PHOTO: Hyatt recommends telling clients about accommodations choices, such as a suite at The Hyatt Miami at the Blue.

Upselling can be a touchy subject. You don’t want to force a client into a luxury purchase, but you don’t want to sell yourself short, either.

There is a balance in upselling that can be a bit tricky, as well as uncomfortable. But it doesn’t have to be a difficult experience. You can use certain tips, tactics and techniques to your advantage that can make this booking process a pleasurable experience for you and your clients alike.

We recently asked executives from the Ritz-Carlton Hotel Company, Starwood Hotels & Resorts and Hyatt Hotel Corporation for their advice on upselling to customers and clients. Here are some tasty, helpful morsels Agent@Home uncovered.

General Tips for Upselling

Before you can upsell in the first place, you need to explain to customers what is available to them on a workable scale, says John Harper, vice president of sales, the Ritz-Carlton Hotel Company.

That sounds obvious, but it can be easy to focus on only the premier accommodations and amenities that a hotel brand offers, while ignoring options that could be more suitable for your client.

Harper says that the Ritz-Carlton will generally start with a segment it feels is right for the customer, then work with the client from there.

By talking about a couple of different levels of high-end offerings, you don’t risk instantly turning off clients, while also leaving room for them to enter the world of luxury in some form. Adds a spokesperson from Hyatt, “It is our job to understand our guests’ needs and what they want to accomplish and then suggest choices to give them the best experience possible. We aspire to be the preferred brand in each segment we serve; the guest views our product as everything they come into contact with while on our property.”

It is also important to walk clients through the booking process so that they are aware of their options.

Tailor the Stay

“Tailoring a guest stay to ensure that their needs, desires and preferences are met should include various touchpoints throughout the booking, check-in and stay experience,” the Hyatt spokesperson says.

“For example, an informative message about optional accommodations such as Concierge Level rooms, view-type rooms, suites and other accommodations within a hotel could provide value for clients and also enhance their stay.”

Starwood recently introduced a new core module on the art of upselling as part of its StarwoodPro ProLearning multimedia library of agent training programs.

“The new module offers tips to help travel professionals grow their business with Starwood and increase profits and client loyalty by highlighting specific areas where we know Starwood can deliver upselling opportunities,” says Chris Austin, vice president, global retail leisure and luxury sales.

“We highlight topics such as pre- and post-cruise stays, suites, all-inclusive options, tapping into the assets of Starwood’s powerful SPG loyalty program and more.”

Pre- and Post-Cruise Stays

One of the upselling techniques that Starwood’s module encourages is offering clients pre-cruise and post-cruise stays, even if the cruise destinations are close to the client’s home. It is part of creating that special experience for the client that will have them coming back for more.

Knowing what customer loyalty programs can do for clients is important, as well.

“You may have clients who say they can’t take another trip this year, but you know they have enough points for two airline tickets, allowing you the opportunity to book their hotel accommodations and earn valuable commission,” Austin says.

And don’t forget about luxury hotel perks available from your marketing group or host agency, he adds. They can include a range of perks from a free breakfast to personalized services or a special welcome amenity. These kinds of things add up.

Sales Tactics & Techniques

Ritz-Carlton is all about creating that special experience. The brand is not only in the hotel business, as Harper notes. “We want to consider ourselves in the memory business,” he says. “When a guest engages and has an experience at Ritz-Carlton, we want that experience to extend beyond the stay. ‘I met so and so, I had this experience, a dinner for my birthday and that wasn’t expected.’ Our whole marketing platform is called, ‘Let us stay with you.’ We’re all about creating memories.”

For example, when a bride and groom are touring a Ritz-Carlton property, 60 to 75 staff members may line up to give them a round of applause and thank them.

“We’re engaging them,” Harper says. “That’s an impactful, emotional experience that will stay with that bride and groom.”

Austin agrees. “We see travel professionals as lifestyle planners, meaning that they know when their clients’ anniversaries are, key birthdays, etc., and they can recommend travel as a great way to celebrate.”

In turn, not only does lifestyle planning create a connection with a client but it also naturally leads to upselling opportunities.

Upsell for Milestones

“Milestone events are always a good opportunity to recommend splurging on accommodations,” Austin says.

“We encourage travel professionals to ask if their clients are booking for a special occasion — a birthday, family reunion, anniversary, retirement, celebration — which most often results in the client booking a higher room category, such as a suite with an ocean view.”

It’s also important to keep in mind that the new generation of clients is generally more inclined to pay a little more for personalized service.

“Today’s luxury consumer is multinational and cross-generational, defined more by their interests and mindset than by their geography and demographics,” Austin says. “This growing cadre, which Starwood calls ‘Generation LuXurY,’ demands personalized service at every turn.”

New Properties and Amenities

Right now, Ritz-Carlton’s main upgrade is its Club Level, an extension of the guestrooms in a living room setting. Beyond the deluxe rooms and suites, the Club Level guests receive access to a comfortable lounge area with stacks of books and magazines, a dedicated concierge and five complimentary food and beverage presentations each day, ranging from cereal, pastries and fresh fruit to small sandwiches, scones and pre-dinner cocktails and snacks.

The Ritz-Carlton, Rancho Mirage in California reopens on May 15 after being closed since 2008. The beautiful desert resort has been creating a lot of buzz in the travel agent community. In addition to its 244 luxurious guestrooms, it will also include the State Fare Bar & Kitchen, which will draw on a variety of farmers markets throughout the Coachella Valley. It will also include 16,000 square feet of meetings space, as well as a pool and full spa.

“It’s going to become a huge hit,” Harper says.

Starwood is planning to add another 50 luxury hotels to its portfolio over the next five years, with upcoming openings including W Bogota; Hotel Bristol, A Luxury Collection Hotel — Odessa; W Beijing; The Castle Hotel, A Luxury Collection Hotel, Dalian; The La Posada de Sante Fe, A Luxury Collection Hotel in New Mexico; and The St. Anthony, a Luxury Collection Hotel in San Antonio.

Also opening are The St. Regis Istanbul; The St. Regis Kanai Resort, Riviera Maya; W Kanai Retreat; and W Santa Fe, Mexico.

Starwood recently invested more than $120 million to upgrade its Sheraton Club Lounges, which offer guest amenities such as complimentary breakfast, afternoon hors d’oeuvres, beverage service, flat-screen televisions, Wi-Fi access, a selection of daily newspapers and more. The Sheraton Club Lounge also comes at a small rate premium, which means more compensation for agents.