Technology and hotel upselling: PMS, CRM, dedicated software
Modern upselling is a complex orchestra, where technology is not just an instrument, but the conductor—harmonizing data, processes, and interactions to create an enhanced guest experience and, in turn, greater revenue.
At the heart of this digital transformation lie three fundamental technological pillars: the PMS, the CRM, and dedicated upselling software.
PMS and CRM: A data-driven, relationship-based foundation
The PMS (Property Management System) is the operational core of the hotel.
It manages reservations, check-ins, room assignments, and daily internal operations.
But its value goes beyond basic management: it is a goldmine of first-party guest data.
It contains critical information about current and past bookings, chosen room types, length of stay, and potentially known preferences.
Fundamentally, the PMS holds the key to real-time availability of rooms and services—an essential element for offering valid and timely upselling options.
The CRM (Customer Relationship Management) focuses on managing and deepening guest relationships. It gathers and organizes a broader view of the guest, including stay patterns, past interactions, and individual preferences.
While the PMS provides transactional data, the CRM enriches the guest profile with a relational dimension.
A CRM can also automate personalized communications, such as pre-stay emails, which are ideal channels for delivering upselling offers.
The integration of PMS and CRM is already a significant step, enabling hotels to leverage operational data to tailor relationship-driven communication.
Dedicated upselling software: the optimized accelerator
While the PMS and CRM provide foundational data and communication channels, dedicated upselling software is the specialist that transforms these elements into a targeted and efficient revenue generation strategy.
Its mission is to streamline the entire upselling process.
These platforms excel at automating the selection, pricing, and presentation of offers.
They use data from the PMS and, ideally, the CRM to personalize offers based on the guest profile, booking type, and real-time availability.
A personalized offer makes the guest feel valued—increasing the likelihood of conversion.
According to research, 74% of travelers are more likely to book with a brand that offers personalized recommendations.
Other studies show that personalized offers and ancillary services can boost revenue per guest by 10–30%, and companies implementing upselling strategies see a 75% increase in customer loyalty.
Upselling software enables the presentation of offers across multiple channels throughout the guest journey—from booking to check-out.
This includes:
- Pre-arrival emails
- Mobile apps
- Digital check-in
- SMS
- Even Front Desk interactions
Pre-arrival offers, for example, can reach click-through rates of 42–43% and conversion rates of 12%.
While Front Desk upselling is considered 5–9 times more profitable than pre-arrival upselling, the most effective strategy is a combination of both.
Empowering Staff: Technology that Supports People
One of the most impactful benefits of upselling software is its support for front desk staff.
By integrating with the PMS, the software provides agents with real-time access to availability and pricing of offers.
Some solutions even display how much the agent will earn in commission from a successful upsell, automating incentive tracking and calculation.
This process—traditionally manual and labor-intensive—often caused friction between staff and management.
Automation solves this, offering transparency and motivating staff to participate.
Well-trained and incentivized employees, even with a small commission of 5–10%, are far more likely to actively promote offers.
Upselling platforms also provide detailed reporting on offer performance by channel and, crucially, on staff performance for on-site upselling—vital data for continuous strategic optimization.The integrated ecosystem: the winning synergy
The true power of these systems emerges when all three operate in synergy.
Real-time, bidirectional integration between upselling software and the PMS eliminates manual intervention in presenting or managing upsell requests.
- PMS availability data feeds dynamic offers.
- Information from the CRM and PMS allows the upselling software to generate highly personalized proposals.
- Once an upsell is booked, it is automatically recorded in the PMS.
- Upselling software performance tracking helps shape overall revenue management strategies and staff incentive initiatives.
This technological ecosystem not only increases incremental revenue—with a much lower acquisition cost compared to new guest acquisition—but also significantly enhances the guest experience.
Offering guests the ability to personalize their stay with relevant add-ons across intuitive channels creates a more tailored and engaging journey.
Today’s travelers want control over their experience.
Investing in an integrated technology ecosystem—combining PMS, CRM, and dedicated upselling software—is essential for a truly optimized and scalable upselling program.
This technological synergy:
- Empowers staff with transparent and efficient tools
- Delights guests with personalized, frictionless experiences
- Streamlines operations, driving sustainable revenue growth and higher guest satisfaction
It enables a shift from transactional upselling to a strategic, guest-centric approach, turning upselling into a true engine of profitability and loyalty.