Hola, qué tal?
I’ve been digging into a topic that sparks debate at every conference bar table: Should all-inclusive resorts offer ancillary services? A fun video I watched recently made me think about it again.
Some people see it as greedy, others as unnecessary. My view? It’s neither. It’s simply smart optimisation, both for the guest experience and for the resort’s profitability.
Let’s look at it closer.
Guests want “MORE” even when “All Is Included”
Research shows that even when guests book an all-inclusive package, they’re still willing to spend extra if the offer feels meaningful. Think private spa rituals, a sunset cruise, wine tastings, or curated local tours. These aren’t “tricks to squeeze wallets,” they’re enhancements that add depth to a holiday. Guests don’t buy because they have to. They buy because they want to.
All-inclusive bookings often happen months in advance. That gap between booking and arrival is a golden window to engage. Instead of letting anticipation fade, why not surprise guests with personalised offers that make their stay even more exciting? Imagine a gentle pre-arrival email: “How about reserving a private cabana for your anniversary?” Timing and tone are what make the difference between annoying upsells and genuine anticipation.
Experiences are not “Add-ons”
The word “upsell” can feel transactional. But call it what it really is: an experience. Exclusive beach dinners, kids’ clubs that give parents a breather, or wellness programs that turn a stay into a reset. These are not add-ons. They’re memories waiting to be created. When framed as service, guests perceive them as thoughtful, not greedy.
One of the biggest misses at all-inclusive resorts is hidden offers. Guests can’t book what they don’t see. Smart guest apps, in-room tablets, or even well-placed signage can make the invisible visible. Better yet, empower staff to be ambassadors of these extras. Nothing beats a friendly suggestion from someone who knows the guest by name.
Measuring what matters
Here’s where strategy needs to evolve. Traditional KPIs like RevPAR miss the bigger picture. You can be full every night and still leave money on the table. Metrics like Total Revenue Per Guest or GOPPAR push teams to think beyond the room and reward true commercial creativity. It’s time we measure what really reflects value.
So, greedy or guest-centric?
For me, the answer is clear. When done right, ancillary offers at all-inclusive resorts aren’t about milking guests. They’re about serving them better. About creating choice, comfort, and richer experiences. The real question is whether we design these ancillaries with empathy and timing, or leave them to chance.
So let’s open the debate: Is offering ancillaries at all-inclusive resorts an act of greed… or simply the natural evolution of great hospitality?
If this resonates, you can find more of my insights and articles on total revenue optimisation at torreshospitalityconsulting.com
