Guests across the globe continue to desire value-add amenities and offerings, even when it comes to beach and pool use, which is why hoteliers are rolling out the basic needs and special services.
Not only are hotels offering experiences for guests through a resort fee, but there's also opportunities to earn ancillary revenue from locals wishing to participate in the activities.
At the 517-room Hyatt Regency Huntington Beach Resort and Spa in Huntington Beach, California, Director of Rooms Adam Edelman said it's the only hotel in the city that has direct beach access from the property, which is via a footbridge.
Along the footbridge, the hotel has set up a beach hut for its guests where they can rent equipment.
"Included in the resort fee, they can borrow chairs, umbrellas and towels to use down at the beach," he added. "It's a great service that we offer for our guests of the hotel."
Edelman said the hotel also allows guests to rent bicycles through a local vendor.
Beyond some of the typical offerings, a trend that he's noticed is that guests are now more focused on unique and different experiences.
"That's what we've really been focused on at our resort, not only this year but in the past few years," he said.
Some creative offerings the hotel has come up with that are an additional cost to guests include its "Mermaid Magic" experience.
"We have a local mermaid, her name is Mermaid Flower. She does, Monday through Friday, mermaid experiences in our main pool," he said. "Kids or adults can borrow a tail and learn to swim like a mermaid."
The hotel has also partnered with the city of Huntington Beach to offer beach bonfires for guests. This offering, which is an additional charge, includes s'mores, hot chocolate and food that guests can order from the resort to be brought to the beach.
Successful offerings that are at no additional cost to the guest include its "Cosmic Sliding." On Friday nights throughout the summer, the pool's three water slides are transformed into a nighttime sliding area with lasers, fog machines and music, he said.
For guests looking to be part of an activity stationed on the beach, the hotel has partnered with a local company that teaches them how to build sandcastles. This is also available at no additional cost to the guest.
Gabriel Perez, general manager of The Alexander, a 73-room independent hotel in Miami Beach, Florida, said value is what drives guest return.
"My approach is different. I see the revenue opportunity in the value provided to the guest and their return," he said. "I'm not so sure if our guests would come back at a very high rate if [we] rent them a beach ball for $25. That, in my opinion, sends the wrong message."
For families traveling with kids, the staff at The Alexander will place a variety of beach toys in the hotel room closet prior to their arrival, and there are popsicles available at the front desk. Perez said these offerings are low in cost for the hotel to do.
In Miami Beach, there are two third-party vendors who are authorized to provide beach services for all hotels; hotels cannot have their own beach service, he noted.
"We do have a very good relationship with this particular operator. We simply pay them a nominal fee per occupied room per night, and they provide [the equipment]," he said.
Through a $40 resort fee that guests pay at the property, they have access to those umbrellas and lounge and beach chairs.
The resort fee also provides guests with things such as yoga sessions, aquatic Zumba by the pool, meditation classes and beach cruiser bikes.
"Once the guest is here and experiences the hotel, amenities, features, and he or she perceives value, that's when you create opportunities for our returning guests," he said. "In our case, we want the guest to feel on vacation. We don't want them to worry."
At the 21-room Hôtel Barrière Le Carl Gustaf St. Barth, which is a stone's throw from Shell Beach, Front of House Manager Virginie Barrio said all guests staying at the hotel have year-round complimentary access to sunbeds on the beach.
"They never have to pay for the beds, [as guests] this is the advantage they will have," she said. "During the very busy season, they do have to do an appointment at least one day before, to reserve the bed. They can reserve it from 11 a.m. until the end of the day and they don't have any [time limit]."
The team members at Shellona, the hotel's restaurant, are the ones who organize the sunbeds and provide towels for guests, she added.
Driving Revenue From Locals
For locals who want to take part in the hotel's offerings, Edelman said the Hyatt Regency Huntington Beach has day passes available.
"Based on availability, we partner with Resort Pass for locals to be able to use the resort facilities. That would include the beach amenities as well," he said. "So if someone bought a pass to use the resort for the day, they could borrow chairs and umbrellas to go down to the beach."
However, many locals who do come to the hotel are coming more for the pool, Edelman said.
Perez said locals who aren't staying at The Alexander are charged a fee to rent beach chairs and umbrellas.
Visitors who are coming for the day and not staying at the Hôtel Barrière Le Carl Gustaf St. Barth are charged 50 euros ($50) to use the sunbeds, Barrio said.
Improvements for the Next Season
Barrio said Hôtel Barrière Le Carl Gustaf St. Barth is working to offer snorkeling gear for all guests next season at the beach. She said Shell Beach offers a variety of sea life to see.
Right now "we always manage to give [the gear] to guests who ask for it because we do not have a lot of snorkeling gear at the moment, but we're working on it to have more to offer to our guests," she said.
Because the property opened in 2020, Barrio said the on-property team will continue to improve service day by day.
"This I think would be a nice service for the guest," she added.