Maximizing Revenue in Peak Season 2026 with Upselling & Cross-Selling!

We’re entering one of the most exciting high seasons in travel, when guest demand surges and hotels have a golden opportunity to shine. But maximizing occupancy alone isn’t enough. The secret to boosting revenue lies in the art of Upselling and Cross-Selling - transforming every booking into a personalized, meaningful, and value-driven experience. This isn’t just about selling more, it’s about understanding your guests deeply, enhancing their stay, and turning satisfaction into sustainable profit. Let’s explore with Hotel Link how the art of Upselling & Cross-Selling can help your property elevate both guest experience and brand value this peak season.

Upselling and Cross-Selling: From Sales Techniques to the Art of Service

In the minds of many service professionals, Upselling (upgrading the sale) and Cross-Selling (selling complementary items) are sometimes mistakenly viewed as tactics to "fleece" the customer. However, in the modern hospitality industry, these two concepts have been redefined: they are no longer just sales techniques, but the art of personalizing the experience, helping guests enjoy their stay to the fullest.

The reality shows that today's customers are willing to spend more if they perceive genuine added value, whether it’s a room with a better sunset view, a custom-prepared romantic dinner, or a spa treatment to unwind after a long flight. When Upselling and Cross-Selling are implemented correctly, guests don't feel "sold to"; rather, they feel meticulously cared for and better understood.

1. Definition and Distinction

• Upselling (Upgrading the Sale): This is persuading the guest to spend more money on a premium version of the product or service they have already chosen.

Example: A guest booking a Standard Room is offered an upgrade to a Deluxe Room or a Suite with a better view, more space, or smarter amenities.

When introduced subtly, such as "Would you like to try the room with a balcony overlooking the ocean, where you can catch the best sunrise view in the hotel?" - the invitation becomes a caring suggestion, not a sales pitch.

• Cross-Selling (Selling Complementary Services): This involves suggesting the guest purchase additional, complementary products or services to enhance their main stay.

Example: A guest booking a room is suggested to add a relaxing Spa package, tickets to the Christmas Eve Gala dinner, or private airport transfer service.

Effective Cross-Selling appears at the right moment, for instance, immediately after the guest confirms the booking, the system sends an automated email suggesting: "Perfect your experience with dinner at our rooftop restaurant. Book now to reserve your table."

2. Strategic Goal: Boosting TRevPAR and ABV

The ultimate goal of upselling and cross-selling is not just to increase immediate sales, but to maximize two core metrics in modern hotel operations:

• TRevPAR (Total Revenue Per Available Room): When a hotel implements smart Upselling and Cross-Selling strategies, revenue is no longer solely dependent on the room rate but comes from every touchpoint in the guest journey: F&B, spa, entertainment activities, and personalized experiences.

• ABV (Average Booking Value): The average monetary value of each booking. In peak season, when operating costs (staffing, energy, maintenance) typically rise, boosting ABV helps the hotel maintain stable profit margins without having to drastically increase room rates.

Viewed from a deeper perspective, Upselling and Cross-Selling are not just about revenue optimization; they are long-term guest retention strategies. An experience upgraded to meet specific needs can turn a short-stay guest into a loyal repeat visitor because they feel the dedication and professionalism in every small detail.

When a hotel shifts its mindset from "What else can I sell?" to "How can I make the guest's experience more complete?", that's when the art of service truly flourishes. At that point, Upselling and Cross-Selling are no longer mere revenue strategies, but an integral part of creating memorable moments for guests and that is the very essence of the hospitality industry.

2026 Trend: Personalization and Emotional Experience Lead the Way

According to Booking.com 2026 forecasts, travelers in the coming year will spend more on personalized and emotional experiences rather than solely focusing on accommodation or material amenities. Customers crave feeling "understood" and served in their own unique way.

Crucially, AI and behavioral data are helping hotels pinpoint the exact timing and needs of each guest segment. As technology understands customers better, Upselling and Cross-Selling are no longer random offers, but suggestions delivered to the right person, at the right time, with the right emotion.

In other words, 2026 is the year where the art of UC lies not just in sales skills but in the ability to create memorable moments.

Furthermore, the new generation of travelers (Gen Z and Millennials), who now account for over 60% of global bookings, increasingly value experiences that are "custom-designed." They are willing to pay more if the service truly reflects their personality and values. An invitation to upgrade to a room with a sunset-view bathtub or a "Local Experience" package exploring native culture will be far more appealing than a typical discount offer.

Notably, AI doesn't just help hotels "sell to the right person" but also "speak the right way." Instead of sending out mass, identical emails, the system can automatically suggest service packages that align with each guest's behavior, for instance: recommending a relaxing Spa package to someone who previously booked a leisure stay, or a cocktail party package to a corporate group.

In 2026, emotion and understanding will be the new "currency of loyalty." Hotels that successfully blend technology with service finesse will not only increase revenue but also build long-lasting relationships where every instance of Upselling or Cross-Selling is embraced by the guest as added value, not an extra expense.

Read more: Travel Trends 2026: The Quest for Highly Personalized Journeys

Understanding Peak Season Customer Psychology

Peak seasons like Christmas, New Year’s, or Lunar New Year are not only the busiest periods but also the most emotionally charged times of the year. Travelers are not merely looking for a place to sleep, they are also seeking meaning, connection, and lasting memories. Grasping this psychology is key to selling up and selling across in a subtle, natural, and sophisticated manner.

1. Emotional Needs and Completeness

Peak season guests are driven by bonding and emotional experiences:

• Families/Reunions: Prioritize cozy spaces and amenities suitable for all ages. → Suggestion: Upgrade to a Family Suite, Cross-Sell a themed room decoration package (Christmas or Tết) to enhance the sense of togetherness.

• Couples: Desire romance and privacy. → Suggestion: Offer a room with a Jacuzzi, a rooftop dinner, or a couples' Spa treatment.

• Corporate/MICE Groups: Seek moments for collective bonding. → Suggestion: Upgrade the event space, Cross-Sell a local cultural workshop to boost the experiential aspect of team-building.

2. Prioritizing Convenience and Time Efficiency

Business travelers or families with young children highly value convenience. → Suggestion: Packages like "Room + Gala Dinner" or "Room + Private Airport Transfer" give them peace of mind, save travel time, and allow them to fully enjoy their holiday.

When a hotel truly understands the emotional drivers and practical priorities of each guest segment, every Upsell or Cross-Sell suggestion becomes natural, timely, and empathetic - turning the holiday experience into an unforgettable memory.

The Art of Upselling: Elevating the Value of the Stay

If Upselling was previously seen merely as a technique to persuade guests to spend more money, today it is the art of creating emotional value that surpasses expectations. When guests feel their experience is being "upgraded" rather than just "an additional purchase," they are willing to pay extra for that difference.

1. Selling Emotional Value, Not Just Rooms

Effective Upselling starts with understanding what makes the guest happy. When proposing an upgrade, sell moments and emotions, not just square footage or star ratings.

• Example: "The Executive Room offers a direct view of the New Year's Eve fireworks, allowing your family to fully enjoy that special moment."

• Or, focus on personalized privileges: private access to the Club Lounge, fast check-in, premium minibar, or a Smart Room space that delivers a modern, convenient experience.

The key is making the guest feel that they deserve something better, rather than feeling they are being pressured to spend more.

2. The Golden Timing for Upsell

Upselling is not only about "saying the right words," but also "at the right time":

• Pre-arrival: Send an email or text message offering a room upgrade 72 hours before check-in, often with a slight discount (e.g., 15% off the walk-in rate). This is when guests are most amenable to upgrading, as they are already excited about planning their trip.

• During Check-in: Leverage the guest's excitement to suggest a "rewarded upgrade", for example, "For only an additional 500,000 VND, we would be delighted to include complimentary breakfast in bed and late check-out." (The perceived benefit outweighs the upgrade cost).

• Mid-stay: Use the chatbot or in-room digital assistant to make subtle suggestions, such as offering an extra night extension paired with an exclusive Spa discount reserved just for in-house guests. This is a skillful combination of Upsell and Cross-Sell, boosting revenue while making the guest feel valued.

Upselling is essentially a journey of taking the guest from "satisfied enough" to "beyond expectation." When executed with finesse and empathy, it not only boosts revenue but also elevates the brand, helping the hotel make its mark through memorable experiences.

The Science of Cross-Selling: Maximizing Supplementary Spend

1. Seasonal Packages Strategy

Peak season is not just a time for hotels to be "fully booked", it's a golden opportunity to increase the Average Daily Rate (ADR) through all-inclusive experience packages. Combining accommodation with supplementary services helps the customer perceive higher value, while enabling the hotel to optimize occupancy and operating costs.

• "Festive Stay" Package: Room + Gala Dinner + Breakfast Buffet → Ideal for holiday travelers or couples seeking the festive atmosphere. Hotels can create a highlight with a themed buffet (Christmas Eve, Countdown, Lunar New Year...) coupled with small gifts like a welcome cocktail or a spa voucher.

• "Wellness Retreat" Package: Room + Spa + Healthy Dinner → Capitalizing on the wellness travel boom post-pandemic. Hotels with spa facilities, yoga sessions, or healthy restaurants can combine these services for a complete retreat experience, particularly appealing to corporate guests and international travelers.

• "Festive Team-building" Package: Room + Cultural Workshop + Local Tour → Designed for corporate groups or companies aiming to combine leisure with team bonding. Activities like traditional cooking classes, lantern making workshops, or local village tours will help international guests better understand the local culture and differentiate the hotel for MICE partners.

2. The Role of Technology and Data

Technology is central to boosting the effectiveness of Upselling and Cross-Selling. Instead of relying entirely on staff intuition, modern hotels leverage behavioral data and automation systems to personalize suggestions for each guest.

• Smart Booking Engine (BE): Allows suggestions for upgrades or add-ons to be displayed directly during the booking process. These suggestions are personalized based on the room type, length of stay, or purpose of the trip.

  • Example: A guest booking a 3-night stay might receive a suggestion to purchase a Spa package at a 10% discount or an additional dinner at the restaurant.

• Behavioral Analytics: Data from previous stays, searches, and website interactions helps the hotel better understand customer preferences - enabling timely and relevant Upsell and Cross-Sell suggestions.

• Automated Email Marketing: Pre-arrival and in-stay email sequences ensure guests receive relevant offers before their arrival or during their stay, increasing conversion rates without feeling "salesy."

• In-Room Digital Assistants and Mobile Apps: Increasingly, hotels are adopting voice technology or in-room control apps where guests can order extra services like Spa treatments, Room Service, or request an upgrade with just a few taps. This is not only convenient but also helps the hotel record data to optimize future cross-selling strategies.

All these technologies are aimed at one goal: creating a smooth, natural, and personalized experience where the sale of additional services is no longer about "persuasion," but a seamless part of the guest's journey.

3. Collaborative Cross-Selling

Hotels can partner with local restaurants, tour companies, or spas to offer added value to guests and earn commissions from partners, a smart way to expand revenue without investing in additional physical assets.

This model is particularly effective during peak season, when guest numbers surge and the demand for off-property experiences explodes. Suggesting suitable services, such as cultural tours, local specialty dining, or wellness packages, not only makes the guest's journey more complete but also enhances the hotel's brand reputation in the eyes of travelers.

• Partnerships with Local Restaurants: Offer discounted vouchers or special set menus for hotel guests.

• Links to Tour Operators or Cultural Experiences: Facilitate easy booking of half-day tours, pottery or cooking workshops, or bicycle tours exploring the old town.

• Collaboration with Spas or Wellness Services: Especially suitable for business travelers or long-stay leisure guests. The "Stay & Relax" model generates supplementary revenue while giving the hotel an image of thoughtfulness and sophistication.

More importantly, when implementing cross-selling, hotels should choose partners with similar quality standards and brand image, and clearly agree on commission policies, payment procedures, and customer feedback processes to ensure a seamless experience for both parties.

Read more: How to Optimize Hotel Sales Channels Before the Year-End Peak Season?

Metrics and Service Culture: Ensuring Sustainable Effectiveness

For the art of Upselling & Cross-Selling to deliver long-term value, hotels must not only implement it well but also measure and nurture it as part of their service culture.

Firstly, track the metrics that truly reflect effectiveness:

• UCCR (Upsell Conversion Rate): The percentage of guests who accept an upgrade offer, demonstrating the success of consultative skills and emotional persuasion.

• ABV (Average Booking Value): The average monetary value per booking - a crucial indicator of the strength of the upselling and cross-selling strategy.

• RevPAB (Revenue Per Available Booking): Total revenue from supplementary services, reflecting the capacity to maximize non-room revenue.

• Reviews & Repeat Rate: Track whether guests who utilized UC services return and leave positive reviews.

But most importantly is building an Upsell and Cross-Sell culture from within. See it not as a sales duty, but as an opportunity to deliver a complete experience to the guest. Establish transparent bonus policies based on upselling and cross-selling performance to motivate the team, and train employees to sell with emotion, not pressure.

When every employee understands that "every additional suggestion is a way to make the guest happier," that is when the art of Upselling and Cross-Selling becomes the DNA of the hotel's service culture - sustainable, sophisticated, and genuinely profitable in the long run.

Looking Towards 2026: Smart Selling – Smart Experience

As the hospitality industry moves into 2026, the line between sales and guest care will increasingly blur. Every Upsell or Cross-Sell action will no longer be a mere transaction but an integral part of the customer experience journey, where every suggestion is subtle, sophisticated, and emotionally resonant.

The successful hotels in the coming period won't be those that sell the most services, but those that understand the guest the deepest. They know when to make an upgrade offer, and when to remain silent for the guest to enjoy; they know how to combine behavioral data with human warmth, creating a feeling of "being cared for" rather than "being sold to."

Artificial intelligence, integrated data systems, and automation tools like the Booking Engine and CRM will become the "silent companions" helping hotels understand guests even before they speak. This is the transition from Smart Selling to Smart Experience, where revenue comes not just from selling more, but from trust and emotion nurtured through every interaction.

With the partnership of Hotel Link, the journey to "turning customer experience into sustainable profit" is no longer theoretical, it is the near future, where technology and people together create the ultimate art of service in the digital age.

Start Today With Hotel Link!

Are you ready to maximize peak season revenue and deliver memorable experiences to your guests? Hotel Link provides comprehensive technology solutions, from Website, Booking Engine, Channel Manager to payment solution Hotel Link Pay, that help you implement effective, personalized, and automated Upselling & Cross-Selling.

Contact Hotel Link today to let us help you turn every booking into a journey worth more!