Leisure membership key to boosting hotel profits

Establishing a strong membership for recreational facilities at hotels has been highlighted as an important revenue generator by recreation managers.

Furthermore, a membership base helps flatten peaks and troughs caused by a turbulent tourism sector, according to Jumeirah Beach Hotel, Dubai sports and leisure manager Damith Weerasiriwardena.

“It is extremely important as regular members utilise the facilities consistently all year round,” said Weerasiriwardena who was taking part in this month’s Leisure Manager roundtable (see pages 12-15).

“Having a regular stream of users helps ensure equipment is kept conditioned and we can trial new ideas and initiatives that our hotel guests may enjoy as well.”

Grand Hyatt Muscat general manager Christoph Franzen agreed concurred and emphasised that 70% of the total recreation revenue came from its membership base.

“A healthy membership base is a must for Club Olympus and it motivates us to ensure we are staying at the top of our game in terms of services and classes offered,” he said.

Another important factor was the additional revenue members generated beyond the realms of the recreational facilities.

“They provide revenue in terms of membership fees, but also for other services such as water-sports, food and beverage and also rooms,” explained Beach Rotana director of recreation Donna Kenyon

“Hotel guests are interested in facilities and services, but they are not consistent — members give the department stability from taking up and renewing their membership to forming habits depending on their interests.”

Kenyon said it was essential to offer a variety of services to cater to varying interests — therefore maintaining a steady income from a member once they had paid their membership fees.