As the spa and wellness market becomes increasingly competitive in 2026, brands that combine thoughtful PR with smart digital strategies will win attention, loyalty, and revenue. Here are six key trends on our radar at Spa PR that spa and wellness brands should embrace this year.
1. Hypertargeted Media Outreach
Traditional PR isn’t going away, it’s evolving. Your customers still trust niche publications, whether in print or online. The key is precision targeting: identify exactly where your audience engages: whether it’s their favourite women’s magazine, newspaper columnist or wellness newsletter – and pitch stories that speak directly to their interests. This level of specificity increases pickup and builds long-term media relationships and results for your business.
2. Journalist as Creator Collaborations
PR is no longer just about coverage. More wellness journalists are building personal Substacks, podcasts, and private communities. We are seeing spa and wellness brands starting to partner directly with journalists as creators, sponsoring content or co-hosting wellness retreats that blur the line between editorial authority and influencer trust.
3. Influencer Residencies
Instead of one-off hosted stays, some spa brands are experimenting with creator residencies: inviting an influencer to stay for several weeks, document treatments, interview therapists, and share behind-the-scenes content. This delivers deeper storytelling and positions the spa as a wellness destination, not just a backdrop.
4. Reputation PR Over Visibility PR
As wellness claims face greater scrutiny, brands are shifting from loud launches to credibility-building PR. Think third-party expert endorsements, science-backed narratives, and transparent treatment explanations. This is especially important for medical spas and performance wellness brands.
5. Dark PR & Private Communities
Not all PR is public-facing anymore. Some brands are targeting closed wellness communities, private WhatsApp groups, membership clubs, and invite-only retreats. These ‘dark channels’ don’t show up in Google searches but heavily influence high-value guests and bookers.
6. The rise of the Non-Social Media Influencer
Rather than relying solely on external social media influencers, spas are turning founders, spa directors, and lead therapists into credible voices on social and in the media. Their expertise builds authority, earns press quotes, and performs exceptionally well in short-form video. In addition, they are forming marketing partnerships with genuine advocates, whether this is local movers and shakers, other local business owners or loyal customers.
Hi, if you are looking for some PR support for your own business, please do email info@thespaprcompany.com and we’d be happy to discuss.