Upselling has long been a powerful tool for driving incremental revenue in hospitality. But beyond boosting the bottom line, it plays a crucial role in enhancing the guest experience. After all, if a guest chooses to purchase an upgrade or add-on, it’s because it fulfills a need or elevates their stay.
The art of upselling is evolving. With digital tools at our disposal, the question is no longer whether to upsell, but rather how to do it effectively, without overwhelming or disengaging guests. This article explores:
The shift from analog to digital
Best practices for timing and strategy
Types of upsells that deliver real value to both hotels and their guests
The challenges of front desk upselling
Front desk staff are the traditional frontline of upselling. But high turnover rates in hospitality mean that consistently driving results through human interaction can be challenging.
New receptionists prioritize learning the system before focusing on guest engagement, and upselling comes even later. The most successful front desk upsellers are often those who have been in the role the longest, as they feel comfortable enough to naturally introduce additional offerings into conversations.
But upselling is a skill. Not everyone is naturally adept at it. While training can improve results, some employees will never thrive in a sales-driven environment. On the other hand, those who excel at upselling can drive significant revenue, making it crucial to establish strong incentive programs to motivate and reward top performers.
The shift to digital upselling
While traditional upselling relies on the skills and consistency of your employees, digital upselling offers a more reliable, scalable and effective approach.
Take inspiration from McDonald’s, who replaced cashier-led upselling with self-service kiosks. The result? Customers felt more comfortable ordering exactly what they wanted, without the hesitation or social pressure they might feel when speaking to another person.
The same principle applies in hotels. When guests are presented with digital upsell options – whether at booking engine, online check-in or self-service kiosks – they are more likely to make selections that enhance their stay. And unlike human staff, digital systems never forget to offer an upsell.
Timing is everything: when to offer upsells
A well-executed upselling strategy isn’t about bombarding guests with offers at every turn. Success lies in knowing when to present the right options at the right moment in the guest journey.
1. At the time of booking
The booking engine is an ideal place to introduce upsells that guests can plan for. Since guests have already chosen their room, focus on offering complementary add-ons such as:
Breakfast packages (a top-performing upsell)
Parking or airport transfers
Early check-in
Pre-booked excursions or experiences for destination hotels
At this stage, guests are thinking about logistics, so practical add-ons tend to perform well.
2. During online check-in
Two days before arrival, when guests receive their check-in email, their mindset shifts from planning to anticipation. This is the perfect time to offer experiential upsells that enhance their stay, such as:
Spa or sauna reservations
Karaoke or private cinema room bookings
Room upgrades with better views
Since guests are now envisioning their stay, they are more likely to opt for upgrades that enhance their experience rather than just address logistics.
3. At check-in (digital or in-person)
Once guests arrive, immediate convenience-based upsells work best.
Early check-in fees: guests who don’t want to leave their luggage in storage are often happy to pay for immediate room access.
Late check-out fees: travelers with evening flights appreciate the option to extend their stay.
Dining reservations: if the hotel restaurant is popular, guests may want to secure their spot upon arrival.
Again, digital kiosks excel at this point, as they consistently present options without hesitation.
4. During the stay
As guests settle in, real-time upselling opportunities emerge:
Room service add-ons
Event tickets or exclusive hotel activities
Local experiences, such as wine tastings or guided city tours
These upsells keep guests engaged throughout their stay and encourage them to spend within the hotel rather than seeking experiences elsewhere.
Types of upsells that work
Organizing upselling options by type is a good way to think about which extras you can consider for your property.
1. Room upgrades
Room upsells are a classic revenue driver, especially when tied to experiences. A guest may be willing to pay extra for:
A better view (especially for leisure travelers)
More space for families or business travelers
Special amenities such as balconies or bathtubs
Hotels that categorize rooms based on view or amenities (rather than just size) can create more upsell opportunities with minimal operational impact.
2. Experience-based upsells
Beyond rooms, hotels can offer experiential upsells tailored to guest preferences.
Romantic packages: champagne, flowers or in-room dining for couples celebrating anniversaries
Birthday add-ons: personalized cakes, decorations or in-room surprises
Wellness and relaxation: spa treatments, yoga sessions or access to premium fitness facilities
3. Non-traditional upsells
Even budget hotels can introduce creative upsells by thinking outside the box. Consider offering:
High-quality, locally sourced candles or souvenirs for business travelers needing a last-minute gift
Kids’ travel packs or teddy bears for families
Special occasion items like personalized gifts for anniversaries or celebrations
4. Flexible space utilization
Hotels often underutilize their spaces. Transforming available areas into bookable experiences can create new revenue streams.
Coworking desks for business travelers or digital nomads needing workspace
Private event rooms for celebrations, movie nights or meetings
Pop-up experiences and seasonal offerings such as rooftop dining, wine tastings or live music
There’s always room to improve
Upselling isn’t a set-and-forget strategy. Guest behavior changes based on seasonality, travel trends and economic shifts. Regularly analyzing performance and adjusting pricing or offerings is essential.
For example, if room upgrades aren’t selling, it could be due to incorrect pricing, poor descriptions, or lack of enticing visuals. Upsell pricing should also be dynamic – what works in peak season might need adjusting in low season.
Investing in digital upselling tools can significantly impact results. Hotels using self-service kiosks for check-in see higher average spend per booking than those relying solely on front desk staff. By automating the upsell process, hotels can maximize revenue while allowing staff to focus on delivering exceptional guest experiences.
Map the guest journey to ensure cohesive upselling
Mapping out the guest journey will help you think strategically about when to introduce different upsells and offers. Not every guest will be ready to engage at the same time, so it’s important to test different touchpoints and see what works best.
For example, the confirmation email is a natural opportunity to introduce upgrades or add-ons, especially for direct bookers who are already engaged with your brand. But for OTA guests, where email engagement is lower, you might find that an SMS closer to check-in is more effective.
Then there’s the pre-arrival window, often a golden opportunity to sell experiences, room upgrades or early check-ins. Guests are getting excited about their stay, and their spending mindset is shifting from price-conscious booking decisions to enhancing their experience.
At check-in, front desk staff can also play a crucial role, particularly for high-value upsells like late check-out or special packages. But this requires alignment; if a guest has already been offered an upgrade via email and declined, you don’t want to ask them again at reception. That’s where a well-mapped, well-tracked journey ensures consistency.
Finally, post-stay communication shouldn’t be overlooked. While most upselling happens pre-stay, post-checkout emails can offer return-guest discounts, loyalty incentives or even cross-promote sister properties. The key is to continuously test and optimize. Track engagement rates, adjust the timing and frequency of your messages, and refine based on what delivers the best results.
Final thoughts
When done right, upselling is a win-win: hotels increase revenue and guests enjoy a more personalized, elevated stay. The key is to be strategic, present the right offers at the right time and ensure digital solutions are leveraged effectively.
By shifting from a manual, staff-dependent approach to a well-structured, digital-first upselling strategy, hotels can not only boost their bottom line but also improve the overall guest experience.
If you’d like to dive into upselling even more, watch episode 15 of Matt Talks, where Mews CEO, Matt Welle, shares his upselling tips and strategies.
Watch the episode
About Mews
Mews is the leading platform for the new era of hospitality. Powering over 5,500 customers across more than 85 countries, Mews Hospitality Cloud is designed to streamline operations for modern hoteliers, transform the guest experience and create more profitable businesses. Customers include BWH Hotels, Strawberry, The Social Hub and Airelles Collection. Mews was named Best PMS (2024, 2025) and listed among the Best Places to Work in Hotel Tech (2021, 2022, 2024, 2025) by Hotel Tech Report, and won the Tech Hero 2024 Award at CIODAY. Mews has raised $335 million from investors including Goldman Sachs Alternatives, Kinnevik and Notion to transform hospitality.
www.mews.com
