COVID has hit the global hotel industry hard. But as with every crisis, new opportunities surface. During the financial crisis of 2008/09, we saw Airbnb and Uber emerge.

Many revenue-generating ideas were born over the past year. From staycation and workation to renting out equipment and even offering outsourced services like housekeeping. Hoteliers have been creative in finding ways to keeping their business afloat.

What was born out of a need for survival might lead to a more permanent shift in a hotel's business model.

The idea of non-room revenue is nothing new and even pre-pandemic was something more and more hotels embraced. F&B or MICE revenue management is still in its infancy for the overall industry but terms like Total RevPAR have evolved from buzzword to serious KPI.

Is now the time to look at non-room, ancillary revenue? Where are the opportunities?

Kelly McGuire
Kelly McGuire
Principal Travel & Hospitality, ZS
Silvia Cantarella
Silvia Cantarella
Revenue Management Expert and founder at Revenue Acrobats
Ally Northfield
Ally Northfield
Director at Revenue by Design
Niki Van den Broeck
Niki Van den Broeck
Product Manager - Parity Solutions at OTA Insight
Valyn Perini
Valyn Perini
Vice President, Partnerships and Marketing at Nor1
Federica Salvatori
Federica Salvatori
Revenue & Commercial Strategy and Founder of Federica Salvatori Consulting
Annemarie Gubanski
Annemarie Gubanski
Founder and CEO at Taktikon Consultancy
Raul Moronta
Raul Moronta
CRME, CHIA, Chief Commercial Officer at Remington Hotels
Jonathon Liu
Jonathon Liu
Director of Revenue & Marketing Strategy @ glh Hotels UK
Jens Egemalm
Jens Egemalm
Director of Distribution at Pandox AB
Diego Fernandez Perez De Ponga
Diego Fernandez Perez De Ponga
Corporate Director Revenue Management Palladium Hotel Group
Timothy Wiersma
Timothy Wiersma
Principal | Revenue Generation, LLC.
Alessandro Crotti
Alessandro Crotti
Digital Strategist and E-commerce Expert for Independent Hotels.
Klaus  Kohlmayr
Klaus Kohlmayr
Chief Evangelist at IDeaS Revenue Solutions
Trevor Stuart-Hill
Trevor Stuart-Hill
Founder and president of Revenue Matters
Scott Dahl
Scott Dahl
Program Director, Master’s Degree in Hospitality Strategy and Digital Transformation at Les Roches Global Hospitality Education
Sharad Kapur
Sharad Kapur
Revenue & Distribution Strategist

This crisis is quite different from the one's faced by the hospitality industry previously.  It has led hotels to reimagine their business models while being hyper-creative at developing opportunities for various revenue streams, including selling a room or an amenity or experience. Will it be sustainable post-pandemic? It certainly provides an opportunity to think beyond pandemic. Total Revenue has been a hot topic for some years and yet it is not mainstream. I believe it is time for the industry (Hospitality at large) to take a step back, look at strategic alternatives and think of the total revenue environment and where it needs to head from here.

Ricardo Souza
Ricardo Souza
CRME, Business Development Manager Latam at OTA Insight
Max Starkov
Max Starkov
Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant
Christoph Hütter
Christoph Hütter
Non-traditional Revenue Manager & Consultant
Oleksii Kapichin
Oleksii Kapichin
Revenue Management Expert
Jutta Moore
Jutta Moore
Director at Moore Hotel Consulting