The debate over airline ancillaries may steal the headlines, but hoteliers are increasingly getting in on the action. From breakfast and bike rentals to in-room entertainment and event tickets, ancillary sales offer a compelling way for hotels to boost their bottom line. According to a forthcoming PhoCusWright Analysis, Hotel Ancillary Revenue in Europe, European hospitality companies lag their U.S. counterparts in add-on revenue – but opportunity abounds. "The revenue potential for hotel ancillary sales is under-exploited in the European market," said Ralph Merten, PhoCusWright market analyst, Europe. "However, enabling technologies such as mobile and customer profiling continue to evolve, and personalized ancillary offerings could become a significant revenue stream for European hoteliers." Ancillary offers can either be provided by the hotel's own facilities/staff (e.g., spa and wellness) or by third parties (e.g., city passes, event tickets). To succeed, hotels must...