Tips For Uplifting Guest Spend

Pre-Arrival Communications

Pre-arrival communications are one of the most effective ways to engage guests before they even step through your doors. By reaching out early with personalised messages, you can plant the seeds for additional purchases, helping to uplift overall spend while enhancing the guest’s experience. Proactive communication also helps to build excitement for the stay and ensures that guests are aware of the full range of services and experiences available, from upgrades to exclusive packages. So even if they don’t spend immediately at this point, their interest may be piqued to do so at a later stage. 

Below we’ve included some strategies that could help maximise the effectiveness of pre-arrival communications:

Personalised emails

Tailor your pre-arrival emails to each guest's booking details, offering relevant upsells. Whether it’s an upgraded room, spa treatments, or curated dining experiences, personalised offers make it easier for guests to visualise enhancing their stay. Additionally, Experian reports that personalised emails deliver 6x higher transactional rates than non-personalised emails. 

Exclusive deals for early bookings

Offer time-sensitive promotions in pre-arrival messages, such as discounted rates on airport transfers, local tours, or premium room features like a private balcony or sea view. Early booking discounts create a sense of urgency, encouraging guests to act fast to secure special deals.

SMS & app notifications

Take advantage of SMS and mobile app notifications to highlight unique experiences and amenities, such as VIP excursions, personalised activities, or luxury spa packages during the stay. These timely reminders, sent a few days before arrival, help keep the offers top of mind and make it easy for guests to click through and reserve additional services with ease. 

CRM segmentation

Leverage your CRM data to segment guests based on their spending patterns, preferences, and previous stays. Use this information to create tailored offers that align with their interests, such as premium wine tastings for high-spending customers or discounted family packages for returning guests. Personalised, data-driven suggestions are more likely to resonate and lead to increased guest spend.

Staff Training 

Your staff play a crucial role in increasing guest spend, largely because they have direct interactions with your guests throughout their stay. Therefore, equipping your team with the right tools, knowledge, and confidence to upsell is a great opportunity to upsell. Here are several ways for your staff to upsell effectively:

Regular training sessions

Upselling works best when staff understand how to identify guest needs and helpfully suggest relevant services. Hold regular training sessions to focus on these skills and teach your team to listen actively and look for cues, such as a guest mentioning they are celebrating a special occasion or expressing interest in particular amenities. Training should emphasise matching upsells to guest needs, making the offer feel like a personalised recommendation rather than a pushy sales pitch.

Incentives and bonuses for successful upselling

Motivation is key to upselling success. Offer rewards or bonuses to staff who consistently achieve upsell targets, whether it’s encouraging room upgrades, promoting spa packages, or booking additional dining experiences. 

Suggestive selling techniques

Encourage staff to use subtle suggestive selling techniques during key moments of interaction, such as check-in, dinner service, or at the concierge desk. For example, when a guest checks in, the receptionist could mention the availability of a premium room with a better view. These suggestions feel like friendly recommendations that enhance the guest's experience.

CRM Automation & Booking Engine Journeys

Leveraging CRM automation and optimising booking engine journeys can streamline the guest experience and create frictionless opportunities for higher spending. By staying connected with guests through automated systems, you can deliver personalised offers that enhance their stay while increasing overall spend.

Automated post-booking emails

CRM systems allow you to automatically send post-booking emails with bespoke offers. These include room upgrades, breakfast packages, or late check-out options. With just a few clicks, guests can upgrade their stay, making it easier for them to opt for these extras, often leading to increased spending.

Upsell opportunities during booking

The booking engine journey provides another chance to seamlessly integrate upsell prompts. During the reservation process, offer complementary products such as spa services, early check-in, or dining packages. This allows guests to customise their stay, adding more value while boosting revenue before they even arrive.

Dynamic pricing for last minute deals

Implement dynamic pricing strategies to offer discounted premium room options or last-minute deals. This can incentivise guests to upgrade from standard rooms, enhancing their experience while also maximising revenue.

Data-driven upselling campaigns

CRM data analysis is key to understanding guest preferences. By segmenting guests based on past behaviour or preferences, you can tailor automated upselling campaigns that resonate more effectively. For example, targeting frequent spa-goers with special offers or promoting family-friendly packages to returning families ensures offers feel relevant and personalised, increasing the likelihood of conversion.

Marketing during guest visit

Once guests are here for their stay, your in-house marketing becomes a powerful tool for driving additional revenue. By strategically placing marketing materials that subtly guide guest choices, you can significantly influence spending behaviour. These include:

In-room marketing

Utilise in-room collateral such as tent cards, brochures, or digital tablets to promote room service, spa offers, and on-site activities. These materials serve as constant reminders of available services that can enhance the guest’s stay, making it easy for them to book additional experiences.

Digital displays and hotel apps

Use digital in-room displays or hotel apps to highlight limited time offers or exclusive packages. Whether it’s a discounted spa treatment or a dinner special, presenting these options digitally can capture guests' attention at any point of their stay and encourage spontaneous purchases.

Menu design for higher spend

Design your menus to promote higher margin items by placing them in prominent spots, like at the top of each section or in highlighted boxes. Guests are more likely to choose these items when they are visually emphasised, which can lead to increased spending.