The Polish Wellness & SPA Industry Among the Global Leaders

One in four Poles already uses Wellness & SPA services. The list of treatments offered in the industry continues to grow, improving clients’ mental and physical well-being. Almost every new hotel provides guests with such services. Urban SPA salons are also on the rise. Globally, this segment is seeing growth comparable to the IT or pharmaceutical industries. It’s all because this is a promising and profitable business.

“We usually think of wellness and SPA as synonyms. But that’s not entirely true,” explains Arkadiusz Dawidowski, President of the European SPA Foundation, noting that the wellness market is much broader and also includes beauty and skincare, mental health, nutrition, alternative medicine, and preventive health services. “This global wellness market was valued at $6.3 trillion in 2023 and continues to grow,” he says.
According to the Global Wellness Institute (GWI), Poland’s share of the global market is significant. “The Polish wellness market grew by 7.6% between 2019 and 2023, while the global market grew by 5.9% in the same period, which actually places us among the six most dynamically growing countries. This primarily relates to beauty services, but also healthy nutrition. The SPA market alone places us among the top 30 globally, but when it comes to thermal and health resort services, we’re ranked 12th,” the expert explains. He also adds that in recent years, the SPA segment has grown by over 21.3%, and even when accounting for the post-pandemic rebound, this market is growing and will continue to develop.

The Priceless Touch of Another Human Being

The wellness market’s growth is evident across the world. We live in dynamic, high-stress times, and our lifestyles are evolving. “We’re becoming increasingly aware of how sleep issues or the rising intake of antidepressants affect our lives. We need a way to release stress because we know it impacts not only personal well-being in the long term but also the collective mental and physical health of society. For example, today, massage services and their popularity in cities are quite natural—they help reduce stress. And they fulfill another important need: human contact,” says the President of the European SPA Foundation. He believes around 50–60% of treatments are massage services, while about 40% are diversified into other offerings, such as facial and body treatments, access to fitness zones, or steam and sauna areas. “The foundation of this business is human contact—the therapeutic touch is essential,” he emphasizes.

So, Who Is the SPA Client?

Poles are increasingly turning to services that help them relax. This makes it even harder to understand why there has been a lack of reports on the statistical profile of the typical SPA and wellness guest. It turns out that one in four Poles now chooses this form of relaxation. “Interestingly, the belief that SPA & Wellness services are only for the wealthy still persists, although it hasn’t been true for a long time,” says Katarzyna Sołtyk, Editor-in-Chief of SPAeden.pl.
“Over 27% of Poles use SPA & Wellness services in both hotels and urban SPA centers. Most clients are women (60%), and men make up 40%,” Sołtyk explains, presenting the results of the first professional study of the SPA & Wellness market in Poland, conducted in 2025 by SW Research and the portals SPAeden.pl and SPAbiznes.pl. She adds that women are usually the initiators of such visits, mostly choosing facial treatments, while men prefer body massages. The study found that a dominant 95% of clients have higher or secondary education, and generally (54%) live in large cities. About 75% use SPA & Wellness services for weekend relaxation, sometimes extended by a day or two. Meanwhile, 37% use day SPA offerings without overnight stays. “When asked who they prefer to relax with at the SPA, Poles most often answer: with their spouse or partner,” adds Sołtyk.

A Good Time for the Domestic Market

The value of the domestic hotel and SPA service market reached PLN 7.8 billion in 2024, representing a 16.7% year-over-year increase, according to a KPMG year-end report. “The market in our country is still growing, and as guest awareness increases and more daily stressors emerge, we’re turning more toward holistic care, touch, and relaxation in both hotels and urban SPA centers. We want and need top-quality rest. This is a good time for the SPA industry in Poland,” says Marcin Betliński, CEO of the training and consulting company SPA Professionals. He believes Poland’s strength lies in its relatively young market, with most SPA facilities being new and modern. While it may seem like a simple business idea, like any industry, there is no single formula for success—it depends on many factors. Betliński lists key ones: attention to detail, hospitality, transparency, and authenticity.

You Can Make Good Money with SPA

“Shortcuts often end in failure—this isn’t a place for quick profits.
I often hear that SPA is just
a hotel add-on. I disagree—it’s
a full-fledged business,” says Marcin Betliński. SPA can be—and often is—
a profitable hotel department. How much it contributes to overall revenue depends on many factors, such as the number of rooms and therapists, space, profitability of treatments, and more. “Some SPA centers serve only hotel guests, while others also serve external clients. So there’s no clear-cut answer. One thing is certain: you can make good money with SPA. Proof? Some hotels lease SPA areas to external operators who, paying considerable rent, support themselves, their staff, and their business from these operations. That’s evidence and an example that long-term success in this industry is possible,” he emphasizes.

The Wellness & SPA Zone Can’t Be Overlooked

“Years ago, a massage in a good SPA facility cost around PLN 150 per hour. Today it’s about PLN 400. Of course, therapist labor costs have gone up, and there’s a shortage of them in the market. For typical relaxation SPA, I think the margin after all costs is around 10%. This business makes money,” assesses Arkadiusz Dawidowski. He’s been observing the Polish market for years and says that anyone thinking of opening a hotel today cannot skip the Wellness & SPA zone. He believes that hotels have generally ceased being just places to sleep—they’ve become places to live. “If we look at this business that way, then the SPA component is essential—it’s part of our lifestyle. For hoteliers entering the business, I think it’s completely natural. Nearly 20 years ago, at a conference in Paris, I heard from a veteran of French hospitality: ‘I have very bad news—in the future, all hotels will have SPAs.’ Today, that prophecy is coming true,” he recalls.

Toward Longevity

Body scrubs and massages, brightening and moisturizing facial treatments—these are standard SPA offerings. However, service personalization is becoming more common. That’s why offers now include sauna programs for women in menopause, developed by experts ranging from physiotherapists to dietitians, and relaxation and rehabilitation treatments for seniors. “Our society is becoming more aware—but also older. That’s why medical SPA treatments are appearing more often alongside typical relaxation options,” says Katarzyna Sołtyk. Marcin Betliński adds that this year, SPA centers will increasingly implement programs supporting both physical and mental health.
“Long-term regeneration, supported by modern technologies and natural methods, will become a key component of offerings. Healthy aging and the pursuit of longevity are rising client needs,” says the expert, pointing to longevity as one of the key trends for 2025.

Sleep Therapy, Diet, Self-Development…

According to Betliński, the best SPA centers will distinguish themselves by introducing personalized rituals that account not only for clients’ health but also their emotions and spiritual needs. Sleep therapies—including relaxing massages, aromatherapy, and calming spaces—will become standard offerings. Modern technology will play a key role in delivering these services. At the same time, the growing importance of psychological regeneration will attract clients seeking emotional balance. He highlights another key aspect—the integration of wellness with diet and technology.
“There’s increasing emphasis on combining healthy eating and SPA treatments. Personalized diets that support regenerative processes will be integrated into wellness offerings, and collaboration with dietitians will become the norm. Additionally, technology, such as wearable devices, will deliver detailed data to better tailor services to clients’ needs. Detox treatments and heat therapies—like cryotherapy, sauna, or infrared sauna—will also grow in popularity,” the expert says.
There is also growing interest in mental wellness services. “More and more thematic workshops are appearing—focused on mindfulness, breathing, body awareness, and even leaving one’s comfort zone through activities like group cold-water swimming or personal development sessions with influencers. Anything that helps us grow and live better,” explains Arkadiusz Dawidowski.

AI Collaborating with Humans

The latest technologies are gradually entering the SPA space. So far, they primarily support automating reservation systems and scheduling for specialists. “In 2025, technologies such as artificial intelligence (AI), wearable devices, photobiomodulation, and EMS will play a key role in personalizing SPA experiences. AI will allow for individualized health program design, while wearable devices will let users track treatment effects in real-time. Mobile pop-up SPAs that can be set up in a hotel room or at home are another step toward flexibility and accessibility in wellness services. A modern approach to known technologies like EMS (electrical muscle stimulation) will improve regeneration and boost therapeutic outcomes,” says Betliński.
Katarzyna Sołtyk admits that the market is seeing more touchless technology. However, she points to a crucial factor. “Direct contact with a therapist is absolutely essential in this segment. I recently saw the latest massage machines—but so far, I’m not convinced. Skin analysis and product customization based on it are happening, but more in cosmetic clinics. For SPA treatments, that’s the future—I’m just not sure how near. Still, new technologies are slowly entering the SPA & Wellness market,” concludes Sołtyk. Ahead lies virtual and augmented reality, allowing for relaxation anywhere in the digital world—and those who skillfully combine the latest technologies with the… therapeutic touch of a human will lead the market.