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Hotels drive revenue by attracting locals

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Membership programs are rising trend for hoteliers
Hoteliers are locking onto a growing trend – boosting revenue by using fee-based membership programs for local residents, Hotel News Now reports.
Golf, spa, fitness centre and other membership fees can raise on-property spending and local exposure, adding a new revenue mix for hotels, especially those in the upscale and luxury segments. But it is important to balance that with guests’ needs.
Through membership programs, hotels and resorts are able to create a country club-type atmosphere.
“Our membership program is a lifestyle solution for those who would like to enjoy all of the amenities of our seaside resort,” explains Pam Cook of the Fort Lauderdale Marriott Harbor Beach Resort & Spa. “Our property is their backyard, their staycation and their private setting to enjoy with friends and family.”
Fees can be pricey, but it’s not only about driving revenue through the memberships but also about developing local awareness and raising spending at restaurants, retail and other facilities.
Hotel News Now

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