Hotels are more and more developing non-guests revenues, opening up their coworking services

Hotels are more and more developing non-guests revenues, via membership or day-passes, opening up their coworking services.

“Multiple opportunities are available, said Zach Demuth, global head of hotel research for JLL, especially for underutilized city hotels. New technologies have made it possible to provide direct connections to PMS systems, so that from the minute non-guests arrive, they are treated like guests without hotel staff having to deal with the technology themselves.”

“Day-pass programs are an innovative way to generate ancillary revenue, but they are also a way to engage the local community. Day passes provide locals the opportunity to escape without going away and enjoy hotel facilities with a day-cation”, says Sarah Crowe, corporate director for Twenty Four Seven Hotels, in the US, quoted by HOTELS magazine.

A premium Hotels Day Passes management platform, ResortPass, works with 1,500 hotels in 27 countries and controls 95% of that market, according to Michael Wolf, for instance.

Pools and cabanas are the “lead-in” for non-guest business, according to Demuth, but he believes there is monetization opportunity beyond that. “Meeting space, he said, is so underutilized, with many hotels having three or four boardrooms that can hold as many as eight people. The same can be said for co-working spaces and even, in some cases, parking, because hotels own their own garages, which is valuable real estate.”