Gift cards bring in a notable number of new guests, according to Zenoti’s recently published 2023 Beauty and Wellness Benchmark Report. It found that one out of every five cards sold by spas and salons (21 per cent) is redeemed by a first-time guest. For businesses using Zenoti software, that amounts to more than 890,000 new guests from 2020 through 2022.
The report aggregates the performance of spas, salons and medi spas across North America to determine benchmarks across 12 metrics.
Other findings show that overall the spa segment saw nearly 19 per cent more customer visits in 2022 than the previous year and that barbershops and full-service medi spas led in appointment growth – up 28.5 per cent and 22.5 per cent respectively.
Interestingly, numbers indicate that membership models yield greater results. In 2022, the top 10 per cent earning membership-based spas had 22 per cent higher revenue than their non-membership peers.
Top-earning membership spas had 22 per cent higher revenue than non-membership based spas