What Guests Really Want – and 5 Ways Hotels Can Deliver

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Guests today expect more than a place to sleep—they’re expecting experiences that feel personal and thoughtful. For hoteliers, this presents an opportunity to rethink upselling, not as selling extras, but as a way to improve the guest experience. When you focus on what guests truly value—whether it’s a better view, extra comfort, or more flexibility— the results, and loyalty, naturally follow. Here are five ways to make it happen.

5 Ways a Hotel Can Deliver What Guests Really Want

In the following sections, you will learn what guests really want and what a hotel can do to improve their overall experience.

1. Make the Experience Personal

Personalization is the secret to making guests feel valued. No one wants to feel like just another reservation. Thoughtful touches—like offering a room with their preferred view or stocking the minibar with their go-to snacks—show that you see them as individuals.

For instance, 68% of guests are willing to pay for a better view, but what “better” means varies¹. Some might want an oceanfront room or inner courtyard, while others are drawn to the energy of a cityscape. By tapping into guest profiles and booking history, you can tailor offers to match preferences, increasing the likelihood of opt-ins for upgrades or add-ons. As travelers increasingly seek experiences over transactions, offering curated packages—such as access to local cultural events or sustainable upgrades—can significantly elevate their experience while boosting loyalty.

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2. Offer at the Right Time

The success of an upsell often depends on timing. A spa package isn’t going to catch a guest’s eye at check-in when they’re juggling luggage and room keys—but send it in a pre-arrival email or mention it during their first morning, and suddenly they’re interested. Timing offers to match the guest’s journey makes them feel more relevant and easier to act on.

The same goes for room upgrades: guests are 24% more likely to say “yes” to a bigger room and 48% more likely to opt for an upgrade to a different floor when the offer is made at check-in, as they’re ready to start their stay on a high note². Time-sensitive amenities like dining reservations or wellness activities, aligned with current trends in experiential travel, have the most impact when presented mid-stay. Positioning these as seamless add-ons helps guests view upsells as integral to their overall experience rather than optional extras.

3. Loyalty Members Expect More

Loyalty members represent some of a hotel’s most valuable customers. In fact, 83% of active loyalty program members have recently purchased ancillary products, and 88% expressed willingness to do so again. These guests are not only more likely to return but also more likely to spend on premium experiences³. Their loyalty hinges on feeling recognized and appreciated, and small but thoughtful gestures can make a big difference.

For example, if an elite member consistently books deluxe rooms and enjoys spa services during their stays, you could offer them exclusive pre-arrival access to reserve a prime appointment timeslot along with an offer for a discounted spa service enhancement. These tailored perks reinforce their status and tap into loyalty member habits in a way that feels thoughtful, increasing their likelihood of spending more and returning in the future.

4. Reach Guests on Their Terms

How you communicate with guests is just as important as what you’re offering. Not everyone prefers the same channel—some guests love email, while others won’t even notice it.

Research shows that 51% of guests prefer email for offers, yet many report not receiving them. Younger travelers are more likely to engage with an app notification or SMS. Regional preferences also come into play—in the UK 64% of guests lean toward email, while US 40% of guests are more likely to engage with text messages⁴.

Relying on just one channel could mean losing out on nearly half your audience. Adopting a multi-channel approach ensures your message resonates across different preferences, allowing you to connect with more guests, drive engagement, and maximize revenue opportunities.

5. Give Guests More Control over Their Stay

Guests today want more control over their stay—not just choosing between “standard” or “deluxe,” but selecting attributes like eco-friendly features or unique layouts that resonate with their preferences. Emerging trends show that guests are more likely to pay for offerings that reflect their values, such as sustainability or wellness.

Attribute-based selling lets guests design their ideal stay, and the data backs this up. Room views (78%), balconies (75%), and better layouts (76%) rank among the most popular features, especially with younger travelers⁵. Giving your guests the freedom to customize their experience isn’t just about satisfaction, it’s about trust. When guests feel that they’re getting exactly what they’re paying for, they’re more likely to book again.

Why it Matters

Upselling works best when it’s designed as a guest-first strategy. Personalization, thoughtful timing, loyalty recognition, targeted communication, and guest control all play a role in building this winning formula. And the benefits go beyond revenue—satisfied guests leave better reviews, recommend your property to others, and return for future stays.

When you focus on guest satisfaction, revenue growth becomes a natural outcome. By putting guests at the center of your upselling approach, you build profits, trust, and loyalty that last. Discover more tools to enhance your guests’ experience while driving revenue at Plusgrade.

Successful upselling in hospitality hinges on personalization and timing. By implementing these five guest-centric strategies—from loyalty recognition to multi-channel communication—hotels can boost revenue while creating memorable experiences.

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