New report highlights clients' salon preferences

Phorest's Consumer Insights Report 2025 has revealed that 45% of clients prefer to schedule appointments digitally, driven by convenience and the ability to see available slots.

The report highlights the results of an independent survey of 716 responses from UK and Ireland salon clients all of whom had visited a hair salon in the past six months. It also showed that salons are missing out on retail opportunities, with 70% of clients who don't currently buy from their salon stating that they would like to. Fifty percent also want salons to personalise their experience through rewards and offers.

Cleanliness and hygiene standards were ranked the top reason people will pay more for a premium experience. 

New client retention sits at just 29%, with 61% of consumers relying on word of mouth when looking for a new salon, with price and location remaining the top decision-makers.

The role of artificial intelligence in the salon experience was also noted, with more than 50% of clients open to using AI for basic booking tasks but preferring to retain human interaction for personalised services. 

Commenting on the Consumer Insights Report 2025, Luke Doolin, UK & Ireland Country Manager at Phorest, says:

"This report is more than a snapshot of client preferences, it's a roadmap for sustainable growth. At Phorest, we've built our reputation on helping salons understand not just what their clients want today, but what will keep them coming back tomorrow. By blending personalised service with the right technology whether that's from automated booking journeys to targeted retail recommendations, salon owners can increase client loyalty, boost revenue, and create an experience that stands out in a competitive market. These findings prove that small, consistent changes, backed by the right tools, can deliver a big impact for both the client and the business."

Phorest

www.phorest.com