In an industry where revenue per available room (RevPAR) is a dominant performance metric, hotels often focus their energy on filling guest rooms and maximizing occupancy. However, beyond the check-in counter and the neatly made beds lies an untapped opportunity: underutilized spaces. Conference rooms that sit empty for weeks, rooftop terraces with seasonal or sporadic use, and spacious lobbies that function primarily as pass-through areas all represent prime real estate for revenue generation. Corey R. Maple emphasizes that by creatively reimagining these areas, hotels can diversify income streams, attract new audiences, and strengthen brand presence.
The Untapped Potential of Underutilized Spaces
Many hotels invest heavily in spaces like meeting rooms, banquet halls, and rooftop decks, but usage often follows predictable cycles—corporate events during peak business seasons, wedding receptions on summer weekends, and the occasional pop-up in high-traffic tourist periods. The rest of the year, these spaces may generate little to no income, while still incurring maintenance, staffing, and utility costs.
Maximizing the value of these spaces isn’t just about renting them out more frequently—it’s about aligning them with evolving consumer interests and local market demand. With flexible, creative programming, hotels can turn downtime into dollars.
Transforming Conference Rooms into Revenue Hubs
1. Coworking and Day-Use Spaces
The rise of remote and hybrid work models has created demand for professional, well-equipped workspaces. Hotels can convert conference rooms into coworking hubs during low-demand periods, offering hourly or daily passes for freelancers, remote employees, and business travelers. Added perks like free coffee, discounted dining, or access to fitness centers can sweeten the deal.
2. Workshops and Classes
From photography workshops to leadership seminars, conference rooms can host small-group training sessions. Partnering with local businesses or educators allows hotels to rent out the space while tapping into the instructor’s network to attract attendees.
3. Podcasting and Content Creation Studios
With minimal investment in soundproofing and equipment, hotels can rent conference rooms as podcast or video production studios. Content creators benefit from professional surroundings, and hotels earn recurring income from bookings.
Rooftop Spaces: A Scenic Source of Income
1. Seasonal Bars and Dining Experiences
Rooftops often offer some of the best views in town, yet they remain dormant outside peak summer months. Pop-up seasonal bars or themed dining events can extend their use year-round. For example, a rooftop can transform into a cozy winter lounge with heaters, fire pits, and seasonal cocktails.
2. Ticketed Events and Entertainment
Live music nights, outdoor movie screenings, or rooftop yoga sessions can draw in both hotel guests and locals. Ticket sales, combined with food and beverage revenue, can turn a previously idle space into a consistent money-maker.
3. Private Event Rentals
Weddings, corporate parties, and photoshoots are natural fits for rooftops. By building packages that include catering, décor, and event coordination, hotels can offer turnkey experiences at premium rates.
Lobbies as Experiential and Retail Spaces
1. Pop-Up Shops and Art Exhibits
Partnering with local artists, designers, and retailers allows hotels to host rotating pop-up shops or gallery installations in the lobby. These collaborations can enhance guest experience while generating rental income or commission on sales.
2. Food and Beverage Activations
Hotels can team up with local coffee roasters, breweries, or specialty food vendors to create temporary tasting stations or café concepts in lobby spaces. These activations not only generate revenue but also promote local partnerships.
3. Community Gathering Spots
Hosting open-mic nights, book clubs, or cultural events in the lobby can draw non-guests into the hotel. Even if the events are free, increased foot traffic often translates into higher bar or café sales.
Leveraging Technology for Space Monetization
Modern booking platforms and event management tools make it easier for hotels to market and manage their spaces. Listing underutilized areas on platforms like Peerspace, Splacer, or LiquidSpace can help capture interest from individuals and organizations looking for unique venues. Integrating real-time availability calendars into the hotel’s website allows potential renters to see open slots instantly, streamlining the booking process.
Marketing Strategies to Maximize Demand
1. Target Locals, Not Just Travelers
Hotels often focus their marketing on out-of-town guests, but local residents and businesses represent a year-round customer base. Hosting networking mixers, charity fundraisers, or recurring classes builds a loyal local following.
2. Bundle and Upsell
Offering space rentals alongside catering, AV services, and décor creates more value and higher overall revenue. For example, a “rooftop celebration package” might include the venue, a DJ, and a signature cocktail menu.
3. Social Media and Influencer Partnerships
Showcasing events and creative uses of space on social media—especially with influencer collaborations—can inspire bookings from people who may not have considered the hotel for their needs.
Balancing Guest Experience with Revenue Goals
While monetizing underutilized spaces can be lucrative, hotels must maintain a balance between public events and guest comfort. Sound management practices—such as scheduling events during non-peak sleeping hours, ensuring cleanliness, and providing clear signage—ensure that added activity enhances rather than detracts from the hotel’s core hospitality mission.
Turning Idle Assets into Steady Income
In an era where hotel profitability depends on innovation as much as occupancy, thinking beyond room bookings is essential. Conference rooms can become coworking hubs, rooftops can transform into entertainment venues, and lobbies can serve as cultural gathering places. By reimagining underutilized spaces and aligning them with market trends, hotels not only generate new revenue streams but also strengthen their connection to the local community. The result is a more resilient, diversified business model—one that turns downtime into opportunity.