Marriott Backs Day Passes as Pools and Cabanas Become Profit Centers

Marriott International has signed a multiyear deal with ResortPass, a platform that lets people book hotel amenities without staying overnight.

The agreement makes ResortPass an approved vendor for Marriott properties that want to sell access to pools, cabanas, spas, and other resort-style spaces.

This does not mean every Marriott hotel will start selling day passes right away. Instead, it gives individual properties an easier way to test the model.

Why hotels are looking beyond rooms

Hotels have traditionally made most of their money from room bookings. But many properties also operate pools, restaurants, spas, fitness areas, and cabanas. These spaces cost money to run, even when they are not full.

Day passes help hotels earn extra revenue from assets they already have. They can attract locals looking for a short “daycation” or travelers staying in nearby rentals that do not offer hotel-style amenities. ResortPass already markets hotel pools and spa access without an overnight stay, with day passes starting from $25.

The airline comparison explains the opportunity

Hotels are still early in building ancillary revenue. Airlines are much further ahead because they already sell extras such as baggage, seat selection, priority boarding, food, and loyalty-linked products. IdeaWorksCompany said ancillary revenue now represents 15.7 percent of total airline revenue.

Hotels are trying to build their own version of this model. Their add-ons may include late checkout, early check-in, spa access, cabanas, dining packages, local experiences, and pool passes. These products can help properties improve margins without adding new rooms.

ResortPass helps with pricing and operations

The main challenge is that many hotel systems were built for overnight stays, not non-guests arriving for a few hours. Hotels need a way to manage availability, pricing, check-in, guest flow, and staff communication.

That is where ResortPass fits in. The platform gives hotels a more structured way to sell and manage day access.

Lately, hotels have been trying to turn more guest needs into revenue opportunities. The same trend appeared in transport when Mews added Uber rides to hotel operations: hotels want to book, track, and charge Uber rides through the systems they already use for stays and payments.

Photo by Mezidi Zineb on Unsplash