How Saudi Arabia’s spa scene is transforming for women

Once a male-dominated space, Saudi Arabia’s hotel spas are undergoing a quiet but powerful transformation, one that is putting women at the center of the wellness experience.

For decades, spas in the Kingdom operated under strict gender segregation, often prioritizing men’s access. Many hotel spas didn’t offer services for women at all, and those that did were discreet, tucked away from public view. Today, however, a combination of cultural shifts, global influence, and evolving hospitality strategies is rewriting the story.

From Hammams to Hidden Havens

In traditional Middle Eastern bathing culture, the Hammam—single-sex bathhouses for cleansing—was a cornerstone of daily life. Over time, these spaces became less about necessity and more about indulgence, offering a cultural experience to both locals and travelers.

In Saudi Arabia, religious and social traditions meant public leisure spaces, including spas, were designed almost exclusively for men. “Spas were not part of the lifestyle here,” recalls a Saudi hotelier from a 2010 Hotelier Middle East report, which covered Riyadh’s first female-only spa opening at Al Faisaliah Hotel. At the time, women’s wellness venues were so rare that they often operated under alternative business names to avoid scrutiny from the religious police.

Still, as more Saudis studied abroad—particularly in the US and UK—many returned home with a modern outlook, a taste for wellness culture, and a willingness to spend on self-care. This gradual mindset shift laid the groundwork for change.

A New Era for Women’s Wellness

The real turning point came after 2018, when Saudi Arabia’s hospitality sector began actively incorporating women-focused wellness into its core strategy. Privacy, flexibility, and personalisation became guiding principles, influencing everything from spa design to programming.

“Until a few years ago, it was rare to find proper wellness facilities for women in hotels across the Kingdom,” says Tony Coveney, Area General Manager at Nujuma, a Ritz-Carlton Reserve. “That’s changed in a big way. Women now want spaces to truly relax, enjoy treatments, join movement classes, and connect with wellness on their own terms.”

At Nujuma, women’s wellness isn’t just an add-on—it’s a driver of growth. Coveney reports longer stays, higher spending on spa packages, and a rise in women-led retreat bookings. “Women are introducing their families and social circles to wellness travel,” he adds. “They’re not just guests; they’re influencers shaping the direction of the industry.”

Designing With Women at the Heart

Across Saudi Arabia, leading hotels are rethinking wellness from the ground up. At Six Senses Southern Dunes, GM Benjamin Kreuz emphasises tailored experiences that respect women’s needs while honouring Saudi traditions, offering specialised programmes in detox, sleep, mindfulness, and movement.

At Banyan Tree AlUla, GM Bhavesh Rawal shares a similar philosophy: “With women as a priority, our offerings include prenatal wellness, female-only retreats, and curated treatments.” These targeted experiences have boosted engagement, lengthened stays, and increased overall spend.

The Bigger Picture

What began as a cautious introduction of women-only spaces has evolved into a defining feature of Saudi’s modern hospitality scene. By placing women at the heart of their wellness strategies, hotels are not only meeting changing guest expectations but also unlocking new business potential.

In a country where spas for women were once nearly invisible, the transformation is more than a trend, it’s a cultural milestone.