How a seasonal hotel can get more revenue beyond the rooms

A seasonal hotel can get more revenue beyond the rooms by looking at underused spaces, creating appealing food and drink offerings, developing unique experiences, and forming smart local partnerships. These actions allow you to maximise profitability throughout your operating season, turning every aspect of your property into a potential income source. For independent and family-run hotels on the Italian Adriatic Riviera, this means moving past a reliance on standard room bookings and exploring various avenues for income.

Making use of underutilised spaces and developing F&B

Begin by identifying areas within your hotel that are not consistently generating income. A quiet garden area, a meeting room used only for staff briefings, or even a spacious lobby can become revenue-producing spaces. Consider transforming these areas into pop-up shops featuring local artisans, setting up temporary art exhibitions, or hosting themed events such as wine tastings or cooking classes focused on regional cuisine. These events can attract both your hotel guests and people from the local community, creating a new income stream and enhancing your hotel's profile.

Your food and beverage offerings are another key area for additional revenue. Do not limit your F&B to breakfast and dinner for hotel guests. Open your restaurant or bar to the public, perhaps by creating a special lunch menu or an aperitivo hour that appeals to locals. Organise themed dining evenings, such as a seafood festival or a traditional Romagnola dinner, which can be promoted to both guests and the wider community. A well-designed menu with local ingredients and unique drinks can become a destination in itself, rather than just a convenience for those staying at your hotel.

Creating unique experiences and optimising partnerships

Beyond standard services, guests are often willing to pay for unique and memorable experiences. Develop activities that highlight the local culture, scenery, or traditions of the Adriatic Riviera. This could include guided cycling tours along the coast, olive oil tasting sessions at a nearby farm, or hands-on pasta-making classes. Each experience should have a clear price and offer genuine value. Promote these activities through your website, social media, and directly at the front desk. Ensure your staff are well-informed about each offering so they can effectively recommend them to guests.

Forging strong partnerships with local businesses is another effective strategy. Instead of seeing local shops, tour operators, or restaurants as competitors, view them as potential collaborators. You could partner with a local boat rental company to offer discounted excursions for your guests, or with a nearby spa to provide exclusive treatment packages. These partnerships can be mutually beneficial: you offer enhanced services to your guests, and your partners gain access to your clientele. Ensure the businesses you choose align with your hotel's values and quality standards. For example, a partnership with a local winery could involve offering their wines in your restaurant and organising tours to their vineyard, creating a cohesive experience for guests.

Targeted upsell and cross-sell strategies

Implementing effective upsell and cross-sell techniques at various guest touchpoints can significantly increase revenue. The check-in process is an ideal moment to offer upgrades to a better room category, perhaps with a sea view or a larger balcony, at an additional cost. Train your front office staff to politely suggest these options. During the stay, use in-room materials or digital displays to promote your F&B offerings, spa services, or unique experiences. For instance, a small card in the room could highlight a special cocktail of the day or an upcoming cooking class. Your restaurant staff can also suggest a premium wine pairing with a meal or a dessert wine at the end of dinner.

Beyond direct suggestions, consider package deals. For example, a 'Romantic Getaway' package could include a room upgrade, a bottle of local sparkling wine, and a candlelit dinner. A 'Family Fun' package might offer a larger room, tickets to a local attraction, and a special children's menu. These packages make it easier for guests to choose additional services and often provide better value for them, while increasing your average transaction value. Regularly review which upsell and cross-sell options are most popular and adjust your strategies accordingly.

The Profit Performance service from DolceVita Hospitality helps open hotels understand the difference between current production and potential production. It starts with a free one-hour analysis, followed by a diagnostic from €1,500, and then an engagement from €7,500.

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