Massage therapy dominates the UK’s spa scene in 2025, with 541,891 average monthly Google searches, far outpacing other treatments. A study by Virgin Experience Days, analysing search data from April 2024 to March 2025 via Google Keyword Planner, reveals Britain’s obsession with wellness, placing the UK among the world’s most spa-focused nations, according to Google Trends. The research highlights a growing appetite for treatments offering physical and mental health benefits, from stress reduction to improved sleep.
Hannah Luke, Senior Partnerships Manager for Spa and Beauty at Virgin Experience Days, explains the appeal of massages. “The physical and mental benefits go way beyond the treatment room, with regular sessions cutting muscle tension, boosting sleep quality, and dropping stress hormones,” she said. These benefits align with rising public interest in anxiety relief and wellness, as searches for relaxation rituals soar.
Top spa treatments by search volume
The study ranks the UK’s most Googled spa treatments:
- Massage: 541,891 monthly searches
- Pedicure: 63,335 monthly searches
- Facial: 44,809 monthly searches
- Reflexology: 17,118 monthly searches
- Manicure: 16,367 monthly searches
- Steam room: 11,763 monthly searches
- Cupping therapy: 8,214 monthly searches
- Reiki: 7,563 monthly searches
- Infrared sauna: 5,721 monthly searches
- Cryotherapy: 5,497 monthly searches
Pedicures, ranking second, reflect a growing focus on foot health. “Most think pedicures are just for looks, but they offer serious health benefits too,” Luke said. “Regular foot care stops nail problems, spots early warning signs of issues like corns or bunions, and can boost blood flow in the feet.” Facials, with 44,809 searches, also deliver more than cosmetic appeal, promoting collagen production and addressing issues like acne or early ageing.
Reflexology, fourth with 17,118 searches, targets pressure points in the feet linked to various body parts. “People report improvements with anxiety, headaches, and even digestive problems after sessions,” Luke said. This therapy’s rise underscores a broader trend towards holistic treatments addressing mental and physical health.
Seasonal trends in spa searches
Seasonal patterns influence treatment popularity. “We see clear seasonal patterns with foot treatments like pedicures, which surge as warmer weather approaches and sandals come out of storage,” Luke said. “But facial treatments maintain steady search volume throughout the year as skin maintenance stays a priority regardless of season.” This reflects a consistent demand for skincare alongside seasonal spikes for treatments like pedicures.
Emerging therapies like cupping and reiki, ranking seventh and eighth, signal a shift towards alternative wellness options. Once niche, these treatments are gaining traction as Brits explore diverse relaxation methods. Temperature-based therapies also feature prominently. Steam rooms (11,763 searches), infrared saunas (5,721 searches), and cryotherapy (5,497 searches) highlight interest in treatments using heat or cold for recovery and pain relief. Infrared saunas improve circulation and skin health, while cryotherapy reduces inflammation and aids workout recovery.
Choosing the right treatment
Luke advises tailoring treatments to individual needs. “Each treatment brings something different to the table. Someone needing stress relief might get the best results from massage or reiki, while people with skin issues should look at facials or steam therapy,” she said. “Always check for qualified therapists and places with good reviews for the best results.” She also notes cryotherapy’s growing appeal, with users reporting reduced pain despite its lower mainstream awareness.
The UK’s spa obsession reflects a broader cultural shift towards prioritising mental and physical wellbeing. With massages leading the way, treatments addressing anxiety, sleep, and recovery are set to remain popular in 2025. As Luke suggests, selecting therapies based on personal health goals ensures maximum benefit, whether tackling stress or enhancing skin vitality.
