Luxury hotels increasingly launch spa memberships, subscriptions | Official Website of Louis Velazquez, entrepreneur, finance guy and tech innovator

The primary purpose of a hotel is to provide accommodation in a city where one does not live. The rise of hotel-focused tourism, however, has led to a spike in travelers who visit a specific property to experience its amenities.

Trends such as “sleep tourism” (booking a place to get a good rest in quiet place and a nicer bed) and the continued interest in wellness travel have fundamentally altered how many luxury brands market and adapt their offerings.

Although luxury hotels have long boasted world-class spas, this segment of the industry has seen even more demand in recent years. A December 2025 Data Insights Market report shows that the global hotel spa market is expected to reach $114.62 billion at CAGR growth of 12.72% by 2033.

This demand stems from one-time visitors checking into luxury hotels around the world, as well as those who return to the same location again and again.

To cater specifically to the latter, the Four Seasons Hotel Park Lane in London’s Mayfair neighborhood launched a new spa and wellness membership, allowing guests to secure a certain number of benefits for a set price.

“Our regular visitors are no longer just looking for a one-off treatment”: Four Seasons London

The annual package starts at £4,500 (roughly $6,046 USD) per person and includes access to two indoor pools, a 90-minute complimentary massage, 10% off on weekday treatments (5% off weekend ones), six guest passes, and other discounts for services at its Mayfair Spa.

As one can book treatments without staying at the hotel, the membership is also designed for London locals who come in for treatments regularly.

“We recognized a clear shift in our guests’ requests,” Spa Director Jenny Jones said to a local outlet.

“Our regular visitors are no longer just looking for a one-off treatment; they are seeking a sanctuary they can visit on a regular basis.”

These hotels also launched spa membership packages in the last year

A similar program was launched in the summer of 2025 by the Tamaya Mist Spa & Salon at the Hyatt Regency Tamaya in New Mexico. The subscription comes in three-, six-, and 12-month options and offers similar guaranteed treatments and discounts for repeat visitors to the four-star resort. Prices start at $799 for the three-month option.

In Florida, the Seminole Hard Rock Hotel and Casino Hollywood also recently launched a subscription program, inviting repeat guests and local visitors to secure spa access and repeat treatments. Unlike most of the other subscriptions, this membership is paid month by month after a $500 initiation fee.

Travel news:

“The demand for membership packages has been steadily increasing, reflecting a broader trend in the wellness industry, where individuals are prioritising self-care and holistic health,” Seminole Hard Rock Hollywood Spa Director Kadir Marrero said in a statement to Spa Business when the program first launched last June.

“Based on the current membership data and market analysis, we estimate that more than half of the members are local residents, although a decent number of tourists and part-time residents visit the area frequently.”