A new guest segment has emerged that is transforming the way hoteliers think about ancillary revenue . And it is here to stay .
Consumer behaviors around travel and leisure have changed due to remote work , the rising vacation rental market , and a fluctuating economy . The new trend that ’ s on the rise ? The “ daycation ”. It ’ s easy , convenient , and a way for people to enjoy vacation and wellness experiences near where they live or to explore while traveling . For luxury hotels and resorts , tapping into this new market of day guests maximizes pool , spa , fitness , and dining outlets on lower-occupancy times such as weekdays , off-peak season , or during large group buyouts . Offering premium day packages allows hotels to showcase their amenities and inviting new guests to experience them for the day increases brand awareness .
Hundreds of luxury hotels across upscale brands such as Fairmont , Four Seasons , Ritz-Carlton , Park Hyatt , and Waldorf Astoria are activating day guest programs to capture high-spending local guests and visitors . Premium day rates are consistent with overnight rates but without the overheads , labor , and costs associated with rooms . Properties are tapping into incredible new revenue opportunities by leveraging their existing assets .
“ IMPLEMENTING A DAY GUEST PROGRAM HAS BEEN A GAME-CHANGER FOR OUR PROPERTY . NOT ONLY DO WE SEE SIGNIFICANT REVENUES , BUT IT ’ S A GREAT OPPORTUNITY FOR OUR COMMUNITY TO COME AND ENJOY WHAT SO MANY GUESTS TRAVEL TO INDIAN WELLS FOR . WE ’ VE EVEN SEEN A SIGNIFICANT INCREASE OF WORD OF MOUTH MARKETING FROM THIS PROGRAM . “
Matthew Shipp Director of Outlets Hyatt Regency Indian Wells Resort & Spa
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