Survey finds half of clients in Ireland favour personalised salon experience

Half of Irish and UK salon clients want a personalised experience, while retail and online booking continue to present major growth opportunities, according to Phorest’s Consumer Insights Report 2025.

The survey of 716 clients from Ireland and the UK found that 45% prefer to schedule appointments digitally whenever possible, driven by convenience and the ability to see available slots.

Nearly three-quarters (70% ) who don’t currently buy from their salon would like to, which highlights the potential for revenue growth through better education and at-home care recommendations, noted Phorest.

Meanwhile, when looking for a new salon, 61% of clients rely on word of mouth, but price and location remain the top decision-makers. Just 29% of new clients rebook, which underlines the need for second-visit incentives, loyalty schemes and proactive follow-up strategies, said Phorest.

The report also looked at the role of AI in the salon experience, with more than half of clients open to using it for basic booking tasks. However, there was a strong preference for human interaction when it comes to personalised services.

“This report is more than a snapshot of client preferences, it’s a roadmap for sustainable growth,” said Luke Doolin, UK Ireland country manager at Phorest.

“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.”