When Cadie Carroll and two college friends recently planned a weekend reunion in Sedona, Arizona, they booked a vacation rental so they could have more space than a hotel room and to be able to cook—something they enjoyed at the University of Texas.
The only thing missing was a swimming pool, so they booked a day at L'Auberge de Sedona, where $100 per person got them access to the resort pool, free valet parking, lunch and a sound healing session, part of a list of daily activities to which passholders have access.
“It felt fancy, like we were getting five-star treatment,” said Ms. Carroll, 31, a logistics consultant from El Segundo, Calif.
Day passes to resorts can be an expense for frugal travelers or a day trip for locals. While the concept isn't new, it has proliferated rapidly in the wake of the pandemic as hotels still recovering from the collapse in tourism seek to monetize their unused spaces, such as pools, spas and even conference rooms.
In the spring, Hilton announced a partnership with ResortPass, the leading provider of day passes. And while the initial 175 resorts offering day passes through the platform are just a few of the hotel company's more than 7,600 locations, Hilton expects to add more partners.
“Hilton's 2024 Trends Report found that the top reason people travel is to rest and recharge. We see our partnership with ResortPass as a great way to bring that experience to the traveler stopping for the day at a destination or the local visitor looking to take a day trip to their neighborhood,” said Jessica Shea, Hilton's vice president of wellness, retail and leisure in the Americas.
Pamper yourself for less money
The boom in day passes comes amid concerns about rising prices. In a 2023 Booking.com survey, nearly 70 percent of American respondents said they plan to spend less on travel in 2024, and 64 percent said they will pay more attention to travel deals than in the past.
For travelers, daily rates can be a fraction of overnight rates. According to the CoStar Group, which tracks the hotel industry, an average night's stay at a luxury hotel in the U.S. in May cost $381.
ResortPass access, sold through the company's app and website, starts at $25 per day, and the company says over 70 percent of its 1,500-plus hotels worldwide offer a day pass for $65 or less.
“Hotels are good at filling rooms with guests from other places,” said Michael Wolf, ResortPass' CEO, adding that business has tripled since 2022. “We're really good at filling other rooms with people who are in your community.”
At the Fairmont Miramar Hotel & Bungalows in Santa Monica, Calif., ResortPass users tend to be Los Angeles-area residents, said Zachary Courtney, the hotel's marketing director.
ResortPass describes the pool area as “tranquil” and sells tickets starting at $65 on weekdays and $95 on weekends. (Nightly rates at the Fairmont start at about $500.) Day guests can also book massages ($150) and access to a bungalow for the day ($899) on the platform.
“It's a great way to engage with the community and allow people to visit the hotel without having to rent a room for over $500 for a night,” Courtney said, noting that the hotel controls pool capacity by limiting ticket sales when the hotel is at high occupancy. “It's an easy way to monetize what we have.”
Daybeds, bathtubs and more
ResortPass offers a ton of perks, including a cabana for up to 10 people at the Hilton Waikoloa Village on Hawaii Island for $1,500, including 10 popsicles, five cocktails and a beach ball. And the platform is expanding to offer more upgrades, including spa services, meeting rooms and programs like movie nights or rooftop yoga.
“It can be anything that happens within the four walls of a hotel,” said Mr. Wolf.
ResortPass claims to control 95 percent of the day-use market, but its competitors often occupy specific niches. In far-flung destinations like Bali and Dubai, DayPass has more offerings than ResortPass. Resort For a Day focuses on cruise ship passengers with pool and beach access around popular ports.
Websites like Dayuse and Hotels By Day sell day stays at hotels aimed at digital nomads, daycationers, layover travelers, and couples. A recent offer from Hotels By Day for use of a room between 9 a.m. and 5 p.m. at the Sheraton Houston Brookhollow Hotel costs $69.
Rather than going through an intermediary, many resorts offer day passes directly through their own websites. This includes the Great Wolf Lodge chain, which operates indoor water parks (passes start at $40 for a half-day and $50 for a day in Gurnee, Illinois).
In Costa Rica, Botánika Osa Peninsula sells day passes for $150 for two guests that include use of the resort pool, fitness center and a lounge room. Virgin Hotels New York City offers a two-hour “recovery day pass” to its spa facilities, including a cold “snow room,” steam room and sauna (starting at $50).
Celebrate by the pool or take a family break
Pools with live DJs are labeled as “party” on ResortPass. The most popular category is “family-friendly,” accounting for nearly half of all searches.
When Leandro Sanchez first moved to the Dallas area in 2022, he was looking for things to do for the weekend and discovered that the Omni Las Colinas in Irving, Texas, offered pool access through ResortPass. The $35 price was reasonable, and the social environment made it easy to meet people.
Since then, Mr. Sanchez, a 41-year-old gym manager, has bought tickets several times to the Omni and the Westin Dallas Southlake, where a DJ often plays poolside.
“It's a very social and fun experience,” Mr. Sanchez said, pointing out that this option is much cheaper than attending one of the pool parties popular in Las Vegas.
Lauren Conklin, a San Francisco mom, started using ResortPass a few years ago when pandemic-related lockdowns were eased and she was looking for outdoor activities to do with her daughter, now nine, who loves to swim. Since then, she's used the service to go to area pools with friends and family, and even booked a pass that included a day-use room.
“It's not like a water park where you're chasing someone all day and you're cold and wet,” said Ms. Conklin, 44. “It feels like luxury.”