Upselling is top of the list when it comes to generating ancillary revenue for hotels. With room rate value dropping due to OTA fees your establishment will come to rely heavily on the services you can provide your guests rather than the actual value of the room itself.
If your ancillary revenue sources have not been upgraded for a while, then this is the right time to invest in the revitalization of these services. Millennial guests have turned travel into a very active and lucrative market, and hospitality providers are competing to attract the attention of this demographic by appealing to their hobbies and interests and providing them with appropriate options.
But we all know that loyalty is the way to optimising your revenue capacity , especially if you have more than one location and are looking to.
Sell Value not Volume
When approaching upselling in hospitality you need to mind the fact that more is not necessarily better. You might find a successful strategy that pushes a certain offer to a large number of guests but at the same time that offer in itself does not translate into them signing up for other services, activities and upgrades.
The success of such offers tends to plummet after the trend which has caused the sudden spike of interest has died out. The effect seasonal offers have on a hotel’s revenue is fleeting, which is why the drive to sell more of something which is already popular among guests is not going to translate well into tangible guest loyalty. Consider ways to automate such offers and allow your staff to focus on actually improving the guest experience by upselling according to the guest’s needs and tastes.
Upselling is a Personable Experience
- Train your staff how to upsell as a form of personalizing the guest’s experience. Don’t make the same offers to every guest, but rather focus on the ones they might be invested in, based on their shopper profile. Have they booked a dinner at your restaurant? Ask if they might be interested in your breakfast in bed option, extricating the value of your room service experience. If your guests are happy with the service then they may consider using it again.
- Cross-sell guests on services that you know would bring value to their stay. Are they travelling by plane? How was their flight? And the shuttle ride to the hotel? This would be a good time to mention that you also offer a shuttle service if the guest is willing to book a bit in advance. Most would be relieved to hear that their trip just became a little bit easier to plan and sign up immediately.
- Know not to bombard the guest with offers. You might have more than one option suitable for their stay but take your time with the offers. Most hotel guests would quickly agree to the first upsell, but become increasingly weary of every following offer, even if it is perfectly within their budget. Instead, consider breaking up the timing of the offers.
If your guest is the only one arriving at this time and you’ve already found a way to upsell them on one service, you might want to have one of your front desk personnel escort them to their room.
While talking about the history of the place, the local colour and so on, taking the opportunity to ask the occasional question as to the guest’s interests or noting anything that’s made an impression on them. By the time they’ve reached the guest’ room your staff member would have sufficient information for a second upsell, and the time that has passed between the first and the second offer would make the guest more willing to pursue it.
- Train staff to avoid creating friction through upselling. If the guest looks tired or ill-adjusted, then simply assure them that their room is ready and postpone any offers for a better time.
- If a guest is happy with one of the services you’ve helped them pick out they are going to be more trusting with any further offers you make. But the same rules apply as above, not too many, not too often. Instead, you might wish to consider allowing them to browse offers at their leisure, which is where a self-service app could help you alleviate much of the fatigue your staff must experience when trying to customize a number of guest stays.
- Allow staff to share information more effectively in order to create more seamless guest experiences. Hotel chains and independents which invest in integrated hospitality software can build guest profiles including shopping history and any little request and personalization requirement the guest had made during their stay.
- A mobile-friendly property management system can aid members of your staff in looking up information they might find useful. Even the smallest of details, like greeting a guest by their name or knowing some of the more specific requirements they have, can go a long way in building guest loyalty.
These types of experiences were once a feature only of brands like Hilton and The Marriott, but with the help of integrated cloud-based software are now easily achievable across small and medium hotel chains alike.
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About Clock Software
Clock Software is a global provider of cloud-based property management systems (PMS), integrated online distribution, online & kiosk hotel self check-in solutions and mobile & in-room guest engagement systems with customers in more than 65 countries.