In an effort to help hoteliers drive profitability beyond room revenues, The Hospitality Sales and Marketing Association International has released a new industry resource guide.
Entitled “Ancillary Revenue Strategy Playbook: Going Beyond Room Revenue,” the new guide is designed to address real world examples of successful revenue generating initiatives, along with strategic considerations and performance metrics to inform and support hoteliers in planning and execution. The guide aims to provide revenue, sales and marketing leaders with a strategic framework to optimize ancillary offerings, from upsells and day-use rooms to parking, culinary services, pet amenities and spa programs.
“Room revenue will always be foundational, but hoteliers who adapt and diversify their revenue strategies will be best positioned for long-term success,” Brian Hicks, president and CEO of HSMAI, said in a statement. “This guide offers practical, real-world ideas to help properties of all sizes enhance guest experience while boosting profitability.”
Some of the key insights from the guide include tactics for monetizing underutilized room inventory; strategies for activating spaces like rooftops, meeting rooms and pool decks to drive additional revenue; creative F&B revenue drivers such as experiential dining events, amenity packages and community-facing events; tools to evaluate vendor partnerships, optimize fees and track performance metric; opportunities tailored to different guest segments—transient, group and local—from transportation to spa and recreation.
The guide also includes a curated vendor guide to support implementation with providers across upselling platforms, EV charging and spa services.