The Rise of Male Spa-Goers: A 346% Surge Since 2018

In recent years, the spa industry has witnessed a remarkable transformation as men increasingly embrace the benefits of spa treatments and experiences. This shift is reshaping industry demographics and challenging long-held perceptions about wellness and self-care. Let’s dive into the data and explore this exciting trend.

A Dramatic Shift in Spa Demographics

Unprecedented Growth in Male Spa Bookings

The spa industry is experiencing a seismic shift in its customer base. According to recent data from Spabreaks.com, there has been an astonishing 346% increase in men booking spa treatments and experiences since 2018. This surge represents a significant change in how men approach relaxation and self-care.

Changing Audience Composition

The transformation is equally evident in the evolving composition of spa clientele:

• In 2018/2019, men constituted 25% of Spabreaks.com’s audience.
• Today, that figure has grown to an impressive 40%.

This substantial increase indicates a growing recognition among men of the value of spa services and wellness offerings.

The Numbers Don’t Lie: Surging Male Engagement

Website Traffic and Booking Trends

The growth in male spa patronage extends beyond mere audience composition. Since 2018, Spabreaks.com has observed:

• An 89% increase in total website sessions from men
• A staggering 346% surge in bookings made by men

These statistics underscore the growing willingness of men to prioritize their physical and mental wellbeing through spa experiences.

Targeted Marketing: Reaching the Male Audience

The “Real Men Relax” Campaign

To promote spa benefits to men from diverse backgrounds and professions, Spabreaks.com launched the innovative “Real Men Relax” campaign during Men’s Health Week (June 12-18). The campaign’s success was evident in its impressive results:

• 73% increase in revenue through voucher purchases made by men
• 65% boost in voucher conversion rate
• 12% increase in booking conversion rate for men

Father’s Day Promotion: A Resounding Success

Coinciding with Father’s Day, Spabreaks.com offered a 10% discount with the code “DAD”. The response was overwhelming:

• 307 uses of the code for online bookings
• 93 uses for voucher purchases
• All within a three-day period (June 15-18)

These figures far surpassed the previous year’s 22 uses, demonstrating growing enthusiasm among men for spa experiences.

Breaking Barriers in the Spa Industry

Abi Selby, founder of Spabreaks.com, emphasizes the importance of changing perceptions about spas and making them inclusive spaces for everyone. She notes that men often feel pressured to push through stress and anxiety, highlighting the potential benefits of spa treatments for mental and emotional wellbeing.

“It’s crucial that we continue to break down barriers and make spas welcoming environments for all,” says Selby. By encouraging men to prioritize relaxation and self-care, we’re contributing to improved overall wellness in society.

The Benefits of Spa Treatments for Male Spa-Goers

As more men discover the advantages of spa experiences, it’s worth highlighting some key benefits:

1. Stress reduction: Spa treatments offer a sanctuary from daily pressures, helping to alleviate both physical and mental stress. Techniques such as massage therapy, hydrotherapy, and meditation can lower cortisol levels (the stress hormone) while promoting the release of endorphins, resulting in a calmer, more balanced state of mind.
2. Improved sleep: The relaxation techniques learned and experienced at spas can contribute to better sleep quality. Many spa treatments, such as aromatherapy and hot stone massage, promote deep relaxation that can carry over into improved sleep patterns. Better sleep, in turn, leads to increased energy, improved mood, and enhanced cognitive function.
3. Enhanced physical performance: Regular spa visits can significantly aid in muscle recovery and flexibility. Sports massages and hydrotherapy treatments can help reduce muscle tension, improve circulation, and increase range of motion. This is particularly beneficial for men who engage in regular physical activity or sports, potentially reducing the risk of injury and improving overall athletic performance.
4. Skin health: Facials and other skincare treatments tailored for men can dramatically improve skin condition and appearance. These treatments can address specific male skincare concerns such as razor burn, ingrown hairs, and sun damage. Regular spa treatments can lead to clearer, healthier-looking skin, boosting confidence and potentially slowing visible signs of aging.
5. Mental clarity: Time spent relaxing at a spa can lead to improved focus and mental acuity. The peaceful environment and mindfulness practices often incorporated in spa treatments can help clear mental clutter, reduce anxiety, and improve concentration. This mental reset can lead to increased productivity and better decision-making in both personal and professional life.
6. Cardiovascular health: Many spa treatments, such as sauna sessions and hydrotherapy, can have positive effects on cardiovascular health. These treatments can help improve circulation, lower blood pressure, and reduce the risk of heart disease. Regular spa visits may complement other heart-healthy lifestyle choices, contributing to overall cardiovascular wellbeing.
7. Pain management: For men dealing with chronic pain or recovering from injuries, spa treatments can offer natural pain relief. Techniques such as deep tissue massage, acupuncture, and hot and cold therapies can help alleviate pain, reduce inflammation, and promote healing. This can be particularly beneficial for men with physically demanding jobs or those dealing with age-related aches and pains.
8. Detoxification: Many spa treatments, including body wraps, steam rooms, and certain massages, can aid in the body’s natural detoxification processes. These treatments can help flush out toxins, improve lymphatic drainage, and boost the immune system. Regular detoxification can lead to increased energy levels, clearer skin, and improved overall health.
9. Hormonal balance: Some spa treatments, particularly those involving aromatherapy and certain massage techniques, can help balance hormones in the body. This can lead to improved mood, better sleep patterns, and even enhanced libido. For men dealing with stress-related hormonal imbalances, regular spa treatments could be a valuable complement to other health interventions.
10. Social and emotional wellbeing: Spa visits can also provide opportunities for social connection and emotional expression. Whether enjoying treatments with friends or partners, or simply interacting with caring spa professionals, these experiences can foster a sense of connection and emotional wellbeing. For men who might struggle with expressing emotions or seeking support, the spa environment can offer a safe, nurturing space for relaxation and self-care.

By understanding these comprehensive benefits, men can see spa treatments not just as a luxury, but as an integral part of a holistic approach to health and wellbeing. Regular spa visits can contribute to improved physical health, mental clarity, emotional balance, and overall quality of life.

Looking Ahead: The Future of Men in Spas

As the stigma surrounding men’s spa visits continues to dissipate, we can expect to see further growth in this sector. Spas may begin to offer more treatments tailored specifically to men’s needs, and marketing efforts are likely to become increasingly inclusive.

The dramatic rise in male spa-goers since 2018 is not just a fleeting trend but a significant shift in how men approach self-care and wellness. As more men experience the benefits of spa treatments, this upward trajectory is likely to continue, reshaping the spa industry for years to come.

Q&A Section

Q: What percentage increase has there been in men booking spa treatments since 2018?

A: There has been a 346% increase in men booking spa treatments and experiences since 2018, according to data from Spabreaks.com.

Q: How has the male audience composition changed for Spabreaks.com since 2018/2019?

A: The male audience has grown from 25% in 2018/2019 to 40% currently, showing a significant increase in male interest in spa services.

Q: What was the impact of the “Real Men Relax” campaign during Men’s Health Week?

A: The campaign resulted in a 73% increase in revenue through voucher purchases made by men, a 65% boost in voucher conversion rate, and a 12% increase in booking conversion rate for men.

---

By embracing spa treatments and experiences, men are not only improving their own wellbeing but also contributing to a more balanced and health-conscious society. As we move forward, it’s clear that the spa industry will continue to evolve, catering to a diverse clientele and promoting wellness for all.