{"id":955,"date":"2026-02-12T09:20:15","date_gmt":"2026-02-12T08:20:15","guid":{"rendered":"https:\/\/torreshospitalityconsulting.com\/?p=955"},"modified":"2026-02-12T09:20:18","modified_gmt":"2026-02-12T08:20:18","slug":"tourism-2050-and-how-to-make-the-most-out-of-it-via-ancillaries","status":"publish","type":"post","link":"https:\/\/torreshospitalityconsulting.com\/en\/2026\/02\/12\/tourism-2050-and-how-to-make-the-most-out-of-it-via-ancillaries\/","title":{"rendered":"Tourism 2050, and how to make the most out of it via ancillaries"},"content":{"rendered":"<p id=\"ember61\"><a href=\"https:\/\/business.google.com\/es\/think\/consumer-insights\/nuevas-tendencias-turismo-inteligencia-artificial\/\" target=\"_blank\" rel=\"noopener\">Google<\/a> has put big numbers behind something many of us in hospitality have felt for years: <strong>demand growth does not automatically equal profitability<\/strong>. By 2050, tourism spending could add <strong>$4.2 trillion<\/strong> in incremental value and generate <strong>1.9 billion additional trips<\/strong> versus 2025, while the global share of travelers could rise from <strong>50% to 70%<\/strong>. That&#039;s a massive tailwind\u2014on paper.<\/p>\n\n\n\n<p id=\"ember1587\">But the real message is more nuanced: demand will also be <strong>more fragmented, more expensive to acquire, and operationally noisier<\/strong>. And that&#039;s exactly where my \u201cancillary revenue eye\u201d kicks in. If complexity distribution and acquisition costs increase, the most defensible lever to protect margins is simple: <strong>sell better what you already have inside the hotel<\/strong>: spa, F&amp;B, experiences, upgrades, late check-out, retail, amenities, and beyond.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"ember1588\">1) The line that matters most: \u201cancillaries drive margins\u201d in yield markets<\/h3>\n\n\n\n<p id=\"ember1589\">One of the most relevant insights from Google&#039;s broader Travel 2050 work is that <strong>Europe and the US are expected to behave as yield-focused markets, where higher spend per trip and ancillaries drive margins<\/strong>. Translation for hotel operators: in mature destinations, you don&#039;t win with occupancy and ADR alone. You win with:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Higher spend per guest<\/li>\n\n\n\n<li>Higher service conversion<\/li>\n\n\n\n<li>A stronger mix<\/li>\n\n\n\n<li>And less dependence on intermediaries<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"ember1591\">2) Domestic travel remains the engine: the real gold isn&#039;t always long-haul<\/h3>\n\n\n\n<p id=\"ember1592\">Another key point: <strong>Domestic tourism is projected to remain the backbone of the industry, representing more than 90% of trips<\/strong>. That&#039;s a huge opportunity for ancillaries because domestic travelers tend to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Repeat more easily<\/li>\n\n\n\n<li>Respond well to experience-driven \u201cmicro-escapes\u201d<\/li>\n\n\n\n<li>And, when nurtured properly, deliver the best <strong>LTV (Lifetime Value)<\/strong><\/li>\n<\/ul>\n\n\n\n<p id=\"ember1594\"><strong>Actionable takeaway:<\/strong> Stop treating domestic demand as \u201cshoulder filler.\u201d Treat it as a <strong>recurrence platform<\/strong>. Convert a two-night getaway into a guest who comes back for spa, brunch, and curated local experiences.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"ember1595\">3) The agentic era is coming: if your ancillary offer isn&#039;t AI-ready, your upsell won&#039;t be either<\/h3>\n\n\n\n<p id=\"ember1596\">Google also highlights the move toward <strong>agentic AI<\/strong>: not just assisting travelers, but actively managing decisions, including the ability to book within AI-driven experiences. Here&#039;s the ancillary twist: AI agents recommend what they can <strong>understand<\/strong>. If your spa menu is a messy list of vague items (\u201cMassage 50 min,\u201d \u201cDeluxe Ritual,\u201d \u201cRelax Package\u201d) with inconsistent attributes, unclear rules, and weak content, it won&#039;t package well, and it won&#039;t sell.<\/p>\n\n\n\n<p id=\"ember1597\"><strong>Mantra:<\/strong> <em>automate the logic to scale the magic.<\/em> The magic is your experience. The logic is your catalog, your data structure, and your sales rules.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ember1598\">The practical playbook for 2026\u20132027: Ancillary revenue through a Tourism 2050 lens<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"ember1599\">A) Build \u201cdata foundations\u201d for ancillaries<\/h3>\n\n\n\n<p id=\"ember1600\">If the future depends on better data foundations, then ancillaries need the same discipline as rooms revenue management. That means:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Product taxonomy<\/strong>: name, duration, capacity, constraints, price fences, seasonality, recommended guest profile.<\/li>\n\n\n\n<li><strong>Comparable attributes<\/strong> (crucial for AI and on-site conversion).<\/li>\n\n\n\n<li><strong>Rules<\/strong>: what bundles with what, sales windows, commissions, and clear policies.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"ember1602\">B) Create 3 AI-friendly packages (then measure like a surgeon)<\/h3>\n\n\n\n<p id=\"ember1603\">Instead of 20 confusing offers, build three that any agent (or human) can recommend in one breath:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Quick Win (zero friction):<\/strong> late check-out + 60&#039; spa access + healthy drink<\/li>\n\n\n\n<li><strong>Couples:<\/strong> 80&#039; ritual + dinner + room upgrade<\/li>\n\n\n\n<li><strong>Family-proof:<\/strong> extended breakfast + local activity + kids amenity<\/li>\n<\/ol>\n\n\n\n<p id=\"ember1605\">Then track the KPIs that actually tell the truth.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"ember1606\">C) Your website is no longer \u201cjust branding.\u201d It&#039;s your sales feed for AI<\/h3>\n\n\n\n<p id=\"ember1607\">If AI-driven discovery rewards brands with clear, detailed information that answers real questions, your ancillary pages must do exactly that:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Who is this experience for?<\/li>\n\n\n\n<li>What benefit will I get specifically?<\/li>\n\n\n\n<li>How long does it truly take, and what&#039;s included?<\/li>\n<\/ul>\n\n\n\n<p id=\"ember1609\">This isn&#039;t copywriting for the sake of it. It&#039;s <strong>conversion design<\/strong> for humans and machines.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"ember1610\">D) Domestic strategy: less discounting, more recurrence<\/h3>\n\n\n\n<p id=\"ember1611\">If domestic is the base, the question isn&#039;t, \u201cWhat promo do we run?\u201d It&#039;s:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What experience becomes repeatable every 90 days?<\/li>\n\n\n\n<li>What low-friction membership or pass can we launch?<\/li>\n\n\n\n<li>How do we turn to stay into a habit?<\/li>\n<\/ul>\n\n\n\n<p id=\"ember1613\">Simple examples:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A local <strong>Spa Passport<\/strong> (3 visits\/90 days + 1 treatment at a preferred rate)<\/li>\n\n\n\n<li>TO <strong>Sunday Brunch &amp; Recover<\/strong> concept (low occupancy + idle therapist hours = opportunity)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"ember1615\"><\/h3>\n\n\n\n<p id=\"ember1616\">The human part doesn&#039;t go away. Personalized service remains the true differentiator in a people-to-people industry. AI will amplify reach and efficiency, but <strong>your margin<\/strong> will be protected by what algorithms can&#039;t replicate:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Your ancillaries<\/li>\n\n\n\n<li>Your team &amp; they take care of guests<\/li>\n\n\n\n<li>Your culinary experience<\/li>\n<\/ul>\n\n\n\n<p id=\"ember61\">Technology will help you sell it better. <strong>Ancillary revenue will make it show up in the GOP.<\/strong><\/p>\n\n\n\n<p id=\"ember61\">Do reach out: <a href=\"https:\/\/torreshospitalityconsulting.com\/en\/\">https:\/\/torreshospitalityconsulting.com\/<\/a> Thanks!<\/p>\n\n\n\n<p id=\"ember61\"><a href=\"https:\/\/www.linkedin.com\/newsletters\/hospi-tech-lity-7064642056521998336\/\" target=\"_blank\" rel=\"noopener\"><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Google\u2019s \u00abTravel 2050\u00bb projections\u2014forecasting a $4.2 trillion increase in spending and 70% of the population traveling\u2014present a \u00abcomplexity tax\u00bb for hoteliers. With rising acquisition costs and fragmented demand, profitability will depend on moving beyond occupancy and ADR to focus on high-margin ancillaries. In mature markets like Europe and the U.S., higher spend per trip and service conversion will be the primary margin protectors. Furthermore, the rise of \u00abagentic AI\u00bb means that only hotels with structured, AI-ready data for their non-room services (spa, F&#038;B, tours) will be visible in the next generation of automated booking. Success in 2026\u20132027 requires treating domestic travel as a recurrence platform and modernizing product taxonomies to \u00abautomate the logic and scale the magic.\u00bb<\/p>","protected":false},"author":5,"featured_media":956,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51,54,53,46],"tags":[],"class_list":["post-955","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ancillary-revenue","category-marketing","category-revenue","category-tecnologia"],"_links":{"self":[{"href":"https:\/\/torreshospitalityconsulting.com\/en\/wp-json\/wp\/v2\/posts\/955","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/torreshospitalityconsulting.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/torreshospitalityconsulting.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/torreshospitalityconsulting.com\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/torreshospitalityconsulting.com\/en\/wp-json\/wp\/v2\/comments?post=955"}],"version-history":[{"count":1,"href":"https:\/\/torreshospitalityconsulting.com\/en\/wp-json\/wp\/v2\/posts\/955\/revisions"}],"predecessor-version":[{"id":957,"href":"https:\/\/torreshospitalityconsulting.com\/en\/wp-json\/wp\/v2\/posts\/955\/revisions\/957"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/torreshospitalityconsulting.com\/en\/wp-json\/wp\/v2\/media\/956"}],"wp:attachment":[{"href":"https:\/\/torreshospitalityconsulting.com\/en\/wp-json\/wp\/v2\/media?parent=955"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/torreshospitalityconsulting.com\/en\/wp-json\/wp\/v2\/categories?post=955"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/torreshospitalityconsulting.com\/en\/wp-json\/wp\/v2\/tags?post=955"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}