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In hospitality, GOPPAR is one of the clearest indicators of operational health. Unlike RevPAR, which only looks at revenue, GOPPAR accounts for both revenue and operating expenses, making it the ultimate measure of profitability.
The challenge? Too often, attempts to improve GOPPAR come at the expense of guest experience. Cut too deep, and you save money in the short term but lose repeat business and long-term brand equity. The key is to balance financial discipline with guest-centric strategies.
At Brittain Resorts & Hotels (BRH), this balance is central to our management model. Here are five ways to improve GOPPAR while still exceeding guest expectations.
Optimize Labor with Smart Scheduling and Automation
Labor is a resort’s largest expense line, but also the backbone of guest experience. The goal isn’t fewer staff, it’s smarter staff allocation.
- Use forecasting tools to align staffing levels with occupancy.
- Automate repetitive tasks (pre-check-in data collection, text-based guest requests) to free staff for high-value guest interactions.
This reduces cost and ensures staff spend their time where it matters most.
Focus on Energy Efficiency and Utility Savings
Guests won’t notice behind-the-scenes savings, but your P&L will. Energy-efficient HVAC, LED lighting, and smart room controls can reduce expenses without impacting service. In fact, many guests value sustainability and view it as part of a modern, responsible resort experience.
Protect Rate Integrity, Even in Shoulder Seasons
Discounting too aggressively may boost occupancy, but it erodes ADR and profit. Instead, build value-driven packages (tickets, resort credits, extended-stay perks) that enhance guest satisfaction while protecting rate integrity. This strategy keeps revenue strong without cheapening the brand.
Invest in Preventative Maintenance
Deferred maintenance is one of the fastest ways to hurt both guest satisfaction and long-term profit. Preventative maintenance avoids expensive emergencies, preserves asset value, and keeps guest experiences seamless. Well-maintained resorts are both more profitable and more marketable.
Leverage Guest Data to Drive Efficient Marketing
Not all marketing spend produces the same return. With a customer data platform (CDP), properties can target the right guests with the right offers, reducing wasted spend and improving repeat business. This keeps acquisition costs low while boosting lifetime guest value.
The Bottom Line
Improving GOPPAR isn’t about cutting corners, it’s about optimizing operations while delivering experiences guests want to repeat. By focusing on smart labor allocation, energy efficiency, rate discipline, preventative maintenance, and data-driven marketing, hotels and resorts can strengthen profitability without sacrificing guest satisfaction.
At Brittain Resorts & Hotels, this approach is how we consistently outperform market benchmarks while maintaining one of the industry’s highest repeat guest contributions.
Want to learn how BRH improves profitability while enhancing guest experience? Connect with us to explore our management strategies.