How Lower Consumer Sentiment Can Inform Hotel Day Pass Strategy

Consumer confidence has taken a significant hit over the past year. University of Michigan survey data shows consumer sentiment dropped 25% from May 2024 to May 2025, leaving travelers increasingly cautious about discretionary spending. This shift is rippling through the entire hospitality industry, with travel spending declining across all categories. 

The Silver Lining: Daycations Are Rising

While full vacations feel financially daunting to many consumers, day passes present a compelling alternative. A pool day or spa experience offers the luxury and relaxation travelers crave without the hefty price tag of airfare. Another silver lining: day guests are more likely to purchase meals on-site than overnight guests. The challenge? Capturing these price-sensitive guests in a market where every dollar counts.

The Solution: Strategic Flexible Pricing

The answer lies in dynamic pricing – specifically, lowering your minimum prices to meet consumers where they are financially. We understand this can feel counterintuitive. Reducing prices seems risky when revenue is already under pressure. However, ResortPass's built-in dynamic pricing tool removes much of that risk.

How Dynamic Pricing Protects Your Revenue

ResortPass's dynamic pricing works intelligently in your favor:

• Inventory management: Your first available slots sell at the lowest price point, attracting budget-conscious guests
• Automatic price increases: As availability decreases, prices automatically rise
• Maximum revenue protection: Your final slots always sell at peak pricing
• Flexible control: You can activate dynamic pricing on specific products and days

This means you're not simply slashing prices across the board. Instead, you're strategically using lower entry prices to drive initial bookings while protecting your revenue potential as demand increases.

Read this article to learn how to turn on dynamic pricing and adjust minimum and maximum prices.

Focus on Weekdays for Maximum Impact

Weekdays typically see softer demand, making them ideal candidates for lower minimum pricing. By reducing weekday minimums, you can:

• Fill otherwise empty pool decks and spa facilities
• Generate incremental revenue from unused capacity
• Build a customer base that may return for premium weekend experiences
• Compete more effectively with other leisure options

Taking Action This Summer

As we head into what's shaping up to be a softer summer for travel spending, the properties that adapt their pricing strategy will be best positioned to succeed. Consider these steps:

1. Activate dynamic pricing on underperforming products.
2. Lower minimum prices particularly for weekday offerings.
3. Monitor performance and adjust based on booking patterns.
4. Focus on volume over individual transaction value.

The Bottom Line

In a market where consumers are pulling back on spending, flexibility wins. Dynamic pricing allows you to meet guests at their comfort level while still maximizing revenue potential. Your pool and spa facilities represent fixed costs whether they're full or empty – dynamic pricing helps ensure they're generating revenue rather than sitting unused.

ResortPass's dynamic pricing tool makes it simple and safe to manage your day guest pricing strategy. Use it wisely to bring new day guests onto your property, where they will spend even more dollars on food and drinks than the average overnight guest.