Industry · Spas & Wellness
Spa days, massages, thermal cures and retreats: advertising should fill your time slots and your stays, and sell your gift vouchers when people look for a present.
Saunas, massage centres, thermal spas: their activity as Eurostat measures it, then the month when people search most for a spa, a spa gift voucher or a wellness break on Google.
Physical well-being activities
121,351 companies in the EU
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE code 96.04, 2024 data updated on 30 September 2026. See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from October 2025 to September 2026.
Most searched month: spas and massage in August and September, spa gift vouchers in December, spa breaks and retreats in January. Spa Gift Vouchers: December brings 3.6 times the searches of April.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from October 2025 to September 2026, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “spa”, “spa near me”, “day spa”, “massage near me”, “spa vouchers”, “spa gift voucher”, “spa gift card”, “spa day gift”, “spa break”, “spa hotel”, “wellness retreat” and “yoga retreat”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
| Month | Spas And Massage | Spa Gift Vouchers | Spa Breaks And Retreats |
|---|---|---|---|
| October 2025 | 91 | 36 | 74 |
| November 2025 | 88 | 57 | 67 |
| December 2025 | 88 | 100 | 73 |
| January 2026 | 95 | 34 | 100 |
| February 2026 | 91 | 34 | 74 |
| March 2026 | 88 | 43 | 68 |
| April 2026 | 82 | 28 | 56 |
| May 2026 | 100 | 30 | 56 |
| June 2026 | 94 | 29 | 55 |
| July 2026 | 100 | 34 | 56 |
| August 2026 | 100 | 31 | 67 |
| September 2026 | 100 | 29 | 55 |
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. I worked with an organiser of wellness and outdoor retreats in Spain, whose guests, mostly from the UK and Northern Europe, book online. My method stays the same for a spa, a thalassotherapy centre or a retreat: ads that speak about what your guests experience, and measurement that follows each booking and each gift voucher with its value. I work directly with you.
In France and in Spain, falsely claiming that a service can cure illnesses is deemed a misleading commercial practice (French Consumer Code, article L121-4; Spanish Unfair Competition Law, article 23). Google also rejects claims that present an unlikely result as the likely outcome. Your ads talk about the moment and the place, and your guests know what they book.
Christmas, Valentine's Day, Mother's Day: the person who buys a voucher gives a moment to someone else. Gift campaigns speak to the giver, and each voucher sold is recorded with its value, long before the visit is booked.
A thalassotherapy break, a thermal cure or a retreat is planned ahead, often from another region or another country. Campaigns follow your guests' language and country, and tracking follows each request to the confirmed booking, even when it ends on your booking tool.
Massages, packages for two, vouchers, stays: the real demand for each one in your area, and the calendar of gift occasions.
Accurate messages about the moment, the place and the relaxation, approved with you before anything runs.
Google Search on the services people look for in your area, Meta to show the place, and voucher campaigns before each gift occasion.
Bookings, calls and vouchers are recorded with their value, and the budget follows the services and stays that bring in the most.
Yes, as long as they stay on what your guests experience: the relaxation and the moment you offer them. Google rejects ads from businesses that pretend to provide medical help when they don't, and Meta blocks custom audiences and custom conversions that suggest a specific health condition, such as arthritis or diabetes. So I name audiences and conversions after the service or the stay, and I review every ad that mentions benefits with you before it runs.
Before the peak: the calendar above shows that in the UK, spa gift vouchers are searched most in December. Campaigns ramp up a few weeks before.
The method stays the same, the goal changes. In France, a thermal establishment uses water from authorised mineral springs to treat patients (Public Health Code, article R1322-52), and this therapeutic use is recognised and authorised by the prefect, the State's local representative (article L1322-1). I recommend separating the thermal cure, which follows this framework, from the relaxation stay, which is sold like a spa. A thalassotherapy centre or a retreat sells a stay: campaigns follow the country and language of its guests, and tracking goes all the way to the confirmed booking.
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