The importance of empathy in the Upselling at Front Desk.

Upselling at a hotel reception is one of the most effective strategies for maximising revenue. However, its success does not lie solely in the offers made but in how they are presented to the guest. This is where empathy plays a crucial role, transforming a simple transaction into an opportunity to personalise the guest experience and build trust.

Empathy is the ability to put oneself in the customer’s shoes, understanding their needs, desires, and emotions. In the hospitality sector, this means paying attention not only to what guests explicitly say but also to the implicit signals they may give. For instance, if a couple mentions they are celebrating an anniversary, offering them a room upgrade with stunning views or additional services, such as a bottle of champagne, will not only be more relevant but also perceived as a thoughtful gesture rather than a mere sales tactic.

In this context, it is essential for receptionists to develop active listening skills. By asking open-ended questions such as, “How was your journey?” or “What are you hoping to enjoy during your stay with us?”, a foundation of trust is established. These questions not only demonstrate genuine interest but also help identify upselling opportunities that can genuinely enhance the guest’s experience.

A common example is offering a room upgrade. Instead of proposing a generic upgrade, it is far more effective to contextualise it based on the guest’s needs: “We have a suite available with sea views that includes spa access. I think it would be perfect for your romantic getaway.” This approach not only highlights the benefits but emotionally connects with the guest, showing a genuine interest in their wellbeing.

When it comes to services such as changing meal plans, for instance from bed and breakfast to half-board, empathy is equally vital. For a family, the convenience of not needing to find dining options outside can be emphasised, offering a more relaxed and tailored experience. For couples, suggesting how the plan includes romantic dinners in the hotel restaurant can highlight the emotional value of the experience.

Another key element is language. The words chosen and the tone of voice can make the difference between successful upselling and rejection. Phrases such as, “I noticed you’re looking to relax and enjoy your stay to the fullest, and I’d like to suggest something that could enhance your experience even more,” convey care and consideration. This approach removes the feeling of being pressured to buy, replacing it with a genuine desire to improve the guest’s stay.

Ultimately, empathy in upselling not only benefits the hotel by increasing revenue but also enriches the guest’s experience. When guests feel that their needs are understood and valued, they are more likely to become ambassadors for the hotel, recommending it to others and returning in the future.

In conclusion, empathy is not just an interpersonal skill; it is an effective strategy to transform upselling into a personalised and memorable experience. By focusing on the emotions and expectations of the guest, receptionists not only succeed in increasing sales but also strengthen the hotel’s reputation and build lasting relationships.

About the author

Alejandro Francino is a global leader in the hotel industry, boasting over 25 years of experience and a distinguished career as a pioneer in upselling programmes. As CEO of HBD Upselling Solutions Hotels & Resorts, he has spearheaded innovative strategies that have transformed how hotels maximise revenue while enhancing guest experiences. His approach combines empathy, technology, and training, enabling thousands of hotels to implement effective upselling techniques at the reception. With a community of over 30,000 followers on LinkedIn, he is an influential figure who inspires professionals in the industry to achieve new standards of excellence.

If you would like to contact Alejandro please email: [email protected], or call directly to HBD Upselling Solutions: +34 977 74 74 01.