Meaningful experiences are the key to unlocking revenue during peak season.
For luxury hoteliers, summer isn’t just high season - it’s high stakes. The months of June to August offer a narrow window to maximise revenue, reputation, and repeat business. In the face of rising losses across the sector, RevPAG (revenue per available guest) stands out as a key lever for unlocking untapped revenue potential.
So how can you boost guest spend and hotel profitability while staying firmly aligned with your distinct guest experience?
The answer lies in curated, meaningful experiences that deepen the emotional connection between guest and place. Guests are looking for value worth remembering - and hoteliers have the opportunity to monetise moments - transforming experiential touchpoints into revenue opportunities.
Design layered experiences, not just add-ons
Luxury guests no longer want bolt-on extras - they want immersive, well-integrated moments. Instead of a generic upsell, curate experiences that feel intentionally crafted.
Examples:
“Sunset & Serenity”: A twilight private yoga session in the garden followed by a detox mocktail tasting on the terrace.
“Fireside Evenings”: Partner with a local storyteller or whisky brand for intimate fireside tastings in your lounge.
“From River to Plate”: Guided paddleboarding followed by a private chef’s tasting of local trout with paired wines.
Tip: Package these experiences under elegant naming and storytelling that aligns with your property’s tone of voice. Think: “The Gardener’s Table”, “The Hidden Hour”, “Solstice Rituals”.
Reimagine underused spaces as revenue zones
Your hotel already has spaces that could become high-impact experience zones. Don’t think square footage, think storytelling.
Ideas to spark inspiration:
A tucked-away courtyard becomes an al fresco cinema with cocktails and headphones.
A rooftop or balcony transforms into a morning meditation or stargazing ritual.
A hallway or library becomes an exclusive art walk in partnership with local creatives.
Tip: Train staff to upsell these subtly. A front desk team member saying “Would you like me to book you into the gallery walk before dinner?” adds both charm and revenue.
Tap into the ‘local insider’ trend
Today’s guests crave authentic connections to the area, not just luxury in isolation. Collaborate with local artisans, naturalists, farmers or historians to co-create limited-edition experiences.
Popular partnerships for summer 2025:
Beekeeping and honey tasting with a local apiarist
Early morning foraging followed by a chef-led cooking demo
A private boat trip with a local historian narrating maritime legends
Tip: Ensure these are bookable at the point-of-purchase for a complete experiential stay driving guest anticipation.
Offer tiered private dining moments
Private dining is one of the most profitable and brand-elevating offers you can implement if done thoughtfully.
Go beyond the chef’s table:
“Dinner in the Orchard”: An open-air, candlelit tasting menu under fruit trees.
“Taste of the Cellar”: A sommelier-led journey through rare bottles with paired plates.
“Family Fire Pit”: Elevated BBQ with a private host, marshmallow station, and sommelier-selected rosé.
Tip: Consider allowing guests to “unlock” these options only by booking direct, creating exclusivity without discounting.
Make wellness feel exclusive, not generic
Wellness remains a huge driver for spend but guests have moved beyond spa menus and yoga mats. The key is bespoke and branded.
What’s resonating now:
Bookable, private poolside cabanas with personalised extras
Customisable rituals: guests choose scents, music and temperature for spa treatments
Celebrity wellness coaches or local experts for exclusive moments
Tip: Don’t promote wellness as “relaxation.” Promote it as an essential reset to embrace. Tools like Journey’s hospitality technology help identify patterns to craft wellness experiences
Final thought: Sell magic, not margins
Summer is your moment to spark connection, loyalty and memory. Guests don’t return because the towels were soft; they return because something about your hotel made them feel more alive.
And when you elevate the experience, the spend rises naturally - without a single discount in sight.
Inspired to create more brand-aligned revenue moments this summer?
Talk to our team at Journey about building tailored experience flows that delight your guests and your bottom line.
