LONDON — As inflation drives up costs everywhere, forcing consumers to more closely mind their spending, hoteliers face an uphill struggle in upselling to guests.
The art of upselling — adding amenities, experiences or exclusives at an added cost to the hotel booking — starts with understanding what a hotel has to offer and how to continuously improve service to guests, according to experts speaking at the Global Revenue Forum.
Guest psychology and data generated from bookings or post-stay surveys — such as travel purpose and special requests — also must be considered when deciding what, when and how to upsell, hoteliers said.
Kurt Macher, general manager of the 202-room Shangri-La The Shard, London, said upselling opportunities are missed when hotel staff are not apprised of what's available and possible.
“Have the team be aware of the business’ [key performance indicators]. There are constant communications, training tools and monthly goals. We look at how to drive [the business] on a daily basis,” he said, adding that staff should be incentivized to upsell.
For example, the staff at Shangri-La The Shard have regular food-and-beverage tastings at the hotel so that they are aware of what the hotel’s restaurants are doing, he said.
Clément Deplanche, director of revenue strategy at Accor, said hoteliers should locate the “champions” in their hotels.
“Champions unlock revenue. It could be the general manager, or it could be anyone else, but they help create a culture where skills seep throughout the whole team,” he said.
Macher said his hotel’s budget states the goal for upselling and every department works together to achieve it. He said the best method is learning by doing.
“We provide key phrases, but we do not want to create robots. Staff need to ask the relevant questions without being intrusive,” he said.
Rooms First, Dreams a Close Second
Deplanche said Accor has a different strategy for upselling for each of its 45 brands, “but everything starts with making sure rooms are ready upon a guest’s arrival.”
He added the best opportunity for upselling is when showing guests to their room.
One popular upselling opportunity at the Shangri-La Qaryat Al Beri, Abu Dhabi, is a bathroom with a view — available in several guest rooms.
Macher said guests at luxury hotels prefer to check-in in person, and that one-to-one connection can be invaluable. He said some upselling opportunities are simply not available online, which can provide a sense of exclusiveness that guests enjoy.
“Then there is the need to be mindful of guests’ expectations. Sell them what they need, nothing else,” Deplanche added.
That need can change due to location, the age and interests of guests and other factors.
Hoteliers must be aware of who is coming in through the door, Macher said.
“When people say, ‘I do not understand younger generations,’ I say, ‘stop complaining and get to know them,’” Macher said.
He said it is also a different skill to upsell to a business traveler than it is to upsell to a couple celebrating an anniversary.
One challenge with upselling is the check-in line, Deplanche said.
“It is very difficult to upsell when there is a queue at check-in,” he said.
Macher said with staffing shortages, it can be a challenge to get a hotel into shape to allow upselling.
He said the hotel has considered later check-in times on weekends to lift pressure off staff and to provide the service expected at premium rates.
“Ninety percent of our check-ins are done online,” he said.