The wellness economy is booming – so why are so many spas still missing the mark?

South Africa’s wellness sector is on an upward trajectory. According to the Global Wellness Institute (GWI), the global wellness economy continues to expand, with spa and wellness tourism among its fastest growing segments.

Locally, industry data points to a 13% increase in spa sector growth in 2024. The numbers suggest a thriving market.

Look closer, and a more nuanced picture emerges. Growth is concentrated in high-volume, low-cost express services like quick massages, lunchtime facials and other convenience-driven treatments.

While this has broadened access, it has also left a gap at the premium end of the market. The discerning wellness guest who values depth, discretion and a meaningful experience is increasingly underserved.

“Transactional wellness is increasingly evident in parts of the industry,” says Monique Pereira, spa manager at Steenberg Spa. “However, this risks that treatments become quick fixes rather than intentional experiences. True wellness is rooted in care, connection and presence, and cannot be rushed.”

This balance between accessibility and authenticity is not unique to South Africa.

Across the Six Senses global portfolio, wellness is positioned as an integrated journey rather than standalone treatments, with personalised programmes designed to encourage guests to slow down and engage more deeply. Similarly, SHA Wellness Clinic offers structured multi-day programmes focused on prevention, longevity and holistic health. The One&Only brand reflects this global shift with its spas designed around personalisation, privacy and slower, more intentional journeys rather than transactional treatments.

Locally, South Africa is reflecting similar patterns. One&Only Cape Town Spa offers structured, multi-step wellness experiences that prioritise depth, rest and restoration over volume. Another example, Santé Wellness Retreat & Spa, offers multi-day wellness programmes that combine holistic approaches and are designed to encourage longer stays.

Collectively, this reflects a global convergence: Wellness is moving away from standardised, transactional services toward deeply personalised and experience led engagement. Global research from McKinsey & Company reinforces this shift, with 88% of consumers saying personalisation matters as much as or even more than before.

Yet, many operators continue to prioritise a model driven by volume, efficiency and repeat turnover. Although commercially sound, it comes at a cost.

“When pace increases, presence decreases,” Pereira explains. “The ability to truly connect with a guest is compromised. That is where the essence of wellness begins to erode.”

For a growing segment of the market, wellness is no longer an occasional indulgence but a lifestyle investment. Guests are not looking for a treatment menu – they want to be understood. Privacy, emotional intelligence and intuitive environments are now non-negotiable.

This is where Steenberg Spa takes a distinct approach. Rather than chasing scale, the spa operates on a slower, more private and bespoke model, with treatments adapting in real time to the guest’s physical and emotional state.

“In practice, it means the guest never feels processed,” says Pereira. “From arrival to departure, the journey is curated. Personalisation goes far beyond adjusting pressure or product; it’s about understanding the guest holistically.”

This aligns with broader global shifts. The GWI notes that consumers are prioritising mental wellbeing, mindfulness and longevity – favouring slower and more immersive experiences. Wellness is increasingly seen as a daily, integrated lifestyle practice rather than occasional treatment.

At the same time, burnout culture and ‘always-on’ living are reshaping value perceptions. Slowing down is no longer indulgence, but necessity. “We are seeing guests actively seek spaces where they can pause and recalibrate,” Pereira adds.

The challenge for the industry is clear: Adapt or risk becoming irrelevant to its most discerning audience.

Success in the premium spa space will not be defined by volume, but by depth of connection. Authenticity, consistency and emotional intelligence are emerging as key differentiators.

“Guests are perceptive, able to sense if something is genuine versus performative. The brands that will resonate are those that prioritise meaningful connection over volume,” concludes Pereira.

In a booming wellness economy, growth alone is not the measure of success. For high-end operators, the opportunity lies not in doing more, but in doing it better.