Every interaction with a guest is a sales opportunity—a key moment in which a simple transaction can be transformed into a memorable and profitable experience. However, these sales moments are not always obvious and often go unnoticed, resulting in lost revenue and missed opportunities to build guest relationships. I have seen firsthand how a well-managed moment can completely change a guest’s perception while increasing the hotel’s profitability. From a conversation at check-in to a simple gesture during dinner, every detail matters. As I often say: "Selling in hospitality is not about persuading; it is about connecting with the guest’s needs and wishes at precisely the right moment." Identifying and maximising these moments is a strategic skill. It is not simply about training the team to “offer more”, but about creating a proactive service culture in which every interaction is seen as an opportunity to add value.

What are sales moments in a hotel?

Sales moments are key points during a guest’s stay when there is an opportunity to offer an additional product or service that enhances their experience while increasing the hotel’s revenue. These moments are not limited to the booking process; they extend throughout the entire guest journey. They can be categorised across different stages of the guest journey:

• 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

Below are some practical strategies to implement in your hotel and ensure these key moments do not go to waste.

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.