India’s wellness and beauty sector may be on the cusp of a paradigm shift, as viral 24-hour spa models emerging in China spark new aspirations among service brands and entrepreneurs. These all-in-one wellness hubs—open round the clock, combining bathing, massage, entertainment, food and rest pods—are redefining expectations of how, when and where people unwind.
More about the Chinese model of spas
In Chinese metros like Shanghai and Shenzhen, patrons stroll in late at night, enjoy sauna or hot onsen-style baths, catch a movie, or even nap in private pods, all under one roof. The model fuses spa, mini-hotel and leisure lounge into a seamless, flexible experience. It has become a social media hit and travel trend in its own right.
How can India adopt to this trend?
Indian salons and spa chains are now studying whether this concept can translate in India’s fast-paced urban settings. The model appeals to millennials, shift-workers, travellers and “always-on” professionals who crave rest or reset beyond traditional daytime hours. For salon operators, it opens novel revenue streams—nighttime slots, membership packages, tie-ups with F&B, and even lodging partnerships.
Why are 24-Hour Spas the future?
Yet execution poses challenges: zoning and licensing for extended hours, staffing schedules, curated security, energy costs, and designing spaces that switch moods between wellness and leisure. Moreover, consumer behaviour must be tested—would Indians feel comfortable accessing spas at odd hours?
But for forward-thinking chains, piloting 24-hour spa modules—perhaps integrated within large wellness complexes or airport hubs—could offer differentiation and year-round occupancy. As wellness becomes integral to lifestyle rather than occasional indulgence, the Indian salon industry has a fresh frontier worth exploring.
