Our Services / Sales, Marketing & Revenue Management / Ancillary Revenue

Ancillary Revenue

Guest expectation has evolved and operating costs are increasing, the successful hotel looks beyond a traditional plan, growing more than one resilient revenue stream.

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Alan Someck

Expert Witness, Foodservice Operations

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Shirley Whelan

F&B Concept Development & Management

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Larry Spelts

Hotel Development & Repositioning

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Scott Brown

Audio Visual Services & Infrastructure

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Walter O'Connell

Hotel Valuation & Cost Segregation

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Peter Van Allen

Non-Rooms and Rooms Pricing Strategies

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Stephanie Smith

Digital Marketing, Business Intelligence

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Tom Lambrecht

Debt Restructuring, Loan Packaging

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Katherine Moulton

Mediation and Dispute Resolution

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Rishi Mistry

Technology Solutions

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Stewart Kiely

Design/Project Management/Sustainability

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Dan Voellm

Asset Management & Valuations

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Ted Torres

Development & Construction Management

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Prakash Khemlani

FF&E Design, Manufacturing, Procurement

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Charles Oswald

Hotel & Asset Mgmt, Hotel Underwriting

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Susan Barry

Commercial Strategy

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Debbie Miller

Digital Marketing and Social Media

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Joseph Cozza

Catering Sales & Event Operations

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Ken Edwards

Receivership, Asset Management, Training

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Gordon Carncross

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Bill Callnin

Chairman Emeritus

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Leah Crump

Luxury Wellness & Spa Consultant

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Jay Landfair

Asset Management/PIP/Project Management

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Sean Flakelar

Luxury Boutique Resort & Restaurant Ops.

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Martin Coghlan

Revenue & Distribution Management

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Bill Carroll, Ph. D.

Revenue, Pricing, Marketing

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Haydn Kramer

Hotel Sales and Global Sales

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Peter LaFemina

Hospitality Finance and Owner Services

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Eric Rubino

Acquisitions/Investment/Deal Structuring

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Jennifer Dohrmann-Alpert

Market & Financial Feasibility Studies

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Chuck Simikian, SPHR, SHRM-SCP

HR Consultant, Trainer, Interim Director

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Mandy Murry

Independent Hotel Coaching

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Gary Isenberg

Hotel Stakeholder Advocacy & Development

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Frank Schuetzendorf

Food & Beverage Concept Development

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Donald Hoover

Casino Exec. Acquisition, HR, CBA Expert

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Jeff Hope

Finance, Operations & Risk Management

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Thomas Cleary

Insurance & Risk Mgmt for Hospitality

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Connor Vanderholm

Total Revenue Management & Task Force

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Chuck Kelley

Positioning & Asset Operations

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James Miles

Independent Resort Ops & Development

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Sunjoy Sharma

Management, Marketing, Leadership

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Kevin Doyle

Fraud Investigations & Prevention

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Melissa Rosen

F&B Concept/Branding/Revenue Strategies

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Sean Skellie

Hotel Development & Marketing Analysis

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James Samson

Food, Beverage, and Restaurants

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John Berndt

Operations & Asset Management

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Perry Smith

Restaurant & Club Operations, PR, Branding

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Dr. Chekitan Dev

Hospitality Branding and Marketing

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Alan Orlob

Hotel Security & Threat Mitigation

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Juliette Gust

Ethics, Compliance, Anti-Fraud

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Stacy Moore

Foodservice Concepts & Strategies

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Charis Atwood

FF&E Project Planning and Management

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Preston Rideout

Nightclub and Dram Shop Expert

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James Kuester

Interior and Experience Design

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Simon Turner

Expert Witness, Asset Mgmt, Transactions

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Greg Riehle

Legal, Risk Management, Arbitration

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Janet Eason

Marketing and Branding

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Javier Leon

Engineering, MEP Review, CapEx Planning

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Don Farrell

Sales, Service & Leadership Training

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Rebecca Lombardo

CMO, Marketing, Branding Strategist

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Jon Peck

Acquisition Advisory & Asset Management

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Holleigh Alexander-Ramsey

Spa, Wellness, Recreation, & Branding

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Seth Alexander

F&B Concept, Branding, Analytics

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Rick Blackburn

Strategic Commercial Optimization

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Brian Schoettes

Workforce Management Expert

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Zachary Schwartz

Investment, Development, Asset Strategy

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Exploring Non-Room and Ancillary Revenue Streams for Hotels

As travelers demand more and hotel costs continue to rise, the most successful properties are rewriting the definition of hospitality. They’re no longer selling rooms — they’re selling belonging, curiosity, and well-being.
Ancillary revenue isn’t an add-on; it’s a mindset. It’s about transforming what already exists within your property into meaningful, profitable experiences. From in-room retail to memberships and curated local goods, every square foot of a hotel holds potential waiting to be monetized — thoughtfully, strategically, and with brand integrity.
At Cayuga Hospitality Consultants, we help hotel owners and operators uncover the opportunities hiding in plain sight and design new revenue streams that align with guest desire and market trends.

Monetizing Recreation Space & Wellness

Hotels are filled with underutilized assets — quiet corners, unmonetized amenities, and static spaces that could generate value with the right strategy.
A lobby that sits empty mid-morning can become a coworking hub or event lounge. A courtyard can host yoga, a pop-up art series, or a monthly book club. Even the minibar can evolve into a curated in-room experience with mini spa kits, personalized snacks, or wellness rituals.
When approached with intention, these moments add up to a resilient business model — one that diversifies revenue while deepening guest engagement.
At Cayuga, we call this “turning idle space into active experience.”

Retail & Merchandising for Hotels and Restaurants

The classic hotel gift shop has evolved. Today’s traveler seeks connection, not clutter — they want to take home a story, not a souvenir.
Curated retail gives your brand life beyond the stay. Thoughtful merchandising can blend:
  • Locally inspired products — artisan pottery, textiles, small-batch foods.
  • Noteworthy branded items — mugs, stickers, or apparel that reflect the hotel’s personality.
  • Unbranded but aligned goods — items that embody your aesthetic and values, not just your logo.

In-Room Retail Modern Alternative

For some properties, this extends to in-room retail, where guests can purchase a robe, candle, or skincare item they’ve fallen in love with during their stay. These are more than transactions; they’re memory touch points that build loyalty long after checkout.

Experience as Currency

The new luxury is access. Guests — and locals — are increasingly willing to invest in experiences that help them connect, learn, or restore.
Forward-thinking hotels are designing membership models that allow residents to use pools, fitness centers, and spas — turning previously vacant weekday hours into recurring income. Others are hosting clubs and workshops that merge culture and community: brunch discussions, book clubs, TED-style talks, or creative masterclasses.
For properties with sport or leisure amenities, revenue grows through à la carte pricing of pickleball courts, golf simulators, saunas, or dock rentals. Even EV charging stations can serve non-guests, extending your brand reach beyond overnight stays.
These programs aren’t about adding more — they’re about activating what you already have, with purpose and creativity. Cayuga’s consultants don’t just identify revenue opportunities; they build frameworks that align with your brand and market. Every strategy begins with the guiding questions:
  • What does your guest truly value?
  • What can your property deliver authentically?
  • Where do those two intersect in a way that drives profit?
  • What is the story at your hotel?
From there, we help structure, price, and operationalize these opportunities — transforming underutilized square footage and service teams into consistent income generators.

The Quiet Power of the Hotel Add-on

The most profitable revenue streams often come from small, human details. Guests will happily pay for touches that feel personal — a crafted welcome drink, an upgraded room, valet parking, or a bedtime ritual with aromatherapy and local tea.
These micro-upgrades elevate perception and satisfaction, transforming simple hospitality into something memorable.
When priced intentionally, they create a steady layer of income that strengthens both brand value and guest loyalty.

Redefining Hotel Profitability: Experience Per Square Foot

The future of hospitality profitability isn’t measured only in RevPAR — it’s in experience per square foot. Every corner of your property, every amenity, and every guest interaction can create value when designed through the lens of engagement.
Ancillary revenue is not an upsell; it’s an evolution. It builds loyalty, differentiates your brand, and transforms hotels into destinations that guests and locals return to again and again. The most successful properties in the next decade won’t just fill rooms — they’ll curate lifestyles.
Ancillary revenue strategies not only increase income — they make your hotel more resilient to market fluctuations and more relevant to modern travelers who seek meaning in where they stay, not just comfort.
Cayuga Hospitality Consultants guide hotels in identifying, pricing, and activating these opportunities — turning what’s underutilized into what’s unforgettable.

Because profitability in today’s hospitality landscape isn’t about selling more rooms, it’s about creating experiences people can’t wait to return to, creating core memories.

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Turning Assets into Experiences

Cayuga’s consultants don’t just identify revenue opportunities; they build frameworks that align with your brand and market. Every strategy begins with these guiding questions:
  • What does your guest truly value?
  • What can your property deliver authentically?
  • Where do those two intersect in a way that drives profit?
  • What is the story at your hotel?
From there, we help structure, price, and operationalize these opportunities — transforming underutilized square footage and service teams into consistent income generators.
Cayuga Hospitality Consultants help hotel owners and operators grow smarter, more resilient revenue streams — beyond the bed.
👉 Learn more about our services or connect with us to uncover your property’s hidden profit potential.

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