From gold massages to organic spas – spa booking site SpaSeekers.com has released their 2023 Spa Trends Report, which reveals the trending spa treatments and experiences which are set to dominate the industry in the year ahead.
SpaSeekers.com analysed internal booking data as well as consumer search data to reveal the treatments and experiences which are seeing the biggest increase in demand.
The Top 10 Trending Spa Treatments of 2023
Topping the list of most popular spa treatments for 2023 is the yoni steam – also known as vaginal steaming. Searches for this controversial treatment have increased by 124% over the past year, with many looking to experience this natural remedy, which is said to regulate menstruation and ease period cramps and bloating (although many dispute these claims).
Following a yoni steam, and up by 91%, is crystal healing massages. Another alternative treatment, this type of massage involves placing various healing minerals and crystals around the client, so that they can benefit from the healing properties of the crystals while receiving their relaxing massage.
According to the research, unique massage treatments are set to be extremely popular with consumers in 2023, with traditional Turkish bath massages up 85% and gold massages (a massage carried out using 23-karat gold, giving the skin a dewy glow) also up by 84%. Ayurveda massages ranked in ninth position, with searches for the traditional massage, which uses specific warm oils to restore the body’s balance, up by 50% in the last year.
The most popular facial treatments in 2023 are lymphatic drainage facials (+83%) and light therapy facials (+49%). Light therapy facials uses LED light technology to improve the skin’s texture, with fans of the treatment benefitting from reduced inflammation and acne. Lymphatic drainage facials are known to bring about similar benefits, as well as improving puffy and dull skin, with the treatment involving lymph drainage massage techniques to drain toxins from the skin.
Sound baths, colonic hydrotherapy and salt saunas all also featured in the top trending treatments of this year, with searches having increased by 83% for each. Sound baths offer participants the opportunity to be bathed in sound as a form of meditation and relaxation which has exploded in popularity and is now offered in many spas up and down the country as a result.
Colonic hydrotherapy is also being offered in more and more wellness centres due to its growing popularity, with the treatment (which was traditionally used as prep for medical treatments such as colonoscopy) involving the cleansing of the large intestine via flushing with warm water. Salt saunas, which differ from a traditional sauna due to their softer heats, lower humidity and injection of salt, are known for improving the respiratory system and skin, leading many spas to introduce the treatment to their offering.
| Rank | Spa treatment | YoY increase in searches |
| 1 | Yoni steam | 124% |
| 2 | Crystal healing massage | 91% |
| 3 | Turkish bath massage | 85% |
| 4 | Gold massage | 84% |
| =5 | Lymphatic drainage facial | 83% |
| =5 | Sound bath | 83% |
| =7 | Colonic hydrotherapy | 83% |
| =7 | Salt sauna | 83% |
| 9 | Ayurveda massage | 50% |
| 10 | Light therapy facial | 49% |
The Top 10 Trending Spa Experiences of 2023
With so many weird and wonderful experiences on offer for spa-lovers, SpaSeekers.com also delved into worldwide search data to reveal the top trending spa experiences for the year ahead.
Immersive spas are set to be the most popular spa experience of 2023, with searches for the unique style of spa up by 566%. Immersive spas, which also have over 1.6 billion views on TikTok, use technology to immerse visitors, to make them feel as if they’re in the natural world – from bathing in a storm, complete with lightning and thunder to relaxing in a pool by a waterfall.
Other unique spa offerings which ranked in the top ten trending experiences were dog-friendly spas – with people searching for doggy spa breaks 50% more than last year. Though only a few select spas currently offer either experience, it’s clear that the demand is there amongst consumers looking for spa experiences with a twist.
The research also revealed that spa lovers are searching for solitary and private spa experiences more than ever before, with searches for adult-only spas up by 127%, and female-only spas up by 83%. For those looking to be alone with their thoughts while they get pampered, silent spas were also up by 83%. The team at Rena Spa at The Midland Hotel are predicting similar trends for the year ahead – “I think in 2023 spa-goers will be looking for a full day where they can truly switch off from the world. I think this is because of the aftermath of the pandemic, and people placing more of a focus and priority on their mental health.”
Natural spas such as mineral spring and thermal spas, are also set to explode in popularity in 2023, with searches up for each by 126% and 124%, respectively. Mineral spas offer spa-goers the opportunity to bathe in mineral boosted spring water, while thermal spas contain water sources which have been naturally heated by the earth’s crust. Searches for organic spas, were only organic products and materials are used, are also up by 50%.
With many people opting for a more traditional and natural spa experience, it was no surprise that traditional spas including Ayurvedic and Thalassotherapy spas also ranked in the top ten. Originating in India, Ayurvedic spas offer holistic treatments which aim to boost immunity and delay ageing, while Thalassotherapy spas use warm, mineral-rich thalassotherapy pools to soothe aching muscles.
| Rank | Spa experience | YoY increase in searches |
| 1 | Immersive spas | 566% |
| 2 | Adults only spas | 127% |
| 3 | Mineral spring spa | 126% |
| 4 | Thermal spa | 124% |
| 5 | Female only spa | 86% |
| =6 | Silent spa | 83% |
| =6 | Ayurvedic spa | 83% |
| =8 | Dog-friendly spa | 50% |
| =8 | Organic spa | 50% |
| 10 | Thalassotherapy spa | 27% |
Jason Goldberg, Director at SpaSeekers.comcomments:
“As experts in all things relaxation and self-care, we’ve seen just how quickly wellness trends can come and go – so it’s been fascinating to delve into the data to predict which trends will dominate the industry this year. Developing technologies have allowed spa-goers to have experiences they never could have dreamed of 10 years ago – and offerings such as immersive spas can allow visitors to feel as if they’re really escaping the stresses of their everyday lives, even if only for a few hours. As technology continues to develop, and demand continues to increase for these unique spa experiences, it’s likely that we’ll see many more of these offerings in the future.
While some consumers are searching for a spa experience or treatment which capitalises on the amazing technological developments in the industry, it’s been really interesting to see the simultaneous spike in searches for more traditional treatments and experiences, which are rooted in traditional and cultural practices. This just shows that even as technology in the industry flourishes, the traditional spa treatments which have been practised for hundreds of years are still in demand with consumers and continue to provide great health and wellness benefits.”
To read the full 2023 Spa Trends report visit: https://www.spaseekers.com/spa-insider/inspiration/spa-trends-2023/
