Wellness travel has become a popular choice for many, whether they are traveling with a loved one, their family, or even going solo. Lora Bowler, an avid traveler from New York, has recently found a way to cut back on her vacation spending without sacrificing the luxury resort experience she enjoys. She has turned to hotel day passes as a more affordable option for relaxation.
Hotel day passes allow guests to access hotel amenities without the cost of reserving a room. Bowler has taken advantage of this by booking daybeds, poolside services, and even finding a pass that offered her husband a room where he could work from his laptop. This trend of offering day passes has been growing in popularity, as hotels and third-party partners aim to provide a bridge between budget-conscious travelers and luxury prices.
The cost of luxury hotel rooms in the U.S. has been on the rise, with rates in July expected to be 85% higher than they were in 2019, before the Covid pandemic. However, travelers are prioritizing their vacation budgets over consumer goods, according to Hayley Berg, lead economist with travel site Hopper. In fact, a survey conducted by Booking.com revealed that more than 60% of respondents said their cost of living would determine their travel plans in 2024.
The survey also found that a majority of U.S. travelers would be willing to pay for day passes to use the amenities in a five-star hotel without actually staying there. This indicates a shift in consumer behavior, as more travelers are looking for ways to indulge in luxury experiences without breaking the bank. The trend of “revenge travel,” where consumers splurged on travel after Covid restrictions lifted, has now given way to a more budget-conscious mindset.
Day passes not only give travelers what they want but also provide an additional source of revenue for hotels. By offering access to amenities they already have, hotels can generate incremental revenue. One example is the Virgin Hotels New York City, which opened its rooftop pool for day guests. Customers can reserve a pool lounge chair or upgrade to a cabana and enjoy complimentary services and refreshments. The hotel partnered with ResortPass, a site that provides day-pass access at luxury hotels, resorts, and spas at discounted rates.
ResortPass, which holds a 95% share of the day-guest market, has partnered with over 1,300 luxury hotels, including well-known names like the Waldorf-Astoria and JW Marriott. The platform has served over 3 million users and offers day passes in more than 250 cities, with prices starting as low as $25. CEO Michael Wolf sees day passes as a way for people to have a local getaway experience without actually going away. Customers who purchase day passes through ResortPass often spend more on hotel amenities than overnight guests.
In response to the growing demand for day passes, ResortPass is currently working on a membership-like program for frequent users. This program will provide additional benefits and is expected to be announced later in 2024. With the availability of day passes and the increasing desire for budget-friendly travel options, it’s clear that this trend is here to stay. Travelers like Lora Bowler can continue to enjoy the luxury resort experience without the hefty price tag, making wellness travel accessible to a wider range of people.
