Upselling in hotels via digital touchpoints
Hotel upselling works when you present guests with relevant offers at the right moment: before arrival and during their stay, when their willingness to purchase is high. Digital touchpoints capture these moments when the front desk is often too busy. During check-in, there is rarely time to calmly offer an upgrade. The team is busy with formalities, and other guests are waiting.
Upselling in hotels via digital touchpoints
This article explains why timing beats sales scripts at the front desk. You will learn about luca's four offer categories, a calculation example per 100 rooms, and the figures from the Isla Brown Corinthia.
Key takeaways
- Willingness to purchase increases before arrival and during the stay. Digital touchpoints capture exactly these moments.
- luca organizes offers into four categories: Stay Enhancements, Food & Amenities, Experiences & Services, and Mobility & Comfort.
- With luca, up to 69% of guests use pre-check-in, the upsell conversion rate is up to 64%, and the average order value is up to €70.
- The Isla Brown Corinthia generated €12,500 in additional F&B revenue in one month using 180 digital order points.
- Automated upselling removes the sales pressure from your team. The guest decides for themselves, without needing a conversation at the front desk.
Why timing beats the front desk
Willingness to purchase is not constant throughout a stay. It peaks at two points: shortly before arrival, when anticipation grows, and during the stay, when a specific need arises. That is exactly when a relevant offer is welcome.
At the front desk, these moments rarely align. During check-in, there are often other guests waiting, and the team is busy with room keys and registration forms. There is hardly any time for a relaxed conversation about an upgrade.
Digital touchpoints solve this. During online check-in, the guest can view the upgrade at their leisure on their own smartphone. During their stay, the next offer is just a QR code away. With luca, up to 69% of guests use pre-check-in, which is the moment of highest engagement.
luca automatically displays these offers during digital check-in and throughout the stay. You can read about how the check-in process lays the foundation for this on the page for Check-in & Check-out. The offer logic itself is embedded in luca Upselling.
The four luca upsell categories
luca bundles upsells into four categories. Each one targets a different point in the guest journey.
- Stay Enhancements: Room upgrades, early check-in, late check-out, and the Green Option, where guests opt out of daily housekeeping. These offers are most relevant before arrival.
- Food & Amenities: Breakfast, welcome drinks, and occasion-based extras. These perform well during the stay, whenever a need arises.
- Experiences & Services: Spa appointments, local tours and activities, and special requests via the AI concierge.
- Mobility & Comfort: Parking, airport shuttles, and rental cars. These offers are relevant around the time of arrival and departure.
The advantage of this breakdown: each category is presented at the right time. A late check-out during pre-check-in, a cocktail by the pool during the stay.
What upselling generates per 100 rooms
How much revenue upselling generates depends on occupancy, pricing, and target audience. The following calculation model shows the potential scale. It is for illustrative purposes only and is not a guarantee.
The basis is 100 bookings per month. The left column uses conservative estimates, while the right column uses the published luca upper limits.
- Bookings per month: Conservative estimate: 100. luca benchmark (upper limit): 100.
- Reach a digital touchpoint: Conservative estimate: 60%. luca benchmark (upper limit): up to 69%.
- Accept an offer (conversion): Conservative estimate: 30%. luca benchmark (upper limit): up to 64%.
- Average order value: Conservative estimate: €40. luca benchmark (upper limit): up to €70.
- Additional revenue per month: Conservative estimate: €720. luca benchmark (upper limit): around €3,090.
In the conservative model, this amounts to €720 per month, or around €8,640 per year. The percentage and euro upper limits in the right-hand column (up to 69%, up to 64%, up to €70) are based on published luca figures. The conservative assumptions on the left have been intentionally set lower to ensure the calculation remains robust.
Example: Isla Brown Corinthia
The Isla Brown Corinthia Resort & Spa, part of the Curio Collection by Hilton, demonstrates how digital ordering points generate revenue. The property has 165 rooms and an expansive layout featuring two outdoor bars, a private beach, and a rooftop bar. The distances for staff were significant, making service at the pool and beach correspondingly slow.
The resort placed QR codes on sun loungers, at pools, on the beach, and on the rooftop. Guests order drinks and snacks directly from their seats. This created 180 additional ordering points and generated €12,500 in additional F&B revenue in a single month.
How automation takes the sales pressure off your team
Active selling doesn't come naturally to many employees. Offering an upgrade at the front desk can feel awkward for both sides. Automated upselling shifts this step to digital touchpoints.
The guest decides for themselves without any time pressure. The team avoids the need for a script and doesn't have to deal with rejection. They can focus on guests who need assistance, while the offers run in the background.
The digital guest directory is another channel for delivering offers to guests. You can read about how to set it up in our article on digital guest directory.
The touchpoints: where offers actually appear
An upsell works best where the guest is already looking. Three touchpoints carry the majority of offers.
The digital check-in is the first. Guests fill in their details before arrival, anticipation is high, and an early check-in or room upgrade is presented right in the flow.
The digital guest directory is the second. Anyone looking for breakfast times will see the breakfast upgrade or a spa session right next to it. The third is via luca Chat: daily offers like available restaurant tables or a spa special are sent to guests on-site via WhatsApp or email.
None of these three channels require an app. Guests simply open a link or scan a QR code, and the offers are pulled from the same catalog you set up once in the luca system.
How much effort is this for my team?
Ongoing effort is minimal. You set up offers and prices once, and luca then displays them automatically during check-in and throughout the stay. Your team only needs to update changes.
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