Reimagine. Repurpose. Revenue: Creative Space Strategies That Work
Key Takeaways:
Underutilized hotel spaces can become high-performing revenue centers.
Pop-up concepts and event-driven activations boost engagement and property visibility.
Wellness and community partnerships elevate guest satisfaction and drive sustained traffic.
Space = Opportunity
In today’s environment, every square foot counts. Whether you’re managing a boutique hotel, a select service property, or a large-scale property, transforming underutilized areas isn’t just smart—it’s essential.
“Traditional revenue drivers like net unit growth, RevPAR, and occupancy are no longer enough to ensure sustainable growth,” according to the American Hotel & Lodging Association’s 2025 State of the Industry report.
“Hotels are no longer just places to sleep—they’re lifestyle hubs,” says Eileen Herzog, Vice President of Account Management. “Guests want experiences, and operators want revenue. Smart space use delivers both.”
Revenue from Retail Markets
Food and beverage doesn’t have to be confined to the restaurant.
“Guests crave convenience and comfort,” says Heather Altieri, Vice President of Client Relations. “A well-placed market or grab-and-go station can meet both needs—and drive serious revenue.”
Make it happen:
Convert a corner of your lobby into an all-day convenience market with snacks, pre-packaged meals, and even ready-to-drink cocktails (where regulations allow).
Offer rentable picnic kits—complete with branded coolers and cozy blankets—to inspire guests to enjoy your food while exploring the area. For a lasting impression, consider making the kits available for purchase, turning a memorable experience into a keepsake
No kitchen? No problem. Partner with a local food truck and share the profits.
Supplier Solution:GrabScanGo is a turnkey, 24/7 self-checkout market solution designed for hotels. It converts underutilized spaces into fully automated retail hubs, offering guests round-the-clock access to snacks, beverages, and everyday essentials—no staff required.
Pop-Up Power
Unused ballrooms and meeting spaces? Time to rethink them.
“I’ve seen a property creatively transform an empty ballroom into a vibrant pop-up adjacent to a 60,000-capacity football stadium for each game. With the addition of large projectors, themed décor, communal seating, and a special game-day menu, the space generated major buzz,” says Herzog. “The result? A nearly 200% increase in game-day revenue.”
Events like this require buy-in from the entire team and carefully planned logistics. However, looking at things from a different perspective can be the strategy that sets your property apart.
Make it happen:
Host pop-up dining events tied to local happenings.
Use flexible seating and themed menus to create a buzz-worthy experience.
Promote the event with personalized in-room tent cards and engaging social media posts to attract both guests and the local community.
Supplier Solution: Amp up your themed events with personalized cotton table linens. MY DRAP designs and manufactures customizable, single-use tabletop products—coasters, napkins, placemats, hand towels, and tray mats—using 100% cotton, recycled cotton, and linen.
Wellness Wins
Wellness is more than a trend—it’s a guest expectation.
The global wellness tourism industry is valued at $651 billion annually and is forecasted to grow 16.6% by 2027, according to research from the Global Wellness Institute.
“As wellness takes center stage, people are more committed than ever to their health and fitness. Hotels can respond with innovative experiences that support and inspire this lifestyle,” says Altieri.
Make it happen:
Host pop-up spa days with local aestheticians or yoga instructors.
Install living walls to boost air quality and aesthetics. There are plant maintenance services available to make upkeep easy.
Offer mocktails with fresh herbs and functional ingredients—low cost, high margin.
Supplier Solution:Ambius enhances hotel environments with biophilic design, signature scenting, and air purification—while providing expert ongoing plant care—so your spaces stay fresh, inviting, and effortlessly maintained.
Community Connection
Engaging the local community can transform your property into a vibrant social hub.
“Events like artisan markets or gingerbread competitions create buzz and bring in foot traffic,” says Herzog. “It’s a win-win.”
By hosting locally inspired events, you not only foster meaningful community connections but also drive awareness and word-of-mouth promotion. When the community feels involved, they become ambassadors—bringing energy, visibility, and increased sales to your property.
Make it happen:
Organize a holiday craft market and charge vendor fees.
Host a holiday themed competition with local chefs and invite the public to vote and share on social media.
Go big on seasonal décor. Invite a local or popular designer to put their spin on it to create a visual spectacle sure to impress on social media.
Supplier Solution: Avendra’s preferred live music concierge and booking platform, Creative Xchange, delivers professionally curated live music performances that elevate every event – energizing your space, enhancing the guest experience, and bringing your brand to life.
“Creativity doesn’t have to be costly,” says Altieri. “It just has to be intentional.”
Whether you’re transforming a hallway into a market or a ballroom into a buzz-worthy event space, the key is to think beyond the expected to create memorable moments. Amplify your property's reach by turning guests into brand ambassadors—design a photo-worthy setting, showcase a custom hashtag, and encourage guests to tag your hotel in their posts.
Tap into what’s trending, and your guests—and your bottom line—will thank you.
Ready to optimize your procurement strategy for 2026?
Contact Avendra International today to learn how we can help you drive revenue.
REIMAGINE. REPURPOSE. REVENUE: CREATIVE SPACE STRATEGIES THAT WORK
FAQs
How can hotels repurpose existing spaces to increase revenue?
Properties can install grab‑and‑go retail, host pop‑up dining events, activate wellness experiences, or leverage seasonality and local partnerships to attract both guests and locals.
Which supplier solutions support these space-transformation strategies?
The article highlights GrabScanGo for automated markets, MY DRAP for customizable themed event decor, Ambius for biophilic and scenting solutions, and Creative Xchange for curated live music experiences.
How can hotels implement these space‑transformation ideas without increasing staff workload?
By leveraging turnkey supplier solutions like automated grab‑and‑go markets, single‑use event décor, managed plant systems, and curated live music services, properties can execute new experiences efficiently without straining existing teams.
