When we think of boosting revenue in hospitality, our minds often go straight to occupancy rates, dynamic pricing, or RevPAR. But there’s a powerful lever we often overlook; one that can shift the guest experience, drive upsell conversion, and turn frontline staff into true revenue ambassadors:
Communication.
Not just scripted words, but tone, body language, vocal delivery, storytelling, and emotional presence. The way we communicate is one of the most underestimated revenue-generating tools in our business.
Let’s explore why (and how) sharpening this skill can unlock thousands in untapped ancillary revenue across your hotel, resort, or hospitality outlet.
Communication is Revenue strategy, not just soft skill
Vinh Giang, a world-class communication expert, teaches people how to use their voice as an instrument. He talks about volume, pitch, pauses, storytelling, and presence; tools most hospitality teams rarely receive formal training on.
But here’s the truth: these tools drive real results.
Think of a receptionist who offers a room upgrade with charisma and relevance, not pressure. Or a waiter who doesn’t just list the wine options but narrates them like a sommelier in a Netflix documentary. Or a concierge who connects emotionally before presenting exclusive experiences or dining options.
Those moments drive results: increased conversion rates, higher guest spend, stronger guest satisfaction scores, and repeat business. This is not hypothetical. It’s something I’ve witnessed firsthand after training +4,000 hospitality professionals in 30+ countries over the last two decades.
Poor Communication = Missed Revenue
Most upselling or cross-selling failures don’t stem from bad offers: they stem from bad delivery.
Vanessa Van Edwards, behavioral investigator and communication researcher, found that 82% of first impressions are formed from two things: warmth and competence. Not price. Not content. Not even quality.
In hospitality, this means guests decide if they trust you, and whether they want to buy from you long before they process what you’re actually saying. That’s why a monotone voice, closed posture, or rushed interaction can cost your property thousands in missed sales.
When staff members communicate with confidence and warmth, they don’t just inform. They inspire action.
Why communication drives Ancillary Revenue
Let’s connect communication with your ancillary revenue strategy. Here are just a few examples of how better communication skills directly increase revenue across departments:
✔️ Front Office Upselling Room upgrades, late check-outs, VIP packages — all convert better when the delivery is personalized and engaging. Not robotic scripts, but persuasive storytelling tailored to each guest.
✔️ Food & Beverage Revenue Suggestive selling, wine pairing recommendations, premium menu navigation — it’s all communication. The difference between a €30 and €90 dinner check often lies in how the experience is described.
✔️ Guest Experience & Concierge Services Local tours, private transfers, event tickets, exclusive amenities… You can’t just list them. You have to pitch them — with emotion, timing, and energy.
✔️ Leisure & Wellness Offerings Even outside spa settings, from yoga classes to beach cabanas or sports packages, communication determines whether the guest sees it as an add-on… or a must-have.
✔️ Retail & Minibar Product storytelling turns amenities into experiences. “This is our local artisan olive oil — a guest favorite,” sells more than “Here’s a gift shop.”
✔️ Events & MICE Sales Even in B2B hospitality segments, sales success depends on how we communicate value, not just specs. Confidence, presence, and emotional resonance win deals.
The “Showmanship” factor: Why technical skill isn’t enough
Hospitality professionals are often technically brilliant — but invisible because they haven’t developed their communication skills. As Robert Greene (author of “The 48 Laws of Power”) puts it: “If you cannot communicate your value, people will not recognize it no matter how talented you are.”
Too many incredible professionals are stuck behind desks or back-of-house roles, while others thrive simply because they know how to speak, pitch, and present.
If you’re serious about growing ancillary revenue you must start training communication like a revenue skill. Because it is.
Five communication tactics you can implement tomorrow
Here’s how you can immediately build a more revenue-centric communication culture across your property:
Record & Review Sessions Encourage teams to record practice upsell dialogues. Review tone, clarity, and confidence. It’s a game-changer and builds self-awareness fast.
High-Buff Game Use simple improv games to boost conversational agility and spontaneity. Great for roleplaying guest interactions and training new staff.
Power Cues Training Teach vocal dynamics, posture, facial expressions, and gesture control «a la Vanessa Van Edwards». First impressions sell more than service lists.
Storytelling Workshops Turn service features into emotional benefits. Train teams to build narrative around offerings, whether it’s wine, massages, or tour packages.
Feedback Loops Focused on Delivery, Not Just Outcome Coach your teams not only on what they sell, but how they sell it. Are they engaging? Are they creating memorable moments? That’s what guests remember.
Final thought: Revenue lives in the conversation
The most impactful ancillary revenue strategies are not tech-based. They’re human-based. Because it’s still your team, in every moment of interaction, that determines whether your guests say “yes” to more.
So, before you redesign your minibar menu or launch a new tour package, ask yourself:
➡️ How are we communicating the value of what we already offer?
That one shift in mindset could unlock thousands in new revenue without changing a single product.
Now, imagine what happens when you do both: improve the offer, and improve how it’s sold.
That’s what communication mastery brings to hospitality.
Let’s start training it.
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