Every hotel has them: the quiet lounge on the third floor, the paddleboard rentals that see little use, the business center that sits empty, or the afternoon spa slots that consistently go unfilled. These are a property’s underutilized amenities—valuable assets that, for a variety of reasons, remain undiscovered by most guests. For hoteliers, these hidden gems represent a significant missed opportunity for both revenue and guest satisfaction.
Guests cannot enjoy or purchase what they do not know exists. Relying on them to stumble upon these features by chance is not a strategy. The key to turning these neglected assets into profitable and valued parts of the guest experience is proactive, intelligent promotion. Modern technology, particularly a hotel’s mobile app, provides the perfect platform to shine a spotlight on these hidden gems and drive engagement in a way that static signage never could.
This article explores practical strategies for transforming your most underused amenities from overlooked spaces into significant contributors to your bottom line and guest satisfaction scores.
The Problem of Invisibility
Why do some amenities go unnoticed? The reasons are often simple. Guests might be overwhelmed with information upon arrival, they might not explore beyond the path from the lobby to their room, or they may simply have a fixed itinerary in mind. A brochure in the room or a sign in the elevator is easily ignored. To capture a guest’s attention, you need to reach them with the right message at the right moment.
This is where a mobile app becomes an indispensable tool. It allows you to move from a passive “hope they find it” approach to an active, targeted promotional strategy. By understanding guest behavior and location, you can introduce them to experiences and services they would have otherwise missed, enriching their stay and creating new spending opportunities.
Strategies to Shine a Light on Hidden Gems
Transforming an underutilized asset requires more than just a single mention. It requires a multi-faceted approach that leverages technology to create awareness and incentivize trial.
1. Create Targeted, Context-Aware Promotions
A mobile app’s greatest strength is its ability to deliver personalized, relevant messages. Instead of generic marketing, you can create campaigns aimed directly at the guests most likely to be interested.
- Example: The Quiet Fireplace Lounge
Your hotel has a beautiful, cozy lounge that is often empty. Through your app, you can send a push notification to guests who are currently on the property in the late evening: “Escape the crowd. Unwind by the fire in our secluded Hearthside Lounge on the 3rd floor. Enjoy a complimentary glass of wine with any appetizer purchase tonight.” This message is timely, offers a clear value proposition, and introduces guests to a space they likely did not know existed.
2. Use Geofencing to Trigger In-the-Moment Offers
Geofencing allows you to create a virtual perimeter around a specific location. When a guest with your app enters or lingers in that area, it can trigger an automated message. This is incredibly effective for promoting amenities that are physically “off the beaten path.”
- Example: Underused Paddleboard Rentals
Your paddleboards are stored near a quieter section of the beach that guests often walk past without noticing. By setting up a geofence around this area, any guest who walks nearby receives a notification: “Did you know we have paddleboard rentals? The water is perfect right now! Get 2-for-1 rentals for the next hour when you book in the app.” This captures the guest’s attention at the exact time and place the offer is most relevant, driving an impulse decision.
3. Turn Data into Personalized Recommendations
An app integrated with your Property Management System (PMS) can understand your guests on a deeper level. You can use this data to make intelligent recommendations that align with their past behavior or known preferences.
- Example: The Under-booked Spa
Your spa consistently has open slots in the mid-afternoon. The app can identify guests who have booked spa treatments on previous stays or are celebrating a special occasion like an anniversary. A personalized message can be sent to this select group: “We noticed you’re a fan of our spa. As a thank you, we’d like to offer you 25% off any treatment booked between 2 PM and 4 PM today.” This targeted approach is far more effective than a generic blast and makes the guest feel uniquely valued.
4. Transform Spaces with Themed Events
Sometimes, an underutilized space just needs a new identity. Use your app to create and promote exclusive pop-up events that draw guests in and give them a reason to explore.
- Example: The Empty Business Center
After 6 PM, your business center is typically deserted. You can repurpose it. Send a message to guests: “Join us for a complimentary wine tasting in the ‘Winchester Room’ (our business center) tonight from 7-8 PM. Discover a new favorite vintage on us!” This not only drives traffic to the space but also showcases its potential for small, private gatherings, which could lead to future rental revenue.
Measuring the Impact
The success of these strategies is easily measurable. By tracking key metrics, you can demonstrate a clear return on investment. Monitor the following:
- Booking and Usage Rates: Compare the number of spa treatments, cabana rentals, or activity bookings before and after your promotional campaigns.
- Revenue per Amenity: Track the revenue generated directly from app-based offers and promotions for specific amenities.
- Guest Feedback: Look for mentions of these newly discovered amenities in your online reviews and guest surveys. A review that says, “We loved the quiet lounge we found out about through the app!” is a clear indicator of success.
This data provides concrete proof that a proactive promotional strategy can turn a financial drain into a revenue-generating asset.
Every Corner of Your Property Has Potential
Your hotel is more than just a collection of rooms. It is an ecosystem of experiences waiting to be discovered. Leaving that discovery to chance means leaving money on the table and failing to deliver the richest possible stay for your guests.
By leveraging modern technology to strategically highlight your underutilized amenities, you can guide guests toward new experiences, create memorable moments, and unlock the hidden revenue potential that exists within your property’s walls. It’s time to ensure that every corner of your hotel is contributing to both your bottom line and your guests’ delight.
Ready to uncover the hidden revenue at your property? Explore Phunware’s strategies and solutions designed to maximize the potential of every amenity you offer.
