Howhotelsdriverevenuethroughmembershipsforlocals

A significant number of hotels have adopted fee-based membership programs to drive revenue, increase on-property spending and gain local exposure from nearby residents eager to use a property’s spas, fitness centers and other facilities.

For these (usually upscale to luxury) hotels and resorts, membership programs appeal to locals by creating a country club-type atmosphere. Hotels benefit through exposure and increased ancillary revenue, sources said, but it’s important to balance the needs of overnight guests with those of members.

“Our membership program is a lifestyle solution for those who would like to enjoy all of the amenities of our seaside resort,” said Pam Cook, director of membership sales at Fort Lauderdale Marriott Harbor Beach Resort & Spa. “Our property is their backyard, their staycation and their private setting to enjoy with friends and family.”