As hotels gear up for 2025 budget planning, the TECH Matchmaker Webinar Series by ExploreTECH is helping hospitality leaders navigate the evolving tech landscape. With a focus on aligning IT investments to real operational and commercial outcomes, the series brings together innovative solution providers to address critical pain points across the guest journey.

In the session “Boosting Ancillary Revenue Beyond the Room,” three leading technology partners shared powerful strategies for driving new revenue streams through smarter, guest-focused tools. Featuring Graham Rushin, VP North America at IRIS, Dan Hiza, VP of Business Development at Plusgrade, and Tamer Nassar, Regional Director ME at Protect Group, the session explored practical solutions to maximize every stay—not just room revenue.

IRIS: Creating frictionless guest journeys that drive spend

Graham Rushin highlighted how mobile-first tools are reshaping guest engagement and unlocking new revenue across the property. With operations in over 120 countries and more than $250 million in hotel revenue processed annually, IRIS enables hotels to streamline service delivery while upselling with ease.

The IRIS platform offers three core modules:

• Mobile F&B Ordering

• Mobile Concierge

• Digital Guest Directory

All are managed through a powerful CMS that allows teams to update menus, promote services, and manage communications in real time.

“This isn’t just about digitizing the guest directory or menus—this is about removing friction and creating new points of sale throughout the guest journey,” said Rushin.

From poolside QR code ordering to upselling spa treatments or promoting room service via push notifications, IRIS empowers guests to engage with hotel services on their own terms—leading to increased average check sizes and reduced operational load.

“With one solution, hotels can monetize traditionally passive spaces—gyms, lounges, meeting rooms—while offering a seamless guest experience.”

Plusgrade: Unlocking the power of the “second wallet”

Dan Hiza introduced a data-driven upsell engine designed specifically to boost pre-arrival and in-stay ancillary revenue. With a proven track record across airlines, rail, and cruise, Plusgrade has generated over $8 billion in incremental revenue—and is now bringing that expertise to hospitality.

“Travelers think differently as they approach their stay,” explained Hiza. “At booking, they’re price conscious. A few days out, they’re more experience-focused—and ready to spend. That’s where the ‘second wallet’ comes in.”

By targeting upsell offers 7 days before arrival, Plusgrade helps hotels maximize conversions on room upgrades, dining experiences, spa services, and more—without impacting front desk operations.

Their platform also integrates with loyalty programs, enabling guests to redeem points or purchase add-ons seamlessly. The result is a frictionless upsell experience for both guest and hotel.

“Our entire business is focused on one thing: unlocking ancillary revenue. And we’re bringing everything we’ve learned across other travel verticals to help hotels thrive.”

Protect Group: Turning non-refundable rates into flexible revenue

Tamer Nassar showcased Refund Protect—a solution that helps hotels drive higher direct bookings by offering guests the option to upgrade to refundable reservations for a small fee.

“It’s simple: guests gain flexibility, hotels gain revenue. If a guest cancels, we refund them, and the hotel resells the room,” said Nassar.

Refund Protect handles the entire process—from guest claims to AI-driven approvals and payouts—while sharing the upgrade revenue with the hotel.

The approach is particularly effective with non-refundable rates, which see higher conversion when bundled with refund protection. Some partners have seen up to 80% conversion rates on this upsell offer.

“Our solution delivers peace of mind for travelers and incremental, risk-free revenue for hoteliers—with no additional operational lift.”

Final thoughts: Elevating ancillary revenue from add-on to essential

All three speakers shared a common vision: ancillary revenue isn’t just about extras anymore—it’s a core revenue driver that can be deeply embedded in the guest experience.

Whether through personalized upselling, mobile ordering, or flexible booking tools, these technologies offer scalable, proven methods to grow revenue while meeting evolving guest expectations.

“We’re empowering hotels to make every interaction an opportunity—whether that’s a poolside drink, a last-minute upgrade, or booking peace of mind.” – Graham Rushin, IRIS

“Hotels can unlock value at every stage of the journey—not just at the point of booking.” – Dan Hiza, Plusgrade

“We’re creating a win-win: guest flexibility and hotel profitability, with no added effort.” – Tamer Nassar, Protect Group

As the TECH Matchmaker Series continues, ExploreTECH remains committed to spotlighting solutions that align with hotel goals for 2025 and beyond—bringing hospitality tech decision-makers and innovators face-to-face in meaningful, outcome-driven conversations.

Register now for our next session: Elevating Guest Communication & Experience.