For luxury hoteliers, summer isn’t just high season - it’s high stakes. The months of June to August offer a narrow window to maximise revenue, reputation, and repeat business. In the face of rising losses across the sector, RevPAG (revenue per available guest) stands out as a key lever for unlocking untapped revenue potential.

So, how can Irish hoteliers boost profitability this summer while staying true to their unique guest experience? Sell moments, not just services.

Today’s guests want more than bolt-on extras; they’re looking for curated, memorable experiences. Think less about upselling and more about layering thoughtful, immersive moments into the stay.

Examples might include:

• A twilight yoga session followed by detox mocktails on the terrace
• Story-led whisky tastings with local producers
• Private river-to-plate dining following a guided paddleboarding experience

By naming and framing experiences creatively, “The Hidden Hour” or “Solstice Rituals”, you elevate the perceived value.

Make space work harder.
Look beyond the usual areas. Could a courtyard become an al fresco cinema? Could a hallway host a curated art walk? Subtle staff prompts (“Shall I book you in for our local gallery tour before dinner?”) help drive guest uptake without a hard sell.

Tap into local insight.
Guests crave authentic connections. Limited-edition experiences with local experts, like foraging with a chef or honey tasting with a nearby apiarist create standout memories and support local businesses.

Private dining reimagined
Private dining is one of the most profitable experiences to offer. Options like candlelit orchard dinners, sommelier-led cellar tastings, or elevated BBQs around a private firepit allow you to create tiered, brand-aligned packages, especially when made exclusive to direct bookers.

Wellness, but personal
The most effective wellness experiences now feel exclusive and customisable. Think private poolside cabanas, guest-curated spa rituals, or sessions with visiting wellness experts. The key is helping guests feel seen, not just soothed.

Return on Experience
Guests don’t return because the towels were soft. They return because something made them feel more alive. When you elevate experience, the spend rises naturally, no discounting needed.

As Irish hoteliers prepare for a busy summer, now’s the time to make every guest interaction count. Inspired to create more brand-aligned revenue moments this summer? Talk to the team at Journey about building tailored experience flows that delight your guests and your bottom line.

Contact details

Lisa Buttle

 +44 79 7432 0930
 lisa@journey.travel
Web journey.travel
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