Upselling Your Hotel Guests
Upselling Your Hotel Guests
When it comes to lodging, some may think upselling isn’t a key part of the process. The idea of trying to add items to a guest bill, similar to what salespeople do at a clothing store, appears to take a bit of the charm away from the customer experience. However, there are key benefits to consider aside from increasing your revenue. Especially around this time of year, with holidays fast approaching and mini vacations set to be on the upswing, consumers are all about making the most of their stay—and you hold the power to show them just how to do that. Here, we’ll talk about upselling strategies to employ so your guests have the best experience possible, and you come out on top.
Enhance the Experience, right from the Start
Travelers are ready to make big purchases. They are unloading a good deal of cash to enjoy your lodging amenities, so there may be no better time to upsell than when their wallets are already open. One of the most important steps to a powerful upsell strategy is to ensure your staff is properly trained to do so. There are plenty of upselling opportunities during the guest journey, beginning with the check-in process. This time offers the perfect opportunity to inform guests of nearby excursions, spa packages, and certainly room upgrades. Your staff, however, needs to understand how to convince customers that their end goal isn’t just a sale. Guests want to feel as though what you’re offering will enhance their experience even more than what they already signed up for. No used car salesmen, please.
Continue Upselling at Key Moments
With the introductory upselling complete after a visit to the concierge, it’s time to determine other upselling windows of opportunity. The fact is, any time you and your staff are interacting with a guest is the perfect time to offer something additional. Room service, turn-down service, happy hour by the pool, you name it. The strategy can be as simple as asking guests if they’ve heard about your restaurant’s new chef, or offering a free drink should they dine-in with you. If you are genuinely interested in the quality of their stay, guests will take your suggestions much more seriously.
When the room door closes, that doesn’t necessarily mean the selling has to stop. In-room extras such as mini bar offerings, in-room massages, and on-demand movies can all be marketed without human intervention. If you do offer free WiFi, your splash page was meant to be a sales platform. Be sure to highlight any upcoming events or promotions, because this is just another area where you’ve got a captive audience.
Offer Multiple Options
As consumers, sometimes our first reaction when a salesperson asks us a ‘yes’ or ‘no’ question is to immediately decline. We’re sick of being sold to, aren’t we? Which is why your staff would be wise to practice offering multiple options when upselling your hotel guests. A menu of available upgrades, including your lowest-tier and highest-tier options, will help guests choose which upgrade to buy—not if they want one in general.
Keep in mind there is such a thing as upsell overload. Your strategies and techniques shouldn’t be so obvious that your guests get annoyed. Your tactics should be carefully curated and delivered throughout the experience, such that customers don’t even realize they’re being sold to. Discretion is key—and it can really pay off.