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Affordable Luxury: The Growing Popularity of Resort Day Passes for Travelers.

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In recent years, avid traveler Lora Bowler has found herself spending more than she had anticipated on vacations and travel. As she looks to cut back on expenses, she has turned to alternative options to enjoy luxury amenities without breaking the bank. One such option that Bowler and many others are embracing is the concept of hotel day passes. These passes allow guests to access hotel amenities without the need to reserve a room, providing a more affordable way to enjoy a relaxing day at a luxury hotel or resort.

The rising popularity of hotel day passes can be attributed to hotels and third-party partners making them more readily available. This shift is bridging the gap between travelers who seek luxury experiences and the high prices associated with them. With the cost of a typical luxury hotel room in the U.S. on the rise, day passes offer a more budget-friendly alternative for those looking to indulge in a day of relaxation and luxury without the commitment of an overnight stay.

According to a survey conducted by Booking.com, a majority of U.S. travelers expressed their willingness to pay for day passes to access amenities at a five-star hotel without actually staying there. This trend is reflective of a shift in consumer behavior, with travelers prioritizing expenditure on vacations over other consumer goods. The concept of day passes not only gives travelers the opportunity to enjoy luxury experiences while sticking to a budget but also provides hotels with an additional revenue stream.

One hotel that has embraced the trend of offering day passes is the Virgin Hotels New York City, located in Manhattan’s Koreatown neighborhood. The hotel has opened its rooftop pool to day guests, allowing them to enjoy stunning views of the Empire State Building and the city skyline. Guests can choose from various options, including pool lounge chairs, cabanas, and personalized services. The pricing for day passes at the pool club starts at $130, catering to those seeking a luxurious yet affordable escape.

ResortPass, a platform that provides day-pass access to luxury hotels, resorts, and spas, has seen significant success in the market. Launched in 2016, the platform holds a 95% share of the day-guest market and has partnered with over 1,300 luxury properties. With day-pass access available in more than 250 cities at prices starting as low as $25, ResortPass offers travelers a convenient and cost-effective way to enjoy upscale amenities without the commitment of an overnight stay.

The average ResortPass customer spends about $165 on all-day access, often splurging on additional hotel amenities while on the property. This trend highlights the potential for day-pass guests to contribute significantly to a hotel’s revenue stream. In response to the growing demand for day passes, ResortPass is working on a membership-like program for frequent day pass users, which is expected to be announced later in 2024. This initiative aims to provide loyal customers with additional benefits and incentives for continued use of day passes.

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