Guests who have already confirmed a booking at your hotel hold more value than customers who you are still trying to attract. Provided you implement the right plan of action, that is. It all comes down to your approach to upselling and whether you use upsell software to enhance your RM strategy.
In today’s post, we are going to explain how you can integrate upsell software into your hotel’s revenue management strategy and enhance your ancillary revenue streams.
What is upsell software?
Hotel upsell software is a type of hospitality software that has been specifically designed for hotel revenue managers. It helps hotels increase their total revenue by offering guests additional services and amenities during their stay. It can be easily integrated with a hotel’s property management system (PMS) and used to create personalised offers based on guest data such as booking history, preferences, and past purchases.
For example, a hotel can use upsell software to offer guests a room upgrade, late check-out, or access to exclusive amenities such as spa services or restaurant reservations. The software can also be used to promote package deals or special offers, such as discounted rates for longer stays or bundled services.
By using hotel upsell software, hotels can boost their total revenue per guest, enhance the guest experience, and build loyalty by offering personalised and relevant offers. Upsell software can also help hotels better understand guest behaviour and preferences, allowing them to refine their marketing and pricing strategies over time.
How can you integrate upsell software into your hotel revenue management strategy?
So, we’ve seen what upsell software is, but how can you integrate it into your hotel revenue management strategy?
Let’s find out.
Choose the right upsell software
The first step is making sure you invest in the right solution for your hotel. There are a few things to consider here.
Firstly, you should look for a software solution that you can seamlessly integrate with your hotel’s property management system (PMS). You should also consider the features and functionality of the software, such as the ability to automate the upsell process and create customisable upsell offers based on guest data. The solution you choose should also allow you to track your upsell revenue and analyse guest behaviour so that you can continuously optimise your upsell strategy.
Finally, make sure the upsell software is scalable, and the vendor has a strong reputation for customer service and support.
Identify upsell opportunities
Before implementing your chosen upsell software solution, make sure you identify all potential upsell opportunities in your hotel. This could be anything from room upgrades, food and beverage deals, in-room extras, ancillary services and activities, or special packages. You also need to analyse your guests’ booking patterns and preferences to determine what kind of upsell offers they are likely to accept.
Create compelling upsell offers
The next step in the process is using guest data from your upsell software to create added-value offers that will appeal to your customers. Offers might include room upgrades, early check-in and late check-out options, discounted rates for food and beverages in your restaurant or bar, or discounts for stay extensions, for example.
The key to success here is having an in-depth understanding of your guests’ needs, preferences, and behaviours.
Here are a few tips to get you started:
- Segment your guests: Divide your guests into different groups based on factors such as booking history, room type, and demographic information. This will allow you to create targeted offers that are more likely to resonate with each group.
- Offer value: Upsell offers should provide clear value to guests. This can be achieved by offering exclusive experiences or amenities, such as access to a private lounge or a complimentary spa treatment.
- Personalise your offers: Use guest data to personalise your offers and make them more relevant. For example, if a guest has booked a romantic getaway, offer them a package that includes a candlelit dinner or a bottle of champagne.
Most importantly, make sure that the offers are relevant to your guests and provide them with added value.
Promote your upsell offers
Once you’ve created your upsell offers, you need to make sure they reach the right audience. The best way to do this is by promoting them through your hotel’s website, loyalty programs, email marketing campaigns, and social media channels.
Keep the following in mind:
- Call to action: Include a clear call to action so that guests can easily accept an offer.
- Be transparent: Clearly communicate the benefits and costs of the upsell offer to guests and make sure that the offer is easy to understand and access.
- Use visual aids: Include images or videos in your promotional campaigns to showcase the benefits of the upsell offer and help guests visualise the experience.
- Keep it simple: A smaller selection of targeted upsell offers is the best approach. Too many offers might overwhelm customers and too few might reduce the chances that a customer finds an offer that appeals to them.
- Test and optimise: Monitor the performance of your upsell offers and make adjustments as needed.
Analyse and optimise your upsell strategy
Finally, make sure you regularly monitor your upsell strategy and the revenue that your offers generate. Keep track of the acceptance rate of each offer and use this data to refine your strategy and create even more personalised and relevant offers for your guests.
Ultimately, integrating upsell software into your hotel’s revenue management strategy can help you increase your revenue and enhance your guest experience. By choosing the right upsell software, identifying upsell opportunities, creating compelling offers, promoting them effectively, and analysing your performance, you can optimise your upsell strategy and boost your hotel’s total revenue.
