Thumb through any home decor magazine, and you’ll see a master bathroom with a soaker or shower as the showpiece. Ta-da!

Homeowners, it turns out, are splurging to scrub up, according to the recently released U.S. Houzz Bathroom Trends Study. Ninety-one percent of homeowners in the study added a spacious shower to their master bathroom (after tearing out the tub), and many added on deluxe features, like a body sprayer or rainfall showerhead, for an improved, spa-like space.

The average cost for a large-scale remodel of a master bath (sized over 100 square feet) was $21,000, shows the study. Master bath renovations cost more in pricey markets, however. In San Francisco, Calif., for example, a major remodel averages $34,100.

Accompanying a luxury shower is a soothing gray and white color palette, according to the study. Nineteen percent of homeowners installed white countertops in the master bath, and 40 percent painted its walls white. Fourteen percent added gray cabinets, as well, to complete the tone-on-tone look. The majority of homeowners (90 percent) changed the overall style of the room, some to contemporary (25 percent), some to transitional (17 percent), and some, still, to modern (15 percent).

• Statement showers; lose the tub : Showers are the top feature to splurge on during a master bathroom renovation (42% of renovating homeowners). Of those making master shower updates (81%), more than two-thirds increase its size. Many homeowners remove their master bathtub (27%) to make room for a larger shower (91%).
• Aging in place drives spend: Homeowners 55 years old or older spend nearly twice as much as those under 35 on renovations of master bathrooms over 100 square feet ($22,800 vs. $12,500, respectively). Older homeowners are significantly more likely to integrate accessibility features, as three in five have no plans to move in the next 10 years.
• Millenials crave more space: One quarter of homeowners opt to increase their master bathrooms. Many of those who are keeping the bathroom size as is find it too small for their needs (30%). Millennial homeowners (ages 25 to 34) are more likely to increase their master bathrooms than are other homeowners and are more likely to be unhappy about the size when not changing it.
• San Fransiscians spend the most on remodels: Among the top 20 U.S. metro areas, homeowners in San Francisco spend the most on a master bathroom remodel, averaging $34,100 for a major remodel of a larger master bathroom (over 100 square feet), compared with $21,000 nationally. Overall, costs vary significantly by scope of remodel, size of master bathroom and regions.