Have you ever stayed at an impressive resort that, while teeming with the promise of pristine pools and soothing hot tubs, seems to be a bit lacking in any actual partakers? The offerings, sure, are plentiful, but the sauna and steam room in their world-class spa? Empty. This may sound problematic for their business, but in the efficiency-driven, “as-a-Service” economy we live in today, it also presents a smart opportunity for mutually beneficial partnership. Enter ResortPass, a service poised to connect locals and day trippers seeking relaxation with access to a partnering property’s all too available amenities.

Some might say the company has taken a page out of the Airbnb book by leveraging the under-utilized assets at resorts and selling them as an experience, for a fee. Well, the model is certainly working out for both parties. Launched in 2016—with Gwyneth Paltrow, Jessica Alba and “The Point’s Guy,” Brian Kelly, as early investors—ResortPass is starting to hit their stride this year. Not only have they grown their network significantly, but they also closed a $26 million “B” round this past November. They now partner with over 900 hotels and resorts around the world, all allowing users to enjoy luxury experiences on a day pass basis.

The price, you might be musing, is surely where the catch lies. Not necessarily, as it is more so reflective of the level of service and amenities offered, as well as the brand. The Four Seasons, for example, will likely cost you more than a Marriot. The range might be from $25-100 per day for a standard pass—more for daybeds and cabanas. The cost for children is less, if not free, depending on age.

It’s early days yet and hard to forecast the level of overall demand there will be for ResortPass, but I do have one prediction. The “stickiness” of this service will ultimately reside more with travelers than locals. According to Michael Wolf, CEO of ResortPass, the early data disagrees. So far, the majority of ResortPass’s users are locals who want to experience the amenities of hotels in their own or nearby cities. A staycation, or even “day”cation, as they say.

“Our local users never had the opportunity to access the hospitality industry locally,” says Wolf. “They thought they had to get on a plane to enjoy those sorts of amenities.”

To be fair, ResortPass does acknowledge all types of users, from locals to cruise ship passengers alike, and I’m sure they are targeting all sorts of people in various situations where the service would be compelling. Whether the local demographic remains their top revenue source is anyone’s guess, but I would wager that the true value of this service lies with a certain type of traveler staying at a certain type of place.

For example, guests staying at a boutique hotel—one that offers a terrific experience but without resort-level amenities—would seem to be likely customers. Vacationers staying with friends are another plausible group to appeal to, as they might still want a bit of pampering and that vacation vibe while they’re out of town. And then there is their ultimate customer, the ones where the value of ResortPass truly becomes apparent—and for me, it’s full circle back to Airbnb and its guests.

I love Airbnb. I don’t know anyone who doesn’t appreciate the service. They created a whole new segment of lodging at price-points that are generally more attractive than hotels, especially if you require multiple bedrooms. What Airbnb sorely lacks, however, is amenities. Sure, you can get a great pad with a pool, large kitchen and epic view of the ocean or mountains, but you cannot get the kind of facilities and social intangibles that luxury hotels and resorts offer. There is no way to spell a bustling hotel lobby, or expansive pools surrounded by chaises and cabanas, with dining and cocktail service at your fingertips.

And therein lies the true value of ResortPass. The best products and services are the ones that fill a void. It’s fine to build a better mouse trap and plenty of companies have made a living doing this. Even the most innovative companies in the world owe a lot of their success to products and services that already existed which they simply improved upon. Apple didn’t invent the smart phone; they just made it better. A lot better. But filling a void is the ultimate goal for most entrepreneurs. See Uber, Venmo and yes, Airbnb.

I think Airbnb would be wise to partner with—or dare I say, even purchase—ResortPass. It may start out as just an incremental supplement to their service, as it’s only useful if there is a qualifying resort nearby. Nonetheless, it would be a natural fit that could yield larger, more impactful results in the future. The Batman and Robin of travel disruptors, if you will.

ResortPass gets the GLR stamp of approval as a rising star in the resort space. Mark my words, they’re going places—and not just for the day.

I pitched this idea to Airbnb’s Brian Cheskey a couple years ago (he has a public email address, for what that’s worth). Needless to say it never got a response. But I still think it has legs.  

The idea is simple: offer add-on products, from bath-products to booze, that are shipped to the location in advance of the guests’ stay—waiting for them on the kitchen counter in a nicely branded package. These custom packages, on their own, are not intended to be huge revenue drivers, but they could do wonders for customer experience. Ultimately that is key for customer retention and annual revenue per user (ARPU).

Little things can go a long way when traveling

I’ll never forget the white sand beaches and turquoise water at Caneel Bay in St. John, where my wife and I honeymooned. I will also never forget the complimentary rum punch we were greeted with when we got off the boat. While it was just a small drink in a plastic cup, it was a really nice gesture—at the perfect time! Little things can sometimes go a really long way.

That is the essence of these packages. Some of them may seem prosaic but they have the benefit of timing, circumstance and in many cases, the intrigue of local vendors—Murray’s cheese in New York City for example.  Others have a more nuanced and sentimental appeal that can also go a long way—especially with kids!

Happy kids = loyal customers = ARR

My son’s favorite car is a Tesla. It wasn’t until he actually rode in one, though, that he officially fell in love. It was not my Tesla, nor a friend’s, but rather the property of 1 Hotel South Beach. Getting a ride to Joe’s Stone Crab in that Tesla is a memory he will always have. Of all the great things I could say about that hotel (see our review), that Tesla ride is what my son remembers most and it’s essentially a complimentary service. An add-on.

While few Airbnb hosts can provide Tesla service, there are little things that can be offered (available for purchase, on the site, and mailed to the host in advance) that can go a long way with kids. Take the “Hogwarts” package for example (below). “Roomates”-brand bed spreads are not exactly luxury bedding. Nor is the miniature “Potion Bottle” night lamp a reliable light source. But you combine these with the Harry Potter decals and mini quidditch stick—and you’ve transformed an ordinary room into a magical place they will always remember. When the time comes to leave, the bed spreads fold-up and can fit into a small bag, along with the other accessories, that the guests can take with them.

A little history behind this idea…

When I ran marketing for Wine Spectator circa 2008, I put together a pitch for a co-branding campaign with an airline called “Flights on Flights.” The idea was to give passengers an option to buy the “Wine Flights” package when they purchase their ticket online. Yes, the title is pun. That’s why they paid me the big bucks.

When the drinks are passed, if you bought the package, you would be given a flight of 3 wines (2 oz pours) from Wine Spectator’s “Value Wines” index, plus the most recent issue of the magazine. There are clear benefits to all parties—Wine Spectator, the suppliers, the airline and the customer—which I’m not going to elaborate on in this article but you can use your imagination. Unfortunately, the financial crisis struck and my idea died on the vine (no pun intended on that one), but I think this kind of “value add” could be a perfect fit for Airbnb.

Here is what I sent Airbnb…

The art of photography once was a closed world, filled with mystery and concrete details. It was commonly considered that to make a decent photograph, you should at least obtain a few professional items – camera, lights, etc. But the technologies stepped forward, and with the appearance of the first smartphone models with cameras, the ethereal world of photography has shaken. At first, no one took it all seriously, but nowadays, mobile photography has become a separate kind of art form that can compete with classic techniques. By now, iPhone owners can create outstanding works using their phones solely.

There is a proven way to make your works popular, like the possibility to buy custom Instagram comments or likes. But in this article, we shall concentrate on mobile photography tips for beginners.

Turn On The Grid

The grid will divide your screen into nine equal segments. This is one of the key points that will help you create a decent composition for your photos. Remember that the objects you want to accentuate on your work should be situated either in the central segment or on the crossings of the lines. The grid also will help you to keep the horizon line parallel to the frame. The crooked horizon line is a fact that effortlessly reveals that you are a newbie in taking photos, so train a bit, or use framing later. But if your grid is turned on, it will be easier to shoot accurately at once.

Don’t Make Things Complicated

Getting back to the composition, as it is a prominent aspect in photography. At some time, if you feel the urge to put more and more details in your frame – drop it like it’s hot! Adding too many objects to your composition distracts the viewer’s attention from the one you want to show as the central piece. But you can also interact with your followers in the comment section and ask them what they think about your works. Minimalism is easier to shoot and requires fewer corrections later. Of course, shooting a single object on a monotone background can seem tedious, but you should focus on the textures and colors, which can add accents to your photo.

Find A New Angle

The secret of being a good photographer is to be able to see things differently. Thinking outside of the box is a must if you really want to impress people with your works. While the majority of people shoot, holding the device in the chest area, a true photography enthusiast will find another angle to make a great shot. Use your fantasy and try out all the ideas that you come up with. Don’t always give a deep sense to your pictures – sometimes, the desired result is a pure visual delight. Pay attention to things that happen around you, and try to show how colorful and engaging the world can be.

Aim For Depth

Creating a three-dimensional effect on your photos makes the shot more engaging and storytelling. This factor is especially vital for landscapes, where animated objects are often absent. The easiest way to add depth to your photo is to include leading lines in your composition. Mostly, a role of a leading line is played by roads of different kinds. Still, it can be rivers, clouds, or fences – basically, anything that can lead the viewer’s eyes through the architecture of the shot from the foreground to the background.

The second popular method to add a sense of depth in the photo is to use closed composition. Closed composition means adding an object into the foreground, which is partly visible, so the picture tunnels. This way, you have objects in your frame’s front, middle, and back, imitating the actual sight.

Show More Details Closely

The devil is in details, and sometimes a close-up can reveal a whole new world for your viewers. Macro-shooting discovers textures and colors deeper, making your works more engaging as well. In a few years before, to catch the minor details, a specific camera objective was required. Still, modern smartphones can now capture high-resolution images as well, so in your search for a perfect frame, you can get closer to the object. Shortening the distance between the photographer and the object works not only for exciting nature shoots but for portraits too. With the current possibilities of the camera, you can catch emotions and tiny face features that would visualize the character of your model. If you work well enough on the details, it will all pay off in the comments, likes and followers on your profile.

Retouching And Enhancing

Of course, it is hard to create a masterpiece in one click. Most photos require a particular correction after the initial shooting. For mobile photography, the main tool that helps to improve the shot is color correction, along with cropping, graining, exposure settings, etc. These are fundamental changes that are implemented in most mobile appsfor photo retouching. Nowadays, one of the most popular apps for iPhones is VSCO, which offers a free set of basic enhancements (contrast, white balance, graining, etc.) and a range of more complicated instruments available to users for paid subscriptions. The main benefit of this app is creating, and saving presets that can be applied to several photos – making a series. VSCO presets are also sold and distributed freely by people who are mobile photography enthusiasts, so you can choose the ones you like and apply them to your shots, having a brilliant result.

Look For Symmetry

Another excellent technique for creating interesting and beautiful photos is capturing symmetry in your works. The human eye loves perfection, and symmetrical shots easily drive attention and impress the public. Besides, it is easy – nature is all about symmetry and perfect forms, so the world around you is filled to the top with the objects to catch in your camera. However, beware of making a totally symmetric composition. To make the picture look more natural, move the central part of the composition to any side slightly, or allow one tiny detail to intrude on it. Imperfections are also natural, so this way, you will make your scene look lively. Find symmetry in the real things – reflection in the water, leaf patterns, or the structure of human features.

Place Objects By Diagonal

Along with centered perspective, you can also add intrigue and engagement to your shot if the objects in your frame are placed diagonally. Such method allows you to add more details to the shot and provides visual harmony that pleases the eye of your viewers and will make him leave the like or comment organically. The technique works perfectly if you want to introduce two or three objects in your shot. The diagonal lines in your composition can be displayed by the patterns and shades as well – thus, you also create a direction for the viewer’s eye to follow.

This article was originally published on Pursuitist. Republished by permission.

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