SPC ERA IJBM Vol-3, Issue No-7 Jan.-Mar. -2015 Up selling –A High Revenue Technique for Hotels ~ 62 ~ UPSELLING –A HIGH REVENUE TECHNIQUE FOR HOTELS Moutushi Ganguli Sharma* & Dr. Kshitiz Sharma** *Researcher, Jain University, Bangalore Email: moutushig80@rediffmail.com2 Contact: 9964248049 **Asst. Professor, Alliance School of Business, Alliance University, Bangalore Email: kshitiz.sharma@alliance.edu.in 1 Abstract: Front Office is directly connected with the performance of the hotel. Revenue Management 1 is a serious concept that is designed to maximise revenue for a hotel property. Lots of points are there to be considered under revenue management such as number of rooms to be blocked, rooms for walk in guest, discount offered, days of advance reservation, week days or week end business and of course up selling too. The purpose of the study is to explore contributory role of upselling in improved guest experience and an ethical sales tactic. The secondary data from various sources like published journals, magazines, on-line resources, interviews and cases will be used for this particular study. Upselling 2 is Front office business and very important for hotels in recent time of recession, rate cuttings, and competition next door-all that makes upselling even more important for the hotel. The upselling has changed its ways too since technology is making difference the ways guests are booking their rooms. The paper deals the upselling and role of Front office in upselling. 1 Revenue Management is the application of disciplined analytics that predict consumer behavior at the micro-market level and optimize product availability and price to maximize revenue growth. 2 Upselling (sometimes "up-selling") is a sales technique whereby a seller induces the customer to purchase more expensive items, upgrades, or other add-ons in an attempt to make a more profitable sale. Key Words: Hotel, Revenue Management, Upselling, Guest experience. Introduction: Hotels have long been important factor in the economies of developed as well as developing countries. India, Malaysia, Singapore, Dubai, etc. are few of them. In India roughly 7.7 % employment comes from tourism sector i . Hotel industry is indispensible for this purpose. Tourist activity without hotels is beyond imagination. Hospitality industry, especially hotel are facing myriad challenge in terms of find or attract new customer to the property, maximize occupancy rate, increasing revenue, increase profitability, create and enhance brand image and remain competitive in the market. Despite of all technologically advanced marketing process and wide range of distribution channels, almost 40- 50% of room inventory goes unsold on any given night. As per statista report, the average occupancy rate for all hotels in India for 2013-14 period was 58.9, up from the 57.8 percent seen in previous year. ii Hotel industry is multidimensional in its operations and versatile in its objectives. Therefore, a proper understanding of nature of hotel business is necessary before planning any upselling activity. Few points can throw the light in this regard;  A hotel is a fixed, immobile installation iii . Consumer enters the hotel (factory) boundary to