According to recent data from Phorest Salon Software, only 54% of appointment bookings happen during salon and spa opening hours. That means salons potentially lose out on up to 46% of bookings if they don’t offer clients the option to book online or with app booking.

Analyzing the hourly appointment booking trends of more than 5,000 salons and spas, Phorest found that 28% of booking happen in the evening after salons close, and 18% happen early in the morning before salons open.

To verify their data, Phorest carried out a survey among 1,000 salon and spa customers, asking them what features were important to them when visiting a salon’s website, and 32% specified online booking. When looking at the age breakdown of respondents, 36% of millennials (25-34 year olds) said they want to see online booking on a salon’s website, and a whopping 43% of Gen Z clients (18-24 year olds) expect this option.

“This is really important information for salon and spa owners, particularly those whose clients are in this younger demographic,” says Phorest CEO Ronan Perceval. “Recent research shows millennials are earning more than ever before and they enjoy spending their cash online, so it’s vital to get online booking. Even the 54% of booking that happen during working hours are taking place on the go, or from clients’ busy workplaces. Online booking gives clients the option to book on their time, before they miss out on the last appointment with you and go to your competitor.”

The full survey results are available at You can find the full survey results at phorest.com/us/blog/customers-tell-us-what-they-want-to-see-salon-website/.