Polynesian Spa is introducing a new residents' pass to replace its monthly pass, which will not be able to be used after 6pm.
The announcement has riled a regular customer, who says many cannot get to the pools before 6pm and the company's decision shows a lack of loyalty to its local customer base.
But the free Resident's Club Card, which has been offered for years, will continue to be available, offering 20 per cent discounts off the normal admission price, which can be used after 6pm.
The new Resident's Day Pass will allow unlimited access for Rotorua residents between 8am to 6pm for $55 a month, an increase on the $48 Monthly Pass.
The monthly pass allowed unlimited prepaid access to the family and adult pools during full opening hours, 8am and 11pm, seven days a week.
There will be no increase to general admission prices.
The new pass allows locals to enter the pools before 6pm, but doesn't restrict the length of time they can stay.
The changes will come into effect on August 14.
Local man Colin, who wished to use his first name only, said the changes were "disgusting".
"A lot of the locals who use the spas work and cannot get there before 6pm. These people have been loyal customers for many years and are now being told they won't get the same advantages of having this facility in our backyard.
"I'm disgusted by the whole situation."
He said he was told of the changes by a staff member last Friday and felt it had been "shoved on us so quickly with no explanation".
"It's not on. I feel like they've tried to do this quietly in the hopes nobody would kick up a fuss. It feels like the company has no loyalty to its Rotorua customers."
He said his concern was not so much about the price increase but the time change.
Polynesian Spa chief executive Gert Taljaard said the new Resident's Day Pass has been introduced to continue providing affordable access to its facilities, while ensuring Polynesian Spa could invest in its operation and deliver world-class products.
"The pass allows heavily discounted access to residents who particularly appreciate the wellness benefits that 'taking the waters' provides - with the majority of these people visiting Polynesian Spa during the day.
"The addition of a significant discount to therapies for residents using 'The Retreat' provides further support for our local customers."
Mr Taljaard said Polynesian Spa also offered free daytime access for several local community and special needs groups, including St Chads Charitable Trust and Arthritis New Zealand.
He said Polynesian Spa had made a considerable investment in upgrading all pool and supporting areas in recent years and would need to continue to do so.
"There are a large number of people from all over Rotorua who are working extremely hard to ensure that Rotorua is seen as a premier spa and wellness destination, in the same way that we are internationally renowned for our Maori culture and mountain biking.
"For Polynesian Spa to contribute to making this desire a reality, we need to continue to significantly invest in our facilities to extend and improve our offering.
"As such, we have had to make some changes to our pricing and access to ensure that we can provide a quality bathing experience, enable investment in our facility, and manage peak demand."
Recent developments at Polynesian Spa include major upgrades to modernise the adult pools changing rooms, the upgrade of the family spa area, and a new lakeside alkaline pool in the adults area, while upcoming projects include a complete refurbishment of the onsite cafe.
The admission fee changes have been approved by Rotorua Lakes Council, as required under the council's Memorandum of Lease with Polynesian Spa Ltd.
The council has no role in setting the nature or direction of any proposed increases and cannot unreasonably reject a proposed fee change.
Proposed fee changes which need to be approved by the council are dealt with in confidential due to commercial sensitivity.
Changes:
- Introduction of the $55 Resident's Day Pass from August 14
- Removal of the $48 Monthly Pass
- Added 20 per cent discount off treatments using the free Resident's Club Card