The Seminole Hard Rock Hotel and Casino Hollywood in Florida, US, has launched a two-tier membership programme, offering year-round treatments at its 42,000sq ft spa.

The 1,271-key music-themed hotel is offering Gold and Platinum membership packages for regular access to its spa for locals and guests.

Gold membership

The Gold membership has a US$500 (€427, £364) up-front fee, which includes three day passes for friends and family, a US$100 (€85, £73) skincare gift bag and a 30-minute consultation.

For a monthly fee of US$370 (€316, £269), members can enjoy access to the spa lounge and thermal experiences once a week, one 50-minute massage or facial per month, a 10 per cent discount on additional services and products on the day of their treatment plus a resort pool day pass.

Platinum membership

The Platinum membership also has a US$500 (€427, £364) initiation fee which covers three day passes for friends and family and a 30-minute consultation but the skincare giftbag is worth US$50 (€43, £36) more – US$150 (€128, £109) in total.

The monthly fee of US$470 (€401, £342) allows members access to the spa lounge and thermal experiences once a week, an 80-minute massage or facial per month, a 10 per cent discount on services and products on treatment day and a day pass to use the resort pool.

More treatments are on offer to Platinum customers.

Both memberships

Further perks for both membership options include a complimentary 50-minute service for referring a friend and a one-month membership pause option for flexibility.

The benefits must be used within the month and a 30-day notice period is required for cancellations – with a US$250 (€213, £182) early termination fee.

Kadir Marrero, director of spa at Seminole Hard Rock Hollywood told Spa Business, “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.

“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,” added Marrero. “This balance reflects both the accessibility of the services for locals and the unique appeal Rock Spa holds for those seeking exceptional wellness experiences while in town.”

When asked how the spa will balance demand from hotel customers and local members, Marrero answered, “By fostering a seamless integration of services for both hotel customers and members, we aim to maximise satisfaction and enhance overall engagement with our spa. Additionally, we will monitor usage patterns and feedback to adjust our offerings as needed, ensuring that all guests receive a high-quality experience.”

The facilities

The spa has 21 treatment rooms, as well as steamrooms, saunas, hot tubs and relaxation areas for men and women.

It also has a 3,200sq ft fitness centre, a 3,600sq ft salon, a co-ed lap pool, hot and cold plunge pools, a sauna and a Himalayan salt relaxation room.