Spas and salons without an online or app-based booking function could lose out on as much as 46% of business, found research by Phorest Salon Software.
Georgia Seago of Professional Beauty UK writes: “The research revealed that while just over half (54%) of appointments are booked during opening hours, the remainder (46%) happens while spas and salons are closed.
“By analysing the hourly appointment booking trends of over 5,000 salons and spas, Phorest found that 28% of out-of-hours bookings happen in the evening after salons close and 18% take place in the morning before doors open.
“The company then asked 1,000 spa and salon customers what website features were important to them when considering booking a service, to which 32% specified online booking capability.”
Seago notes that the most important feature (56%) was an up-to-date contact page listing location, contacts and opening hours.
A treatment menu with accurate pricing was next, with 40% of clients choosing this feature.
Gen Z (those aged 18 to 24) was the group most likely to want out-of-hours booking options, followed by millennials (25 to 34) at 36%.