Book excerpt: The future of upscale and luxury hotels is total revenues. No longer simply a matter of driving occupancy, properties in these categories must find ways to encourage guests of all segments to spend across a variety of ancillary revenue streams such as dining, wellness, golf and activities. For the brand and owner’s side, this optimizes profitability, while for the guest this augments the experience to maximize satisfaction – a true win-win. Broken down by sections corresponding to each major hotel operation, this book gives hoteliers the tools and inspiration to execute a total revenue-focused commercialization strategy.