The renaissance of social spas

The resurgence of communal wellness has been extensive, from wild swimming and cold immersion to the development of urban bathhouses. Communal bathing is one of the most ancient forms of wellness and it’s set to dominate the industry in 2025.

The revival of social spa experiences appeals to a new demographic of guest, as Gen Zs and Millennials seek out healthier, alcohol-free social wellness hubs. In an era of ‘wealthy wellness’, communal bathing is also a more democratic, affordable spa experience.

The trend has taken hold from Therme Group’s wellbeing oasis in Budapest to Peninsula Hot Springs natural geothermal baths near Melbourne, Australia, Ironmonger Row Baths in London and Othership in New York. Thermengruppe Josef Wund is integrating sensory science and communal bathing at Forest Bathing: Lupuna in Therme Euskirchen, Germany. One of Japan’s top luxury hotel firms, Hoshino Resorts, has announced it will open an onsen hot spring resort in upstate New York in 2028.

“There’s growing demand for accessible, holistic escapes that foster connection,” says Robert Hammond, president and chief strategy officer at Therme Group US. “In cities, especially, people are seeking out spaces that allow them to connect with nature, themselves and others. Innovation must stem from essential elements such as integrating nature by incorporating natural light and greenery. Co-ed spaces are another prime opportunity to enrich the communal bathing experience.”

WHAT IT MEANS FOR SPAS…

Innovative approaches to communal bathing should incorporate tradition, immersion and nature to create unique experiences. Technological advancements will also contribute to this immersive trend.