MODELING AN ADDITIONAL SERVICES SYSTEM IN SMALL-SCALE ECO-HOTELS AS A TOOL FOR INCREASING THE AVERAGE CHECK

Abstract

This article explores a rethinking of the revenue generation model in the small-scale hotel industry operating in the eco-niche. The authors argue for a shift away from the outdated strategy of selling "room nights" in favor of the modern concept of the "experience economy". The relevance of the topic stems from the transformation of consumer behavior in the hospitality sector, where the traditional model of selling accommodation services is gradually losing its effectiveness. Today’s guest expects not only comfortable accommodations but also a comprehensive emotional experience that combines recreation, personalized service, an authentic environment, and an individual approach. For small eco-hotels, which have a limited number of rooms and cannot compete with large chains in terms of infrastructure scale, it is precisely these additional services that become a key tool for increasing profitability and strengthening their competitive position in the market. The aim of the study is to provide a theoretical rationale and develop a model of additional services for small eco-hotels aimed at increasing the ADR (Average Daily Rate), raising the average guest spend, and fostering long-term customer loyalty. The object of the study is the operational activities of small-scale eco-hotels, specifically regarding the provision of core and ancillary services, while the subject is the organizational and economic mechanisms for stimulating additional sales through the Front Office. Particular attention is paid to the transformation of the receptionist’s role from that of a technical clerk to an "experience manager" or concierge specialist who creates a personalized itinerary for the guest’s stay. The article proposes an original model for packaging additional services, which includes three key areas: "Eco-Activity", "Deep Relaxation", and "Local Taste". Each package is tailored to specific guest needs and is based on the principles of personalization and sustainability. The proposed model is implemented through the integration of cross-selling and up-selling techniques into the communication script between front-office staff and the guest during check-in. The scientific novelty of the study lies in the development of an algorithm for transforming an additional service into an emotionally oriented hotel product with high margins. The practical value of this work lies in the creation of a ready-to-implement model for managing upselling in small eco-hotels in Ukraine, which can be adapted to the specific characteristics of a particular region or the establishment’s concept. The aim of this study is to develop and theoretically substantiate an applied model for ancillary services. This model is based on monetizing a location’s recreational potential through personalized service, which ultimately leads to maximizing the ADR and fostering a lasting emotional connection with the guest. The focus of this study is the operational activities of small eco-friendly lodging facilities in terms of providing core and ancillary services. The study examines organizational algorithms and economic incentives for generating additional sales through the front desk, tailored to the needs of today’s consumers. A combined scientific approach was used in the preparation of this article. Systematic analysis was employed to deconstruct the structure of the hotel product in the eco-segment. Sociological tools (a survey via Google Forms) allowed us to obtain «real-time» data on the preferences of Generation Z and their actual willingness to pay for emotional experiences. Economic modeling was applied to verify the hypothesis regarding increased profitability: we compared a «basic» room rental model with an integrated service model. An analysis of the survey results revealed a shift in the consumer paradigm: 90% of guests are focused on active relaxation (spas, hot tubs), while 60% expect the front desk staff not merely to hand out keys, but to act as local experts ("guides"). The article proposes proprietary service packages ("Eco-Activity", "Deep Relaxation", "Local Taste") and outlines the mechanics of promoting them through cross-selling techniques. Calculations confirmed that such a service transformation can increase the average check by 43.6%, which is a critical indicator for the profitability of small recreational projects. The results of the analysis show that by 2026, the competitiveness of an eco-hotel will be determined not only by interior design, but also by the quality of the guest’s "stay experience". Transforming the Front Office into "experience management" through the Concierge-driven service model allows small establishments to successfully compete with large chains. The scientific novelty lies in the proposed algorithm, which transforms an abstract "atmosphere" into a concrete, high-margin hotel product. The practical value of the work lies in a ready-to-implement methodology for increasing profitability that can be adapted for any eco-hotel in Ukraine.