Canadian ReviewsCanadian Reviews
  • What’s On
  • Reviews
  • Digital World
  • Lifestyle
  • Travel
  • Trending
  • Web Stories
Trending Now

Speaker Series Designed to Inspire Business Leaders (The Haldimand Press)

Anthropic turns to ‘skills’ to make Claude more useful at work Canada reviews

Montreal just got a “freezing” weather advisory & it’s officially time to get out your parka

Oppo Find X9 Pro combines 200MP telephoto with 7,500mAh battery

Northern lights are plunging across Canada and some spots could see a ‘more intense’ aurora

Meta is building a smart TV — in VR Canada reviews

Max Minghella’s Sophomore Effort Slumps

Facebook X (Twitter) Instagram
  • Privacy
  • Terms
  • Advertise
  • Contact us
Facebook X (Twitter) Instagram Pinterest Vimeo
Canadian ReviewsCanadian Reviews
  • What’s On
  • Reviews
  • Digital World
  • Lifestyle
  • Travel
  • Trending
  • Web Stories
Newsletter
Canadian ReviewsCanadian Reviews
You are at:Home » Unlocking Hidden Value Through Creative Asset Management in Hospitality
Travel

Unlocking Hidden Value Through Creative Asset Management in Hospitality

16 October 20253 Mins Read

  • Unlocking Hidden Value Through Creative Asset Management in Hospitality – Image Credit Unsplash   

Consider a hotel’s unused spaces as opportunities to reach guests in new ways

In today’s hospitality landscape, asset managers face a triple squeeze: rising construction costs, escalating labor expenses and flattening ADRs.

At the same time, hotel guests demand more personalized, differentiated experiences. In this climate, underutilized spaces — breakfast rooms, lobbies, parking lots — aren’t just dead weight. They’re latent assets waiting to be activated.

The hidden cost of idle space

Unused areas often drain resources through utilities, maintenance and missed opportunity. Instead of chasing external revenue streams, hotel asset managers can turn inward and ask: What if this space could do more?

1. Transform dead zones into retail gold

Case in point: A hotel converted a dull, street-level corner into a UPS Store. The tenant paid utilities, eliminated the hotel’s printing burden and brought in local foot traffic. As a bonus, UPS began hosting meetings at the hotel, boosting food and beverage and room revenue.

Other ideas:

  • Lease space to boutique fitness brands (e.g., yoga or spin studios).
  • Host local artisans or pop-up galleries in unused corridors.

According to Forbes Hospitality Council, monetizing ancillary spaces is a key strategy for offsetting inflationary pressures.

2. Flex spaces for pop-up events

Hotels near stadiums, airports or convention centers can capitalize on event surges.

Example: A Courtyard by Marriott reimagined its breakfast room as a midday co-working hub. With minimal setup, it offered hourly rentals to traveling professionals.

Event-driven retail: During game weekends, lobbies became pop-up fan shops selling team merchandise, some generating $30,000+ in just three days.

3. Monetize outdoor or ‘unbuildable’ land

Odd-shaped or small parcels often sit idle. But with creativity, they can become income streams.

Here are several ideas:

  • Install digital billboards or LED screens for local advertising.
  • Host seasonal food trucks or weekend farmers markets.
  • Partner with municipalities for community events or art installations.

CBRE’s Global Hotel Asset Management team emphasizes leveraging overlooked assets to improve cash flow and valuation.

4. Intangible assets: Naming rights and brand alignment

A hotel near a university offered naming rights to its ballroom in exchange for a donation. The result? Prestige, visibility and stronger ties with institutional clients.

Other possibilities include:

  • Sponsor local school events or scholarships in exchange for brand placement.
  • Collaborate with nonprofits for cause-driven campaigns that resonate with guests.

Keys to unlocking value

  • Audit spaces: Identify areas with high cost and low usage.
  • Think beyond hospitality: Explore partnerships with retail, education and civic organizations.
  • Create dual value: Enhance guest experience and generate revenue.

Final thought

Innovation in hotel asset management isn’t about grand reinvention. It’s about seeing the ordinary with extraordinary vision. The most impactful asset managers aren’t just stewards of space; they’re architects of possibility.

This article originally appeared on Horwath HTL.

Share. Facebook Twitter Pinterest LinkedIn Reddit WhatsApp Telegram Email

Related Articles

When is the Best Time to Offer Free Hotel Room Upgrades?

Travel 16 October 2025

This Is Europe’s Best Christmas Market To Visit This Year, According To , Canada Reviews

Travel 16 October 2025

Where was ‘The Iris Affair’ filmed? The glamorous locations behind Sky’s high-stakes thriller, Canada Reviews

Travel 16 October 2025

Brand-New Luxury Sleeper Route Will Run From Paris to Amalfi Coast In 2026, Canada Reviews

Travel 16 October 2025

Antigua’s Hermitage Bay Resort Reopens After $30 Million Renovation

Travel 16 October 2025

Is Your Hotel Demand Forecast Stuck in the Past? Why Relying on Historical Data Could Be Costing You Money

Travel 16 October 2025
Top Articles

The ocean’s ‘sparkly glow’: Here’s where to witness bioluminescence in B.C. 

14 August 2025295 Views

These Ontario employers were just ranked among best in Canada

17 July 2025280 Views

What the research says about Tylenol, pregnancy and autism | Canada Voices

12 September 2025154 Views

Chocolate Beetroot Cupcakes That Kids Love, Life in canada

7 September 202596 Views
Demo
Don't Miss
Reviews 16 October 2025

Meta is building a smart TV — in VR Canada reviews

This is Lowpass by Janko Roettgers, a newsletter on the ever-evolving intersection of tech and…

Max Minghella’s Sophomore Effort Slumps

11 things to do this weekend in Toronto (Oct. 17-19)

When is the Best Time to Offer Free Hotel Room Upgrades?

About Us
About Us

Canadian Reviews is your one-stop website for the latest Canadian trends and things to do, follow us now to get the news that matters to you.

Facebook X (Twitter) Pinterest YouTube WhatsApp
Our Picks

Speaker Series Designed to Inspire Business Leaders (The Haldimand Press)

Anthropic turns to ‘skills’ to make Claude more useful at work Canada reviews

Montreal just got a “freezing” weather advisory & it’s officially time to get out your parka

Most Popular

Why You Should Consider Investing with IC Markets

28 April 202424 Views

OANDA Review – Low costs and no deposit requirements

28 April 2024347 Views

LearnToTrade: A Comprehensive Look at the Controversial Trading School

28 April 202450 Views
© 2025 ThemeSphere. Designed by ThemeSphere.
  • Privacy Policy
  • Terms of use
  • Advertise
  • Contact us

Type above and press Enter to search. Press Esc to cancel.