Eric Price, a publishing executive from New York, likes to get a facial or massage on his business trips.

“When you’re traveling and on long flights, you feel like your skin gets very dry,’’ Mr. Price, associate publisher and chief operating officer of Grove Atlantic, said. “It’s very nice to get a facial, you feel fresh and get energized for business meetings. And getting a massage after a long flight is really relaxing and helpful.”

Mr. Price represents a steadily rising number of executives — both male and female — who seek spa treatments on business trips. It is a group the hotel industry is now actively courting.

According to new research by PricewaterhouseCoopers, the consulting firm, a fifth of the top nonresort hotels in the United States now have spas. Of hotels in this category that are currently under construction or about to start construction, almost 40 percent will have spas, the survey found.

Bjorn Hanson, a consultant with PricewaterhouseCoopers, said spas in business travel hotels were once “an unusual amenity, then became common and are now emerging as expected.’’

Top-tier urban hotels in the United States are building more spas, Mr. Hanson said, to respond to Americans’ growing interest in spa treatments.

According to research released last month by the International Spa Association, a trade group, more than a fourth of American adults have visited a spa; 15 percent began going within the last year. The study also found that 31 percent of those who go to spas were men.

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