Think Beyond the Guestroom

When rooms aren’t filling as quickly, or ADR begins to plateau, many hoteliers instinctively double down on sales and marketing efforts aimed at driving occupancy. But in today’s dynamic travel landscape, top-line success requires a broader view. Revenue opportunities aren’t limited to heads in beds; in fact, some of the most profitable gains lie well outside the guestroom.

Forward-thinking operators are tapping into underutilized revenue streams, creating small but meaningful boosts that add up to stronger GOP and a more resilient business model. Here’s how hotels are reimagining the guest journey to unlock new value at every touchpoint.

F&B: The First and Often Easiest Win

Food and beverage continues to be a prime revenue engine, but hotels frequently leave money on the table. Front desk engagement, for instance, remains an untapped conversion opportunity. A simple, genuine question at check-in, “Have you made dinner plans?”, can direct guests toward your restaurant or lounge.

Having menus available at the desk turns a casual conversation into an invitation. Even if guests already have dinner commitments, offering a pre-dinner cocktail suggestion can drive traffic to the bar. It’s a soft upsell that feels more like hospitality than sales.

Yet perhaps the most overlooked F&B opportunity lies in the fitness center. Travelers increasingly prioritize wellness, but hotels rarely position their lobby market or coffee bar as a post-workout resource. A well-placed sign promoting protein bars or shakes, paired with actually stocking them, can convert health-minded guests without a single additional labor hour.

Reassessing Fees with Intent and Integrity

Few topics spark more debate than resort and parking fees. Love them or hate them, they are entrenched, and hotels must manage them strategically.

A twice-yearly audit of resort fees helps ensure your pricing remains aligned with local competitors and perceived value. Even a modest $3–$5 adjustment can deliver meaningful gains, often flowing directly to the bottom line with minimal incremental cost.

Parking fees deserve similar scrutiny. Many markets show surprisingly wide variance in pricing for what is essentially the same product: a parking space. Regular benchmarking ensures your rate reflects the market, your location, and your asset class, without leaving revenue on the table.

Upgrades: Don’t Rely on Email Alone

Automated pre-arrival emails are helpful, but they shouldn’t replace personal conversation. Front desk agents remain your most effective upgrade ambassadors. A warm, unobtrusive reminder at check-in about upgrade options, early check-in availability, or late checkout opportunities can dramatically increase ancillary spend.

Guests often make better decisions once they’re on property, excited, relaxed, and more open to treating themselves.

Cultivating a Culture of Revenue Curiosity

The most successful hotels bake innovation into their operations, rather than waiting for lagging occupancy to prompt new ideas, forward-looking teams set monthly discussions dedicated to ancillary revenue.

They shop competitors, not just room types and rates, but everything from pantry offerings to spa pricing. 

They debrief team members returning from personal travel, mining those experiences for fresh concepts. 

They stay alert to small ideas that enhance the guest experience and revenue simultaneously.

Above all, they innovate with intention. Guests should feel valued, not nickel-and-dimed. When done well, these strategies enhance service while naturally increasing spend.

Today’s revenue landscape demands creativity. By rethinking F&B touchpoints, re-evaluating fees, empowering front desk staff, and fostering a culture of continuous improvement, hotels can uncover meaningful revenue opportunities beyond the guestroom. Sometimes, the most profitable ideas are the ones hiding in plain sight.