Your Parking Lot Is a Revenue Center. Most Hotels Aren't Treating It Like One.
Parking rarely makes it onto the list of strategic priorities for hotel leadership. It tends to be treated as an operational necessity, something to manage, not something to optimize. That view is leaving real money on the table.
The opportunity sits on two sides of the same equation. The first is operational: valet programs running on manual processes and paper tickets are quietly losing revenue every day through preventable errors and inefficiency. The second is commercial: most hotel parking facilities have unused inventory at any given time, and an empty space tonight generates nothing tomorrow.
There's now purpose-built technology for both sides. And for hotels that haven't taken a close look at their parking operation recently, the gap between where they are and where they could be is bigger than most expect.
THE OPERATIONAL SIDE: STOPPING THE LEAKAGE
Valet parking done manually is a system with a lot of failure points. Paper tickets get lost. Charges don't post. Staff workflows are inconsistent. None of these are dramatic events but they are small, daily inefficiencies that compound into meaningful revenue loss.
CorePark was built to close those gaps. Their valet operating system replaces paper processes with digital e-tickets, automates charge posting directly to the PMS, and provides real-time vehicle tracking and operational analytics. Dynamic rate management allows properties to adjust pricing by demand without manual intervention. CorePark connects with Oracle OPERA Cloud, Infor HMS, and StayNTouch, meaning valet charges flow automatically rather than relying on manual front desk entry, one of the most common sources of revenue leakage in hotel parking.
"Operational excellence and commercial optimization aren't separate problems — they're the same problem viewed from two ends. You can't responsibly monetize unused inventory if your core valet operation is leaking revenue through manual processes, and you can't fully capitalize on a well-run valet program if half your spaces sit empty every night. That's why our work alongside Ocra makes sense: CorePark gives hotels the operational control and PMS-integrated revenue capture to run parking like a real business, and Ocra unlocks the upside on inventory that would otherwise generate nothing. Together, hotels finally get the full picture."
-Suleiman Hassan, Founder and CEO of CorePark
THE COMMERCIAL SIDE: MONETIZING WHAT YOU'RE NOT USING
Even a well-run valet operation has a ceiling if the underlying inventory sits underutilized. Ocra approaches this from a revenue management perspective, distributing a flexible portion of a hotel's unused parking inventory across parking OTAs like SpotHero, Airport Parking Reservations, Rightway, and others. This makes those spaces available to non-guests near airports and convention centers. Ocra partners with the hotel to control how much inventory is released, ensuring guest and staff parking is always protected.
The results are tangible. In 2025, Ocra generated $28 million in incremental revenue across 118 managed properties. Hotel parking, when properly optimized, consistently yields 70 to 80 percent margins.
“Hotels have spent years optimizing rooms through revenue management, and parking warrants the same operational discipline,” says Sarah Becherer, SVP of Marketing at Ocra. “That’s what Ocra brings to the table. Through AI-powered revenue management and global distribution, we turn parking into one of the highest-margin assets on a hotel property.”
BETTER TOGETHER
CorePark and Ocra come at the problem from two different directions and meet in the middle, complementing each other’s strengths. CorePark ensures the operation is airtight; that charges are captured, workflows automated, leakage minimized. Ocra ensures that inventory is working as hard as it can, filling unused capacity at ideal price points with paying customers the hotel would not otherwise reach. Together, they turn parking into a revenue center that is managed, measured, and fully monetized.
Both are partners of Affixify and Affixify validates the features of both CorePark and Ocra as live and available. This means hoteliers can build a shortlist grounded in what these platforms deliver today.
Learn more at getaffixify.com