Marriott and Hilton Partner With ResortPass to Boost Day-Access Revenue

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Marriott International and Hilton Worldwide have entered into agreements with ResortPass, a digital platform that enables day-access to spa and wellness facilities at their properties, generating additional revenue streams for hotels. The arrangement, reported by spabusiness.com, allows non-guests to purchase temporary access to spa amenities, expanding the reach of hotel wellness services while optimizing underutilized resources.

ResortPass, which operates as a subscription-based service, connects users to over 300 wellness destinations globally, including luxury spas, fitness centers, and relaxation zones. Under the new partnerships, Marriott and Hilton properties will integrate the platform’s booking system, enabling third-party users to reserve time slots for services such as massages, hydrotherapy, and yoga classes. This model differs from traditional spa operations, which typically cater only to hotel guests or members.

According to spabusiness.com, the collaboration aligns with broader industry trends toward flexible access models in the hospitality sector. By monetizing day-use memberships, resorts can offset costs associated with maintaining high-end wellness facilities, which often face low occupancy rates outside peak travel seasons. A 2025 report by the Global Wellness Institute noted that 62% of luxury hotels struggle to fill spa slots during off-peak periods, making partnerships like ResortPass a strategic move to diversify income.

The financial impact of the arrangement remains unspecified, but industry analysts suggest it could provide a significant boost to hotel revenue. “Day-access programs transform spas from cost centers into profit drivers,” said a spokesperson for a hospitality consulting firm, who declined to be named due to the sensitivity of the data. “This model is particularly valuable in markets where spas are underused but have high operational overhead.”

ResortPass’s technology platform streamlines the booking process through a mobile app, allowing users to select availability, pay via integrated payment systems, and receive digital access credentials. The service also includes a loyalty program, offering discounts and perks to frequent users. For hotels, the partnership reduces the need for on-site staff to manage day-passes, as the platform handles reservations and check-ins.

Marriott and Hilton have not released official statements on the agreements, but both companies have previously explored similar initiatives. In 2023, Marriott piloted a day-use program at select properties in Asia, while Hilton tested spa-access partnerships with fitness chains in the U.S. The ResortPass deal appears to be a scaled-up version of these efforts, leveraging a centralized platform to standardize the experience across global locations.

The move also reflects growing consumer demand for hybrid wellness experiences. A 2026 survey by Deloitte found that 78% of respondents were willing to pay for access to hotel spas outside of traditional check-in periods, citing flexibility and convenience as key factors. “People want to engage with wellness services without the commitment of a full stay,” said a wellness industry expert, who was not affiliated with either company. “This is a win-win for hotels and consumers.”

Critics, however, question the long-term viability of such models. Some argue that over-reliance on third-party platforms could dilute brand value or create dependency on external systems. “If the platform’s terms change, hotels may face unexpected costs or restrictions,” said a hotel operations analyst, who pointed to past disputes between hospitality providers and tech intermediaries.

Despite these concerns, the partnership underscores a shift in how luxury brands are rethinking asset utilization. By tapping into the growing demand for wellness tourism, Marriott and Hilton are positioning themselves to capture a segment of the market that values experiential spending over traditional lodging.

As the arrangement rolls out, the success of the program will depend on factors such as user adoption rates, pricing strategies, and the ability of hotels to maintain service quality. For now, the collaboration represents a notable example of how technology is reshaping the hospitality industry’s approach to ancillary revenue.

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Industry Context and Competitive Landscape
The partnership between Marriott, Hilton, and ResortPass is part of a larger trend in the hospitality sector to leverage digital tools for revenue diversification. Similar initiatives have emerged in recent years, including Airbnb’s expansion into short-term wellness retreats and luxury cruise lines offering onshore spa access to non-passengers.

ResortPass itself has grown rapidly since its launch in 2022, securing partnerships with over 300 venues across 40 countries. The platform’s success has attracted investment from private equity firms, including a $150 million funding round in 2025 led by TCV. This financial backing has enabled ResortPass to develop new features, such as AI-driven recommendations for spa services based on user preferences.

For Marriott and Hilton, the collaboration marks a departure from their traditional focus on guest-centric services. By opening access to non-guests, the companies are testing the boundaries of what constitutes a “hotel amenity.” This strategy could also position them to compete with standalone wellness brands, which have increasingly targeted affluent consumers with high-value, experience-based offerings.

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Future Implications and Challenges
The long-term success of the ResortPass partnership will hinge on several factors, including user engagement and regulatory considerations. In some jurisdictions, the sale of day-passes to spa facilities may require additional licensing or compliance with health and safety standards. Hotels will need to navigate these requirements while maintaining the seamless experience that users expect.

Additionally, the model’s sustainability will depend on balancing accessibility with exclusivity. If day-access becomes too widespread, it could diminish the perceived value of spa services for traditional guests. Hotels may need to implement tiered pricing or limited-time offers to preserve the allure of their wellness offerings.

As the program evolves, it will be critical to monitor how it affects customer satisfaction and operational efficiency. Early feedback from users of similar services suggests that convenience and variety are key drivers of adoption, but the effectiveness of this model in the luxury hospitality sector remains to be seen.

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Conclusion
The collaboration between Marriott, Hilton, and ResortPass highlights the transformative role of technology in the hospitality industry. By embracing flexible access models, these companies are redefining how wellness services are delivered and monetized. While challenges remain, the initiative underscores a broader shift toward innovation and adaptability in an increasingly competitive market.