Table of Contents
Why beauty salons and tanning centres work in tourist resorts
On the Romagna Riviera, between Cesenatico, Cervia and Milano Marittima, wellness is no longer an “extra” but an integral part of the holiday experience. This is why beauty salons and tanning centres have become one of the most attractive businesses for those wishing to invest in the seaside: they attract tourists, seasonal residents and local customers all year round.
- The wellness trend: from "sun and sea" holidays to "self-care" holidays
In recent years, holidays have become increasingly experiential: those who choose the Riviera are not only looking for beaches and fun, but also moments of personal care.
- Well-being as a lifestyle: facial and body treatments, massages and fitness programmes are seen as an investment in oneself.
- Images and social media: photos, stories, evening events… those on holiday want to feel and look their best.
- Broad target audience: families, couples, groups of friends, sports enthusiasts, remote workers at the seaside.
This makes beauty salons and tanning centres cross-cutting businesses, capable of performing well both in high season and in shoulder periods.
- A complementary service to hotels, beach resorts and nightlife
In a location such as Cesenatico or Milano Marittima, a well-positioned beauty/tanning centre becomes a complementary service to:
- Hotels and B&Bs, which can recommend the centre to their guests.
- Beach establishments, which often lack space for structured treatments.
- Evening venues and nightlife, because those who go out in the evening are more likely to take care of their appearance, make-up and tan.
The result is a natural network of collaborations and word of mouth which, if well managed, can generate a constant flow of customers.
- Seasonality, maybe yes or maybe no
In recent years, the tourist season has clearly expanded thanks to two factors that are changing Italian tourism: smart working and remote working, which allow many people to live and work by the sea even out of season, and increasingly mild temperatures, which make the spring and autumn months pleasant and liveable by the sea.
The result is that a well-structured centre can operate much longer than in the past:
- on weekends in spring and autumn, when events, long weekends and mini-breaks bring constant activity;
- con la clientela locale e “semi‑residente”, che cerca continuità nei trattamenti e nei servizi di mantenimento;
- with packages and subscriptions that build loyalty and stabilise revenue.
For an investor, this means building a broader, more distributed and predictable revenue base.
What tourists are looking for today in a beauty salon or tanning centre
- Services required: practicality, results and speed
Those on holiday have different schedules than their daily routine. The most requested services are:
- “Quick but effective” treatments: facial cleansing, localised massages, slimming/anti-fatigue body treatments.
- Essential beauty services: manicures, pedicures, waxing, eyebrows, evening make-up.
- Controlled tanning: sun showers and lamps in well-maintained environments, with attention to safety.
The premises must be organised to optimise time, with functional cubicles and clear routes.
- Environment and atmosphere: the “trust” factor
In a tourist setting, first impressions are everything. Customers choose the centre based on:
- Well-kept exterior and shop windows that convey cleanliness and professionalism.
- Modern, renovated interiors that convey cleanliness and comfort.
- Clear communication of prices, services and treatment duration.
How to choose the right premises for a beauty salon or tanning centre
Here we get into the more practical aspects: what to consider when purchasing commercial property for this type of business in a seaside location.
- Interior spaces: layout and functionality: well-sized cabins, offering privacy and ease of movement; a welcoming waiting area, where customers immediately feel at ease; service areas (storage, changing room, bathroom) clearly separated from the customer area and logical, well-thought-out movement routes.
- Technical requirements: compliant systems (electrical, plumbing, air conditioning), sized for machinery and sunbeds; adequate ventilation and air exchange, especially in cabins and areas with equipment; floors and wall coverings that are easy to clean and resistant to moisture; urban planning compliance and commercial use already in order.
- Start-up costs: how much is “turnkey”? When evaluating a commercial property for this type of business, it is useful to ask yourself: how much more do I need to invest to make it operational? Are furnishings, cubicles and specific equipment already in place? Can I start working quickly?
- A specific case
A concrete example is a beauty and tanning centre renovated in 2024 in Cesenatico at a surprising price.
Recently renovated with facilities, finishes and layout already designed for the business. Modern image and location in an established tourist resort.
For an investor or wellness professional, this type of property represents a smart shortcut: instead of starting from scratch, you can move into a ready-made space and customise it with your own brand and service offering.
