MENU
SEARCHWhat's in the trend forecast for the spa industry? Four spa experts from around the U.S. weigh in on which services and treatments will be in-demand for 2017 and which ones are ready for retirement.
Spa at Whiteface Lodge, New York
The new year is young, resolutions are still fresh, and people are moving forward with the best of intentions for better self-care in 2017. So who better to turn to than a spa pro for insight into which wellness trends have staying power and which are likely to fizzle faster than a New Year’s resolution in February? SALON TODAY turned to the experts at several top resort spas for insights:
What's in demand?
"I think we’ll see much of the spa industry moving towards services and packages that are more custom-tailored or specifically designed for each guest’s experience. Creating a deeper and more personal connection to each guest is the greatest trend, as it makes every spa experience unique to individual preferences. One such example is a trend to more specific massage treatments based on an advanced sports massage. Structural massage is becoming much more specific to fitness—tailored to each individual guest and his or her training cycles.
A few other trends to watch: guests are looking for natural ingredients, sustainable manufacturing, and local products, when possible. There are new farm-to-table-to-spa products and services that integrate numerous components of wellness, education and relaxation. And finally, Ayurvedic concepts and products are becoming more mainstream and integrated into special weekend retreats and yoga packages.” —Mark Lumpkin, spa director, Whiteface Lodge, New York
“We’re seeing a definite draw to extremes today, with guests seeking a mix of high-octane adventure and relaxation. Travelers are looking for ways to push beyond their comfort zone but they also need a place of solace to unwind afterwards. There’s a scientific basis to the pairing: An adrenaline rush followed by Zen activity resets and quiets the brain, which increases the sense of relaxation.” —LaRae Verros, spa director, Sanctuary on Camelback Mountain Resort & Spa, Arizona
“All things ‘wellness’ are the most in-demand treatments in spas right now. And it’s not just a fad that will come and go. People are slowly realizing the importance of a balanced life – body, mind and spirit. In a world of high stress, packed daily schedules and multiple demands on our time and attention, finding ways to reduce stressors has never been more important. Treatments such as massage and acupuncture balance and heal the body while calming the mind and spirit. Energy healing, such as Reiki, activates the body’s subtle energy systems and stimulates natural healing within the body to reduce stress and restore physical and emotional well-being. Physical activities like yoga are increasingly popular not only for the strengthening and stretching benefits it provides the body, but also for the meditative, calming effect it has on the mind.” —Jacquee Thompson, spa manager, SiSpa at Ft. Lauderdale Marriott Pompano Beach Resort & Spa, Florida
“Preventive wellness will be a major theme—meaning taking care of yourself before you start to feel that you need to be pampered. The idea is to enjoy spa services on a regular basis instead of getting them when you are hurting or in need of them.” —Jade Billard, spa supervisor, SiSpa at Palm Beach Marriott Singer Island Beach Resort & Spa, Florida
What’s ready for retirement?
“One trend that we see making an exit is aggressive chemical facial peels. These treatments can be incredibly harsh on delicate facial skin. Taking their place are gentler peels that treat skin conditions from acne to hyperpigmentation to fine lines and wrinkles and don’t require you to go on ‘hiatus’ until the after effects disappear. Regardless of the type, strength and combination of acids used in newer peels, gentle—even daily—facial peels are in and the ‘Samantha Facial Peel’ is out!” —Jacquee Thompson
“Microdermabrasion will be less popular this year. Treatments like our HydraFacial system give better, immediate results and are less abrasive to the skin.” —Jade Billard
After moving to Colorado and teaching at a cosmetology school, Allison Stock joined Zandi K as a stylist, eventually becoming part of the Leadership Team, Education Team and Master Bridal Team. Today, as Director of Operation, Stock is Owner Nicki Wenz's right hand, managing human resources and operations, education and career development, and coaching and culture.
The company's Concealed Bead Method is raising the bar for what professional extension education can deliver.
Scott maximized her micro-salon by transitioning from stylist to strategic owner, focusing on recruiting and station-sharing. By prioritizing her ownership role over behind-the-chair work, she grew her team to six stylists within the two-chair, 150-square-foot space before eventually moving to a larger facility.
The former CFO of Perdue Farms and owner of Hardy Seafood, Terry Owens delivers a wealth of wisdom and strategies for entrepreneurs in his new book, "Business is Simple."
After scaling her single-location salon business, SALON TODAY 200 Honoree Amy Pal recently sold her six-location Whip Salon for seven figures. Using the six Ps for maximizing a business's value, she's ready to help her peers do the same.
Buried inside the One Big Beautiful Bill Act are federal solar tax credit changes that deserve your attention now. Two of the credits that matter most to commercial property owners, the Investment Tax Credit and the Production Tax Credit, are still available, but only if you move fast. A third, the Commercial Building Energy Efficiency Deduction, has a hard termination date that is closer than most people realize.
Up to 40% of hair stylists ghost the salon interview stage, leaving owners trapped playing endless phone tag with uncommitted applicants. This data-driven report breaks down why traditional job boards create recruitment friction and reveals the modern messaging strategies high-growth salons use to get pre-qualified talent to actually show up. Learn how to transition from cold calling to high-conversion conversations that protect your time and fill your chairs.
Sponsored by Beautista
Spit fests, hostile threats, and even an overachieving matchmaker--SALON TODAY readers share their craziest client tales and how their team handled these tough situations with professionalism and grace.
Keeping your appointment book full when clients are in vacation mode takes more than a good Instagram post. It takes a plan. The 2026 Summer Marketing Calendar from Meevo gives salon, spa & med spa owners a month-by-month roadmap with sharp themes, key opportunity dates, and campaign ideas specifically designed for the beauty & wellness industry. Here’s to your summer season working as hard as you do!
Sponsored by Millennium Systems International
AI is transforming the beauty and wellness industry, and the future is about empowering people, not replacing them. Discover how Phorest AI helps salons, spas, and med spas across North America respond faster, personalize every visit, and keep human connection at the heart of the client experience.
Sponsored by Phorest
Owner Michaella Blissett-Williams credits her General Manager Gloria Hortua with [salon] 718's year-over-year, double-digit growth and says she's been able to scale the company to eight locations because she can rely on Hortua to manage daily operations.
Shine Time: Aluram’s High Shine Line Delivers Moisture and Shine with Clean Ingredients
Sponsored by Aluram
Elyse Rogers is an uplifting presence at The Headroom who makes the team feel heard even in stressful situations. Owner Danielle Cherewyk sings her praises in this installment of Meet the Manager.
Despite a slight and predictable decline in client traffic for Q1, resilient pricing power is driving year-over-year revenue growth in salons. The KIM Report's Alain Audet reviews the data and what it's telling us about the state of professional beauty.
Same-store revenue grew just 2% for the second straight year—and new guest visits declined across every segment of the industry. The 2026 Benchmark Report reveals where growth is actually happening, which verticals are pulling ahead, and what the data says about where your business stands right now.
Sponsored by Zenoti
Hair restoration is entering a new era driven by regenerative science. This paper explores how Exosome technology is transforming treatment outcomes by targeting hair loss at a cellular level. Discover why EXOGROW is leading this shift.
Sponsored by Dermapenworld
A salon brand is much more than a logo. In this thought-provoking blog, Leon Alexander, Ph.D., walks you through the difference. SALON TODAY suggests sharing this article with your team and leading a discussion at your next huddle, asking the team to define your business's brand.
