Rethinking Hotel Performance: Creating Value Beyond the Room
RevPAR (Revenue per Available Room) remains a significant industry benchmark, but it tells only part of the story.
Changing economics, evolving traveller behaviours and new ways of using hotel spaces are prompting the industry to rethink how properties can maximise their potential. Rising property and operating costs make underutilised areas increasingly difficult to justify, while travellers are seeking more from hotels — from places to work, meet and socialise to wellness, dining and entertainment. Together, these shifts encourage hotels to make their properties work harder, creating value and profitability.
Coworking areas and day-use bookings extend opportunities beyond overnight stays, while meeting rooms, lobbies and outdoor spaces are being reimagined for events, experiences and private hire. Food and beverage is evolving too, with flexible, all-day concepts designed to attract guests and locals throughout the day. Across Europe, F&B revenue grew 3.8% in 2025, underlining the growing contribution of non-room revenue.
This is where TRevPAR (Total Revenue Per Available Room) comes in. By capturing revenue across rooms, F&B, meetings and events, wellness and other services, it offers a more holistic view of hotel performance and helps identify where opportunities can deliver a strong commercial return.
Research from Skift and Mews highlights the move from a room-centric to a guest-centric model, while Knight Frank points to diversification and experience-led offerings as increasingly important.
For Wyndham Hotels & Resorts, this approach is already taking shape across EMEA.
“TRevPAR encourages us to look at the hotel as a complete commercial ecosystem. We bring this mindset into our revenue management workshops and conversations with hotels, identifying opportunities across F&B, wellness, events, and more. Together, we explore how properties can attract new audiences, create new occasions to spend and support more profitable growth,” – Christian Fleischer, Head of Revenue Management & Distribution, Wyndham Hotels & Resorts EMEA.
Dolce by Wyndham Versailles, Domaine du Montcel
The hotel takes a strategic approach to its space mix, identifying underused areas and turning them into new revenue opportunities, from F&B spaces and outdoor areas to a private “bubble” available for hire. Seasonal events, children and dog-friendly brunches, as well as garden team building and history-inspired treasure hunts, bring both guests and non-guests to the property.
Dolce by Wyndham Bad Nauheim
Located alongside a spa park, the hotel makes strong use of its outdoor setting for team-building activities and events, alongside creative uses such as car presentations in the lobby. Its annual European Elvis Festival is a standout example of destination-led demand, attracting visitors to the hotel and helping drive additional room revenue.
Dolce by Wyndham La Hulpe Brussels
The hotel unlocks additional revenue potential through wellness and entertainment, including yoga, spin and boxing classes and escape rooms in its cellar. These activities give both guests and locals more reasons to visit, while making use of spaces beyond the traditional room and meeting offer.
A meeting room can become a fitness studio, a cellar can become an entertainment venue, and a lobby or corridor can be transformed temporarily for a car showcase. Rather than relying exclusively on overnight stays, these activations deliver new reasons to visit, spend and engage with the hotels.
