When it comes to maximizing ancillary revenue, your team plays a pivotal role. Empowering and equipping staff to upsell, cross-sell, and enhance the guest experience is not just about training—it’s about creating a culture of value delivery. Guests are more likely to embrace additional services when they feel they are offered authentically, as part of a personalized and well-rounded experience.
Here’s a deep dive into strategies to train and empower your team to unlock your business’s ancillary revenue potential.
1. Upskilling: The foundation of Ancillary Revenue growth
Training staff on upselling and cross-selling is more than teaching scripts. It’s about enabling them to recognize opportunities to enhance guest satisfaction while increasing revenue.
Product Knowledge Mastery: Ensure your staff deeply understands every service or product you offer. This includes knowing the benefits, features, and ideal customer profiles. A spa therapist, for instance, should confidently recommend high-value treatments based on the guest’s expressed needs.
Storytelling Techniques: Teach staff to connect offerings to emotional guest triggers. Instead of saying, “Our deluxe suite costs $100 more,” they could say, “Many couples love our deluxe suite for its spacious balcony and stunning sunset views—perfect for a romantic evening.”
Dynamic Role-Playing: Regularly practice scenarios to help staff refine their upselling techniques in low-pressure environments. Simulating real-world guest interactions builds confidence and improves communication skills.
2. Inspiring guest-centric sales through empathy
Empathy is the cornerstone of effective upselling. It’s not about pushing products but understanding the guest’s preferences and enhancing their experience.
Active Listening: Train staff to ask open-ended questions that reveal guest preferences. For instance, “What’s the purpose of your stay?” or “Is there something special you’d like to experience during your visit?”
Personalized Recommendations: Once staff have insights into guest preferences, they can tailor their suggestions. For example, a guest mentioning stress might appreciate a recommendation for a stress-relief massage or guided meditation.
Empathy-driven selling ensures guests feel valued rather than sold to, increasing both conversion rates and satisfaction.
3. Incentivization: Driving excellence through motivation
Incentives not only drive revenue but also enhance employee engagement and morale. Create programs that reward staff for outstanding performance:
Transparent Targets: Set clear and achievable goals for upselling and cross-selling, and regularly update staff on their progress.
Monetary and Non-Monetary Rewards: Bonuses, gift cards, or recognition programs can be effective motivators. For non-monetary options, consider perks like additional paid leave or public acknowledgment during team meetings.
Team-Based Competitions: Encourage camaraderie through healthy competition. For instance, reward the team that achieves the highest ancillary revenue growth in a month with a group outing.
Motivated employees are more likely to engage guests with enthusiasm, fostering trust and driving sales.
4. Leveraging technology to simplify upselling
Technology can transform upselling from a manual task into a seamless, data-driven process. Equip your team with tools that empower them to offer the right services at the right time.
Pre-Arrival Automation: Use platforms like Oaky to send personalized offers to guests before they arrive. This allows staff to focus on service delivery while guests arrive pre-informed about available options.
Dynamic Upselling at Check-In: Provide front desk staff with CRM-integrated systems that display guest profiles, preferences, and purchase history. This enables real-time tailored offers, such as room upgrades or exclusive dining experiences.
AI-Powered Assistance: Chatbots and AI tools can help guests explore ancillary services digitally while freeing up staff to focus on in-person interactions.
5. Empowering through culture and continuous learning
Creating a culture of empowerment means going beyond training and incentives. It’s about fostering a sense of ownership among staff.
Cross-Department Collaboration: Encourage teams across departments (e.g., housekeeping, front desk, and F&B) to share guest insights. For example, a housekeeper noticing a guest enjoying wine in their room could inform the F&B team, who might suggest an exclusive wine tasting experience.
Continuous Education: Hospitality trends and guest expectations evolve rapidly. Schedule regular training sessions on new products, services, and sales techniques to ensure staff stay ahead of the curve.
Feedback Loops: Encourage staff to share their experiences and challenges in upselling. Use this input to refine strategies and provide additional support where needed.
Conclusion
Empowering staff isn’t just a revenue strategy—it’s a long-term investment in your team and guest satisfaction. When your employees feel confident, motivated, and supported, they become natural advocates for your brand, driving both ancillary revenue and exceptional guest experiences. It’s a win-win approach that benefits the entire organization.
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