Online options could boost bookings, research finds

Recent research from Phorest Salon Software has found that only 54% of appointment bookings happen during salon and spa opening hours, meaning that salons could potentially lose out on up to 46% of bookings if they don't offer an online or app out-of-hours booking service.

Phorest analysed the hourly appointment booking trends of more than 5000 salons and spas, discovering that 28% of bookings happen in the evening after salons close, and 18% happen before salons open in the morning.

When Phorest surveyed 1000 salon and spa customers, 32% said that online booking was an important feature to them when visiting a salon's website. When broken down by age, it was revealed that 36% of millennials (25-34 year olds) said they want to see online booking on a salon website and that 43% of GenZ (18-25 year olds) expect this option.

Ronan Perceval, CEO, Phorest Salon Software, says, “This is really important information for salon and spa owners, particularly those whose customers are in this younger demographic. “Recent research shows millennials are earning more than ever before, and enjoy spending their cash online, so if you're looking to attract these demographics with ever-growing disposable income, it's vital to get online booking live for your salon.”