Half of UK and Irish salon clients want a more personalised experience, while retail and online booking continue to present major growth opportunities, according to new statistics.
Software supplier Phorest’s newly released Consumer Insights Report 2025 also showed that a huge 71% of new salon clients do not return following the first visit.
The survey of 716 salon guests across the UK and Ireland – all of whom had visited a salon in the past six months – highlights shifting client expectations and behaviours that salon owners can leverage to increase loyalty and revenue.
Clients want personalisation and premium hygiene
The findings revealed that 5.
Cleanliness and hygiene were ranked as the number-one reason consumers are willing to pay more for a premium experience, emphasising the ongoing importance of maintaining high standards.
Untapped retail potential
Retail emerged as a significant opportunity, with 70% of clients who don’t currently buy products from their salon saying they would like to.
Phorest noted that this presents huge potential for growth through improved staff education, professional recommendations, and at-home care packages.
Online booking on the rise
Convenience is driving digital adoption, with 45% of clients preferring to book appointments online wherever possible, valuing the ability to check availability instantly.
Retention remains a challenge
When choosing a new salon, 61% of consumers rely on word of mouth, though price and location remain the biggest deciding factors.
However, the report also highlights a weak spot: new client retention is just 29%, underlining the need for second-visit incentives, loyalty schemes, and proactive follow-up strategies.
AI adoption in salons
The research also explored the role of artificial intelligence. More than half of salon clients are open to using AI for simple booking tasks, but there is still a strong preference for human interaction when it comes to personalised service and expert recommendations.
Commenting on the findings, Phorest's UK & Ireland country manager Luke Doolin said, “By blending personalised service with the right technology – whether that’s automated booking journeys or targeted retail recommendations – salon owners can boost loyalty, increase revenue, and create standout experiences in a competitive market.
He added, "These findings prove that small, consistent changes, backed by the right tools, can deliver a big impact for both clients and businesses.”
