Already strong in front-desk upselling, Sofitel Dubai Jumeirah Beach struggled with manual, inconsistent pre-arrival efforts in one of the world’s most competitive markets. To solve this, they turned to Oaky, an Accor-certified upselling solution, recommended by other properties already seeing strong results.
For Tina Rodrigues, Director of Revenue Management, Oaky isn’t just a tool, it’s a co-pilot. By refining offers, testing ideas, and aligning upsells across touchpoints, her team has built a dynamic, guest-focused program that now generates on average AED 21,000 (~€5,200) in monthly incremental revenue.
Flexibility and control in a dynamic market
Challenge: Standing out in Dubai’s crowded landscape
Dubai’s hotel market is fiercely competitive, with oversupply, constant new openings, and high guest expectations. Sofitel Dubai Jumeirah Beach needed a way to stand out and capture incremental revenue—without adding pressure on the team.
Solution: Flexibility to make Oaky their own
Now, the hotel can instantly create, edit, and test offers—adapting in real time to business goals, guest segments, seasonal events, and market shifts.
"Oaky stood out due to its intuitive interface, dynamic segmentation, and the ability to create localized offers. It’s easy to use, and I can make changes anytime."
Tina Rodrigues
Director of Revenue Management
Automating pre-arrival engagement
Challenge: Manual upselling was inconsistent
"Our reservations team tried upselling manually, but with high booking volumes it wasn’t consistent. We excelled at front-desk upselling but missed pre-arrival opportunities. Guests often didn’t know what we offered, so they missed out or booked elsewhere." Tina explains
Solution: Automatic, consistent guest engagement pre-arrival
With Oaky, guests get tailored pre-arrival offers automatically, without adding work for the team. This creates awareness, interest, and even makes front-desk upsells easier. Tina also emphasized the importance of keeping pre-arrival and front desk offers aligned to avoid guest confusion.
A two-way integration with their PMS, Opera Cloud, was a key requirement for Tina. This ensures real-time availability, accurate pricing, and that guests see relevant offers—automatically.
"Oaky is a much-needed automated and scalable solution. It’s perfect for featuring our premium rooms and services before guests even think about them, before arrival."
Tina Rodrigues
Director of Revenue Management
Revenue growth without raising ADR
Challenge: Need for additional revenue sources
The hotel wanted to increase revenue through add-ons like breakfast, early check-in/late check-out, and room upgrades instead of relying solely on room rates.
Solution: Diversified revenue streams
“Oaky helps us grow revenue beyond the room. By offering targeted pre-arrival upsells, we generate incremental revenue from F&B, spa, experiences, and room upgrades. It’s additional income for us and a better experience for our guests.”, explains Tina.
Results & Impact
- Revenue: AED 21,000 (~€5,200) monthly upsell revenue in H1 2025, on average.
- 54% from room upgrades, ensuring premium rooms are sold and not left empty.
- 35% from extras and services, expanding revenue beyond the room.
- 11% from other room-related revenue like early check-in / late checkout that shows the value of giving guests more convenience.
- Event & seasonal relevance: Offers stay timely and attractive, aligning with events, holidays, and seasonal trends to capture guest interest.
- Team efficiency: Freed reservations team from manual upselling; fast onboarding thanks to Oaky’s simplicity
“The system is amazing. I’m seeing strong revenue with very little effort. Just set up the packages, monitor a little, and it works on its own!”
Tina Rodrigues
Director of Revenue Management
Continuous optimization: no “set it and forget it”
The team doesn’t just review performance, they act on it. Tina reviews Oaky dashboards weekly to see what works, adjust offers, and test new ideas.
- To boost occupancy of the Opera Suite, Tina collaborated with the Oaky team to reimagine the offer. “Nada from Oaky suggested trying something different. We added airport transfers to the upgrade, and demand immediately increased.”
- Seasonal and festive offers, special occasion packages, and early check-in/late check-out options were all born from this cycle of review, experimentation, and refinement.
"We review our upselling data weekly and continuously tweak offers, whether it’s adding early check-in, late check-out, or suite perks, so guests get what they truly want before they even arrive."
Tina Rodrigues
Director of Revenue Management
A true partnership
Behind their success is more than just technology, there’s a strong partnership. Tina credits Oaky’s Customer Success team, including Nada and Bayron, for helping them move beyond surface-level upselling to a strategic, guest-focused approach.
“I really appreciate Nada’s support. She reframed how we looked at upselling and helped us identify ways to unlock incremental revenue we might have missed. It feels like working with a partner, not just a vendor.” says Tina.
Key takeaways
- Automated pre-arrival upselling drives measurable incremental revenue
- Don’t set and forget: using data isn’t enough, act, experiment, optimize
- Guest-centricity pays: The most successful upsells reflect true guest desires
- Strong partnership and coaching amplify results beyond technology
- Automation and customization can coexist
"Working with Sofitel Dubai Jumeirah Beach shows how collaboration and data-driven insights create real revenue opportunities. By acting on these insights, Tina has turned generic offers into deals guests genuinely want—and the results speak for themselves."
Nada Mahfoud
Key Account Manager at Oaky
