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Day passes at hotels and resorts are emerging as a popular option for travelers seeking luxury without the hefty cost of reserving a room. ResortPass, a leading platform in the day-guest market, has capitalized on this trend, partnering with over 1,300 luxury hotels, including renowned names like Waldorf-Astoria, JW Marriott, and Fontainebleau, to provide affordable access to high-end amenities.
Travel enthusiasts like New York resident Lora Bowler are embracing day passes as a cost-effective way to experience luxury resorts. “It’s a neat way to escape and feel like you’re at a five-star hotel without actually staying there,” Bowler said. She has enjoyed daybeds, poolside services, and even found a pass that included a room for her husband to work remotely. Day passes allow guests to access a hotel’s amenities, such as pools, spas, and fitness centers, without the cost of an overnight stay. This approach bridges the gap between consumers’ desire for luxury and their budget constraints.
A survey conducted by Booking.com in July 2023 found that over 60% of respondents indicated their cost of living would influence their travel planning in 2024. More than half of the participants expressed a willingness to pay for accommodation upgrades. A majority of U.S. travelers also showed interest in purchasing day passes to use five-star hotel amenities without booking a stay.
Hayley Berg, lead economist at travel site Hopper, noted, “People are back to thinking about travel budgets. They’re prioritizing expenditure on vacations more so than consumer goods.” Berg highlighted that day passes offer an attractive solution, providing what travelers want while generating additional revenue for hotels.
Virgin Hotels New York City in Manhattan’s Koreatown neighborhood is one such hotel offering day passes. Guests can enjoy the rooftop pool with views of the Empire State Building and city skyline. Options include reserving a pool lounge chair or upgrading to a cabana with complimentary services and refreshments. A day pass for the pool club starts at $130. Sarah Payton, head of partnerships and programming at Virgin Hotels New York City, stated, “Everybody needs a little bit of escape.”
Launched in 2016, ResortPass dominates the day-guest market with a 95% share. The platform has served over 3 million users in more than 250 cities, offering day-pass access at prices as low as $25. ResortPass CEO Michael Wolf emphasized the platform’s role in enabling local getaways. “We are really able to provide a way for people to get away without going away,” he said. “It complements other types of travel and can serve as an alternative.” The average ResortPass customer spends about $165 for all-day access, often splurging more on amenities compared to overnight guests. Wolf mentioned that customers typically spend over $250 on the property.
ResortPass is developing a membership-like program for frequent day-pass users, with an announcement expected later in 2024. This initiative aims to enhance the value and convenience for loyal customers seeking luxury experiences on a budget.
