April 12, 2017

How hotels drive revenue through memberships for locals


Golf, spa and other membership fees can help to boost on-property spending and local exposure, and add a new revenue mix for many hotels, especially in the upscale and luxury chain scales.

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.”

The people who join, Cook said, “want to feel part of something exclusive—a place they can enjoy and show off to their friends and family. They are willing to pay for top-notch amenities and excellent customer service.”

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