Want to get away? Most people do, especially in the summer. But they don’t escape nearly as much as they’d like. In fact, a Harris Poll found that 72% of Americans wished they had more memorable summer outings. 

It’s not always an issue of not having time: 70% of the survey respondents said when they had vacation time, they just stayed home.

But now, people are discovering that they don’t have to go away to get away. They’re going to hotels and resorts but aren’t seeking to stay overnight. Instead, they want a daycation—a quick getaway where they can enjoy the property’s amenities, such as pool, cabana, beach access, spa, gym, or even rooms for just the day. 

This is an exciting opportunity for them—and also for hotels and resorts. As the trend in hospitality focuses on experiences and wellness tourism, hotels and resorts can create opportunities for guests to rest and recharge, just for the day. Best of all, by expanding their offerings to daytime guests, hotel and resort operators can increase their revenue—often with minimal effort.

Who are the day guests?

Hotel and resort operators often have a clear profile of their overnight guests. But they may not know as much about the ones who want to visit short-term.

Between life, work, finances, current events, and relationships, people are stressed. The American Psychological Association calls the cumulative effect “collective trauma.” While a luxury vacation can create opportunities to unwind, they’re not always affordable. As a result, people looking for a little relief are seeking alternatives.

Day guests are often in the thick of life’s stressors. ResortPass’ research on day guests found that nearly one-third of frequent day guests are between 33 and 44 years old, and the majority (80%) are female. Typically, New York and California day guests are either single millennials or millennial couples without children, while Florida, Texas, Arizona, and Georgia day guests are usually families with children. These families include multitasking moms who value a safe, contained place to relax with their kids, where they don’t have to plan for activities or meals.

Interestingly, day guests’ behavior changes with the seasons. For example, during winter, 66% of day guests resort-hop, visiting different properties near their vacation destination.

In contrast, in summer, about 66% of day guests visit properties near home. This opens up opportunities to attract local residents to daycations. 

Boost hotel and resort revenue with day passes

Day pass programs allow guests to escape the routine, have a fun outing, and treat themselves to time at a hotel or resort without the hassle of traveling.

The programs also bring more people into the hotel, heighten brand recognition, and encourage repeat visits. In addition, day pass programs increase incremental revenue by using amenities hotels already offer. Even better, day guests often seek amenities for their short-term that are underutilized by overnight guests.

By definition, day guests are investing in their day at the property, and they’re more likely to spend on site. In contrast, a business traveler may be in meetings, or a vacationer may be sightseeing during that time. 

The low-stress way to develop a day pass program guests will love

Getting started with a day pass program is easy and quick. First, hotels and resorts need to determine how to reach potential day guests. More than 2,000 hotels across the country partner with ResortPass, a marketplace that holds 95% of the day-guest market. ResortPass helps day guests connect with participating properties through a user-friendly app. 

Next, determine which amenities the frequent day guests use most, or that you anticipate they’ll use the most, and build on that usage. Consider marketing and expanding those offerings. For example, if day guests frequently use the spa, a spa pass encourages new visitors without the need for extra staffing. Here’s how to put your amenities to good use:

• Keep kids active with access to outdoor and indoor pools and, where available, beach access.
• Offer packages that enhance the visit, with extras like a private shaded cabana with premium lounge chair seating.
• Include access to the fitness facility, followed by a dip in the pools and hot tub.
• Invite day guests to use the rooftop bar or party with the live poolside DJ.

Hotels can make it easy for guests to order food and drinks without having to leave the pool or cabana area. Staffed bars, pool attendants, or accessible menus with QR codes ensure that guests can enjoy snacks, meals, and drinks without interrupting their fun.

The calmness that comes from getting away, and a change of scenery that soothes the spirit and mind aren’t limited to long vacations. Hotels and resorts can help day guests maximize their peace, time, and budgets. As they do this, they also can expand their brand and increase revenue while optimizing the amenities and services they already offer.