Awakening Emotions and Highlighting Benefits – Successful Upselling in Hospitality

Why benefits matter more than features

UPSELLING

Rainer Lagemann - Hospitality Trainer

8/16/20252 min lesen

Awakening Emotions and Highlighting Benefits – Successful Upselling in Hospitality

Why benefits matter more than features
In the world of hospitality, guests don’t buy products or services – they buy experiences. In hotels, they are not purchasing square meters; they are purchasing space for relaxation. In restaurants, they are not ordering an aperitif; they are ordering a perfect start to their evening. The distinction is crucial: features describe what something is, while benefits show what it does. And it is the benefits that elevate the guest experience and create true service excellence.

Emotion Over Logic – Why Guests Decide with Feelings

Emotions play a defining role in hotel upselling and restaurant upselling. Guests rarely make purchasing decisions based on facts alone – they decide with their heart. Let’s be honest: what do people remember more, a list of technical details or the feeling of joy, relaxation, and indulgence?

Adding emotion to an offer builds trust and makes upselling feel charming rather than pushy. That’s why in our hospitality training programs, we emphasize the art of storytelling and sparking imagination. When guests feel good, they are far more likely to say “yes” to an upsell.

How Sensory Language Makes the Difference

Words that appeal to the senses stay in the mind. They make offers not only more attractive but also ignite the guest’s imagination. Instead of simply saying: “This is a double room with sea view,” imagine this:
“Wake up to a breathtaking view of the sparkling ocean and enjoy the sunrise from your private balcony.”
Which one would you prefer?

Practical Examples: Combining Benefits, Emotions & Sensory Language

Hotel Stay

  • Feature: “The room is 40 square meters.”

  • Benefit: “The room gives you space to relax and unwind.”

  • Emotion & Imagery: “Picture yourself enjoying the sunset on your private terrace after a long day.”

Restaurant

  • Feature: “This is our aperitif.”

  • Benefit: “The aperitif helps you ease into the evening.”

  • Emotion & Imagery: “Begin your night with a sparkling glass of Prosecco – the perfect introduction to a memorable dinner.”

Wellness & Spa

  • Feature: “The spa has a sauna and a steam bath.”

  • Benefit: “Experience pure relaxation and recharge your energy.”

  • Emotion & Imagery: “Immerse yourself in the soothing warmth of the sauna and let everyday stress melt away.”

Dos and Don’ts of Emotional Upselling

Dos

  • Highlight benefits: Show how the offer enriches the guest’s stay.

  • Use sensory language: Engage the imagination and the senses.

  • Trigger positive emotions: Emphasize pleasure, relaxation, or joy.

  • Personalize situations: “The perfect room for your romantic getaway” or “Ideal for unwinding after a day of adventure.”

Don’ts

  • Be too technical: Dry descriptions feel uninviting.

  • Apply pressure: “You need to book this today” scares guests off.

  • Ignore emotions: Plain, factual offers feel uninspiring.

  • Use clichés: “This is the best we have” without context lacks credibility.

Conclusion: Upselling Through Benefits and Emotion

The true art of upselling in hospitality lies in making offers emotional, tangible, and memorable. By focusing on benefits, using vivid language, and addressing the feelings of your guests, you create experiences that stay with them long after their stay or dinner is over.

Pro tip: Regular upselling training helps your team refine their skills and approach. Happy guests not only return – they recommend you to others, expanding both loyalty and revenue.