Imagine checking into a hotel and realizing you're not just paying for a room—you're piecing together your stay like ordering à la carte at a fancy restaurant. This shift in hotel pricing is mirroring the airline industry's model, where extras add up quickly, and it's sparking a whole new conversation in travel. But here's where it gets controversial: is this innovation making stays more personalized, or is it just a sneaky way for hotels to squeeze more money out of guests? Let's dive in and explore how this trend is reshaping the hospitality world, with plenty of examples to help you picture it all.
Picture this: You're booking your hotel online, and as you scroll through the options, you're prompted to check off extras that used to come standard. Fancy an early check-in to start your day without the stress, or maybe a late check-out to linger a bit longer? How about requesting a room with more space, on a higher floor for that city skyline view, or overlooking a serene garden? Even access to the pool or a handy in-room "hydration station"—that's just a polite way of saying bottled water—comes with a click and an added fee tacked onto your basic rate.
And it doesn't stop there. For families, you could opt for complimentary milk and cookies for the kids, or perhaps a gourmet snack box tailored for your furry canine companion, all prepaid and ready upon arrival. These aren't just random upsells; they're powered by cutting-edge tools like artificial intelligence, transforming hotel managers into savvy retailers who sell far beyond the room itself. Hotels can now cleverly dissect their offerings, letting guests customize experiences while boosting their own profits through targeted add-ons.
This personalization is a game-changer, especially for smaller, unique properties. Take the 14-room Lakehouse Inn in Lee, Massachusetts (accessible at https://www.lakehouseinnlee.com/), for instance. They've rolled out an AI-driven booking system that pairs travelers with rooms that perfectly match their preferences, ensuring every booking maximizes value. Co-owner Kurt Inderbitzin explains it best: "Our rooms are all one-of-a-kind, so before, guests could only select a general type—like a king or queen bed—and then follow up with a call for specifics." Now, their platform quizzes you on desired room size, bedding setup, location, and views, then showcases detailed photos and descriptions of matching options. The big question? Are you ready to shell out more for a spot that feels just right for you?
Surveys from Atmosphere Research Group, a key player in travel market research, reveal some eye-opening trends. Earlier this year, their data showed that only 14% of U.S. hotel guests are willing to pay extra for a superior view, and a mere 11% for a room higher up. It's a reminder that not everyone sees value in these upgrades. Budget-conscious traveler Debbie Twombly, a 74-year-old substitute teacher from Astoria, Oregon, puts it plainly: "I'm all about saving money—I never splash out on these extras."
Yet, this approach can feel like being nickel-and-dimed, especially if you're forking over for things that once felt like standard perks, such as bottled water or pool privileges. On the flip side, some travelers embrace it as a way to enhance their trip. Anne Taylor Hartzell, a 50-year-old leadership brand strategist based in Los Angeles, doesn't mind the surcharge for a stunning view. "I've even prepaid for a bottle of bubbly to be iced and waiting in my room," she shares, showing how these touches can elevate the experience.
Boutique hotels are leading the charge with creative perks. At the 79-room Inn at the Market (visit https://www.innatthemarket.com/) in Seattle's iconic Pike Place Market, you can pre-order a bouquet of fresh market flowers or a box of delicate macaron cookies from a nearby bakery to greet you upon arrival. Marketing and sales director Jay Baty notes that while just 5%-10% of guests choose these extras, the extra revenue is a win, helping the inn shine amid the competition in downtown Seattle.
Larger operators are jumping in too. Columbia Hospitality, overseeing around 50 distinctive properties nationwide, integrates optional upgrades directly into the booking flow. For example, their 73-room Wren hotel (https://wrenmissoula.com/) in Missoula, Montana, lets you add flower arrangements or an in-room pour-over coffee setup. Across the state in Walla Walla, Washington, their trendy 80-room Finch property (https://www.finchwallawalla.com/index.php) offers s'mores kits and generous half-pound chocolate boxes as bookable treats.
Even major chains are leveraging tech for personalized add-ons. In 2024, over 5,000 Wyndham hotels (https://www.wyndhamhotels.com/) introduced a system to send text messages 24 hours before arrival with location-specific suggestions. Think early check-in at a Howard Johnson near Disneyland or a beach basket with sunscreen and toys at a Days Inn on Georgia's Jekyll Island. Wyndham's chief commercial officer, Scott Strickland, emphasizes success comes from add-ons that genuinely improve the stay at fair prices for everyone involved.
Other giants like IHG Hotels & Resorts, Marriott International, and Hilton Hotels are following suit, expanding optional features, amenities, and services via booking platforms. This is all laid out in a widely anticipated global business travel forecast (https://www.mycwt.com/insights/cwt-gbta-global-business-travel-forecast-2026/) for the coming year.
But here's the part most people miss: with hotels grappling with stiff competition from short-term rentals like Airbnb and VRBO (as highlighted in recent performance reports at https://str.com/press-release/us-hotel-performance-september-2025), the temptation to pile on add-ons grows. However, success hinges on delivering what you promise. Travel expert Henry Harteveldt, president of Atmosphere Research Group, warns: "Offering pre-reserved items like a fruit and cheese platter or rose petals strewn on the bed is fantastic—but hotels must ensure the cheese isn't past its prime from some discount bin and that fresh petals are always stocked, with staff ready to arrange them just so."
In essence, hotel operators face a tough choice: "Just because technology lets us offer this, does that mean we should?" Harteveldt questions. It's a slippery slope where over-reliance on tech could lead to disappointments if execution falls short.
What do you think? Is this a la carte trend empowering guests to craft dream stays, or is it stripping away the warmth of traditional hospitality? Have hotels crossed the line into charging for basics you once took for granted? Share your thoughts in the comments—do you agree, disagree, or have a story from your own travels that illustrates this shift?
Harriet Baskas
Harriet Baskas contributes to NBC News, specializing in travel and the arts.
