Commercial strategy
Ancillary revenue – the commercial line rooms can't fill alone.
US hotel ancillary revenue reached $18.9bn in 2022, up 42% from 2019. The metric driving this shift is TRevPAR – Total Revenue Per Available Room – which accounts for everything the guest spends, not just the room rate.
50 resources · 5 sections



These fifty resources give hotel commercial directors the frameworks to measure, build, and optimise ancillary revenue across spa, F&B, retail, events, and technology – from measurement fundamentals to brand partnership activation.
Spa & Wellness Revenue
10 resourcesspa wellness · measurement
Independent Luxury Hotels (Measurement & Benchmarking)
Read →spa wellness · strategyIndependent Luxury Hotels (Strategy & Implementation)
Read →spa wellness · measurementBoutique Hotels (Measurement & Benchmarking)
Read →spa wellness · strategyBoutique Hotels (Strategy & Implementation)
Read →spa wellness · measurementFive-Star Chain Hotels (Measurement & Benchmarking)
Read →spa wellness · strategyFive-Star Chain Hotels (Strategy & Implementation)
Read →spa wellness · measurementUpper-Upscale Hotels (Measurement & Benchmarking)
Read →spa wellness · strategyUpper-Upscale Hotels (Strategy & Implementation)
Read →spa wellness · measurementResort Hotels (Measurement & Benchmarking)
Read →spa wellness · strategyResort Hotels (Strategy & Implementation)
Read →F&B & Dining Revenue
10 resourcesfb dining · measurement
Independent Luxury Hotels (Measurement & Benchmarking)
Read →fb dining · strategyIndependent Luxury Hotels (Strategy & Implementation)
Read →fb dining · measurementBoutique Hotels (Measurement & Benchmarking)
Read →fb dining · strategyBoutique Hotels (Strategy & Implementation)
Read →fb dining · measurementFive-Star Chain Hotels (Measurement & Benchmarking)
Read →fb dining · strategyFive-Star Chain Hotels (Strategy & Implementation)
Read →fb dining · measurementUpper-Upscale Hotels (Measurement & Benchmarking)
Read →fb dining · strategyUpper-Upscale Hotels (Strategy & Implementation)
Read →fb dining · measurementResort Hotels (Measurement & Benchmarking)
Read →fb dining · strategyResort Hotels (Strategy & Implementation)
Read →In-Room Retail Revenue
10 resourcesin room retail · measurement
Independent Luxury Hotels (Measurement & Benchmarking)
Read →in room retail · strategyIndependent Luxury Hotels (Strategy & Implementation)
Read →in room retail · measurementBoutique Hotels (Measurement & Benchmarking)
Read →in room retail · strategyBoutique Hotels (Strategy & Implementation)
Read →in room retail · measurementFive-Star Chain Hotels (Measurement & Benchmarking)
Read →in room retail · strategyFive-Star Chain Hotels (Strategy & Implementation)
Read →in room retail · measurementUpper-Upscale Hotels (Measurement & Benchmarking)
Read →in room retail · strategyUpper-Upscale Hotels (Strategy & Implementation)
Read →in room retail · measurementResort Hotels (Measurement & Benchmarking)
Read →in room retail · strategyResort Hotels (Strategy & Implementation)
Read →Events & Experiences Revenue
10 resourcesevents experiences · measurement
Independent Luxury Hotels (Measurement & Benchmarking)
Read →events experiences · strategyIndependent Luxury Hotels (Strategy & Implementation)
Read →events experiences · measurementBoutique Hotels (Measurement & Benchmarking)
Read →events experiences · strategyBoutique Hotels (Strategy & Implementation)
Read →events experiences · measurementFive-Star Chain Hotels (Measurement & Benchmarking)
Read →events experiences · strategyFive-Star Chain Hotels (Strategy & Implementation)
Read →events experiences · measurementUpper-Upscale Hotels (Measurement & Benchmarking)
Read →events experiences · strategyUpper-Upscale Hotels (Strategy & Implementation)
Read →events experiences · measurementResort Hotels (Measurement & Benchmarking)
Read →events experiences · strategyResort Hotels (Strategy & Implementation)
Read →Technology & Services Revenue
10 resourcestechnology services · measurement
Independent Luxury Hotels (Measurement & Benchmarking)
Read →technology services · strategyIndependent Luxury Hotels (Strategy & Implementation)
Read →technology services · measurementBoutique Hotels (Measurement & Benchmarking)
Read →technology services · strategyBoutique Hotels (Strategy & Implementation)
Read →technology services · measurementFive-Star Chain Hotels (Measurement & Benchmarking)
Read →technology services · strategyFive-Star Chain Hotels (Strategy & Implementation)
Read →technology services · measurementUpper-Upscale Hotels (Measurement & Benchmarking)
Read →technology services · strategyUpper-Upscale Hotels (Strategy & Implementation)
Read →technology services · measurementResort Hotels (Measurement & Benchmarking)
Read →technology services · strategyResort Hotels (Strategy & Implementation)
Read →Beyond room revenue
Model your TRevPAR opportunity.
The BrandMatch Business Case Builder models your full ancillary revenue opportunity, including brand partnership income, alongside rooms revenue. Free to use, no account required.
Other commercial priorities