US Spa Revenue Reached $23.5B While 21,450 Service Jobs Stayed Open
As of September 2026, the US spa industry combines record revenue with a material staffing constraint. The 2026 ISPA study, covering 2025 performance, reported $23.5 billion in revenue, 191 million visits and 21,450 open service-provider positions. For spa operators, the useful procurement response is to document room setup and replenishment by treatment rather than assume that market growth alone predicts usage.
How fast is the spa sector growing?
The ISPA data shows revenue growing faster than visits. That difference matters because it separates commercial value from physical throughput. Globally, research summarized by EHL Hospitality Business School placed the 2024 spa market at 201,861 facilities and about $157 billion in revenue, up from 71,800 facilities and $47 billion when the series began in 2007.
| Measure | Reported figure | Scope |
|---|---|---|
| US spa revenue | $23.5 billion, +4.2% | 2025 performance reported in 2026 |
| US spa visits | 191 million, +1.8% | 2025 performance |
| US locations | 22,060, +0.4% | All spa types in the ISPA study |
| Average revenue per visit | $123.10, +2.3% | US industry average |
| Open service positions | 21,450 | Vacancies reported by the study |
| Global spa facilities | 201,861 | 2024 GWI figure cited by EHL |
What does staffing pressure change at room level?
Staffing pressure makes repeatable setup more valuable, but it does not prove a labor-saving claim for any product. Operators can reduce ambiguity by defining a room kit for each treatment: number of units, open size, placement, pack opening method, replacement point and disposal route. This creates an auditable process regardless of which approved product is selected.
Longer menus also need tighter specification control. A 2026 business-to-business wellness survey reported that 74% of respondents viewed longevity as the leading growth area through 2028. That is a trend signal, not a treatment protocol. Operators should resist attaching “longevity,” medical or therapeutic language to a basic towel unless the specific service and claim have proper evidence.
How should spa buyers specify disposable nonwoven towels?
- Map each towel to a named treatment step and contact area.
- Confirm composition, GSM, open size, texture, color and fold together.
- Define bulk or individual presentation based on room workflow and guest presentation.
- Record pack count, storage location and replenishment responsibility.
- Approve the product sample and packaging artwork before production.
Jaroll's public position for Spa & Wellness projects is project-specific selection. A specification may be discussed for disposable towels and bath towels; environmental, performance, skin-safety or compliance claims require separate supporting evidence for the product and market.
What do the market figures not prove?
They do not prove that disposable-towel usage rose 4.2%, that a disposable format reduces staffing needs, or that one substrate improves treatment outcomes. Revenue, visits, vacancies and product performance are different measures.
Frequently asked questions about spa towel planning
Should spa towel forecasts follow revenue growth?
No. Forecast from treatments delivered and verified units used per treatment. Revenue per visit can rise without matching physical usage.
Can a towel be marketed with a wellness or therapeutic claim?
Only when that exact claim is supported for the product and target market. A wellness setting does not create evidence by itself.
Where can buyers review Jaroll's spa framework?
See Jaroll's Spa & Wellness solution and confirm the final requirement in a written product brief.
Research note
Prepared by the Jaroll Editorial Team from the cited public sources and Jaroll's documented product-selection framework. Market figures describe their source markets; they are not Jaroll sales data or product-performance claims. Last reviewed: September 30, 2026.
Sources
- BeautyMatter, “The US Spa Industry Reaches Record $23.5 Billion,” August 25, 2026 — summary of the 2026 ISPA US Spa Industry Study.
- EHL Hospitality Business School research republished by Hotel News Resource, September 25, 2026 — global spa facility and revenue series and related market context.
- Live Love Spa survey release, September 24, 2026 — 74% longevity trend figure.
- Jaroll Knowledge Base, Spa & Wellness application mapping and claim-control records, reviewed September 30, 2026.