What do beauty clients want more of during their appointments? Industry report sheds light

Salon management software company, Phorest, has released its Consumer Insights Report 2025, unveiling the key trends shaping UK & Ireland salons…

The independent survey conducted by Phorest gathered 716 responses from UK & Ireland salon guests, to find out what clients want from their salon experiences.

What do clients want?

1. The report found that 50% of clients want salons to personalise their experiences through rewards and offers, while 41% appreciate businesses remembering their in-salon preferences.
2. 41% of clients commented that they would like at-home care products recommended to them by salons.
3. Phorest found that cleanliness and hygiene standards were ranked the primary reasons why people would pay more for a premium experience, while 36% noted that a relaxing or upscaled ambience would motivate them to pay higher prices.
4. 45% of clients prefer digitally scheduling appointments, noting convenience and ability to see available slots.
5. When looking for a new salon, 61% of consumers rely on word of mouth, while price and location remain chief deciding factors. The report states that new client retention sits at 29%, ‘indicating a clear need for salons to focus on second-visit incentives and follow-up strategies’.
6. Phorest reports on the role of AI in salon experiences, with ‘more than half of clients open to using it for basic booking tasks’. However, there remains a strong preference for human interaction when it comes to services.

How can nail salons fulfil client desires?

1. Salons can introduce points-based or visit-based loyalty packages, promoting offers such as discounts, free services or products when a goal is reached. Additionally, noting down client preferences such as drink orders, beauty inclinations and preferred products makes clients feel seen.
2. Try displaying retail products clearly and aesthetically, while also talking clients through recommendations. Setting retail goals might help, as Phorest data across over 11,000 salons shows that those who do this sell 2.5 times more than those who don’t.
3. Maintaining high hygiene standards is paramount, and salons can ensure clients’ minds are at ease by getting regular hygiene checks and displaying certification acknowledging the results. Moreover, ensure salon décor matches the intended clientele and elevates their experience.
4. Using a digital booking system can alleviate the pressure of replying to booking enquiry messages, while adding to a salon’s professionalism.
5. Marketing and competitive pricing are important in ensuring salon notoriety, however maintaining a loyal client base is also crucial. Try offering first-time clients a discount on their second visit or make a point of booking their next visit at the end of the appointment.
6. While salons can integrate AI booking systems or digital-first approaches, when it comes to the practical side of services, a friendly, human face is essential. Prioritise forming relationships that ensure client retention.

For more information, read Phorest’s full Consumer Insights Report 2025.