How Clarion Hotel Karlatornet’s upsell revenue grew by 151% in just two months with Oaky

Clarion Hotel Karlatornet, part of Strawberry, is a striking four-star hotel in Gothenburg, Sweden. It opened its doors in September 2024 with a clear focus on guest satisfaction.

While it’s still new to the market, it already boasts abundant upsell potential. Guests can book one of 300 beautifully designed rooms, including their exclusive options, located on the 58th floor of the Karlatornet (the tallest building in the Nordics). From suites to superior rooms to an onsite spa and conference facilities, the hotel caters to various guest needs. Implementing an upselling solution was only a matter of time.

We spoke with Oliver Niskanen, Welcome Office Manager at Clarion Hotel Karlatornet, to discover how the hotel shifted its focus from complimentary upgrades to add-ons and services that drive revenue. Using Oaky’s features, they could implement a consistent upselling strategy and managed to generate a 151.13% increase in upsell revenue in just the second month of using the software.

Before Oaky: Giving away complimentary upgrades that could have served as revenue opportunities

Since its opening, the hotel has focused on creating a strong first impression and getting positive reviews. To achieve this, the team initially offered complimentary upgrades and services.

Later, Oliver Niskanen recognized the potential of upselling to boost revenue without compromising the guest experience. Being part of the Strawberry group, which uses Oaky across multiple hotels in the portfolio, made the tool a natural fit for Clarion Karlatornet.

Dual approach: Harnessing the power of Oaky’s Pre-arrival and Front Desk Upselling to drive results at every touchpoint

The hotel adopted both Oaky’s Pre-arrival and Front Desk Upselling simultaneously. This combined approach allows the team to reach guests at multiple touchpoints, maximizing the chances of conversions.

Pre-arrival emails proved especially effective in highlighting high-demand add-ons and services, like spa access and parking, that often sell out on weekends. Informing guests in advance not only improves their experience but also creates a sense of urgency that encourages early bookings.

“If you show up on a Friday and haven’t booked parking, it might already be full. By informing guests beforehand, we’re helping them while driving early revenue for the hotel,” Oliver notes.

According to Oliver, pre-arrival emails have also been highly effective for upselling premium rooms, such as rooms on Level 58, located 200 meters above ground with breathtaking views. These room upgrades quickly became one of the top-performing categories for the hotel, driving a significant chunk of upsell revenue.

Results: Achieving a 151.13% increase in upsell revenue in just the second month of using Oaky

By shifting their strategy from giving away complimentary upgrades to proactive and consistent upselling, the hotel team has been able to generate remarkable results from the get-go. These include:

• An increase of 151.13% in the second month of using Oaky

• Solid pre-arrival metrics highlighting strong guest engagement with pre-arrival offerings, leading to pre-stay purchases.

• A confident and motivated front desk team inspired to develop their upselling skills further.

• Successfully upselling premium rooms on Level 58 through pre-arrival upselling.

Factors contributing to the upsell success of Clarion Hotel Karlatornet

• Commission-based incentive program enabled via Oaky

Thanks to an incentive program that rewards agents for successful upsells, the team can see their efforts directly reflected in their paychecks. What’s more, front desk agents can also view potential earnings when suggesting upsells, which motivates them to promote higher margin options.

Oliver also highlights the importance of performance tracking to keep team motivation high. Oaky’s dashboard helps monitor the team’s results and highlight individual successes, further boosting morale and motivation.

• Streamlined upselling process with a clear structure

In addition to using a centralized system that automatically presents upsell offers to the right guests at the right price before arrival, the team also finds it easy to upsell at check-in. With accurate, real-time information on pricing, availability, and the guest’s purchased deals, agents can personalize their upsell suggestions on the spot without needing to check the information in the PMS.

• Enhanced guest experience

Oaky's ability to present upselling opportunities in advance (pre-arrival offers) improves the guest experience by allowing them to purchase additional services before checking in. This way, guests can secure the most desirable options (such as parking, premium rooms, and spa entrance), which book out fast and avoid disappointment. Guests also appreciate knowing what is available, leading to elevated overall satisfaction. This is reflected in the following high engagement rates that pre-arrival emails recorded between November 2024 - March 2025:

• Conversion rate - 16.71%

• Open rate - 84.42%

Thanks to the information provided via the Oaky software, the front desk team has learned to ask the right questions and identify guest needs. This ensures that upselling is about enhancing the stay rather than just making a sale.

Final thoughts

Clarion Karlatornet's success with Oaky is a testament to the power of effective upselling strategies, motivated teams, and a passionate upselling champion spearheading the upselling process. Oliver's leadership, combined with the team's dedication and Oaky's capabilities, resulted in significant revenue growth, an enhanced guest experience, and a bright outlook for the future.

“The sky is the limit for our team,” as Oliver confidently puts it.