Online upselling: Moving beyond offline upselling in the hotel industry

Basak Denizci Guillet

Research output: Journal article publicationJournal articleAcademic researchpeer-review

25 Citations (Scopus)


The purpose of this study is to understand how online upselling is used in the hotel industry as a part of revenue management strategy. This study used a convergent parallel mixed method design where qualitative and quantitative data were collected in parallel, analyzed separately, and then merged. Study 1 took a qualitative approach, exploring how online upselling programs can provide additional value over offline upselling and traditional revenue management practices. Study 2 adopted a quantitative approach to analyze customers’ bidding patterns for superior room categories through secondary data. Findings indicate that an omni-channel approach to upselling can tackle the fragmented nature of multichannel upselling communications to provide customers with consistent information and experience across these channels. Through an omni-channel approach, the hotel industry can develop personalized and streamlined upselling strategies.

Original languageEnglish
Article number102322
JournalInternational Journal of Hospitality Management
Publication statusPublished - Jan 2020


  • Hotel industry
  • Omni-channel
  • Online upselling
  • Upselling

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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