Hotel upselling: customisation by segment
As we continue exploring upselling in the hospitality industry, let’s now focus on a crucial aspect for maximizing results and enhancing the guest experience: strategically tailoring offers to different customer segments.
Not all guests are the same, and a “one-size-fits-all” approach doesn’t allow hotels to fully harness the potential of this commercial and relational lever.
Technology and data at the service of upselling in hospitality
In today’s hospitality landscape, personalization reigns supreme.
Tailoring upselling offers to specific segments—such as families, couples, and business travelers—is not only a revenue-generating strategy but a way to elevate the guest experience and build loyalty.
The key to effective upselling by segment lies in a deep understanding of the guest, powered by rich and detailed data.
The technological ecosystem composed of PMS, CRM, and dedicated upselling software is fundamental to collecting, analyzing, and using this information.
AI-based systems can even suggest hyper-personalized offers by analyzing behavior and real-time data.Personalized upselling strategies for families, couples, and business travelers
Let’s look at how to adapt the approach and offers for some of the most common guest segments:
Families with Children
Families traveling with kids prioritize comfort, space, flexibility, and options that make the stay enjoyable and manageable.
Their purchase decisions are often driven by practicality and the hotel’s ability to meet the needs of all family members.
Effective upselling offers for families may include:
- Connecting rooms or larger suites: Families need more space and appreciate being close to their children while still having some privacy.
- Baby and child-friendly amenities: Baby gear rentals, extra cribs, or high chairs.
- Flexible dining packages: Meal deals or kid-friendly menus for breakfast and dinner.
- Family-friendly entertainment: Upselling activities for children, discounted tickets to local attractions, or custom packages with games or treasure hunts.
- Early check-in / late check-out: Especially helpful for families with rigid travel schedules and tired kids.
- Extra cleaning services during the stay: A mid-stay cleaning can make a big difference during a family vacation.
The approach for families should emphasize ease, convenience, and added value that simplifies travel logistics.
Presenting these offers through intuitive digital channels (apps, pre-arrival emails, digital guidebooks) is particularly effective, allowing parents to plan in advance.
Couples
Couples traveling for leisure, relaxation, or special occasions are often looking for romantic experiences, superior comfort, and moments of indulgence.
They’re generally more willing to spend to make their stay memorable.
Upselling for couples can focus on:
- Room upgrades with special features: Larger rooms, suites, or rooms with panoramic views, balconies, hot tubs, or premium beds.
- Romantic packages or couples’ experiences: Couple’s massages, candlelit dinners (featuring local ingredients), or exclusive spa access.
- Special in-room touches: Breakfast in bed, fresh flower bouquets, champagne on arrival.
- Private activities or tours: City tours, private excursions to scenic locations, wine or beer tastings.
Upselling to couples should tap into romance, relaxation, and the opportunity to create lasting memories.
Use high-quality visuals to highlight beautiful upgraded rooms or the atmosphere of the experiences offered.
Communication should evoke emotion and benefits, rather than just listing features.
Business Travelers
This segment is often less price-sensitive than leisure travelers and places high value on convenience, efficiency, and services that streamline the work trip.
Upselling opportunities for business travelers include:
- Flexible check-in/out times: Essential for those with fixed flight or meeting schedules.
- Upgrades to rooms with a dedicated workspace: Rooms with large desks, good lighting, easy-to-access outlets, or suites with separate work and rest areas.
- Dedicated high-speed Wi-Fi: A fast, stable connection is critical for remote work and video calls.
- Time-saving services: Airport transfers, express laundry, onsite parking, or room service for quick meals.
- Access to business lounges or co-working spaces: Quiet, professional areas to work, meet clients, or relax outside the room.
Upselling strategies for business travelers should highlight productivity, convenience, and time savings.
Offers should feel like intuitive support from the hotel to make their work trip smoother.
Channels like digital check-in or in-stay targeted messages can be effective for presenting the right services at the right time.The role of technology and staff
The effectiveness of these segment-based upselling strategies depends heavily on the ability to identify the guest, access their data and preferences (via PMS/CRM), and present dynamic, relevant offers (via upselling software).
Trained staff can pick up on nuances in conversation, listen to implicit needs, and use the data provided by upselling systems to offer specific, relevant upgrades.
A seasoned front desk agent knows how to describe the value and benefits of an offer for that specific guest—not just its features.
A successful upselling program in 2025 is built on data-driven personalization enabled by technology.
Understanding and tailoring offers to the unique needs of families, couples, and business travelers not only maximizes incremental revenue potential, but transforms upselling from a sales transaction into a valuable service that enhances the overall guest experience, driving long-term satisfaction and loyalty.