Hotel Smarts: Upsell — or Sell From the Top Down!

This is the second of two parts.

Travel agents who approach hotel bookings by searching for the lowest rates available are doing themselves – and their clients – a disservice. Instead agents should think in terms of upselling, including by selling down.

“A lot of agents think clients just want the cheapest rate,” said Rick Stiffler, vice president of leisure sales for Preferred Hotel Group. “I tell agents to start from the top rate and work their way down.

“Agents can be very successful by selling down,” especially when they mention all the add-ons clients will enjoy, he said. “The luxury traveler does want the best deal, but not necessarily the cheapest price.”

Recommend something nicer
Chris Austin, vice president of global retail leisure and luxury sales for Starwood, reminded agents that hotel club or lounge floors present an ideal upselling opportunity.

“For a small price premium, clients get use of the lounge, breakfast, drinks and more. It’s a great value for clients and more commission for agents.”

Milestone events are perfect times to recommend splurging on lodgings, Austin suggested.“It’s always good to ask whether it’s a special occasion – anniversary, retirement, birthday, whatever. That’s the time to sell the suite overlooking the ocean.

“And if it’s a multigenerational group, then combining suites is a great idea. The two upsides are a happy family and higher commissions.”

Agents should keep a calendar of their clients’ special occasions, Austin said. “Get in touch with the client and say, ‘I see it’s a big birthday coming up. How about that trip you’ve been talking about?’”

Sell across brands
Another tip: Keep an eye out for opportunities to upsell by suggesting a higher-tier brand.

“If someone comes in and asks for a Holiday Inn but they want to hold a small meeting or need other business services, you might want to recommend a Crowne Plaza as a better fit,” said Andrew Rubinacci, vice president of distribution and intermediary sales for IHG, which encompasses both brands.

IHG, like other hotel companies, aims to make this easy for retail travel professionals. “Agents can see all our brands in the same city which can help in selling a different brand,” Rubinacci said.

Hang onto your clients
Travel professionals should never turn away a client’s hotel business, even if the client is looking to stay at a lower-priced brand, Austin advised.

“You might be a luxury travel professional with a client who usually stays at a St. Regis on business trips who is taking a child to university and wants to stay in an Aloft near the school. It’s important for the travel professional to keep that booking in the interests of the relationship,” Austin said.

“If you let clients book anywhere else for any reason, you risk their not coming back,” said Austin, reminding agents that it takes much more time to gain new clients than to keep existing clients.

Blow your own (value) horn
Agents whose consortia relationships allow them to provide extras such as free breakfast, upgrades and late checkout need to show clients the value of those extras, Austin said.

“If a guest is staying in a hotel in Venice, an agent could provide value of $500. The most important thing is to communicate your value to the client. Underline it in red pen if you have saved them $500 or added $500 in value.
 
“Today any travel professional should be focused on providing value for clients and not on low prices,” said  Austin. “That’s the commodity game – not the reasons people go to a travel professional.

Part One: In Selling Hotels, Relationships Are Key to Success