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The Day-Pass Opportunity

Monetizing idle daytime pool, gym & spa capacity

Every Choice property with a pool, gym, or spa has hours of unused daytime capacity. MySWIMPass turns that capacity into a new, high-margin revenue stream — and puts local families and travelers on-property, spending money, with zero new construction or staffing.

7,400+Choice properties worldwide

~90%have a pool and/or fitness center

$0earned from those amenities midday

100%incremental revenue

The revenue model

Est. net incremental annual value to Choice

≈ $142.9M

Day passes sold / year5.48M

Hotel share of pass revenue$66.6M

On-property spend captured (100%)$76.7M

Less: platform subscription−$0.36M

Avg. net added / location / yr$95,200

Illustrative: 1,500 locations · 10 passes/location/day · $16 blended pass · $14 on-property spend. Model: first 2 passes/day 100% to hotel, then 70% hotel / 30% MySWIMPass · $19.99/mo per location · hotels pay no card/processing fees (guest-paid). Adjustable in the live model.

Simple guest pricing

$20

Adult (16+)

$10

Child (3–15)

FREE

Infant (0–2)

Why it wins for Choice

Pure incremental revenue — no build, no new hires.
Low-cost guest funnel — day guests become overnight bookings & Choice Privileges members.
On-property spend — F&B, cabanas, retail once they arrive.
First-party data — who visits, when, and what they spend.
Turnkey — MySWIMPass runs booking, payments, support & marketing.

You stay in control

Capacity caps per property — overnight guests come first.
Blackout dates & hours you set.
Your pricing & brand standards, enforced at check-in.
Full reporting via a partner dashboard.

Next step: pilot one region — 90 pool-verified properties are demo-ready today. | your-name@myswimpass.com · MySWIMPass.com Unofficial concept — not affiliated with or endorsed by Choice Hotels International. Figures illustrative for discussion.