Zenoti Launches First European Beauty and Wellness Benchmark Report

Zenoti has launched the first European edition of its annual Beauty and Wellness Benchmark Report, bringing region-specific performance data to salons, spas and aesthetic clinics across Europe for the first time.

For the past four years, the report has been published exclusively for the North American market. The new European edition uses the same methodology and framework but draws on 2025 performance data from businesses operating across Europe, giving owners and operators benchmarks based on their own market realities.

The headline finding is clear: Europe’s beauty and wellness sector is growing faster than North America’s.

According to the report, total industry revenue in Europe increased by 7% over the past year, compared with 6% in North America. However, the data reveals that much of Europe’s growth is being driven by expansion rather than stronger performance from existing locations.

Like-for-like revenue growth was 2% in both regions, with Europe’s overall lead largely attributable to new centre openings. Aesthetic clinics were the biggest contributors to that expansion, recording 20% growth in centre numbers.

At the same time, attracting new clients is becoming increasingly difficult.

Across Europe, new guest visits fell by 7%, mirroring a trend also seen in North America. The report suggests that while demand remains strong, competition for new customers is intensifying across the sector.

In contrast, existing client activity continues to grow. Existing guest visits increased by 4% across Europe, compared with 2% in North America.

For aesthetic clinic operators, the findings reinforce the growing importance of retention strategies. As customer acquisition becomes more expensive and competitive, sustainable growth is increasingly coming from repeat visits, treatment plans and stronger client relationships.

The report also highlights a significant performance gap between digitally mature businesses and their peers.

According to Zenoti, operators with advanced digital capabilities generate approximately £76,000 (€88,000) more revenue per location annually than comparable businesses. The uplift is linked to technologies that reduce booking friction, improve rebooking rates, optimise pricing and capture demand more effectively.

While results vary by business type and level of adoption, the data points to a growing correlation between digital maturity and financial performance.

Beyond the headline figures, the report benchmarks salons, spas and aesthetic clinics across multiple performance tiers, allowing operators to compare their results against both median and top-performing businesses.

For clinic owners evaluating growth opportunities in 2026, the findings raise important questions. Should investment be directed towards opening new locations, increasing new patient acquisition, or maximising value from existing clients?

The report suggests that, increasingly, the strongest performers are focusing on retention, utilisation and digital engagement rather than relying solely on new customer growth.

As economic pressures and competition continue to reshape the market, the inaugural European benchmark provides one of the clearest pictures yet of how the region’s beauty and wellness businesses are performing -and where future growth is likely to come from.

Geraldine Fusciardi, SVP said: “With customer acquisition becoming more challenging across the industry, the businesses best positioned for long-term growth are those strengthening retention at the heart of how they operate.”