#USA #New York #Skift #Mews #Hotel Growth

Unpacking the Shift in Hotel Strategies

In a transformative report jointly released by Skift and Mews, titled "Why Hotels and Their Investors Are Leaving Millions on the Table," several long-held assumptions about hotel performance are being challenged. The conventional wisdom that hotel success is solely about selling rooms is rapidly becoming obsolete. With a focus on customer-centric experiences, hotels are discovering new avenues for revenue and long-term growth, shifting away from traditional metrics.

For decades, hoteliers relied on metrics like occupancy rates and Average Daily Rate (ADR) to gauge their success. Yet this outdated model fails to align with the dynamic shifts in guest expectations today. Modern travelers seek personal interactions, unique experiences, and flexibility rather than just a room for the night. According to Matt Welle, CEO of Mews, "The hotel industry is no longer just about rooms; it’s fundamentally about relationships. When you focus on maximizing value for guests rather than merely revenue from room sales, you open doors to new revenue streams and foster long-term customer loyalty."

Evolving Performance Metrics

The report highlights a growing trend: hotels are moving away from room-centric performance measures. More contemporary metrics such as Revenue Per Available Guest (RevPAG) are gaining traction. This new metric accounts for total guest interactions—whether dining at the hotel’s restaurant, working in co-working spaces, or enjoying the surrounding community. Successful lifestyle brands like Ennismore are already exemplifying this shift, achieving over 60% of their revenue from non-room sources such as food and beverage services, event hosting, and unique local experiences. This diversification is essential for enhancing both profitability and resilience in an ever-evolving market.

Community-Centric Models

Visionary operators are redefining their hotels as community hubs, catering to both locals and travelers. Take the Staypineapple Boston, for instance, which has transformed its lobby into a vibrant public space with community-centric amenities like the popular Trophy Room bar. Meanwhile, the Paradise Resort on the Gold Coast has witnessed increased revenue and guest satisfaction by offering experience packages tailored to unified customer profiles, including access to water parks and spa reservations.

Nearly one-third of hotels utilizing the Mews platform now offer ancillary services, like parking reservations or co-working spaces. Between 2024 and 2025, the adoption of Mews Spaces—software enabling hotels to manage these non-room bookings—nearly doubled, leading to a whopping 230% increase in bookings. This surge indicates an industry shift towards diverse revenue generation driven by unique guest experiences.

Redefining Value Measurement

Traditional hotel performance indicators only reveal a fraction of a hotel's potential. By embracing a holistic view of the guest journey and linking operational, marketing, and financial systems, hotels can gain insights into what truly matters to their guests. This allows them to craft customized experiences that resonate on a deeper level, uncovering new revenue opportunities in the process.

The Pivotal Role of Technology

At the heart of this revolution lies technology. Integrated solutions empower hotels to anticipate guest needs, personalize offerings, and seamlessly manage various revenue streams. The Swiss Hotel Apartments brand serves as a prime example, harnessing customer data across its 48 properties to deliver tailored services. Similarly, Strawberry, another forward-thinking establishment, leverages flexible systems and AI tools to streamline check-ins, enhance in-room service, and ensure personalized communication.

Richard Valtr, the founder of Mews, aptly argues, "Technology does not replace the hospitality experience; it reveals its essence. When digital systems streamline complexity, staff can devote more attention to what guests remember—the thoughtfulness and care that make all the difference."

A New Era for Hotel Investments

The conclusions drawn in the Skift and Mews report are clear: hotels that solely concentrate on room sales are missing out on millions in potential revenue. By pivoting towards customer-first strategies and engaging with the surrounding community, hotels can significantly improve their guest's experience and bolster the long-term value of their assets. So, as the hospitality landscape shifts, it becomes vital for stakeholders to embrace this new paradigm.

To access the complete report, “Why Hotels and Their Investors Are Leaving Millions on the Table,” visit Mews’ official site or reach out to their media team for further inquiries.