HSMAI Releases New Ancillary Revenue Strategy Playbook to Help Hotels Unlock Incremental Revenue in a Shifting Landscape

The Hospitality Sales and Marketing Association International (HSMAI) has released a new industry resource, Ancillary Revenue Strategy Playbook: Going Beyond Room Revenue, designed to help hotel professionals drive revenue growth through creative, non-room income streams. The guide covers real world examples of successful revenue generating initiatives, along with strategic considerations and performance metrics to inform and support hoteliers in planning and execution.

As the hospitality industry navigates an evolving economic climate and rising operational costs, the traditional reliance on room revenue alone is no longer sufficient. This comprehensive guide equips 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, spa programs, and more.

Room revenue will always be foundational, but hoteliers who adapt and diversify their revenue strategies will be best positioned for long-term success,. This guide offers practical, real-world ideas to help properties of all sizes enhance guest experience while boosting profitability.  Brian Hicks, President and CEO of HSMAI

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 metrics
• Opportunities tailored to different guest segments—transient, group, and local—from transportation to spa and recreation

The Playbook also includes a curated vendor guide to support implementation, with providers across upselling platforms, EV charging, spa services, and more.

The Ancillary Revenue Strategy Playbook was developed by members of HSMAI’s Sales, Marketing, and Revenue Optimization Advisory Boards under the leadership of workgroup chairs Samir Bhatnagar, CHDM, AVP Commercial Strategy at Ashford Inc. and Jeff Borman, CHDM, CHBA, Global Head of Sales, Revenue, and Distribution at Virgin Hotels.

The guide is available to HSMAI members and may be purchased by non-members here. For more information on HSMAI and its initiatives, please visit americas.hsmai.org.