Lifestyle Hotels & Swimming Pools
The Role of Swimming Pools in Lifestyle Hotels: Amenity or Revenue Generator?
In hotel development, experience tells us that swimming pools are almost always 'recommended' by the brands and operators. However, for owners, they present a significant challenge—not just in terms of incorporating them into the building's design (e.g., an outdoor pool in the Southern Hemisphere requires north-facing sun) but also ensuring they remain an activated space rather than an expensive, underutilised feature.
Beyond the significant upfront costs of construction, pools require ongoing maintenance and staffing. So, what is their true value to hotel guests? And what about as an offering to the broader public - i.e. the pool or swim club concept?
Equinox Hotel New York
When a Pool Is a No-Brainer
In leisure-focused resorts, pools are a critical part of the guest experience, shaping the overall positioning of the asset. For hotels like W Singapore Sentosa Cove, The Westin Denarau, Hayman Island, and Ace Palm Springs, the pool is non-negotiable—it defines the vibe, dictates the pace, and influences the booking decision. Take away the pool, and the hotel's appeal is significantly diminished.
But what about hotels in urban locations, where guests range from corporate travellers to conference attendees and everything in between? Just how essential is a pool for them?
Rethinking the Pool in Lifestyle Hotels
For lifestyle hotels, the swimming pool can be much more than a guest amenity—it can be a strategic revenue generator. Rather than focusing on size or depth, the real question is: What happens poolside?
Well-activated pools offer landscaped aesthetics (biophilia = financial premium), F&B-driven revenue opportunities, and flexible programming that turn a static feature into a dynamic, profitable space. At Cre8tive Hotels & Lifestyle, we dedicate significant attention to activating pool spaces through F&B, primarily alcohol sales and the results speak for themselves!
The key? Treating the pool area like any other hotel venue. Just as restaurant seating is optimized for turnover, poolside real estate—including cabanas, sun loungers, and pool ledges—can be monetized through smart seating management, bookings, and F&B service.
Santa Monica Proper Hotel
The Right Execution: The Difference Between Success & Failure
A poorly executed pool can drain a hotel’s potential rather than enhance it. Take the Singapore Edition’s rooftop pool—a massive, nearly Olympic-sized feature that, despite the tropical climate, felt empty and underutilised.
Similarly, Mondrian Singapore’s Canyon Club struggled with identity—is it the real deal in terms of being a 'public bar' or is it better suited as guest amenity? Worse still, accessibility was clunky, with inefficient vertical transport that frustrated both in-house and non-hotel guests.
Closer to home, W Sydney made a significant investment in placing its pool on the top level of a 30-storey building—an impressive engineering feat. However, the 30-meter pool dominates the space, leaving little room for an inviting atmosphere for swimmers or social revellers. The layout raises questions about how well the adjoining venues function alongside it.
Surprisingly, W—once a pioneer of poolside activation with its game-changing WET Deck concept in the early 2000s—seems to have missed the mark here. By contrast, W Hong Kong offers a far more dynamic and well-integrated rooftop deck experience, setting the standard for how these spaces should be activated.
By contrast, Dream Hollywood’s rooftop pool is a masterclass in flexibility. With a mechanical floor that transforms into an event space, it shifts seamlessly between daytime leisure, fashion shows, and high-energy nightlife. That level of versatility is a game-changer.
Size also isn’t the determining factor. The Proper Santa Monica proves that a smaller, well-managed pool can outperform a larger one. Through thoughtful zoning, time-based bookings, and public access via a Swim Club membership, they’ve created a high-demand, revenue-driving venue. Their secret? Treating the pool like a proper F&B outlet—staff actively manage bookings, turn over seating, and drive beverage sales. In a 2-3 hour session, most guests have ordered multiple drinks and snacks, maximising spend per head.
Another crucial factor in pool design is location—striking the right balance between pool users and adjacent hotel venues. A pool positioned too close to a restaurant can create an awkward dynamic, where guests feel on display while swimming, leading to underutilization. Conversely, a lively poolside atmosphere can disrupt the dining experience, making it feel chaotic rather than relaxing.
A prime example is A by Adina Sydney, where the pool sits on the same level as the lobby arrival, fully exposed to both the lobby and the mezzanine-level bar above. The lack of privacy means only the most confident guests take a dip, leaving the pool largely unused.
The key to successful pool placement is seclusion without sacrificing service. If a pool is meant to be part of the hotel's visual appeal, it needs an element of intrigue—this is where landscaping and strategic vegetation play a vital role, creating a sense of intimacy while maintaining accessibility and atmosphere.
Dream Hollywood - 'Dining and nightlife reach new heights at this downtown bar and restaurant, Rooftop at the Dream. Take in remarkable views of the iconic Hollywood sign, Los Angeles skyline and famed Griffith Observatory while enjoying cocktails and fresh California-inspired fare in this movie-worthy setting. Breakfast and lunch are served 7 days a week.'
The Future of Hotel Pools: Smart, Social, and Strategic
The upcoming Shelborne Hotel by Proper Hotels (opening Spring 2025) is already positioning its Art Deco-inspired pool with bookable cabanas, private restrooms, and poolside dining as a central part of its offering. The message is clear—hotels that understand how to activate their pools will win.
For developers and owners, the takeaway is simple: a swimming pool is only as valuable as its activation strategy. If it’s just a static water feature, it’s an expensive liability. But if programmed correctly—with F&B, curated experiences, and strong service execution—it can be a powerful driver of revenue, guest satisfaction, and brand differentiation.
If you’d like to know more or discuss how to amp up your hotel swimming pool to ensure it’s a killer revenue generator, reach out to Andrew or Dale.
Andrew Taylor, Managing Director +61 424 888 988 | anderw@cre8tivehl.com
Dale Lawrence, General Manager + 61 490 813 834 | dale@cre8tivehl.com
The Goodtime Hotel, South Beach Miami - Owned by Pharrell Williams & David Grutman, the Goodtime hotel is reported to turnover more than USD$60 million across its multiple F&B venues, including ‘Strawberry Moon’ the hotel’s pool club & restaurant
