Addressing the Spa Industry Crisis: How Hospitality Education Can Bridge the Skills Gap and Solve the Labor Shortage

The global spa and wellness industry is facing a critical challenge. The demand for wellness services is surging, but operators struggle to find and retain the talent required to meet guest expectations. The labor shortage, coupled with a widening skills gap, threatens the spa and wellness industry’s ability to sustain growth. Hospitality education programs are uniquely positioned to address this crisis by creating a pipeline of business-savvy, service-oriented professionals prepared to lead the next generation of wellness experiences.

The wellness economy is growing at an extraordinary pace. In 2022, it was valued at $5.6 trillion and is projected to reach $8.5 trillion by 2027 (Global Wellness Institute [GWI], 2023). Within this larger economy, wellness tourism alone is expected to surpass $1 trillion in 2024 (GWI, 2023). While this expansion creates opportunities, it also places immense pressure on the labor market.

Prior to the pandemic, the global spa industry employed nearly 2.3 million workers across more than 165,000 facilities (GWI, 2020). Many of those employees left during the COVID-19 shutdowns, and a significant portion has not returned. Surveys conducted by the International Spa Association (ISPA) confirm that more than 60% of spa operators in the United States continue to report difficulty filling positions (ISPA, 2023). Licensed service providers such as massage therapists, estheticians, and nail technicians remain the most in-demand. Still, there is also a pressing need for management-level positions, including spa directors who combine wellness expertise with strong business and leadership skills (American Massage Therapy Association [AMTA], 2023; ISPA, 2023).

The labor shortage is not only a question of numbers but also of skills. Employers emphasize that spa professionals must not only excel in technical delivery but also bring broader capabilities to the workplace. Reports highlight deficiencies in soft skills such as communication, problem-solving, and emotional intelligence, all of which are critical in guest-facing roles (Global Wellness Summit, 2023). Gaps in business acumen are equally pressing, with many new hires lacking financial literacy, marketing knowledge, and management readiness—skills essential for profitable and sustainable spa operations (Kim et al., 2019). In addition, the rise of digital platforms, from spa management systems to social media, has made technology fluency a baseline requirement for success (Phelan et al., 2020).

Hospitality education provides a promising solution. Unlike traditional cosmetology or massage programs, which focus primarily on technical training, hospitality curricula emphasize the integration of service, management, and business strategy. Coursework in revenue management, human resources, accounting, and marketing equips graduates with the knowledge to oversee spa operations effectively (Kim et al., 2019). At the same time, the core of hospitality education—delivering memorable guest experiences—aligns directly with spa operations, where seamless service from booking to checkout drives satisfaction and loyalty (GWS, 2023).

Beyond skill development, hospitality education programs also create career pathways. Universities and colleges increasingly partner with hotels, resorts, and spa brands to provide internships, apprenticeships, and management training tracks (Phelan et al., 2020). These experiences not only prepare students for real-world challenges but also demonstrate that spa management can be a dynamic, long-term career within the larger hospitality ecosystem. By positioning wellness as a viable professional path, education providers can attract new generations of ambitious students who may not have previously considered the spa and wellness sector (ISPA, 2023).

To truly address the labor shortage crisis, collaboration between education and industry will be essential. Spas can work with colleges and universities to co-develop spa management curricula and integrate wellness-specific modules into hospitality programs. Brands can invest in scholarships that draw talented students into wellness-focused education. Industry leaders, meanwhile, can engage directly with students as mentors and guest lecturers, showcasing the opportunities available in a fast-growing, purpose-driven sector.

By investing in hospitality education and forging meaningful partnerships, the spa industry can cultivate the skilled, passionate, and business-ready professionals it needs to thrive. In doing so, it will not only address today’s labor shortage but also lay the foundation for innovation, sustainability, and exceptional guest experiences in the wellness economy of tomorrow.

References

American Massage Therapy Association. (2023). Massage profession research report.
https://www.amtamassage.org/publications/massage-profession-research-report/

Global Wellness Institute. (2020). Global wellness economy: Looking beyond COVID-19.
https://globalwellnessinstitute.org/industry-research/global-wellness-economy-looking-beyond-covid-19/

Global Wellness Institute. (2023). The Global Wellness Economy Monitor 2023.
https://globalwellnessinstitute.org/industry-research/2023-global-wellness-economy-monitor/

Global Wellness Summit. (2023). The future of wellness 2023 global trends.
https://www.globalwellnesssummit.com/2023-trends/

International Spa Association. (2023). ISPA U.S. spa industry study.
https://experienceispa.com/resources/research/

Kim, M., Choi, L., & Lee, Y. (2019). The effects of a hospitality management program's curriculum on students' career preparation. Journal of Hospitality, Leisure, Sport & Tourism Education, 25, 100206.
https://doi.org/10.1016/j.jhlste.2019.100206