Travelers today want more than a room. They want experiences that feel effortless, memorable, and personal to them. They also want these experiences to be bookable, editable and cancelable online, at the click of a button.
And, when an operator does offer that? Then guests are prepared to pay good money for it.
That was the focus of our latest Hospitality Learning Labs session, where I sat down with Amy Moore, Head of Marketing & Partnerships at Trybe, to explore how properties can unlock new revenue streams through activities and spa bookings.
It was a great conversation, packed with practical insights for operators who want to move beyond the basics and deliver something extraordinary. If you missed the live session, you can catch the full webinar on demand. But here are the highlights that really stood out to me.
Experiences are the new currency
Amy made some bold claims: guests are no longer just booking rooms. They are booking experiences. Whether it is a spa treatment, a yoga class, a wine tasting, or a guided hike, these activities are what make a stay memorable. And memorable experiences drive repeat bookings and positive reviews.
This shift is happening across all property types. It is not just luxury resorts. Holiday parks, boutique hotels, and serviced apartments are all seeing demand for curated experiences. Guests want more than a bed for the night. They want something that feels special and unique.
Missed revenue opportunities are everywhere
One of the most surprising points Amy raised was how much revenue is left on the table because activities and spa bookings are not integrated into the guest journey. Many properties still rely on manual processes or separate systems for spa and activity scheduling. This creates friction for guests, inefficiencies for staff and large missed revenue opportunities for the business.
Think about it. A guest books a room online but has no option to add a spa treatment or activity during the booking process. By the time they arrive, schedules are full or they simply do not ask. That is lost revenue and a missed chance to enhance the guest experience. 69% of guests say that being able to book online has improved their spa experience.
Technology makes it possible
The good news is that technology solves this problem. Trybe’s platform automates spa and activity bookings, making it easy for guests to reserve treatments or experiences online, in advance, or even during their stay. Staff can manage schedules in real time, reducing admin and maximizing utilization.
Like everything else in the hospitality technology world, integration is key here. RMS and Trybe work together to sync guest profiles, bookings, and billing. This means you can offer spa packages or activity add-ons during the booking process, upsell before arrival, and track revenue without double entry. It is simple, efficient, and guest-friendly.
And it pays off: Amy gave us some mind-blowing stats during our chat: on average, a Trybe customer will see revenue increase by 80%, with the average upsell value being $350.
Personalization drives engagement
Guests want experiences that feel tailored to them. Amy emphasized the importance of personalization, from recommending activities based on guest preferences to creating curated packages for special occasions.
Technology makes this possible. With integrated systems, you can use guest data to create targeted offers. For example, if a guest booked a massage during their last stay, you can send them a personalized email offering a discount on a new treatment or a wellness package. These small touches build loyalty and increase spend.
It’s never too early to start upselling
One of the most common mistakes operators make is treating activities and spa as an afterthought in their marketing. Amy’s advice was clear: promote these offerings as part of your core experience. Use your website, social media, and email campaigns to showcase treatments, classes, and unique activities.
Visual content works best. High-quality images of spa spaces, short videos of activities, and guest testimonials can make a big impact. And do not forget to highlight these options in your booking engine. If guests see activities during the reservation process, they are more likely to book.
Staff experience remains a priority
Activities and spa programs are only as good as the people delivering them. Amy highlighted the importance of supporting staff with tools that make their jobs easier. Automated scheduling, clear communication, and real-time updates reduce stress and allow teams to focus on creating exceptional guest experiences.
Happy staff lead to happy guests. And happy guests come back.
Data tells the story
Just like with rooms, data is key to optimizing activity and spa revenue. Track which experiences are most popular, which times of day have the highest demand, and which packages drive the most bookings. Use this information to adjust pricing, staffing, and promotions.
Amy shared an example of a property that used data to identify a surge in demand for family-friendly activities during school holidays. By creating targeted packages and promoting them online, they increased ancillary revenue by 20% in one season. That is the power of data-driven decisions.
Packages are the future
The conversation also touched on emerging trends. Guests are looking for flexibility and convenience. They want to book activities on their own schedule, often from their mobile device. They expect real-time availability and instant confirmation. And more important of, they want a good deal. Value for money has become a constant thought for many. A package that combines a stay, an activity and a half board option creates the perception of getting a good deal. Properties that are able to create pick-and-mix packages will win.
Conclusion: Spa day anyone? Yes, but make it bookable online
If there is one message I hope you take away, it is this: activities and spa bookings are not extras. They are essential to creating memorable stays and driving revenue. Guests are looking for experiences that go beyond the room. Properties that make it easy to discover and book these experiences will win.
The good news is that technology makes it simple. With RMS and Trybe working together, you can integrate activity and spa bookings into your operations, personalize offers, and track performance—all without adding complexity.
If you missed the live session, you can watch the full webinar on demand here. And keep an eye out for the next episode of Hospitality Learning Labs. We have more conversations coming that will help you stay ahead of the curve.
Until then, keep innovating and keep creating experiences your guests will never forget.
