What are the most popular use cases for ResortPass?
There are lots of ways our guests like to use ResortPass - the vast majority of bookings are groups of 2 or more, and nearly a third are families, as there are a lot of properties with waterparks, lazy rivers and other kid-friendly activities. ResortPass is popular for locals, especially in the summer months if you're looking for a getaway without having to actually get away and want to relax at a luxury pool or spa in your hometown. For travelers, ResortPass offers the perfect solution for enhancing any itinerary with a resort day, complementing an AirBnB stay, or providing a place to relax after checkout before catching a late flight.
Any surprising ways you’ve seen people use ResortPass?
I think one of the best use cases we’ve seen is when someone has booked an Airbnb or a cruise and they’re either too early to check in or they have to check out/disembark hours before their flight. ResortPass provides them with a luxurious place to extend their vacation and store their bags during that awkward time in between.
On a personal level, customers have told us they booked with us to celebrate a cancer-free anniversary and to start a new family Thanksgiving tradition after a recent divorce, among many more.
A survey you released says that people feel more refreshed after only one day off - why do you think that is?
ResortPass conducted a survey that found 85% of people feel recharged after taking just one day off of work. We think this speaks to the benefits of taking more frequent, shorter vacations that deliver a much-needed break while also eliminating the stress and effort that comes with planning longer vacations. And given it’s more affordable than staycations or longer trips, people can do it more regularly to achieve better work-life balance and maintain a more consistent state of relaxation and well-being.
Who are some of your hotel partners?
ResortPass partners with all the major hotel brands, including the Four Seasons, Ritz Carlton, Marriott,, Hilton, Aloft and Hyatt Place, as well as many boutique hotels. Over 70 percent of our day passes are $65 or less - there is something for everyone.
Tell me about the benefits for hotels in signing on with ResortPass. How do you think the hotel industry is evolving?
Locals are a largely untapped audience for hotels, who typically only engage with a consumer once or twice a year at best when they travel. ResortPass allows hotels to have a relationship with local guests who are eager to use amenities like pools, spas and fitness facilities during the day - these guests provide incremental revenue opportunities from both booking passes and enjoying F&B onsite. The day-guest creates a whole new category of guests for hotels who can become more frequent customers, unlike the typical traveler.
With room rates up but no increase in occupancy and a decline in international travel, regional travel has become extremely popular. ResortPass taps into this trend by offering day access to hotel amenities, a service that over 90% of partner hotels had never offered until now.
How have you convinced these luxury hotel brands to come on board?
We’ve found that hotels, particularly luxury hotels, immediately see the benefits of partnering with ResortPass. On-site amenities such as pools and spas are typically underutilized, especially during the week, and ResortPass opens up an opportunity to monetize what already exists on hotel properties. Traditionally, hotel guests are not frequent customers, usually returning only once a year, if at all. Day-guesting attracts local visitors who are more likely to return multiple times, creating a steady stream of repeat customers for hotels.
Hotel partners have the advantage of our technology with the flexibility to set their own prices and inventory for day passes, optimizing revenue while providing value to both overnight and day guests. A prime example is the partnership with Hilton, offering curated day pass packages at participating properties across the U.S., bringing significant value through ancillary revenue and new clientele. The Hilton relationship originated with a handful of individual properties and evolved into an established partnership with over 200 properties to-date.
What are your plans for the company as day guesting becomes more popular?
Day guesting is growing rapidly and we’re extremely excited about the opportunities in this space. In the last two years, we have grown our number of users and hotel partners 3x. During summer, our most popular hotels see over 75% utilization, with hundreds of products selling out daily. While we continue to explore new markets and hotel partners, we also think there’s a future opportunity to go deeper in our spa offerings, events, and experiences.
Do you see a growing market for one-day experiences that aren't overnight?
The market for one-day experiences is massive and just getting started, driven by the demand for affordable indulgences, the desire for more frequent escapes, and the changing landscape of travel. Day-guesting lets people enjoy amenities like pools, spas, and fitness facilities for a fraction of the cost of an overnight stay. The rise of daycations offers financial flexibility and accessibility, making luxury experiences more attainable for a wider audience.
Caroline Tell, Contributor
