Summertime is usually peak season in the hospitality industry, when hotels and resorts are booked with international and domestic travelers.
But this summer season is likely to be a little different. International travel is down. In March, it dropped nearly 10% compared to the same time last year. And, with the economic uncertainty from tariffs and a potential recession, leisure travelers are cautious about taking trips too, adopting a “wait and see” mode.
Yet, people still want to enjoy summer. They look forward to this time of year as a chance to reconnect with family, to play and unwind. They just may not travel as much to do so.
Instead of having FOMO (fear of missing out), they’re embracing JOMO (the joy of missing out). This burgeoning trend focuses on slowing down and not trying to do or see everything. Instead, travelers enjoy the simple moments and experiences. That’s important, as vacations, even for a few hours or a day, can decrease stress, boost mood and mental clarity.
As people look to incorporate a little JOMO closer to home, hotels can take the opportunity to attract local visitors by adding and promoting day guest programs.
Day guest programs keep summer fun and hotels busy
Even if people aren’t traveling, they still want to enjoy the rites of summer in their own town.
With day passes, guests can book one-day getaways to local hotels and resorts. There, they can enjoy the pool, spa or even a daytime room without spending the night. Additionally, visitors staying in nearby hotels, short-term rentals or even visiting with family and friends can also take advantage of fun amenities that might not be available at their accommodations.
Guests aren’t the only ones who benefit from day passes. Hotels and resorts can increase brand recognition and incremental revenue by offering access to amenities they already have. Moreover, day guests are more likely to use hotel amenities at times when they are underused by overnight travelers. These same day guests are potential future overnight guests, which means additional revenue opportunities for hotels.
Hotels are reaping the benefits of day passes. One luxury brand offers day passes at all of their hotels, and it's now part of their budget forecasting due to consistent consumer demand. Top properties make up to $2 million1 in ancillary revenue per year by welcoming day guests.
ResortPass makes day pass programs simple
While hotels and resorts welcome new revenue sources, they aren’t looking for more complexity. A marketplace like ResortPass simplifies the administration and marketing process. ResortPass partners with more than 2,000 hotels across North America and holds 95% of the day-guest market.
ResortPass works with lifestyle, family and travel influencers and draws upon its five million guests to market day guest opportunities to. With a user-friendly app that connects day guests with participating properties, ResortPass is often the first stop when looking for a one-day getaway.
Smart ways to package a day experience
With pool season heating up, now is a great time for hotels and resorts to look at packaging a day experience. Here are some success stories for inspiration:
- Hotels on the beach can offer a beach pass that gives easy access to the ocean and includes a food and beverage credit. (A 5-star resort in South Beach, Florida, did this and reached $100,000 in gross sales in just a month.)
- A family-friendly property can offer a Family Pass with a discount off the price of two adult and two child passes.
- Create the full luxury experience with a spa pass that includes dry and infrared saunas, cryotherapy, and locker room and shower access.
- For the ultimate in wind-down wellness, combine a spa pass with a day pass, giving guests access to the pool, spa, and gym.
- Offer a poolside cabana with a food and beverage credit.
The hospitality industry has a wealth of experience in pivoting with innovation to meet challenges. Whether it’s the unpredictability of travel in summer 2025 or another uncertainty, offering day passes through ResortPass is a sound and creative way to attract new guests, add new revenue streams, build the brand name and optimize the current amenities.
To learn more about day guest opportunities and sign up to partner with ResortPass, visit https://partners.resortpass.com/.
1. ResortPass booking data, 2025.
