When guests recall a memorable hotel stay, it’s rarely just about the room. It’s the freshly brewed coffee with breakfast, the relaxing massage after a long journey, the concierge who secured the impossible theatre tickets, or the tech that just worked without fuss. These are the moments created by Ancillary Services – and behind each of them is a leader who ensures those moments aren’t left to chance.
From spas to shuttle buses, laundry to leisure, the breadth of ancillary services offered by today’s hotels is vast. Each function may feel distinct, but they all require a shared set of leadership qualities to deliver the seamless, value-enhancing experience guests expect.
Here are the key leadership attributes that make the difference in ancillary service delivery:
- Service-Led Thinking Across Every Touchpoint
Unlike traditional front-of-house roles, many ancillary service teams work behind the scenes or outside core hotel areas. Strong leaders make it their mission to connect every function back to the guest journey.
Whether managing a wellness facility, a technology service, or a car park, leaders should embed a guest-centric mindset across all staff. That means encouraging spa therapists to remember guest preferences, training tech teams to troubleshoot with empathy, and ensuring car valets offer a warm welcome on arrival.
The question to instil in every team member?
“How does what I do improve the guest’s experience?”
- Cross-Departmental Coordination
Leadership in ancillary services often means sitting at the intersection of multiple teams. Take, for example, a spa offering treatments to wedding guests, or a kids’ club that must coordinate with housekeeping and food service.
The most effective leaders break silos and collaborate fluidly – attending operational meetings, building strong relationships with heads of housekeeping, F&B, and front office, and ensuring their teams are always aligned with the hotel’s wider goals.
- Operational Excellence, Not Just Enthusiasm
It’s easy to focus on the guest-facing gloss – the stylish pool area, the curated gift shop display, or the five-star babysitting service – but great leadership also lives in the operational detail.
Strong ancillary leaders implement rotas that ensure adequate cover at peak times, stock controls that prevent overordering or loss, and service-level agreements with third-party suppliers. They also champion systems that help the business track usage, cost, and return on services – bringing structure and accountability to often-overlooked areas.
- Adaptability and Innovation
Ancillary services evolve quickly. A few years ago, smart room controls and co-working lounges were novelties. Today, they’re expected. Guest demands for personalised wellness programmes, zero-contact tech, or pet-friendly amenities will only grow.
Leaders who thrive in this space are curious, future-facing, and willing to pilot new ideas – whether that’s digitising the laundry process or trialling sustainable retail lines. They also stay close to guest feedback, using it to guide improvement and investment.
- People Leadership and Empowerment
Across these service areas, teams are often diverse – from lifeguards and drivers to concierges and childminders. A great leader understands how to manage different personality types, skill levels, and motivations.
They foster team pride, train with intent, and empower frontline staff to resolve issues independently. In services where turnover can be high, consistency is earned through values-driven leadership and a culture of mutual respect.
- Compliance and Safety Awareness
Ancillary leaders must navigate a host of compliance requirements – from safeguarding and insurance in childminding services, to food hygiene in afternoon tea service, to GDPR in tech and concierge functions.
A strong leader ensures robust training, records, and protocols are in place without compromising warmth and service. This balance of safety and experience is especially critical in wellness facilities, transport services, and child-friendly areas.
- Know When to Upsell – Without Undermining Trust
Great ancillary leaders understand that upselling isn’t about pushing products — it’s about reading the guest, recognising the moment, and making a recommendation that adds genuine value.
Whether it’s suggesting a massage after a long-haul flight, upgrading a family room with pet-friendly extras, or offering early check-in with lounge access, effective upselling is timely, relevant, and discreet. Leaders should train their teams to identify upsell triggers naturally and authentically – building confidence without pressure.
Final Thoughts: Beyond the Bedroom
Hotels no longer compete on room rates alone. In an experience-driven travel market, it’s the extras that turn guests into advocates – and it’s the leaders of those extras who carry the responsibility.
Whether overseeing laundry, pet beds, gym facilities, or business services, ancillary service leaders are no longer just operational managers. They are brand ambassadors, guest advocates, efficiency drivers, and cultural torchbearers.
By fostering accountability, collaboration, and a sharp focus on the guest journey, they elevate the value of every amenity, turning small touches into lasting impressions.
How Capcon Helps Ancillary Service Leaders Thrive
At Capcon, we understand that ancillary services are not just add-ons, they’re core to your guest experience and brand promise.
Our tailored audit, compliance, dark web monitoring, and operational performance solutions help hotel teams improve control, reduce risk, and boost profitability across these vital departments. From reviewing stock movement in your spa or café, to auditing outsourced laundry or concierge expenses, we offer objective insight and actionable data.
With decades of experience in hospitality risk management, we empower leaders to make smarter decisions, streamline operations, and uphold the highest standards – all while keeping the guest front and centre.
Ready to elevate your ancillary operations? Contact Capcon to discuss how we can help you and your hospitality business.
