While the economy continues to lag, hotels find themselves searching for additional revenue streams, as well as ways to differentiate their properties. Onsite waterparks offer an opportunity for hoteliers to attract family business, particularly during lesser occupied times.
While business travelers usually make a good portion of a hotel’s midweek occupancy, weekends often pose problems for business hotels. Waterparks have sprung up to attract leisure travelers on weekends to help fill room nights. Meanwhile, many leisure-based hotels have the opposite problem, and waterparks are a way to fill room during their midweek lull. In addition, waterparks, like restaurants, aren’t solely about hotel guests. For many hotels they offer an additional revenue stream from local visitors looking for family outings.
For existing hotels, adding a waterpark is a way to upgrade their property despite the tough lending environment. “A lot more existing facilities are adding various attractions,” Ken Ellis, president and CEO of Aquatic Development Group, told Lodging earlier this year.
And one way of differentiating a waterpark is through “theming.” Theming of a waterpark goes beyond décor. It also includes tie-ins to food and beverage operations, retail spaces, and other areas.
“Theming is definitely a huge part of waterpark design these days,” said Aleatha Ezra, director of park member development for the World Waterpark Association. “Attention is being given to designing parks that have multigenerational appeal with speed slides, and family rides that grandma and grandpa can enjoy with the kids.”
Like amusement parks, it’s also about adding unique attractions. For example, Whitewater West, a manufacturer of waterparks slides and rides, recently designed a slide resembling a Boeing 747 for an airplane themed park in Oregon. These types of themes can lead to more revenue opportunities as the waterparks become attractions unto themselves and can demand
revenue for entry.
For hotels, upgrades in waterparks can create a revenue oasis in the middle of rough economy.
