NEW YORK—A brand new joint report by Skift and Mews, titled “Why Resorts and Their Buyers Are Leaving Tens of millions on the Desk,” challenges the idea that success needs to be measured by rooms offered.
For many years, occupancy charges, common each day price (ADR), and income per accessible room (RevPAR) have been the hospitality business’s benchmarks for efficiency. However in keeping with the report, this “room-first” mindset now not displays how worth is created in fashionable hospitality. Visitors right this moment anticipate experiences, flexibility, and significant connections, and lodges that solely optimize for heads in beds are lacking main development alternatives.
“Hospitality isn’t nearly rooms anymore—it’s about relationships,” mentioned Matt Welle, chief government officer of Mews. “While you shift your mindset from maximizing room income to maximizing visitor worth, you unlock new sources of revenue, loyalty, and long-term development.”
From Rooms to Relationships
The report highlights a rising shift from room-based efficiency metrics to extra guest-centric measures corresponding to Income per Accessible Visitor (RevPAG), which captures the full worth of every visitor interplay.
Life-style manufacturers like Ennismore, for instance, now generate over 60 % of their income from non-room sources corresponding to meals & beverage, coworking, and occasions.
Neighborhood Worth
Some operators are reimagining their properties as neighborhood areas that serve locals in addition to vacationers. Examples embrace Staypineapple Boston, the place a neighborhood bar, the Trophy Room, has modified the lodge foyer right into a public hub, and Paradise Resort Gold Coast, which elevated income and satisfaction by packaging experiences corresponding to water-park entry and spa bookings round unified visitor profiles.
Almost one-third of lodges on the Mews platform now provide further bookable providers corresponding to parking, coworking, or memberships. Between 2024 and 2025, the variety of hospitality companies utilizing Mews Areas, which powers these non-room bookings, practically doubled from 1,179 to 2,223. In the identical interval, reservations rose by greater than 230 %, highlighting the business’s accelerating shift towards diversified, experience-led income.
Expertise as an Enabler
Expertise has performed a key position on this transformation. The report consists of Swiss Resort Residences, which connects visitor information throughout departments to ship tailor-made service throughout 48 properties, and Strawberry, which makes use of versatile methods and AI instruments to streamline check-in, housekeeping, and communications whereas retaining service private.
“Expertise doesn’t exchange hospitality, it reveals it,” mentioned Richard Valtr, founding father of Mews. “When digital methods deal with the complexity, employees have extra time to give attention to what company actually keep in mind: feeling seen and cared for.”
The Skift x Mews research concludes that lodges centered solely on room gross sales are leaving hundreds of thousands in potential income on the desk. Visitor-centric, community-based methods not solely improve the visitor expertise but additionally strengthen long-term asset worth.
