Upsell Sequence for Hotels Email Guide
Why Upsell Sequence Emails Fail for Hotels (And How to Fix Them)
A guest checks out, raving about their stay, but you know they could have spent more. Many hotels focus solely on securing the initial booking, leaving valuable additional revenue opportunities to chance.
You've probably noticed that guests often don't realize the full range of experiences your property offers beyond their initial reservation. This means desirable services, room upgrades, and unique amenities remain undiscovered, leaving potential revenue on the table.
An effective upsell sequence isn't about aggressive selling. It's about enhancing the guest experience by thoughtfully presenting tailored options that genuinely improve their stay.
It transforms a standard booking into a memorable journey, increasing guest satisfaction and, naturally, your bottom line. The templates below are designed to help you connect with your guests, improve their experience, and gently guide them towards discovering more of what your hotel has to offer.
The Complete 3-Email Upsell Sequence for Hotels
As a hotel, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Congrats
Celebrate their purchase and validate their decision
Hi [First Name],
Congratulations on booking your stay at [HOTEL NAME]! We're thrilled to welcome you.
You've made an excellent choice. Our team is already preparing to ensure your visit is everything you've imagined, and more.
We believe every guest deserves a truly exceptional experience, from the moment you book until you depart. This is just the beginning of your journey with us.
Keep an eye on your inbox. We'll be sharing a few exclusive ways to improve your upcoming visit and make it truly unforgettable.
Best, [YOUR NAME]
This email uses the "foot-in-the-door" technique by validating their initial purchase, making them feel good about their decision. It builds positive association with the hotel and creates a subtle curiosity gap for future communications, priming them for an upsell without any immediate pressure.
The Upgrade
Introduce the enhanced version or add-on
Hi [First Name],
Remember how excited you were when you booked your room? We want to ensure that excitement continues throughout your entire visit.
Many guests find that a little extra comfort or convenience transforms a good stay into an extraordinary one. Imagine starting your day with a gourmet breakfast delivered to your room, or unwinding in a spacious suite with breathtaking views.
We have a limited number of [PRODUCT NAME] available for guests like you. This exclusive upgrade offers a more expansive space and personalized service, designed to truly enhance your experience.
Consider adding [PRODUCT NAME] to your reservation. It's the perfect way to turn your getaway into an indulgence. [CTA: Discover your upgrade options →]
Best, [YOUR NAME]
This email uses the "contrast principle" by presenting the upsell as an enhancement to an already good decision. It uses aspirational language ("extraordinary," "breathtaking views") to paint a picture of an elevated experience, making the upgrade feel like a natural progression rather than an extra cost.
The Limited Time
Create urgency for the upsell offer
Hi [First Name],
We hope you're looking forward to your stay as much as we are! Just a friendly reminder about the special opportunity to enhance your visit.
The [PRODUCT NAME] upgrade, offering a more personalized and comfortable experience, is highly sought after and we have only a few remaining for your dates. This exclusive offer for [PRODUCT NAME] will be closing its doors on [DATE/TIME].
After this, we can't guarantee availability or this special rate. Don't miss out on the chance to make your upcoming stay truly exceptional.
Secure your upgrade now and look forward to an even more memorable experience. [CTA: Secure your upgrade now →]
Best, [YOUR NAME]
This email employs the principle of "scarcity" and "loss aversion." By stating that the offer is limited and will expire, it triggers a fear of missing out (FOMO). People are often more motivated by the potential loss of a benefit than by gaining the same benefit, prompting quicker action.
4 Upsell Sequence Mistakes Hotels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only offering upsells at check-in, when guests are often tired or rushed. | Implement a multi-touch email sequence before arrival, giving guests time to consider and plan. |
✕ Using generic upsell offers for all guests, regardless of their booking type or past behavior. | Segment guests based on their initial reservation (e.g., family, business, romantic) or previous stays for personalized, relevant offers. |
✕ Making upsell offers sound like a hard sell or an unnecessary expense. | Frame upsells as opportunities to enhance their experience, add value, and create special memories. |
✕ Not following up on abandoned upsell carts or clicks from previous emails. | Send a gentle reminder email with the specific offer they showed interest in, addressing any potential hesitations. |
Upsell Sequence Timing Guide for Hotels
When you send matters as much as what you send.
The Congrats
Celebrate their purchase and validate their decision
The Upgrade
Introduce the enhanced version or add-on
The Limited Time
Create urgency for the upsell offer
Timing is critical. Send within days of the initial purchase.
Customize Upsell Sequence for Your Hotel Specialty
Adapt these templates for your specific industry.
Beginners
- Start with one simple, high-value upsell like breakfast in bed, late checkout, or a welcome amenity.
- Focus on clear, benefit-driven language in your emails rather than lengthy descriptions of features.
- Use your CRM or booking system to track which guests open and click your upsell emails to understand initial interest.
Intermediate Practitioners
- Segment your audience by room type booked or length of stay to tailor more specific and appealing offers.
- Test different subject lines and call-to-action buttons to see what resonates best with your guest segments.
- Consider bundling a few smaller amenities into a premium package, offering perceived greater value.
Advanced Professionals
- Integrate upsell sequences with your loyalty program to offer exclusive upgrades or points bonuses to repeat guests.
- Utilize dynamic content in emails to personalize offers based on past guest behavior or preferences.
- Experiment with A/B testing entire sequence flows, not just individual emails, to improve the guest journey.
Industry Specialists
- For business travelers, offer meeting room access, enhanced Wi-Fi packages, or express laundry services.
- For families, suggest connecting rooms, curated kids' activity packs, or child-friendly dining credits.
- For romantic getaways, propose champagne on arrival, a couples' spa treatment, or a private dining experience.
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