Reimagining Hotel Revenue Through a Decade of Storage Innovation

What began in Copenhagen in 2016 as a simple idea giving travelers the freedom to explore without being tied to their luggage has grown into a global movement. Nearly a decade later, that same vision has evolved into something even bigger: HotelsHero.

HotelsHero is a purpose-built platform designed exclusively for the hotel industry. It's more than just a tool; it's a mindset shift. We're helping hotels reframe luggage not as a daily operational burden, but as a strategic asset. One that enhances guest satisfaction, boosts efficiency, and opens new revenue opportunities. The future of hotel operations starts with rethinking the role of luggage and we’re proud to be leading the way.

Key points from working with over 500 hotels worldwide:

• The untapped revenue potential hidden in hotel luggage rooms

• Why operational challenges and not lack of demand held hotels back

• How HotelsHero offers a no-cost, digital solution built to streamline storage and unlock new earnings

The Journey Starts in Copenhagen

The original concept behind LuggageHero was born from a real-world frustration. Our founder and CEO, Jannik Lawaetz, was renting out his apartment on Airbnb and continually encountered the same issue: what to do with guests' luggage before check-in and after check-out. It was a common predicament, with no easy solution. That’s when the idea struck: what if local shops and cafés could become temporary, secure luggage storage locations, bookable by the hour?

What started as a simple concept in Copenhagen quickly gained traction. After proving the model locally, LuggageHero expanded to London and New York City, boosted by early media recognition from the New York Times and Lonely Planet in 2017. By the end of 2019, we had launched in 36 cities across Europe and North America, driven by the growing demand for flexible, traveler-first services.

Between 2023 and 2025, we scaled to over 200 more cities, becoming one of the most accessible luggage storage networks in the world.

To date, we’ve safely stored more than two million bags for over ten million hours, partnered with thousands of local businesses, and evolved our platform into a seamless experience, making luggage storage as easy as booking a ride or ordering a meal.

The Hotel Connection

Many hotels have joined the LuggageHero network to generate additional revenue from underutilized storage space; others have declined, not because they didn’t see the value but because they were already overwhelmed by their guests’ luggage.

This insight was key. Hotels weren’t just potential partners in our public network; they faced a daily operational challenge: managing a growing volume of guest luggage without a scalable system.

The idea for HotelsHero was born from this reality. We observed that while opportunities to earn were present, they were often offset by manual processes, front desk congestion, and a lack of digital oversight. Most hotels weren’t taking full advantage of their luggage storage potential, not because they didn’t want to, but because the operational costs made it inefficient.

With HotelsHero, we set out to fix that. A solution that helps hotels streamline luggage handling, improve guest satisfaction, and turn a logistical headache into a profit center.

Why HotelsHero? Why Now?

The reality is that hotel operations are undergoing significant changes. Margins are tight, competition is fierce, and every square meter counts more than ever. We heard from hotel managers who wanted:

• Frictionless luggage storage, without long queues at the front desk

• A modern, digital system to track bags and reduce liability

• A revenue opportunity from something they’ve always done for free

• A solution that would take up too much space

Hotels weren’t just looking for a luggage storage tool—they needed a dedicated solution that understood their environment, respected their workflows, and required no setup cost or added complexity.

Built for Hotels, Backed by Experience

HotelsHero is the answer to that need. It’s powered by everything we’ve learned from running LuggageHero in hundreds of cities, but it’s designed specifically for hotels.

From the technology to the onboarding flow to the guest experience, every detail of HotelsHero reflects what we've learned from years of doing one thing well: storing luggage, safely and efficiently.

Turning Luggage Storage Into a Revenue Stream That Works

We’re proud of how far LuggageHero has come and are even more excited about where HotelsHero is going.

This marks the beginning of a more innovative and connected approach to guest services. One that doesn't require any reinvention, just the right partner to unlock the value already sitting in your back room.

If you're a hotel operator seeking simple innovation that works, we've built HotelsHero for you.