The target market for spa is a broad and diverse group of people. Everyone from young to old, working professionals to retirees can enjoy the many benefits of spas and spa treatments.

People are realizing the importance of taking care of themselves and investing in their health. And going to the spa offers a relatively easy way to get health benefits compared to the more common arduous practices of diet and exercise.

If you’re in the spa business or are about to get into it, it is important to know who your target market is and what your ideal customer looks like. The boom in the spa industry in recent decades has led to the creation of spas catering to specific niches – spa for beauty, spa for massages, spas for health and medical reasons, etc.

So, different spas will have different ideal clients, depending on their location, services offered, and target audience.

In this article, we’ll discuss the target market for spa businesses and its various segments to help you get started with defining the ideal customer for your spa business. 

The Target Market for Spa AMPLIFY XL
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  1. A brief introduction to the Target Market for Spa
  2. Spa Market Segmentation
  3. Spa Customer Demographics
  4. Target Market for Beauty Spas
  5. Target Market for Massage & Health Spas
  6. Summary

A brief introduction to the Target Market for Spa

The target market for spa includes everyone who wants to improve their appearance, feel better about themselves, have a relaxing experience, as well as pamper themselves.

Spa treatments are known to help reduce stress, improve circulation, and promote well-being. In addition to improving the appearance of the skin, spa treatments can also help improve mental and physical well-being.

Spa and water-based treatments have been around since antiquity with the ancient Greeks calling it – Thalassotherapy. The Romans took over from the Greeks and built public thermal baths throughout the Roman Empire. A famous example is the Terme di Caracalla in Rome.

After going through a long period of decline during the Middle Ages in Europe, spas gained popularity amongst the European elites after the Renaissance. In fact, the word “Spa” comes from the town of Spa in the Ardennes forests of Belgium which is famous for its natural springs and the mineral-rich drinking water.

In the modern era, spas are experiencing a new revival where the target market for spas includes men, women and children of all ages. According to Statista, the number of spa visits in the United States increased year-over-year from 2009 till 2019 with over 192 million visiting a spa in 2019 alone. Only in 2020 did we see a drop in spa visits, which almost certainly can be attributed to the Corona-virus pandemic.

As the stresses of modern life continue to grow, so will this market as more and more people become aware of the benefits of spa and spa treatments.

Spa Market Segmentation

There are many different types of spa treatments available but not everyone needs every type of treatment. So, by segmenting the target market based on needs, spas can attract customers who are only interested in a certain type of treatment.

For example, a spa that specializes in skincare might target women who are looking for anti-aging treatments, while a massage therapist might target people who are looking for relief from stress and tension.

The target market for spa can also be segmented based on the occasion. For instance, a spa could give a discount to anyone who visits on their birthday. Or a hotel could use its spa services to attract families looking for a relaxing holiday destination.

Similarly, the target market for spa can also be segmented based on the benefits of spas and spa treatments.

The market segment based on benefits could include:

  • People of all ages looking for a sauna, swim, massage or just relaxation
  • Parents with young children needing activities for the kids and relaxation for themselves
  • Businesspeople on vacation
  • Health and fitness enthusiasts
  • People with chronic pain or illness

So, it’s important to know who you want your target market to be before you decide on the type of spa you want to open.

Each of these segments has different needs, and specialist spas sometimes only cater to a single segment. 

Spa Customer Demographics

When segmenting spa customers based on demographics, we can put them in the following categories:

  • Women under the age of 35
  • Women between the ages of 35 and 60
  • Women over the age of 60
  • Men under 40
  • Men over 40
  • Children

Women’s interest in spas and spa treatments changes with age. Women under the age of 35 are more likely to go to a spa for relaxation and pampering. They are also more likely than older women to get treatments like manicures, pedicures, and facials.

Women between the ages of 35 and 60 are the most frequent spa customers. They are typically interested in improving their appearance and in anti-aging techniques. Spa treatments that are popular with this group include massages, body wraps, and facials.

Women over the age of 60 often go to spas for social reasons. They enjoy spending time with friends and loved ones, and they like the atmosphere and services offered at spas. Massages, pedicures, and facials are some of the most popular treatments for this group. Many larger spas also have excellent restaurants.

Men’s interest in spas changes with age as well. Men under the age of 40 are also more likely to go to a spa for relaxation and an easier way to get fit. Some spas targeting men also include fitness centers on the premises. The goal is to attract people to the spa or sauna after a workout.

Men over the age of 40 are more likely to go for health reasons. They may have a particular health concern that they want to be addressed, or they may be looking for ways to improve their overall wellness.

Children’s interest in spas changes as they grow older. Younger children often go to spas with their parents just to enjoy the atmosphere and play in the water. Spas that target families often have swimming pools. As children get older, they may start to visit spas on their own and choose treatments like waxing and hair removal.

When thinking about the target market for spa, it’s important to consider all of these demographics and how they change with age. The ideal client varies depending on what type of spa you have, so it’s important to know your target market and tailor your services accordingly.

Target Market for Beauty Spas

When it comes to the target market for beauty, spas mainly focus on women. The main reason for this is that most of the services provided by beauty spas are meant to make women look and feel better about themselves. It’s no secret that many women place importance on their appearance, so it makes sense to target this particular group when marketing your spa.

However, this is not to say that men cannot enjoy the services offered by a beauty spa. There are many treatments that are popular with both genders, such as massages and facials.

The key is to make sure that your target market is clear and that you offer services that appeal to them. Doing so will help ensure success for your business.

Target Market for Massage & Health Spas

The therapeutic benefits of massage are well known. In this article, the Mayo Clinic lists the numerous benefits of massages including stress reduction, improved circulation, improved immune function, and of course rehabilitation from injuries.

So, it’s no wonder that the target market for spas offering massages and health benefits including relief from pain, stress, anxiety, or tension, is large and growing. 


The target market for spa is no longer limited to the elite and the rich. Spas are sprouting all over to cater to different segments of society. As more and more people begin to realize the health benefits of spas and spa treatments, this market will continue to grow.

Specialty Spas will become increasingly common as the needs of different segments begin to diverge from each other. Furthermore, the target market of men going to spas will also increase as more and more men begin to realize the benefits of spa treatments which have traditionally only been appreciated by women.

And finally, Spas for health and medical treatments will become increasingly popular as people look for new ways to deal with day-to-day stress as well as for alternative solutions to chronic illnesses.