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Hospitality Market Report: Best Upselling Deals and 2022 Trends

Saahil Karkera
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Oaky continued its tradition of helping hoteliers worldwide drive business in 2021. With this latest hospitality market report, our Head of Customer Success, Saahil Karkera, reveals the data on how upselling helped hoteliers in over six markets across the globe bump up their bottom line.

The report uses upselling data and analytics from the last financial quarter to:

  • Find out and analyse the best upselling deals

  • Predict upselling trends for the year 2022.

As stringent lockdown restrictions were imposed in several countries, the global hospitality market continued to register heavy losses in 2021. The hospitality industry bore the brunt of the pandemic more than any other industry.

As per PwC, the lodging industry recovery is expected to remain uneven in the United States in 2022. Skift predicts that international business travel will not return to Europe before 2025.

Nevertheless, it is not all gloom and doom. As the global economy bounces back to the pre-pandemic levels, the hospitality industry market is also steadily catching up. According to Reportlinker, the global hospitality industry is projected to grow from $3,952.87 billion in 2021 to $4,548.42 billion in 2022 at a CAGR of 15.1%.

But how exactly have hospitality businesses managed to keep afloat? This has been made possible because of creative hoteliers who tweaked their approaches to meet the new challenges. We're proud to admit that here, at Oaky, we were able to help our customers transform their strategies and stay on track by introducing upselling as one of the revenue drivers.

Delve into our data to see how much our customers generated through upselling and learn about the guest favourite deals per market:

UK Hospitality Market: Upselling Insights and Bestseller Deals

Our hospitality report takes two figures into account:

  • The highest revenue generated per customer through upselling

  • The average revenue per pre-arrival email.

Together, both these numbers serve to inform us about the effectiveness of pre-arrival upselling.

The average revenue per pre-arrival email depends on the hotel’s inventory and upselling potential. Simply put, the fewer rooms (or services) a hotel provides, the lower its upselling potential will be.

hospitality-market-report-uk-upsell-revenue

Our analysis of the UK market has revealed the following findings:

  • A City Hotel in London generated the highest total approved revenue in the UK hotel industry, with an average revenue per email sent of £20.4 during 2021. The total approved revenue for the hotel stood at £350K, the highest in the country.

  • A City Hotel in Edinburgh generated £9.28 per email on average, coming second after The City Hotel in London. Its total approved revenue came to £52.1K, showing that the hotel revenue potential also depends on its inventory.

UK Best-Performing Upsell Deals and Upgrades

Various upsell deals are usually sent to guests in their pre-arrival emails. This may include special loyalty rewards, late check-outs, and other add-ons that the guests can use during their stay. Of these, the highest-selling deals are the ones that customers pick most often out at the pre-arrival stage.

Breakfast throughout the stay was the most popular upsell option in the UK. This was followed by late check-outs, English breakfast, becoming a loyalty member and getting a 15% discount, and early check-ins.

The top five best-performing upgrades in order of ranking include suite at the top floor, suite upgrade, garden or river view, deluxe double room, and a view of the London Eye or Cathedral.

Malta Hospitality Market: Upselling Insights and Bestseller Deals

Looking at the Malta hospitality market statistics:

hospitality-market-report-malta
  • A Spa Hotel in Valletta earned the most approved revenue with a total of €49.3K. The average revenue per email was €7.71.

  • Another Vallettian hotel earned a total approved revenue of €30.9K. However, it had the highest average revenue per email sent at €17.81.

Malta Best-Performing Upsell Deals and Upgrades

Malta's top five best-performing deals include opt-out housekeeping on top, followed by unlimited beverages with dinner, discounted buffet breakfast throughout the day, airport transfer, and secure parking.

The top five best-performing upgrades in the region are a superior room with a balcony, a luxury suite with a large terrace, a premium room with a sea view, a premium room with a pool view, and a premium room with a panoramic view.

Nordics Hospitality Market: Upselling Insights and Bestseller Deals

For the Nordic market, we analysed the numbers for our customers located in Finland, Denmark, Norway, Sweden, and Iceland.

upsell-hotel-revenue-nordics
  • A hotel located on the Stockholm Waterfront had the highest revenue in 2021. It generated total approved revenue of €92.2K, with an average revenue per email sent of €5.65.

  • A Copenhagen hotel had the highest average revenue per email sent of €11.68 and total approved revenue of €19.8K.

Nordics Best-Performing Upsell Deals and Upgrades


The top five best-performing deals in the Nordics were discounted breakfast, secure parking, reserve a table, opt-out housekeeping, and bubbles upon arrival.

The top five best-performing upgrades were a superior room, a junior suite, a premium room with a panoramic view, a premium room with a lake view, and a premium room on a high floor.

Benelux Hospitality Market: Upselling Insights and Bestseller Deals

The Benelux hospitality industry market includes hotels in Belgium, Netherlands, and Luxembourg.

  • A hotel in Amsterdam had the highest total approved revenue of €71.6k. It earned an average revenue of €13.18 per email sent.

  • The hotel also ranked first based on the average revenue per email sent. It is followed by another hotel in Amsterdam, whose average revenue per email sent was €13.13. The total approved revenue stood at €26.4K.

Benelux Best-Performing Upsell Deals and Upgrades


In the Benelux hospitality market, breakfast throughout the stay, late check-outs, parking, bike rental, and a love package were the deals that generated the most traction with guests (in order).

Hospitality market report benelux email Benelux

The list of top best-performing upgrades includes a deluxe room, a deluxe room with a view, a deluxe room with a bathtub, a premium room with a sea view, and a room with a jacuzzi.

DACH Hospitality Market: Upselling Insights and Bestseller Deals

DACH is a name given to the hospitality market in 3 major countries — Germany, Austria, and Switzerland.

Hospitality market report DACH
  • A hotel based in Reussen reported the highest total approved revenue at €194.1K. The average revenue per email sent for this hotel was €26.97.

  • Based on the average revenue per email sent, one of our other customers ranked highest with €29.81. The apartments made a total approved revenue of €49.7K.

DACH Best-Performing Upsell Deals and Upgrades

Customers in the DACH market gravitated towards five enticing deals that included breakfast throughout the stay, early check-ins, late check-outs, discounted breakfast, and secure parking.

The top five best-performing upgrades included a superior room, business room, business room with executive lounge access, a mountain view, and deluxe room.

Portugal Hospitality Market: Upselling Insights and Bestseller Deals

Looking at the Portuguese hospitality market statistics:

Upsell revenue2021 portugal
  • A hotel in Alvor earned the highest total approved revenue at €13.5K, with an average revenue per email sent of €6.57.
  • Based on the average revenue per email sent, the same hotel ranked on top again, followed by another one in Lisbon. The Lisbon hotel earned an average revenue per email sent of €5.74 and total approved revenue of €1.9K.

Portugal Best-Performing Upsell Deals and Upgrades

The top five best-performing deals for the Portuguese hospitality market include half board - dinner, safe taxi transfers, romantic surprises, late check-outs, and early check-ins.

Guests were willing to pay extra for a sea view suite, a pool view room, a garden view room, a junior suite, and a regular suite.

APAC Hospitality Market: Upselling Insights and Bestseller Deals

One of Oaky’s biggest markets is the Asia-Pacific (APAC) region. The hospitality statistics from this region show:

  • Based on the highest total revenue, a hotel in Singapore ranked first with total approved revenue of $340.3K. The average revenue per email stood at $14.77.

  • A luxury resort, which had total approved revenue of $20.5K, had the highest average revenue per email sent at $221.66.

APAC Best-Performing Upsell Deals and Upgrades

Credit for F&B, secure parking, playground access, breakfast throughout the stay, and late check-outs were the deals that our guests in the APAC region found the most appealing (in order).

Highest upsell revenue per hotel and email APAC

Top 3 Hospitality Industry Trends to Watch Out for in 2022

The most important thing that Oaky’s 2022 hospitality data points towards are industry trends. When customer expenditure intent has been shaky, being on top of trends is the only way to retain and attract customers. They also help businesses understand evolving guest expectations and then adapt accordingly.

Here are some of the most exciting trends based on the data:

1. Digitised guest experience

To meet the expectations of the modern traveller who is looking for personalised services and smooth communication, hoteliers should embrace automation. For instance, Oaky's upselling tool helps hoteliers provide upsell deals that are tailored to each customer segment. This way, hotels can achieve higher conversion rates and incremental revenue while guests can enjoy a fully automated experience.

Your guests can skip seeking out hotel staff to order a bottle of champagne or a spa treatment. This will allow your team to focus on operations in which a human touch is essential.

2. Personalisation

Personalisation is another important factor that adds to a good customer experience. Generic offers aren't as appealing and are easily overlooked. Guests appreciate and relate better to content that is personalised for them.

One way to do this is by taking into account various attributes of their stay. They include a guest profile, check-in day, booking channel, and other relevant information that can help you draw insights into what offers would attract them most.

3. Sustainability

The importance of sustainability has become crucial, especially after COP26. As per our data, opt-out housekeeping has gained traction amongst guests as it helps reduce carbon footprint. The idea of eco-friendly upselling deals allows hotels to establish a responsible brand image while resonating with more eco-conscious travellers.

As travel restrictions continue to relax and vaccination coverage grows, hotels are bound to see an increase in reservations. To prepare for this surge, book a demo with Oaky to be ahead of the game when travel demand soars again.

Any questions about Oaky? Feel free to reach out!

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Marieke Wisse
Head of Marketing
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