When done correctly, hotel upselling is not about pressuring guests into spending more. Instead, it’s about matching them with the experiences they’ll value most. Guests who feel understood and offered relevant choices are not only more satisfied, but they also spend more.
NB: This is an article from Revinate
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Even small upsell conversions add up quickly. For example, if a 150-room property secures a $50 upsell on even just 10% of stays throughout the year, that’s more than $270,000 in additional annual revenue.
This example demonstrates exactly why upselling is so powerful: It combines incremental revenue with stronger guest experiences. And thanks to tools like microsegmentation, hotels can now deliver these offers with precision – ensuring they’re relevant, timely, and guest-centric.
Total revenue management: Opportunities across the guest journey
Total revenue management means moving beyond thinking about the “room only.” Instead, it means thinking about every touchpoint as an opportunity to upsell or cross-sell in a way that makes sense for the individual guest. Here are a few examples of key touchpoints when you could upsell or cross-sell:
- At booking: Offer premium room upgrades, personalized packages, or flexible add-ons.
- Pre-arrival: Use email and SMS campaigns to promote your spa, restaurant, or other upgrade opportunities.
- On-property: Train staff at your front desk, in your restaurants, and at your spa to identify specific cues and make thoughtful offers.
- Post-stay: Promote hotel customer loyalty incentives or discounts for future bookings, encouraging repeat direct bookings.
Also, keep in mind that every department contributes to revenue success. Your F&B team can suggest meal packages while your spa staff can bundle specific treatments that appeal to certain guests. And your reservations team can set the tone with upgrade offers that make your guests feel special and truly seen. This coordinated approach ensures you’re capturing the full value of every guest relationship.
Training your reservation team for natural upselling
Many times, your reservations team is your guest’s first human interaction with your property – and that makes them a crucial channel for hotel upselling. But the key to conversion lies in training them to upsell naturally without being pushy.
Start by encouraging conversational techniques that identify guest intent. For example, if Diana books a weekend getaway, ask if she’s celebrating a special occasion – then suggest a suite or a package that aligns with the occasion. You can also provide scripts and role-playing exercises so your staff feel comfortable offering value-driven options. Additionally, incentivize your staff to recognize upsell opportunities as part of their guest service role.
For more practical guidance, check out The voice channel conversion playbook for hotels. It covers how reservation teams can use data and dialogue to personalize offers in real time.
Using email & SMS to drive upsell sequences
The world is becoming increasingly digital, and that means that your digital channels are an essential part of modern upselling. And the really great part of this is that you can automate your email and SMS campaigns to be timed to the guest journey so your offers feel helpful, not intrusive.
