5 Efficient Ways to Cross-Selling in Your Hotel
Cross-selling and up-selling play an essential role in a hotel’s strategy and success than ever before. It offers many positive impacts, especially boosting profitability and improving the guest experience. However, you still need to know which service or offer you want to cross-sell, when and how to do it! Indeed, not all hotels offer the same range of services. Then, some hotel owners might think that cross-selling is not applicable to their establishment. However, with a bit of creativity, you can take advantage of numerous opportunities.
To start with, think about all the examples around you. When booking a seat on a plane, the airline will most definitely offer you various fee-based ancillary options ranging from adding extra baggage, switching the seats to a row with more space for you legs. buying an insurance or renting a car. When you’re buying clothes or technical devices online, you will be offered a range of other items to add to your basket. These might be linked more or less to your initial purchase. In fact, 35% of Amazon’s revenue comes from cross-selling. So imagine the potential it could hold for your business as well.
In this article, we’re going to take you through 5 ways to cross-sell within your hotel. The examples are directly inspired by customers who implemented the solution of Customer Alliance!
Which services and products can I cross-sell in my hotel?
First of all, let ́s quickly differentiate between cross- and up-selling, as you probably came across both terms already. Both have the same goal, but they are not the same. Up-selling is focussed on getting customers to spend more on their current choice of product, in particular a room upgrade. In contrary, cross-selling applies to all offerings that can be added when booking a room. It is about selling ancillary services and products to your guests which will enhance their stay like a spa treatment or tickets for a sightseeing tour. So keep in mind: your hotel has far more to sell than just rooms.
Food and Beverage
Of course, not all hotels can boast a Michelin-starred restaurant. But do you offer breakfast for your guests? Don’t hesitate to promote it, perhaps by offering a small discount when guest book directly via your website. Guests, who won ́t be able to have breakfast in the hotel as they have to catch a flight or train, will appreciate a “breakfast box”. As many hotels face the problem of filling up their restaurant with their own hotel guests, you should take care of promoting your facilities. An easy way to do that is via an automated and timely pre-stay message prior to your guests arrival. Next to providing driving directions and important information about the hotel, it is the ideal communication channel to highlight any services and products that will enhance their stay. You can offer them to add breakfast to their room rate or to make a dinner reservation.
Even if you don’t have a restaurant, you can still offer your guests typical products from local farmers and producers. Chocolate, wine and spirits, jam, traditional biscuits… the list is long! Or what about a bottle of wine or champagne upon arrival?
When it comes to a bar, it’s difficult to apply cross-selling to cocktails, but there’s nothing to stop you from having promotions from time to time.
Wellness areas are growing in popularity and clearly represent a competitive advantage for hotels. A fitness studio, massages and treatments, a sauna or a swimming pool are increasingly desired by guests. From families looking for a swimming pool to couples wanting to try some treatments or business guests wanting to relax, everyone is in search of wellness. Therefore, these facilities offer a great opportunity for some cross-selling practices. With a pre-stay message for instance, your guests can enhance their experience by booking a body treatment or massage prior to their arrival.
Special offers and packages
Take control of your services and and personalize your offer to boost your cross-selling initiative. First, identify the services and offers you struggle to sell and combine them with those which are popular among your guests to benefit from their visibility. For example, your romantic dinner menu seems to be less attractive despite the fact that your main target groups are couples? Then think of creating a special package which includes the romantic dinner to increase its popularity. Propose a special offer for couples which includes a massage and a bottle of champagne upon arrival. Or offer breakfast at a reduced rate for children. It’s simple: you need to know and understand your guests and offer them an experience that’s most relevant to them.
Of course, you don’t have a theme park in your hotel, nor a museum! But that should not stop you from strengthening your relation with local stakeholders and cooperating with them to offer your guests exclusive deals for the various activities your city or region have to offer. Negotiate discounted rates in advance and boost your sales by selling tickets for museums and events or renting bikes. Such additional services make the stay of your guests even more pleasant and personalised, while you generate additional revenue.
Transport and parking facilities are important issues for guests. Indeed, when you are travelling to a new destination, these are the first things that cross your mind. So, besides informing your guests of how to get to your hotel, try to think of alternative services for your cross-selling initiative. For example, cooperate with a local taxi company to offer your guests discounted rates. For guests travelling by car, parking spaces have become a rare commodity in cities. If you don’t own any parking space yourself, negotiate with car park owners for special prices or to include a voucher or discount code for your restaurant on each parking ticket.
Conclusion on cross-selling opportunities
As you can see, there are many ways to cross-sell, even if you don’t have the infrastructure of a luxury hotel. You can implement cross-selling tactics at different touch points in your hotel. Whether offering a bottle of wine upon arrival, a spa treatment or parking spaces, you can increase your revenue with ease without disrupting your operations. Put these ideas into practice and you will quickly see the results. A pre-stay communication with automated messages and personalized questionnaires is the ideal communication channel to cross-sell your services and products efficiently. Just as the increase in revenue, the guest experience will take on a whole new dimension!
Looking for advice and ideas to help you with cross-selling in your hotel? Contact us now. One of our experts will present some concrete cases of other hotels who use our Customer Experience Management solution to make additional sales.