What add-on attach rate should a day spa expect?
At the typical spa we work with, 27% of services that could carry an add-on do; the middle half of spas run 23% to 31%. The gap inside a spa is wider than that: the lowest fifth of providers attach at 17%, the highest at 45%. Judge each provider against your spa’s rate over a quarter, and start with the lowest fifth.
The Day Spa Data team ·
| Add-on attach rate | Lower quarter of spas | Typical spa | Upper quarter of spas |
|---|---|---|---|
| Services that could carry an add-on and did | 23% | 27% | 31% |
What counts
Attach rate is add-ons attached divided by services that could have carried one: your menu lists an add-on for the service, or that add-on has sold with it recently. Dividing by every service instead makes a spa with a short add-on menu look worse than one that lists an add-on for everything. Measure it per provider on the services they performed, over a quarter; one month is too few services for the quieter providers.
Where you stand
Below 23% for the whole spa over a quarter, you are in the bottom quarter of spas and the fix is behaviour, not menu. Between 23% and 31% you are typical, and the gain is inside the team. Above 31% you are in the top quarter: hold it, and find out what your highest fifth are saying in the room so it survives staff turnover.
The spread inside a spa
Rank your providers by attach rate and split them into fifths. At the typical spa the lowest fifth attach at 17% and the highest at 45%, against a spa rate of 27%. That gap is wider than the gap between a bottom-quarter spa and a top-quarter one. Same menu, same rooms, same guests: the rate is about what is said in the room, not what is on the menu.
What closing the gap is worth
Take a provider who performs 300 eligible services a quarter. At the lowest fifth’s 17% that is about 51 add-ons; at the spa’s own 27%, about 81. Bringing one provider up to the spa’s rate adds roughly 30 add-ons a quarter at your add-on price, with no change to the menu and no new guests.
The US spa industry’s headline statistics, from the International Spa Association, are revenue, visits, locations, revenue per visit and employment. Attach rate is not among them, so the quartiles above, from the US spas we work with, are the nearest thing to a benchmark; revenue per visit is on the list, and an add-on moves it directly.
Do this with your own numbers
Pull a quarter of attach rate per provider, with the eligible-service denominator, and mark the spa’s rate and the lowest fifth.
Start with the lowest fifth, not the menu. Sit in on their consultations; in our experience the add-on is more often never offered than declined. Give them one sentence about the add-on that fits the service they do most, pair them with someone from the highest fifth for a week, and check the same quarter last year before calling a change real.
If the whole team sits within a few points of the spa’s rate, the lever is the menu: look for services with no add-on listed, and for add-ons that sell with services they are not listed on.
How Day Spa Data shows it
Day Spa Data computes attach rate every morning from your appointment book, per provider, with the eligible-service denominator: a service counts only when your menu lists an add-on for it or one has sold with it in the last six months. Forms and paperwork catalogued as add-ons are left out. The team scorecard puts each provider’s rate beside the spa’s, with the add-on revenue it produced.
See the team scorecard