Guest-led upselling, where travelers choose how they upgrade their stay, is quickly replacing static, one-size-fits-all offers. When guests have meaningful choices, conversion rates climb, incremental revenue grows, and RevPAR follows.
It’s part of a broader shift in hospitality, where travelers shape their own experience, on their terms. This isn’t just about making guests happier. It’s a smarter way to drive revenue. When travelers feel empowered to choose, they engage more, spend more, and are more likely to return. Here’s why choice should be at the core of your upselling strategy.
1. Choice Drives Revenue and Satisfaction
Travelers don’t just appreciate having options. They consistently spend more when they’re empowered to choose. Upgrades feel more natural when guests choose them—rather than being presented with a generic offer:
88% of guests who experience an upgrade are more likely to purchase one in the future. (Plusgrade Global Segmentation Study, 2024)
Guests are 48% more likely to accept an upgrade at check-in than before arrival. Timing matters. (Plusgrade Hospitality & Rail Study, 2024)
Hotels embracing guest-led upgrades, like room enhancements or early check-in offered at the perfect moment, transform upselling from a transactional exchange into a seamless, valued part of the guest journey.
2. Lessons from Other Travel Industries
Travelers value personalized choices that make their journeys better—like upgrading to a business-class seat or reserving an entire row for extra comfort on flights. Cruise guests enhance their trips with premium dining experiences or specialty drink packages. Rail passengers frequently upgrade seats for added comfort and convenience. Hotels can deliver the same kind of flexible, guest-driven upgrades, turning optional extras into meaningful enhancements that guests willingly pay for.
The common thread across these industries is that upgrades aren’t treated as optional extras—they’re presented as natural, valuable parts of the travel experience. Flexible, guest-led upgrade opportunities are offered at precisely the right moments, tailored to travelers’ evolving needs.
For hotels, this means shifting away from static offers toward upgrades guests actively choose. When guests feel in control and upgrades are seamlessly integrated into their stay, they’re more likely to purchase. The result is higher conversion rates, increased guest satisfaction, and ultimately stronger revenue.
3. Let Guests Choose How They Pay, and They’ll Spend More
Offering guests flexibility in payment—such as mixing points with cash through solutions like Pay With Points—puts them in control, reinforcing upgrades as a membership benefit rather than an extra expense.
92% of loyalty members say they’d spend points on premium ancillaries, but many don’t realize they can. (Plusgrade Global Segmentation Study, 2024)
66% of loyalty members prefer using points over cash for premium ancillaries. (Plusgrade Global Segmentation Study, 2024)
Hotels that make payment flexibility seamless see higher engagement, better conversion rates, and increased guest loyalty. Giving guests control shouldn’t stop at selecting their upgrade. It should also include how they choose to pay.
A Smarter Upselling Strategy Starts with Choice
Guest expectations are rising fast. Hotels that shift from fixed offers to flexible, guest-led upgrades will see immediate results: higher conversions, deeper guest engagement, and lasting loyalty. By aligning upgrade offers with guest preferences for timing, flexibility, and payment methods, and supporting them with intuitive tech at every touchpoint, hotels turn upgrades into seamless enhancements, rather than mere transactions. Empower your guests to shape their own stay, and stronger revenue will naturally follow.
Want to see guest-led upgrades in action? Explore the approach here.
About Plusgrade
Plusgrade powers the global travel industry with its portfolio of leading ancillary revenue solutions. Over 200 airline, hospitality, cruise, passenger rail, and financial services companies trust Plusgrade to create new, meaningful revenue streams through incredible customer experiences. As the ancillary revenue powerhouse, Plusgrade has generated billions of dollars in new revenue opportunities across its platform for its partners, while creating enhanced travel experiences for millions of their passengers and guests. Plusgrade was founded in 2009 with headquarters in Montreal and has offices around the world. For more information, visit Plusgrade.com.
