More than ever, today’s travelers see hotels as not just places to stay, but as destinations. From secluded island hideaways to eco-friendly wilderness retreats, this shift is creating new opportunities for modern resorts to drive ancillary revenue by offering memorable, one-of-a-kind experiences that cater to travelers’ unique preferences and needs.
According to CBRE’s 2024 Global Hotels Outlook, the luxury and resort segments are expected to outperform other categories in 2024, driven by “strong wealth creation” and a “growing preference for personalized experiences.” The report highlights resorts in the Riviera Maya, Los Cabos, and Cancun. These beachfront properties should see above-average occupancy rates, thanks in part to exclusive offerings like cooking classes and nature excursions.
Compared to traditional urban hotels, where ancillary products and services are mostly geared toward convenience — Wi-Fi, parking, early and late checkouts — modern resorts have more opportunities to drive ancillary revenue. Not only is the range of potential ancillaries more expansive — from spa treatments and wine tours to scuba diving and water sports — guests also place greater value on their overall stay experience, which is typically longer than business trips or city escapes, and actively seek opportunities to enhance it.
By offering immersive, personalized activities that highlight their unique locations, resorts can capture guests’ enthusiasm and revenue potential, turning a simple stay into a memorable adventure and positioning the modern resort as the centerpiece of a guest’s vacation.
New Tech, New Opportunities
The emergence of new data-driven technologies presents a glowing opportunity for modern resorts to redefine the guest experience. With the help of technology and AI-enabled tools, resort operators can craft highly personalized offers that cater to guests’ individual preferences and the distinct location and culture of the resort. This not only drives satisfaction but enriches the guest journey by adding layers of tailored experiences that evolve throughout their stay.
Consider a recent study of luxury hotels, which found that AI has the potential to revolutionize the hospitality industry by providing personalized and efficient services to guests. The report highlights the value of capturing data on guest preferences and behavior — including room preferences, dining preferences, and preferred activities — and using AI and automation to enhance guest satisfaction and loyalty, leading to increased revenue and growth.
Technology platforms like Plusgrade give modern resorts powerful tools to create deeply personalized and exclusive guest experiences. These AI-driven solutions integrate easily with existing hotel management systems, enabling resorts to offer timely room upgrades, curated local activities, and bespoke services that enhance each stage of the guest journey while reflecting the unique environment of the resort. By integrating loyalty programs with ancillary services, resorts give guests the option of using points for upgrades and special experiences, fostering deeper connections and encouraging repeat visits.
For revenue leaders at modern resorts, technology platforms offering AI and automation tools provide a powerful means of delivering memorable, one-of-a-kind experiences at scale. Not only do these solutions streamline processes and enhance the guest journey, they help position resorts as true destinations — places where every aspect of the guest experience is designed to delight and engage, ultimately driving loyalty and unlocking new revenue streams.
Meeting Modern Guest Needs
Along with embracing technology, forward-thinking resorts are taking steps to future-proof their offerings by emphasizing wellness programs, accommodating remote work needs, and ensuring that every guest’s stay is tailored to their specific preferences.
With the wellness tourism market forecast to top $1 trillion in 2024, modern resorts are expanding beyond traditional spa services to offer holistic wellness experiences: yoga retreats, meditation classes, personalized health consultations, and more. Technology can play a big role in personalizing guest journeys. By positioning themselves as sanctuaries for physical and mental rejuvenation, and by using data to offer tailored wellness programs that meet individual needs, resorts can attract guests seeking not just relaxation but renewal.
With the “bleisure” (business and leisure) travel market expected to top $730 billion by 2032, resorts are also reimagining their spaces to accommodate guests who need to stay connected while away from the office. Along with providing high-speed internet and ergonomic workstations, resorts can leverage technology to offer personalized productivity solutions, such as booking quiet zones or arranging virtual meeting support, ensuring guests experience the right mix of productivity and leisure during their stay.
Data-driven personalization is the key to offering a next-level resort experience. A family with young children might receive an offer for a cabana by the family pool, complete with kid-friendly amenities, while a couple might be directed to the adults-only pool for a more serene experience. These personalized touches not only increase satisfaction, they’re part of a long-term revenue strategy that drives growth and guest loyalty.
Stay Ahead of the Game
By positioning themselves as the focal point of guests’ holidays rather than just places to stay, the world’s top resorts are differentiating themselves from traditional urban escapes. With the help of technology solutions like Plusgrade, resort owners and operators can offer memorable, personalized experiences at every step of the guest journey, resulting in better vacations for guests, operational efficiency, and immediate and long-term revenue growth for resorts.
To learn more, visit Plusgrade’s website and explore how you can deliver a modern resort experience that guests will remember for the rest of their lives.
About Plusgrade
Plusgrade powers the global travel industry with its portfolio of leading ancillary revenue solutions. Over 200 airline, hospitality, cruise, passenger rail, and financial services companies trust Plusgrade to create new, meaningful revenue streams through incredible customer experiences. As the ancillary revenue powerhouse, Plusgrade has generated billions of dollars in new revenue opportunities across its platform for its partners, while creating enhanced travel experiences for millions of their passengers and guests. Plusgrade was founded in 2009 with headquarters in Montreal and has offices around the world. For more information, visit Plusgrade.com.
Carrie Moench
Director, Brand & Communications
Plusgrade
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