2025 is almost here, and with that, another year of innovation in wellness will kick off. This evolving sector is seeing major advancements, and more exciting concepts and services are coming to fruition everyday. As a spa pro, its vital to stay up to date with these trends, and learn how you can apply them in your practices.
We spoke with with Sudheer Koneru, CEO of Zenoti and Geraldine Fusciardi, SVP & General Manager of Europe and Africa at Zenoti, for top predictions on consumer wellness trends for the new year, and what they mean for professionals in the field. We are bringing those trends to you.
1. Prediction: AI will deliver real ROI by allowing operators to romance the customer at scale
Sudheer Koneru's Insight: In 2025, operators will find true ROI in AI by using the technology to romance customers at scale and provide every guest with a hyper personalized in-person and digital experience. Consumers interact with AI tools every day and within every industry, and they expect that level of personalization in their spa, salon, medspa or fitness experiences. According to recent Zenoti research, 97% of salon and spa regulars find personalization during in-person visits important and 64% think spas and salons should use AI to offer personalized recommendations.
AI tools allow operators to harness customer preferences and treatment history to recommend add-ons, schedule appointments with preferred providers, and deliver marketing offers that align with guests’ interests. AI empowers staff, helping providers deliver personalized experiences and enabling businesses to thrive in an increasingly competitive landscape.
2. Prediction: Consumers will look for more treatments that focus on longevity, moving away from cosmetic outcomes
Sudheer Koneru's Insight: Consumers are shifting their focus to wellness treatments that prioritize longevity and overall health rather than purely cosmetic outcomes. Services like cryotherapy, red light therapy, and cold plunging—which produce outcomes like alleviate pain, and improve cellular function—are gaining popularity, with growing expectations for spas and medspas to offer these proactive, health-focused options. We’ll see more operators offering internal wellness-focused treatments and see an increase in startups dedicated to holistic care.
Related: Skinimalism and Beautility Among BeautyHealth's 2025 Trends
3. Prediction: Health and beauty will become even more interconnected
Geraldine Fusciardi's Insight: Many are beginning to view wellness and outer beauty as interconnected – much like how inner health can enhance outer beauty. They also understand that achieving this balance is not a one-time effort, but a long-term commitment. For the industry, this shift means a growing demand for salons and spas offering membership packages that combine various wellness services, catering to consumers' evolving focus on longevity and holistic care.
4. Prediction: Expertise and personalized recommendations will win over guests
Geraldine Fusciardi's Insight: There is so much detail on the internet about beauty, health, nutrition, and wellness, that consumers are overwhelmed. They have ample information, but very little knowledge of what might work for them or even where to start. Consumers are more willing to pay for thoughtfully recommended add-on services or buy the products recommended by service providers to help cut through the noise – which helps build brand loyalty and drive revenue.
This highlights the importance of training providers to understand not only the products and services, but also give them the tools to understand each customer’s unique preferences and needs. Investing in technology that captures customer data, personalizes their experience, and shares insights with staff can empower providers to make effective recommendations. Additionally, providers should build and share expertise both in-person with guests and through all digital experiences. They must ensure that their websites, mobile applications, and appointment systems concisely explain why a service or product is right for the consumer while making the recommendation as personalized as possible.
5. Expectations of “little luxuries” when experiencing a service
Geraldine Fusciardi's Insight: In 2025, consumers are looking for the little things that push a treatment experience over the edge – a head massage when getting their hair done, a hand massage during a nail appointment, a selection of teas, wine and coffee paired with home-baked treats on the side. This means providers should focus on the overall treatment experience, using their understanding of their customer base to incorporate these “surprise and delight” elements that transform a routine appointment into a memorable experience. This builds loyalty, encourages repeat visits and addresses the demand for accessible luxury experiences at a reasonable cost.
