How hotels can diversify income streams beyond room sales
Aug 22, 2025
The Hospitality Sales and Marketing Association International (HSMAI) has introduced the Ancillary Revenue Strategy Playbook, a guide designed to help hotels unlock new income sources beyond traditional room revenue. The resource provides strategies, real-world examples, and metrics to support hoteliers in building sustainable, diversified revenue models.
Key takeaways
- Shifting reliance from rooms: Hotels can no longer depend solely on room sales to cover rising costs and must diversify revenue streams.
- Creative use of spaces: Rooftops, pool decks, and meeting rooms can be activated for events and experiences that generate extra income.
- Food and beverage innovation: Experiential dining, amenity packages, and community events are highlighted as profitable F&B strategies.
- Guest segment tailoring: Opportunities differ by audience—transient, group, and local guests may respond to distinct offerings like spa services, transport, or pet amenities.
- Vendor partnerships: The playbook includes a curated vendor guide, helping hotels evaluate providers for upselling tools, EV charging, spa services, and more.
- Practical framework: Developed by HSMAI’s advisory boards, the guide offers real-world tactics, performance metrics, and implementation support.
Purchase the guide at HSMAI
