while offering a fresh perspective on personal ambitions. Scrapbooking, on the other hand, allows individuals to preserve memories and milestones in a visually appealing and meaningful way.

Another rising trend is the Sunday reset, a routine where individuals dedicate their Sunday to preparing for the week ahead. This practice, shared by over 460,000 TikTok users, involves tidying, cleaning, and organising tasks to create a sense of balance and readiness. It’s a popular way to reduce stress and enter the new week with a refreshed mindset.

In fifth place is the 75 Hard Challenge, a demanding 75-day mental and physical regimen that has captivated self-care enthusiasts. With nearly 430,000 TikTok users documenting their experiences, the challenge focuses on building discipline and resilience by committing to a list of daily tasks: two 45-minute workouts, following a healthy diet, and reading 10 pages of a book. It’s a holistic approach to personal growth and toughness.

Finally, reflecting a broader trend we also noticed in spa-related searches, digital detoxing is a growing self-care focus on TikTok. As reflected in the rise of digital detox spas, it seems that many are seeking time away from screens to reconnect with the present moment.

Rank	Self-care trend	TikTok hashtags (posts)
1	Journaling	1,500,000
2	Vision boards	1,300,000
3	Scrapbooking	831,100
4	Sunday reset	468,100
5	75 Hard Challenge	429,200
6	Slow living	289,100
7	Pilates workout	221,400
8	High protein meals	148,800
9	Gua Sha	144,400
10	Sober curious	102,800
11	Sound baths	74,500
12	Gratitude journal	61,300
13	Red light therapy	60,300
14	Cycle syncing	44,500
15	Everything shower	43,900
16	Bed rotting	28,500
17	Low-impact workout	26,900
18	Dopamine menu	21,000
19	Digital detoxing	19,100
20	Hot girl walks	12,300

It seems that spas aren’t yet a regular hangout spot for a lot of men in the UK, as according to our survey of over 500 males, nearly half of the respondents (48%) have never been to a spa in their lifetime. For those who have visited a spa before, most have kept it low-key, with more than a quarter (26%) visiting only 4-10 times in their lifetime and a small 7% saying they’ve been less than four times. The average number of spa visits comes in at around four times in a lifetime - so it’s safe to say that spas haven’t yet become a staple in many men’s wellness routines.

When it comes to reasons for skipping the spa, cost is the biggest blocker, with more than a third (38%) of men saying it’s just too expensive. But for a similar number (35%), the idea of going to a spa hasn’t even crossed their minds! Almost a fifth (18%) said they feel uncomfortable at spas, while another 14% aren’t fans of shared spaces such as saunas or pools. Clearly, there’s a big opportunity for spas to do more to make men feel welcome and comfortable, perhaps by creating male-only sessions or focusing on more private experiences.

However, our survey revealed that some men simply prefer other ways to relax. Around 15% say they’d rather use other forms of self-care, and a smaller 5% opt for at-home treatments instead. Still, with nearly half of men having never set foot in a spa, the door is wide open for spa venues to show them what they’re missing - especially if they can bust some of these myths and make spas more approachable and affordable. Who knows? Maybe 2025 will be the year men fully embrace a bit of pampering...

If the third edition of our Spa Trends Report has inspired you to book a spa day in 2025, then why not check out our huge range of relaxing spa breaks - from overnight breaks to a day out in one of our many spa hotels.

Methodology

Data was compiled for the report from the following sources:

• Google Keyword Planner (trending spa treatments, spa experiences and in-demand spa locations) analysing worldwide search volume. An increase in interest was calculated by comparing the search volumes for each term between November 2022 – November 2023 and November 2023 – November 2024.
• SpaSeekers internal anonymised booking data.
• Male spa useage stats were gathered via a survey conducted by Censuswide, among a sample of 500 UK males (aged 18+). The data was collected between 04.12.2024 - 06.12.2024. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.

All data correct as of December 2024