Day Passes to Resorts: A Growing Trend

When Cadie Carroll and two college friends decided to reunite in Sedona, Ariz., they opted for a vacation rental for more space and the convenience of cooking together, a favorite pastime from their university days at the University of Texas. However, they felt the absence of a swimming pool. To remedy this, they purchased day passes for $100 each at L’Auberge de Sedona. The pass granted them access to the resort pool, complimentary valet parking, lunch, and a sound-healing session, among other daily activities available to passholders.

“It felt fancy, like we were getting the five-star treatment,” shared Ms. Carroll, 31, a logistics consultant based in El Segundo, Calif.

Day passes to resorts are becoming a popular option for thrifty travelers looking to indulge or locals seeking a daycation. While the concept is not new, it has gained significant momentum in the aftermath of the pandemic as hotels, still recovering from the decline in tourism, aim to make use of their underutilized amenities like pools, spas, and meeting rooms.

This spring, Hilton announced a collaboration with ResortPass, a prominent seller of day passes. Although the initial offering of 175 resorts on the platform is only a fraction of Hilton’s vast portfolio of over 7,600 locations, the hotel chain anticipates more properties will join in.

“Hilton’s 2024 Trends Report highlighted that the primary reason people travel is to rest and recharge. Our partnership with ResortPass allows us to deliver this experience to travelers looking for a day of relaxation in a destination or locals seeking a mini-getaway in their own neighborhood,” explained Jessica Shea, the vice president of wellness, retail, and leisure operations in the Americas for Hilton.