Tourism

The rise of "wallet zombies"—budget-conscious travelers who arrive at destinations with minimal disposable income after pre-paying for expensive flights and high room rates—presents a significant challenge for modern hotels. While occupancy and Average Daily Rates (ADR) may look healthy, total guest spend is stagnating as these guests bypass traditional extras like minibars or spa treatments. This article argues for a strategic shift: keeping ADR steady while aggressively pursuing ancillary revenue through high-margin, impulsive "micro-experiences." By offering well-timed, affordable indulgences like sunset yoga or express spa treatments, hotels can convert financially stretched guests into active spenders, prioritizing Total Revenue Per Guest as the key indicator for long-term success.

The debate over whether all-inclusive resorts should offer ancillary services often boils down to a choice between perceived greed and guest centricity. This article argues that offering extras is actually a form of smart optimization that adds depth to the guest experience through meaningful enhancements like private rituals or curated tours. By utilizing the golden window between booking and arrival and shifting metrics toward Total Revenue Per Guest, resorts can move beyond the limits of traditional RevPAR. Ultimately, when designed with empathy and proper timing, ancillaries are not about squeezing wallets but about providing choice and creating richer, more memorable stays.

Macroeconomic ups and downs are expected in 2024, although it is still possible to raise prices and reposition destinations, according to Javier Tausía. Total revenue involves optimizing every point of contact with the customer, from pre-stay to post-stay, according to Francesc González. Chema Herrero recommends designing upselling strategies based on guest behavior to monetize each point of sale. For small hotels, the key is total personalization, team training, and digitalization, as Francisco Quintero points out. Even all-inclusive resorts can sell exclusive experiences and external services to generate more revenue, according to Toni Homar.

This new roundtable discusses the digitalization of tourism SMEs and their current challenges. Join us on April 22 at 5:00 PM with experts from Roiback, LYBRA, Hub OS, and RoomRaccoon. Discover how virtual reality and data are transforming the travel experience. Learn practical cases of booking automation, online payments, and innovative tools. Don't miss the keys to taking your SME to the next level in the midst of the digital revolution.

Discover the first webinar on revenue management for hotels, resorts, and chains in Spain and Latin America. Panelists such as Fátima Guinea, Daniel Benito, Pablo Quinteros, and Adolfo Díaz Gramont will share their experiences. Learn how major cities have dealt with the pandemic and what strategies are making the difference. Discover flexible booking tactics, prepaid vouchers, and direct channels to boost your business. Join us this Thursday for the discussion moderated by Pablo Torres.

Discover the HR roundtable held on December 17th with experts from Nivimu, Siemens, and Meliá. Three professionals discussed internal and external talent, company culture, and ongoing training. Learn why digitization isn't just about buying technology and how to implement the transformation step by step. Learn about emotional salary and how it improves team motivation and retention. Don't miss the key ideas to boost your HR department and take your company to the next level.

Discover the third session of open talks from the University of Alicante on revenue in food & beverage and spas. Jana Bravo and Carlo Proverbio participate to reveal key points for revenue and cost management. Learn how to optimize menus, menus, and discount vouchers to maximize revenue with effective strategies. Learn how to create F&B and spa packages that boost accommodations and surprise guests. Don't miss this webinar and take your departments to the next level.

Join the open talk session with Aída Muñoz and Herminio Haro, moderated by Pablo Torres. Discover how to boost direct sales and build customer loyalty with SEO strategies and your own channel. Learn how to design profitable packages without aggressive discounts and maximize revenue from rooms and services. Explore floating inventory and attribute-based selling techniques to innovate your room offering. Don't miss these practical ideas to take your revenue management to the next level.