Hotels look beyond rooms for revenue growth

Why monetizing noncore assets is becoming a strategic priority for hospitality brands

Hotels are facing economic uncertainty and changing guest expectations. A new Skift–ZS report highlights that to remain competitive, hoteliers need to look beyond rooms and rates, finding new ways to monetize assets and services already within their reach.

Key takeaways

• Consensus on diversification: 89% of executives believe hotels must broaden revenue models, yet few describe their current efforts as truly innovative.
• Closing the execution gap: While most hotels have identified noncore assets to monetize, only a third are pushing into new or creative territory.
• Impact on the bottom line: 86% of hoteliers report measurable gains from monetization, often through higher profitability and better guest experience.
• Learning from other industries: Media, retail, and finance are outpacing hospitality in innovation—offering lessons in loyalty, bundling, and partnerships.
• The 5as framework for hotels: Ancillaries, attention, access, affinity, and ability provide a structured path to develop and scale new revenue streams.
• Balancing core and noncore: concerns remain about diluting focus, but success depends on aligning initiatives with brand strategy, committing leadership, and experimenting with a long-term view.

Get the report at Skift