Unlock Ancillary Revenue: Marketing Tips for Upselling Hotel & Motel Services

Why Is Upselling So Effective In Boosting Ancillary Revenue?

In-house guests have already chosen your property and are now enjoying its wide range of services and amenities. This is such a valuable opportunity to showcase everything your hotel or motel has to offer and create memorable experiences that will leave a lasting impression on your guests.

Marketing to your In House Guests:

• Drives additional spend on upsells, amenities and experiences
• Enhances their stay with relevant, timely information
• Improves guest satisfaction through personalisation
• Costs far less than trying to win over a new guest

Good Stats to know:

• SMS messages have a 98% open rate
• Email campaigns targeting in-house guests regularly see open rates of 30–60%.

Effective Strategies for Upselling Hotel & Motel Services To In-House Guests

Generating ancillary revenue effectively uses many of the same marketing techniques you might use to attract and re-engage your guests to begin with. However, timeliness and personalisation are key when it comes to your current in-house guests.

1. Traditional Email Marketing

Send automated, personalised emails throughout the guest journey, pre-arrival tips, during-stay updates about amenities or events and post-departure follow-ups. Customise content using guest preferences and booking details for relevant communication.
For example:

• “Book your late check-out now and sleep in tomorrow”
• “Spa bookings are filling up, secure your spot today”
• “Enjoy 10% off dinner if you book before 4pm at our Restaurant”

Why it works: Content is timely and directly relates to the guest’s current stay.

2. SMS Marketing

Send timely, personalised text messages throughout the guest’s stay, offering exclusive promotions, reminders about on-property amenities and real-time updates. Tailor content using guest profiles and booking information to ensure each message feels relevant and valuable.
For example:

• “Happy Hour from 5–7pm – show this text and get 20% off”
• “15% off all spa bookings today only”
• “Extend your stay and receive 50% off your last night’s stay”

Stat: SMS has up to 8 times higher response rates than email, and most messages are read within 3 minutes.

3. In-Room Promotions & Notifications

Printed materials still matter – use flyers, tent cards or TV messages in guest rooms to highlight current offers and services.

Here are some ideas:

• Welcome cards with QR codes for menus or tours
• Promotional TV banners (e.g. “Dinner Deal Tonight – Channel 1 for menu”)
• Room service menus with featured packages

Stat: 64% of guests act on in-room promotions when combined with digital messaging

4. Wi-Fi Splash Pages

When guests connect to Wi-Fi, redirect them to a branded page featuring special offers or service highlights.

Messaging opportunities include:

• Promote restaurant specials, events or discounts
• Offer loyalty sign-ups or feedback surveys for perks

Stat: Nearly half of guests say they are open to receiving offers in exchange for FREE Wi-Fi

5. Front Desk Promotions

Your team can upsell face-to-face. Equip them with offers to promote at check-in or during guest interactions.
Some effective ideas include:

• Discounted upgrades on Check in
• Early or late check-out packages
• Dining or activity bookings

Tip: Incentivise staff to mention offers by tracking conversions.

6. Digital Room Compendiums or Tablets

Modern motels are replacing in-room binders with digital guides, making real-time promotion easier.

What to include:

• Bookable local experiences
• Food and beverage offers
• Guest services (laundry, pillow menu, etc.)

Results: Properties using in-room tablets see a 12–20% boost in service bookings

7. QR Code Placements Around the Property

Add QR codes in high-traffic areas like elevators, lobbies or poolside. Link them to:

• Today’s menu or happy hour
• Tour booking
• Real-time feedback form

Encouraging Guest Purchases Without Direct Sales Pressure

Upselling hotel and motel in-house services isn’t about spamming, it’s about timely, helpful communication that enhances their stay. Whether it’s a well-timed SMS, a friendly offer at check-in or a QR code that leads to a great deal, each touchpoint can increase ancillary revenue and satisfaction at the same time.

With GuestPoint, properties can automate many of these communications, across email, SMS, making it easier to deliver a seamless, revenue-generating guest experience.