Front desk agents are the face of your hotel. It may seem like a small chapter in the training manual, but teaching these staff members the art of upselling hotel rooms could be the key to the property’s profitability.
Upselling is the art of persuasion and selling. It results in booked guests deciding to upgrade to a better room. It gives staff an opportunity to suggest other services to enhance their stay while bringing awareness to add-ons that they’re unaware of. And no, it’s not just a pop-up that appears before a person makes a reservation on Expedia.
The probability of selling to a new prospect is 5-20%, while the probability of selling to an existing customer is 60-70%. You can use this logic when it comes to sales. While it may be hard to persuade a random person to book your luxury suite, it is significantly easier to persuade someone who is already booking a room.
Time to amp up the upselling game? Here are some tips to improve your techniques:
1. Know your audience
This is the standard advice given to any new salesman and it certainly holds true for upselling. Knowing the audience should be the backbone of every marketing strategy made.
If this is not a guests first time staying, you should keep have data available from their previous visit. Establishing a hotel loyalty program can help you find key indicators of what kind of upgrades they may want.
You should also develop travel personas. A couple staying for the holiday will make different purchases from retirees on a weekend getaway. If you know your audience and are familiar with their buying habits, you can focus on upselling to their needs.
2. Training is key
It can be troubling if an unavailable suite is offered to an expecting guest. Even the rooms that have the same floor plan will have varying values depending on the view and location. Some guests may want a room with a view and others may care about accessibility. Without proper training, every aspect of the sale can fall through.
Staff members need to know the ins and outs of the property in order to successfully upsell. This means that there needs to be extensive training on the different price points and room details. Employees will have to regularly check the availability of rooms, checking to see if they booked online or through other staff members.
3. Packages, packages, packages
Especially during events, hotels usually have bundles of different services and amenities. These offerings can be suggested during check-in or can be highlighted earlier on in the booking process. Accommodations usually add value to your guest’s visit.
4. Don’t restrict upselling to check-in
Upselling can occur anytime before or during their arrival. Although it may be tempting to restrict it during the booking process, you can even do it during their check-out. If they’re already immersed in a positive experience with your establishment, they may be more open to an upgrade. This is especially true when it comes to joining a loyalty program or booking for future stays.
5. Respect your guest’s choices
If your guest rejects your offer, don’t chase it. Offer an alternative or bring it up another time. If your guest requests the cheapest available option, don’t begin with an upsell. If they seem open, you can offer the lowest-priced room and make them aware of the next tier.
When guests do choose to upgrade, reassure them that they’re quality accommodations. Your guests should leave your hotel feeling like they made a good purchase decision.
Can you honestly say you have the top talent in the hotel industry working for your property? If you are ready to take your operation to the next level, JDI can help. Joseph David International is regularly ranked among the top hotel recruiters because we work hard to find the ideal fit for your operation as well as the needs and wants of the candidate. For more information about our hospitality recruiting services, please click here.