Facing empty rooms, Miami-Dade hotels pitching discount ‘daycations’ to Florida residents
Miami-Dade hotels are turning to an oft-overlooked demographic to help fill empty rooms: locals.
The sell: “Daycation” getaways, designed for Florida residents who may be tired of being stuck at home — a place that, for many, has also turned into their office.
“When you’re going through such an insane period, the creative side comes out,” said Steve Haas, board member of the Miami Beach Visitor and Convention Authority, which is helping market the deals. “So you’re thinking outside the box, but ... there really is no box anymore.”
The offers start as low as $25 per person. That price, at the Gates Hotel South Beach, grants poolside access for a day, plus discounted valet parking.
For $25 more, the Confidante Miami Beach fetches beachside service, including a chair and a food and beverage menu.
And for the same $50 price, a day pass to the Mondrian on the bay side of South Beach includes a reserved lounge chair, a free towel, free wifi, a free drink, access to a heated pool with full service, and $10 parking (a relative bargain compared with the standard $26 rate).
The discount programs are designed to benefit a local hospitality industry suffering from a 33% vacancy rate, far lower than the 88.5% rate at this time last year.
As part of the annual Miami Spa Months promotion created by the Greater Miami Convention and Visitors Bureau, hotel spas are also offering discount spa packages. For instance, the Standard Hotel ‘s $100 special includes a 30-minute renewal scrub in its Turkish Bath-style hamam; the Fontainbleau’s Lapis spa offers a 50-minute weekday massage for $109.
A list of local offers can be found at ResortPass.com or DaycationApp.com.
In addition to Miami metro residents, local tourism officials are targeting residents from further north — think Palm Beach, Wellington, Port St. Lucie, and even Orlando — who infrequently visit Miami Beach.
“We’re just unique — we’re not like anyone,” Haas said. “[Miami Beach] is not competing with any other location.”
Meanwhile, properties on the west side of Biscayne Bay are looking to entice workers tired of the home office routine. The sbe brand — which includes the Hyde Midtown, SLS Brickell, and SLS Lux Brickell — is providing WorkSpace offers starting from $159 for the day. Executives can book a room for the full day and will be offered free printing, and free wifi.
The Mandarin Oriental is also offering a “Working from M.O.” day-rate package starting at $200 that includes a suite, free wifi, access to printing and fitness facilities, and a dining credit.
“Typically, you would find that Brickell and Midtown are buzzing with professionals and executives — running from meeting to meeting and grabbing lunch on the go; however, this year we’ve seen a change in how our community is going about their work routine,” Marco Selva, sbe area vice president, said in a statement.
“Many are still working remotely and struggling with the distractions found at home. To mitigate this, we wanted to create a comfortable environment for locals to work remotely from our hotels.”
Area hotels also have packages for couples whose wedding plans were derailed by COVID.
Ritz-Carlton, for instance, is offering a $12,000 micro-wedding package that includes a a three-night stay for the couple in the Ritz Carlton Bal Harbour Bridal Suite, a lawn for the ceremony, personal flowers for the bride-and-room, reception and dinner for 10, and a four-night “micro moon” at the Ritz-Carlton in St. Thomas. Air travel costs extra.
