Upselling in Hotels: Practical Strategies to Maximize Revenue

Hotel upselling encourages guests to purchase a higher-end product or service, boosting revenue and enhancing stays. Examples include upgrading a standard room to a suite or adding breakfast, spa access, or late checkout. 

Upselling differs from related tactics: 

• Upselling means to offer a superior version of the product the guest has or is considering. For example, if a guest reserved a standard room, you might offer a deluxe room or one with a better view for an additional fee. Upselling focuses on higher-tier options (e.g. bigger room, premium package) directly related to the original purchase.
• Cross-selling is a recommendation for a complementary product or service that goes alongside the main purchase.7 Room service might offer a wine pairing for a dinner order; your reservations team might suggest tickets to a local tour, or an airport transfer. 
• Suggestive Selling is a broader sales technique in which staff proactively suggest additional items based on what the guest currently has or might enjoy.7 It is often a subtler art of making personalized recommendations. In practice, this could be a breakfast package offered at check-in or a dessert suggestion made at the end of dinner.7 Suggestive selling encompasses both upsells and cross-sells, as it is essentially any prompted add-on sale.

All 3 techniques share the goal of increasing the guest’s spending in a way that also enhances their experience. The key is to keep the offers relevant and valuable to the guest, so that upselling feels like good service rather than a pushy sales pitch. When done right, upselling in hospitality truly becomes a “win-win”: Guests receive a better or more convenient experience, and the hotel earns more revenue.1

Upselling, when executed thoughtfully, creates value for both hotels and guests. Here are just a few of the ways hotel upselling can deliver revenue to hosts and genuine value to guests.

Revenue Boost

Upselling increases revenue per guest without requiring additional nights booked, directly raising RevPAR and total spend. This is particularly valuable during low occupancy. Selling to existing customers is highly efficient, with probabilities reaching 70% versus as low as 5% for new customers. Globally, the hotel industry faces a $28 billion upsell opportunity.13 Even small independent hotels can benefit, with as little as $30 in weekly upgrades significantly boosting annual profitability.

Guest Satisfaction and Loyalty

Upsells improve the guest journey by personalizing stays. Upgrades such as higher-floor rooms, massages, or anniversary packages make experiences memorable, leading to stronger reviews and repeat visits. Guests perceive these as tailored touches, deepening loyalty and strengthening long-term relationships.

Improved Perceived Value

Strategic upselling increases perceived value, aligning price with experience. A $200 room bundled with spa access or premium amenities feels worth the rate, whereas the same price for a bare-bones stay may not. Hotels should consider how a discount versus premium amenities will affect guests’ perception of the value of the room.

Operational Efficiency and Ancillary Revenue

Upselling maximizes existing resources. Promoting breakfast buffets, late check-outs, or in-room kits drives ancillary revenue, monetizes time, and smooths operations. Many upsold items, services and spaces carry low marginal costs, meaning profit margins are high. Software tools can also automate these offers, reducing staff workload.

Competitive Differentiation

Unique upsells set properties apart. Signature experiences like local excursions or curated in-room services enhance brand identity and attract new demand. This cycle of differentiation, reviews, and loyalty strengthens market position.

Financial Efficiency

Upsells often require minimal investment. Mid-range hotels spend under $1 per room on toiletries, while luxury properties may invest $15–20. Switching to ADA Cosmetics’ elegant and modern Refillution reduces the variable cost of per room toiletries, including labor – shrinking the replacement time per room to just 6 seconds. 

These comparatively small investments make an outsized impact on guest perception and reviews, and yet they greatly improve the perceived quality of the stay. Pampering your guests with ADA Cosmetics’ spa-quality line of personal care products will create an experience your guests will long remember.

Timing is everything in upselling. Each stage of the guest journey offers natural touchpoints where upgrades or add-ons feel relevant and appealing. Mapping offers to these stages maximizes both revenue and guest satisfaction.

Pre-Arrival

The period after booking but before check-in is ideal for planning-oriented upsells. Confirmation emails, pre-stay messages, or app notifications can highlight upgrades and add-ons such as airport transfers, meal packages, or celebratory extras. 

For example: “Add breakfast to your stay for 20% off the walk-in price” or “Upgrade to a Deluxe Ocean-View Room for $50/night.” Such offers build anticipation and are especially effective when tailored—for example, family packages versus romantic add-ons. 

Pre-arrival is an excellent opportunity to sell early check-in, such as offering a guaranteed 9 AM room for a fee if the guest’s flight arrives early. Industry research indicates that guests are 80% more likely to accept an upsell during this stage. The key is proactive but selective communication: one or two personalized offers rather than a flood of generic emails.

At Check-In/Arrival

Arrival is another high-value moment. Guests are transitioning into their stay and open to enhancements. Classic upsells here include room upgrades (“We have a corner suite available for an extra $80 per night”), early check-in, or late check-out. Room upgrades alone can yield profit margins up to 30%. 

Amenities can also be pitched: “We have a spa and noticed you don’t have a reservation – as our guest we can offer you a 20% discount if you book today.” Staff should be trained to present one appealing option, avoiding overwhelming guests. If digital kiosks or mobile check-in are used, automated systems can ensure offers are consistently presented. The benefit is twofold: hotels capture revenue, and guests enjoy the improvement for their entire stay.

In-Room

Once inside the room, upselling can continue through in-room channels like tent cards, tablets, or TV menus. Messages such as “Hungry after your trip? Tap here to order our chef’s special dinner” or minibar upgrades (“Unlimited minibar for $X per stay”) are effective. 

Apps or chatbots can also prompt add-ons like tours or extra amenities. The first hour in-room is key, as guests often make requests, which can segue into upsells: “Can I get more towels?” can be followed by, “We also offer a bath bomb and spa towel kit for $15.” These contextual, need-based offers feel natural and service-oriented.

During the Stay

Throughout the stay, staff interactions create upselling opportunities. Servers can recommend appetizers or wine pairings, spa staff can suggest treatment add-ons, and housekeeping can flag guest preferences for targeted offers. The concierge desk can upsell local tours, drivers, or event tickets, often sharing commissions with the hotel. 

Partnerships with local businesses expand possibilities: Cooking classes, hikes, or cultural experiences, mirroring Airbnb’s “Experiences” model, represent a chance to leverage local culture and geography to create additional revenue. 

Airbnb reported an 8% growth in experiences booked alongside nights in Q1 of 2025, highlighting growing customer demand for unique activities and a willingness to look to their accommodations to find them. Hotels can replicate this by partnering with local businesses to curate these experiences, and training front-desk personnel on engaging ways to make the right customer segment aware of the offering.

At Check-Out and Post-Stay

While much of the upsell value is realized earlier, check-out still presents opportunities. Late check-out is often attractive to departing guests, and hotels can monetize this convenience. 

Merchandise and high quality take-home amenities from ADA Cosmetics also work well: “Loved our Naturals skincare products? Take home the spa set for $25.” This generates small but high-margin revenue while extending the brand into the guest’s home. 

Check-out is also the time to secure future business. Front desk staff might say: “If you’d like to come back, we can offer you 15% off your next visit if you reserve now.” Even if guests don’t rebook immediately, loyalty program sign-ups or bounce-back emails function as post-stay upsells aimed at repeat visits.

Here are some ideas to help you go beyond the classic room upgrade and maximize your upsell revenue. Premium amenities, signature cosmetics, curated experiences, and special packages present the enterprising hotelier with some equally strong opportunities.

Room Upgrade Packages

Room upgrades remain a cornerstone, but try framing them as a package deal. Instead of simply “Pay $50 more for a suite,” bundle the suite with a few finishing touches: “Upgrade for $80 and enjoy a bottle of wine and scented candles.” 

Consider your guest: Families may value breakfast inclusions and children’s welcome kits, while business travelers may prefer lounge access and quiet workspaces. 

Depending upon the number and variety of rooms at your disposal, partial upgrades may also create some opportunities. Consider each room’s unique attributes. Is there a room with an ocean view, but not much else? Charge a smaller fee just for the view. The same goes for balconies, higher floors or other niche nice-to-haves. 

The point here is to find those often overlooked extra features a room may have that a certain class of guest will pay extra for. Systematically categorizing and pricing room attributes (e.g., views, corner rooms) will help you identify and uncover these potential revenue streams, hiding in plain view. 

Experiential Add-Ons and Packages

Guests increasingly seek experiences, not just lodging, as the success of heavyweight Airbnb’s Experiences model has demonstrated for several years running. Hotels can monetize this trend too by leveraging local attractions, culture and geography to curate packages:

• Food & Beverage:
  Upsell dinner reservations, wine flights, or a “Romance Dinner Package” with private seating and a three-course menu. Install a deck, and transform a nondescript flat room into a happening rooftop bar, overlooking your cityscape.
  
• Wellness and Spa:
  Wellness tourism is a high-growth segment that is expected to account for $850 billion in total revenue in 2025. Upsells could include yoga and massage packages or discounted spa treatments. Even properties without spas can partner with local providers for in-room services, taking a commission.
  
• Local Experiences:
  Curate tours, cooking classes, or cultural excursions. For instance, a boutique city hotel might sell “Skip-the-line museum tickets + private guide,” while a resort could package snorkeling trips. Airbnb’s 8% growth in experiences bookings shows travelers’ willingness to purchase such add-ons. Offering curated, bookable options keeps guests engaged with your hotel and creates new revenue streams.
  
• Special Occasion Upgrades:
  Train your front desk staff to scan guest identification for upcoming birthdays, your reservations personnel to pick up on cues of upcoming celebrations in the initial booking conversation. Celebration packages—such as cakes, room decorations, or champagne for birthdays and anniversaries—create memorable stays that can generate additional revenue. Alternatively, offer a token, complementary gift that can be upgraded to a paid package.
  

These upsells align with modern travelers’ demand for personalized, hosted experiences. Surveys show that many crave unexpected offerings that go above and beyond, such as in-room afternoon teas or surprise treats.

Premium Amenities and Hygiene Upgrades

Cosmetic amenities are a surprisingly effective upsell opportunity for hotels. Moving from single-use minis to elegant refillable dispensers both lowers costs and enhances sustainability, while guests strongly value high-quality toiletries that elevate satisfaction and reviews. ADA Cosmetics’ SmartCare dispenser system signals design, hygiene, and environmental responsibility – helping hotels align with modern guest expectations.

Another upsell strategy is to tier the hotel’s amenity offerings: Premium categories feature luxury lines, such as ADA Cosmetics’ Bioenergy aromatherapy kits paired with cuddly bath robes. 

Upselling strategies vary widely depending on the hotel type and guest expectations. The most effective upsells reflect context, positioning, and guest motivations.

Luxury Hotels

High-end guests expect exclusivity but remain receptive to upsells that elevate their experience. 

• Suite upgrades are common, often tiered from standard suites to specialty options like Presidential Suites. 
• Bespoke services such as private butlers, VIP welcome baskets with champagne, or itinerary planning add value. 
• Branded luxury amenities are another driver: Top hotels partner with designers or cosmetic brands, including ADA Cosmetics’ curated collections (Penhaligon’s, Lalique), to upsell exclusive toiletries or fragrance services. 
• Experiences like chef’s table dining or after-hours museum access also command premiums. 
• Bath products too can signal luxury: Upscale amenities like ADA Cosmetics’ The Balmain Signature Hotel Collection integrate SmartCare with couture-level cosmetics to transform a hotel bathroom into a showcase of modern luxury. When guests opt to purchase these products to take home, your brand reputation and revenue both receive a boost. 

Boutique Hotels

Boutique Hotels thrive on local authenticity and distinct personality. Upsells here should highlight uniqueness:

• Guided art walks;
• workshops with local artisans;
• themed rooms (e.g., “Jazz Era Room” for $30 more);
• food and beverage add-ons, such as private tastings of regional wines; and,
• personalized experiences, such as a rooftop evening with wine, or customized turn-downs with scented pillows.

When done well, it creatively aligns with the property’s boutique charm. This ensures that upsells feel like one-of-a-kind experiences worth paying for.

Wellness and Spa Hotels

Wellness travelers prioritize rejuvenation, so upsells should too:

• Detox (massage plus smoothies)
• Mindfulness (yoga, meditation, spa credit)
• Nutrition (bespoke meal plans or chef-hosted wellness dinners)
• Wellness kits (yoga mats, spa skincare sets)
• Personal coaching sessions (or post-stay virtual packages to add continuity)
• Seasonal offerings can also be differentiated: 
  • herbal baths in winter, 
  • guided hikes in summer.
• Exclusive private access to serene environments:
  • a meditation pavilion, 
  • hot springs at sunset, etc. 

Tiered packages work here because they blend wellness with exclusivity, creating high-value upsells.

Resort Hotels and Vacation Rentals

Resorts are fertile ground for upselling due to long stays and broad on-property activities. 

• Family resorts:
  • kids’ clubs, 
  • babysitting, 
  • or theme park tickets. 
• Adventure resorts:
  • rentals (surfboards, skis), 
  • private instructors, 
  • or excursions. 
• Seasonal upsells can utilize different areas of the property to turn demand fluctuations into additional revenue opportunities: 
  • cabana rentals at pools
  • or holiday festival passes. 
• Packaging stays with curated experiences mirrors Airbnb’s success with experiences. 
• Technology-based upsells:
  • VR game room access
  • or Wi-Fi upgrades. 
• Additional convenience-based offerings:
  • grocery delivery, 
  • private chefs

The overarching aim is to ensure guests spend both their time and money within the property.

Business Hotels (Urban or Airport)

Business travelers value time, comfort, and efficiency. Upsells should cater to these needs:

• early check-in
• or late check-out to better align with busy schedules. 
• Meeting spaces, 
• co-working passes, 
• or quiet boardroom rentals appeal to productivity-focused guests. 
• Technology-driven upsells that enhance efficiency:
  • higher bandwidth Wi-Fi, 
  • wireless printers, 
  • or webcams. 
• Transport options:
  • airport limos,
  • car services
  • and laundry packages (unlimited shirt pressing) to meet daily needs. 
• Executive lounge access, even sold separately from club-level rooms
• Grab-and-go breakfasts
• Discounted room service credits. 

Loyalty-focused offers, such as business-plus rates with extra points, foster repeat stays.

Universal Principles

Upsells differ across hotel types, but the common denominator is service quality. A striking 78% of travelers say high-quality service is a key factor in hotel choice. 

Thus, upselling personalized service itself (priority check-in, concierge access, customized turndowns) is effective across categories. Hotels that align upsells with guest motivations boost revenue while strengthening brand identity and guest satisfaction.

1. Personalize and Segment Offers

Tailor upsells to guest profiles using PMS/CRM data. 

Examples: upsell spa services to repeat spa users, or offer family packages to guests with children. Personalization in emails, SMS, or apps boosts conversion. Nearly half of travelers expect personalized experiences.

2. Time Offers Strategically

Match upsells to the guest journey to maximize room revenue. 

Examples: email upgrades a week before arrival, late check-out prompts the night before departure. Avoid repetition (e.g., if a guest declines an upgrade by email, adjust the offer at check-in). A/B test timing to refine effectiveness.

3. Use Digital Tools and Automation

Platforms like Oaky, UpsellGuru, GuestJoy, or ROOMDEX automate pre-arrival emails and in-app offers41. Gamified bidding options (UpsellGuru) achieve high engagement. The result can be impressive: 

UpsellGuru reports email open rates over 70% and conversion around 13% on their pre-arrival offers, with early check-in/late check-out among the most popular upsells. Guests can use kiosks or QR codes to book spa treatments poolside, for example. Many guests prefer self-service upsells over staff pitches.

4. Train and Incentivize Staff

Equip staff with scripts, role-play practice, and incentives to upsell confidently and boost room revenue. 

Example: front desk offers suite upgrades to families needing space. Incentive programs or competitions boost motivation. Guests value friendly service – 65% highlight staff approachability.

5. Apply Dynamic and Seasonal Strategies

Adjust upsell pricing based on season, occupancy, and demand. 

Example: charge premiums for late check-out in peak season, discount upgrades in low season. Create themed upsells like fall foliage picnic baskets or holiday gala packages.

Independent and mid-size hotels can significantly improve upsell performance by leveraging specialized platforms:

Oaky – Automated Upsell Platform

Oaky delivers personalized, pre-stay offers with dynamic pricing via e-mail. With an average conversion rate of 13% and ROI of 13.8x, it helps hotels capture incremental revenue efficiently. Offers like suite upgrades, transfers, or breakfast discounts adjust dynamically based on occupancy and timing. Oaky integrates easily with PMSs and can be live in under 30 minutes, automating consistent upsell delivery.

UpsellGuru – Upgrade Bidding System

UpsellGuru invites guests to bid on room upgrades before arrival. Hotels set thresholds, confirming upgrades if bids meet criteria. With open rates near 74%, click-through at 62%, and conversion around 13%, it generates strong engagement. 

This gamified process captures willingness-to-pay data, optimizes pricing, and ensures no premium room goes unsold. UpsellGuru also supports add-on sales while integrating with hotel systems for seamless automation.

SiteMinder – Guest Engagement & Upsells

SiteMinder combines pre-arrival upselling, in-stay engagement, and post-stay reviews. Guests receive upgrade offers during online check-in or via email/SMS, with reported conversion rates up to 45%. 

Its standout feature is linking upsells with guest feedback and TripAdvisor review generation, boosting both revenue and reputation. For independent hotels without sophisticated Customer Relationship Management systems (CRMs), SiteMinder doubles as a guest communication hub.

Platforms like Oaky, UpsellGuru, and SiteMinder automate and personalize upselling, yielding strong ROI while enhancing guest satisfaction. Combined with training and strategy, these tools help create a sustainable cycle of increased revenue, better reviews, and repeat business.