How to Guide the Guest Journey to Increase Revenue and Satisfaction
Albert BarraSeptember 11, 2025 · 1 min read
Ideas, knowledge and community for a better future in Hospitality.
BYAlbert BarraHospitality · Strategy · Leadership · Marketing
Strategic merchandising is not limited to retail. In hotels, it can shape an invisible guest journey in which every touchpoint—from the lobby to check-out—encourages service discovery, increases ancillary spend and strengthens the overall guest experience.
Have you ever wondered why milk is always at the back of the supermarket, or why sweets appear just before you pay? Nothing is accidental: it is strategic merchandising. The same applies in hospitality, although we do not always call it that. The way we present our services, design our spaces and communicate our offers directly influences the guest experience… and revenue.
Just as in retail, where the customer journey is planned in detail, in a hotel we can design “invisible journeys” that guide guests to discover, desire and consume additional services, without making them feel sales pressure. It is about creating stimuli that spark emotions while also adding value.
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