THE ROLE OF DATA-DRIVEN DECISION MAKING IN MODERN HOTEL UPSELLING

As we move further into 2026, the hospitality industry in Africa is continuing undergoing a more profound shift: “data: is no longer being seen as a byproduct of operations, it's being seen more and more as the very foundation of smart revenue strategies. With travellers demanding hyper-personalised experiences, hotels, game lodges and guest houses can no longer simply rely on the old style, super generic upsell tactics. Instead, data-driven decision making is transforming upselling from a hit-or-miss/ spray and spray approach, into a precise, guest-centric revenue engine. Leading this evolution is TrevPAR Upsell, an automated pre-arrival upselling platform that leverages guest data to deliver tailored offers, boosting revenue while enhancing overall guest satisfaction.

In an era where ancillary revenue can account for 20-30% of a hotel's total income, and data-driven approaches are projected to drive significant growth in personalisation, ignoring data in upselling simply means leaving money on the table.

WHY DATA-DRIVEN UPSELLING IS ESSENTIAL

Traditional upselling often takes two different, but often equally ineffective approach. The first, is a rush attempt at trying to sell extras to guests as they are checking in, or spray and pray model where blanket generic offers are sent to every guest, hoping something sticks. Both typically yield low conversion rates and often can frustrate guests as they feel bombarded with irrelevant pitches.

Data has the power to change everything… By analysing booking history, preferences, demographics, and past behaviours from your PMS, hotels can make informed decisions about what, when, and to who send your offers to. This type of precision, data driven approach is more effective than the older spray and pray approach. Looking at what TrevPAR Upsell delivers:

· Growth in revenue: With many properties facing room rate pressure, non-room revenue streams like spa services, dining, and experiences are critical. Data-driven upselling has been shown to increase ancillary revenue. By implementing TrevPAR Upsell your property can turn what was seen as occasional spends into consistent revenue.

· Personalisation: Travellers are increasingly seeking experiences that are tailored to their needs. Whether it is wellness-focused retreats, family-friendly add-ons, or business efficiencies. Guests expect properties to anticipate preferences and deliver meaningful, individualised offerings, and not the simple generic offerings.

Without data, upselling remains guesswork. With TrevPAR Upsell, decisions become strategic, ethical, and highly effective.

DELIVERING ON GUEST DEMAND FOR INDIVIDUALISED AND PERSONALISED OFFERINGS

Today’s guests are not just buying a room; they are investing in an experience that feels uniquely theirs. Personalisation goes beyond basic customisation: it's about anticipation and relevance. Simply put:

· Families want child-friendly packages

·  Travellers on morning flights are wanting an early check-in

· Couples generally seek romantic enhancements like in-room dining options or a bottle of champagne in the room.

·   Solo travellers or business guests most often prioritise convenience, such as late checkout or a Pre-stocked Mini Bar.

When offers feel generic, guests disengage. But personalised, data-informed suggestions - These resonate with clients. Properties who have implemented the TrevPAR Upsell system report higher satisfaction, repeat bookings, and improved reviews. Why? Because guests feel valued, not sold to. Pre-arrival upselling is key as guests review and select their upselling options at their leisure, arriving excited about enhancements they've chosen themselves, and less time pressured to decide at check-in.

EMBRACE DATA-DRIVEN UPSELLING WITH TREVPAR UPSELL

In hospitality today, data isn't optional - it's the key to unlocking personalised experiences that guests crave and revenue that properties need. TrevPAR Upsell is the tool that empowers hotels to make smarter upsell decisions, shifting from reactive sales to proactive, guest-focused growth.