What are sales moments in a hotel?

• Before arrival: Upgrade offers or pre-stay services.
• At check-in: Offering room upgrades or special packages.
• During the stay: Complementary services such as dining or wellness experiences.
• At the end of the stay: Loyalty programmes and promotions for future visits.

Why are they so important?

• They increase revenue without the need for new guests. According to a McKinsey report, ancillary sales can increase a hotel’s revenue by 10% to 20%.
• They enhance the guest experience. A guest who perceives additional value during their stay is 57% more likely to return (source: Cornell University School of Hotel Administration).
• They foster loyalty. A guest who receives emotional value alongside the service is more likely to share their experience and recommend the hotel.

Identifying and maximising sales moments

1. Train your team to recognise opportunities

Your front desk, restaurant and spa teams are the first points of contact with guests and are best placed to identify these moments. A well-trained team will know how to:

• • • Spot signs of interest, such as questions about additional services.
    • Use non-intrusive language when presenting options.
    • Personalise recommendations according to the guest profile.

Tip: Provide regular training in consultative selling techniques, where the goal is to add value, not simply increase the bill.

2. Personalised and targeted offers

Not all guests are looking for the same thing, so offers must be personalised. Some effective strategies include:

• • • Send a pre-stay email with suggestions based on the purpose of their trip, such as a romantic getaway or business travel.
    • Use CRM systems that record the guest’s previous preferences.
    • Offer themed packages that combine services: “Dinner + Spa Treatment”, “Upgrade + Premium Breakfast”.

Key fact: 68% of travellers prefer to receive personalised offers (source: Amadeus Hospitality).

3. The power of intelligent upselling and cross-selling

Upselling (selling upgrades) and cross-selling (selling complementary services) must be handled with elegance and empathy. Examples include:

• • • At check-in, mention options such as a room with a view or spa access for a modest additional charge.
    • During an online booking, suggest visually appealing upgrades with clear benefits.
    • Offer complementary services such as private transfers, tastings or local experiences.

Real-world example: According to Forbes, proactive upselling strategies can increase a hotel’s revenue by between 5% and 10%.

4. Harness technology for automated sales moments

• • • Implement a booking engine with suggestions for additional services.
    • Use chatbots to answer questions and offer personalised recommendations.
    • Incorporate digital kiosks for upgrades and services during the stay.

Relevant fact: Hotels with automated sales systems have seen a 15% increase in ancillary service sales (source: Skift Research).

5. Create irresistible experiences

It is not only about selling a product, but about creating memorable experiences. A few examples:

• • • A romantic package with special décor and a private dinner.
    • A local wine tasting that tells the story of the region.
    • A late check-out service with spa access on the day of departure.

Important reminder: Guests do not pay for the service itself; they pay for the experience and emotion that service creates.

6. Measure, analyse and adjust

To improve continuously, measuring results is essential. Some important metrics include:

• • • Conversion rate for upselling at check-in.
    • Additional services sold compared with total occupancy.
    • Guest feedback on the offers received.

Include post-stay surveys to understand whether personalised offers were well received or perceived as intrusive.