Londoners apparently need a spa break more than anyone else in the UK

The study, conducted by Virgin Experience Days , examined the number of Google searches over the past 12 months for over 150 spa-related searches, such as “spa near me” or “couples spa,” across each UK city and town. These figures were then compared against local populations to determine the areas with the highest number of Google searches per 100,000 people, revealing where Brits are most in need of some relaxation.

London ranks number one, with 2,723 spa-related searches per 100,000 residents. The city's 8.8 million residents generated a staggering 241,414 monthly searches for spa experiences, enough people to pack Wembley Stadium nearly three times.

The UK cities and towns most in need of a spa break

1. London (2,723 average monthly searches per 100,000 residents)
2. Manchester (2,464 average monthly searches per 100,000 residents)
3. Birmingham (2,305 average monthly searches per 100,000 residents)
4. Reading (2,020 average monthly searches per 100,000 residents)
5. Salford (1,958 average monthly searches per 100,000 residents)
6. Oxford (1,889 average monthly searches per 100,000 residents)
7. Bristol (1,865 average monthly searches per 100,000 residents)
8. Bournemouth (1,846 average monthly searches per 100,000 residents)
9. Newcastle upon Tyne (1,776 average monthly searches per 100,000 residents)
10. Middlesbrough (1,692 average monthly searches per 100,000 residents)

Of the 20 most wellness-obsessed towns and cities, five arefound in the North West of England, including Manchester, Salford, Bolton, Liverpool, and Stockport. Similarly, four places in the South East make up the top 20, with Reading ranking highest, followed by Oxford, Portsmouth, and Brighton.

At the opposite end, Rotherham showed almost no interest in spa treatments. The South Yorkshire town ranked dead last with only 247 searches per 100,000 residents. Its 121,000 population made a mere 299 monthly searches for spa-related terms.

Places in Wales and Northern Ireland appear less wellness-focused than England and Scotland. While cities like London, Manchester, Edinburgh, and Glasgow feature among the top 20, Belfast and Cardiff average around 1,000 monthly searches per 100,000 residents in 41st and 34th place, respectively.

Hannah Luke, Senior Partnerships Manager – Spa & Beauty at Virgin Experience Days, said,

“While massage is the most searched term in every UK town and city, larger hubs like London and Manchester record greater search volumes, suggesting city dwellers feel a greater need to escape daily pressures.

“Recent research shows the average Briton spends £623 yearly on spa days, showing these experiences play a crucial role in people's wellbeing. Winter months typically see higher demand for spa visits as people seek warm retreats from cold weather.”