Up selling en tarifas

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.

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.

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.

Talking about how to maximise non-room related revenue, Frederic Deschamps, vice-president global revenue optimisation at Carlson Hotels Worldwide recommends the following:

– The first step is to factor in the potential ancillary revenue when evaluating the booking request – not all revenue management systems are geared to do that.

– Secondly, unbundle the service and identify things that most customers may not want but some may be willing to pay for, so they can be added as an add-on.

– Finally, have a booking process, especially online, where add-ons are can be offered to the guest. The more intelligently this is done the better your chance of the guest accepting the offer. Remember there is a risk of crowding the customer with too many offers that simply causes them to tune out, even to relevant offers.

Get the full story at EyeForTravel