In hospitality, we’re all about creating experiences. But behind every elevated experience, there’s someone who had the confidence to recommend it, position it, and sell it.After reviewing a powerful interview with Aliénor Hunter, a public speaking coach who overcame debilitating social anxiety, I couldn’t help but connect the dots. What she learned about confidence applies directly to what many hotels are struggling with today: underperforming ancillary revenue.
The issue isn’t a lack of opportunity. It’s a lack of belief. In the offer. In the guest’s interest. And most of all—in ourselves.Confidence sells. Silence doesn’t.
Why this matters for Hotel Ancillaries.Whether it’s spa packages, room upgrades, or late check-outs, ancillary revenue depends on something deceptively simple: someone has to offer it—with conviction.
But here’s what happens in too many properties:
A spa therapist assumes the guest can’t afford the treatment and skips the upsell.
A front desk agent worries about seeming pushy and defaults to the cheapest room.
A server doubts their ability to recommend wine and sticks to the house pour.
These aren’t failures in pricing strategy. They’re failures in confidence. And they’re costing hotels money.
Lessons from Aliénor Hunter’s Journey to confidence
Aliénor’s transformation wasn’t about learning flashy public speaking tricks. It was about rewiring beliefs.
And that’s exactly what we need to do in hotels.
Start With Belief, Not Just Scripts Train your team to challenge limiting assumptions like “guests don’t want to spend more.” Collect real guest responses, upsell wins, and feedback. That becomes the evidence that rewires internal narratives—and boosts performance.
Redefine the Role of Ancillary Sales Upselling isn’t manipulation. It’s elevation. We’re not pushing services—we’re enhancing experiences. That shift in perspective empowers staff to speak with sincerity and assurance.
Coach the Inner Voice Hunter learned to recognize self-doubt with phrases like: “I’m noticing that I’m thinking I’m not good enough.” That tiny shift created distance from the thought—and freedom to act. Hospitality teams need these tools. They’re not soft skills. They’re sales enablers.
Build Safe Practice Spaces Most teams don’t lack the skill—they lack the safe environment to try, fail, and grow. Create time for role-playing. Celebrate confident attempts, not just successful sales. Confidence compounds through action.
Why it pays to prioritize confidence
Let’s be clear—this isn’t “nice to have” stuff.
A confident spa receptionist books more treatments. A confident concierge converts more experiences. A confident sommelier sells higher-value pairings.
Confidence has an ROI. It shows up in RevPATH, SRevPOR, and TRevPAR. If we want to grow these numbers, we need to coach what’s behind them: the mindset.
Final thought
Aliénor thought confidence was something you were born with. She was wrong. It’s built. Just like a revenue strategy.
Your team doesn’t need more tips. They need permission to believe in their own value—and in the value they’re offering guests.
Because when confidence shows up at the front desk, in the spa, or tableside, guests feel it. And when guests feel it, they spend more.
Let’s stop teaching hospitality from the outside-in. The future of ancillary revenue starts within.
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