The Global State of Bookings

2025

An analysis of consumer behavior and the digital transformation of the service economy

26M

Bookings Analyzed

2024 data reveals new insights into global booking trends.

10.1%

YoY Growth Rate

Q1’25 vs Q1’24 shows continued adoption of digital bookings.

70%

Mobile-First Bookings

Most journeys now start on mobile, reshaping priorities.

95%

Self-Scheduled

Nearly all appointments are self-scheduled, signaling a shift to autonomous booking.

Executive Summary

The 2025 Global State of Bookings by SimplyBook.me analyzes over 25.4 million anonymized bookings processed globally in 2024. It uncovers how consumer priorities have shifted, why regional markets behave differently, and how digital selfservice has become the standard for SMBs.

Key findings

Strong market momentum

Booking volume rose +10.1% in Q1 2025 vs Q1 2024.

Wellness & health lead

Beauty & Wellness and Medical are the two largest categories by global booking volume.

Regional personalities

Sport is exceptionally strong in Europe; Beauty & Wellness is the largest market segment in North America.

Digital selfservice wins

The vast majority of bookings are initiated directly by clients via online platforms, reshaping daytoday admin.

Methodology

This report is based on an aggregated, anonymized dataset of 26 million bookings processed through SimplyBook.me in 2024, across Europe (EU), North America (NA), and AsiaPacific (APAC). We present aggregate trends only; no personal data is included. Where noted, technological/user behavior trends are extrapolated from representative cohorts.

GDPR

Irreversible anonymization; lawful basis legitimate interest; retention of raw datasets for one year, then secure deletion.

Usage & licensing

Provided “asis,” forwardlooking statements may differ. © 2025 SimplyBook.me. Internal use allowed; redistribution requires prior consent.

Global MacroTrends

An analysis of 26 million 2024 data points shows a robust, expanding service economy, with growth concentrated in sectors that reflect a durable shift in consumer values.

admin preview

Top global industries by booking volume (2024)

Beauty & Wellness — the global leader, signaling sustained investment in personal care.

Medical — second-largest, highlighting the role of digital booking in accessible healthcare

Sport — a powerhouse category (especially in Europe), reflecting fitness & lifestyle demand.

need to create Pie Chart in js file globalStateSB2025.js beauty - 20.98%, #F57BC7 medical - 16.57%, #06ADEF sport - 16.28%, #A3E635

Geographic Analysis: A Comparative Look

Digitalization is global, but its expression varies by region

Europe (EU)

Europe (EU)

The sports sector is exceptionally strong, with over 2.4M bookings in 2024.
Together with Beauty & Wellness, the data points to a consumer focus on lifestyle & wellbeing.
Medical expanded +12.7% in Q1 2025 vs prior year.

North America (NA)

North America (NA)

Beauty & Wellness is the single largest category.
Medical and Education are also highly significant, indicating broad investment in personal care, health, and skills.

AsiaPacific (APAC)

AsiaPacific (APAC)

Medical is the largest category by booking volume.
Beauty & Wellness and Education are also major areas of consumer activity and growth.

Sector Deep Dive: Uncovering Specific Trends

Education

— Seasonality You Can Plan For (North America 2024)

+15

A clear back-to-school pattern: bookings climb from a July low to a September peak (+15%). This informs staffing, promotions, and capacity planning.

The Technology Shift

— How Clients Engage

Mobile-first is now mobile-only:

70%+ of all bookings are initiated on mobile.

Self-service is the norm:

95%+ of appointments are scheduled directly by clients, not admins.

Conclusion — What Leaders Should Do Next

An analysis of 26 million 2024 data points shows a robust, expanding service economy, with growth concentrated in sectors that reflect a durable shift in consumer values.

The digital service economy is thriving

Doubledigit growth shows online booking is mainstream—and accelerating.

Consumer values have solidified

Postpandemic priorities (health, wellness, selfimprovement) are durable growth drivers.

Win on autonomy & mobile

The most successful businesses provide a simple, reliable, mobile-first experience that lets clients act on their own terms.

About SimplyBook.me

SimplyBook.me is a global leader in online booking and business management. We empower tens of thousands of service businesses across dozens of industries with flexible, secure, and scalable tools. If you’re ready to apply the trends in this report and deliver a booking experience that meets modern expectations, we’re here to help.

Ready to dive deeper into the data, regional breakouts, and sector patterns?