building blocks reflecting attribute based selling and the importance for hotels to evolve their sales strategy

Attribute-based selling is the art of selling individual, bookable features at your hotel. It’s both more comprehensive than traditional upselling and more flexible than bundling.

NB: This is an article from Canary Technologies

Subscribe to our weekly newsletter and stay up to date

Think of it as the à la carte approach to inventory. Instead of bundling everything into broad room and rate types, you let guests pick the elements that matter to them most.

ABS for hotels represents a fresh approach to room distribution that aligns with modern guest expectations. After all, 71% of consumers expect personalization and 76% get frustrated when there is none. And, it not only improves the guest experience. It simultaneously opens the door to new revenue.

Core Features of Attribute-Based Selling

Attribute-based selling focuses on in-room features and perks that enhance the guest’s experience. This can include a room’s location, views or balconies, what parts of the hotel guests can access and more. When passive features of your property become active selling points, more revenue is on the table.

Depending on your property and setup, shifting to an ABS distributing model can involve several key tactics:

Unbundling

Not every guest wants the works. With unbundling, you offer your standard rooms as a base option while maximizing how guests can customize their stay. This could look like extra plush pillows, faster Wi-Fi or a premier coffee maker. Some guests will still go basic, but others will happily pay more for the extras that matter to them.

Focus on Individual Features

Got rooms with a spectacular view? A fridge or kitchenette? A private balcony? Instead of relying on room descriptions, you can make individual features searchable and bookable. When you focus on individual features, guests don’t compare price but instead look for the features they care about.

Guest Choice and Customization

Traditional guest packages are a one-size-fits-all approach, while attribute-based shopping takes this a step further. A couple may want spa access but skip the breakfast buffet; a family might want bunk beds and wellness perks. Guest choice and customization let guests mix and match features to build the stay they want, without paying for things they don’t.

Attributes to Consider for ABS

When you adopt an ABS distributing strategy, the attributes you offer are a great way to showcase your hotel’s unique personality. The key? It’s not just what you offer, but how you frame it. If you’re looking for ideas on where to get started, here are some common categories to think about.

Read the full article at Canary Technologies