The art of upselling using analytics can boost the bottom line
By counting on analytics to serve relevant, appealing and appropriate offers at various stages of a traveller’s journey, hotels can reap economic benefits.
Coming up with upsell offers that pave way for incremental revenue for hotel companies isn’t new. But by counting on analytics to serve relevant, appealing and appropriate offers at various stages of a traveller’s journey - from the moment a booking is being finalised till a guest checks-out - hotels can reap economic benefits. Ritesh Gupta reports
When a traveller arrives at their hotel they may find themselves digging into their pockets for unexpected, paid-for services. These can range from additional wireless bandwidth to services such as early check-in or late check out. They may even be offered local tours or activities – which a hotel may earn a commission on. Clearly, hotel companies are constantly looking at different ways to drive incremental revenue, as what used to boost offers in the past doesn’t necessarily work today.
For instance, most brands today offer complimentary Internet access. In fact many guests see this as more important than having a minibar in the room. Considering the number of options to make free video or voice calls via the Internet, fewer guests now use in-room phones. Similarly, many brands provide complimentary breakfast to their guests. So hotels are looking at a variety of ways to get guests to spend more during their stay.