Phorest has unveiled its Consumer Insights Report 2025, offering a data-rich look at how UK and Irish hair salon clients are choosing, booking, and experiencing their treatments. The independent survey gathered 716 responses from UK and Ireland salon guests*, all of whom had visited a hair salon in the past six months.
The findings show that 50% of clients want salons to personalise their experience through rewards and offers, while cleanliness and hygiene standards were ranked the top reason people will pay more for a premium experience. Retail remains a huge opportunity, with 70% of clients who don’t currently buy from their salon would like to, highlighting the potential for revenue growth through better education and at-home care recommendations.
The research also tracks the rise of online booking, with 45% of clients preferring to schedule appointments digitally whenever possible, driven by convenience and the ability to see available slots.
When looking for a new salon, 61% of consumers rely on word of mouth, but price and location remain the top decision-makers. New client retention sits at just 29%, indicating a clear need for salons to focus on second-visit incentives and follow-up strategies.
The report also explores the role of AI in the salon experience, with more than half of clients open to using it for basic booking tasks, but a strong preference remaining for human interaction when it comes to personalised services.
Luke Doolin, UK & Ireland Country Manager at Phorest, comments: "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."
The full Consumer Insights Report 2025 is available from Phorest, offering in-depth statistics, salon success stories, and practical advice for owners looking to grow in the year ahead.
