Let’s talk chocolate.
Ever notice how a single piece of chocolate hits the spot? But three pieces? That’s indulgent. And a whole bar? Suddenly you’re full, guilty, and Googling “how many calories does a bar of chocolate have.”
That, my dear revenue warriors, is the Chocolate Principle. And it applies to your pricing and upselling more than you think.
🍫 What Is the Chocolate Principle?
It’s the sweet spot where desire meets satisfaction. Just enough to make someone want it, not enough to overwhelm.
In revenue terms:
- If you give away too much, you dilute your value.
- If you offer too little, you miss out on conversion.
- If you nail the right amount, you get the “mmm, I’ll take it” moment.
🍬 How Revenue Managers Get It Wrong
- The buffet strategy: “Let’s throw in breakfast, spa access, welcome drinks, late checkout, and a unicorn.” Now you’re just giving away margin like it’s Halloween.
- The tease strategy: “Upgrade for €300 more.” Cool, but not even Willy Wonka would pay that without some golden ticket perks.
- The overcomplication trap: “Rate ABC includes DEF, unless it’s GHI, in which case JKLM.” At this point, the guest has lost interest … and possibly their will to live.
🍭 The Sweet Spot Moves – What You Can Do
1️⃣ Bundle with purpose. Instead of throwing in everything, bundle high-value, low-cost items. Room upgrade + drink voucher? Yes. Upgrade + spa + massage + late check-out + shoe-shine? No.
2️⃣ Tap into emotions, not logic. People don’t buy because they need. They buy because they feel. “Make your weekend special with a skyline view and Prosecco on arrival” = yes. “Upgrade for €47.60 per night” = meh.
3️⃣ Test the portion. Just like chocolate, different guests have different tolerances. Run A/B tests with different upsell combinations and prices. You might be surprised how little extra it takes to drive big uplift.
🧠 Final Bite of Wisdom
Great revenue managers don’t just maximize value … they create craving.
You don’t want your guest to say, “That’s a good deal.” You want them to say, “That sounds perfect.”
Because when you hit that chocolatey sweet spot? They bite. And they come back for more.
Love, Fabi
P.S. Next time you’re stuck on an upsell combo… eat a piece of chocolate. It helps.
