There's a saying that "old ways won't open new doors." When you stop thinking of your hotel website solely as a way for guests to book rooms and start thinking of it as a revenue generator, you open up a world of possibilities. Of course, securing bookings should be the primary goal of your hotel website and the user experience should be geared toward that. However, adding shopping cart e-commerce functionality that enables visitors to purchase additional products and services from you (or launching a dedicated website for this) is a great way to generate revenue from other sources. We call this ancillary revenue, which means offering something in addition to hotel rooms that generates revenue for the hotel.