Transforming the pre-stay into a growth lever thanks to digital upselling

Julien Schruoffeneger director of Hotel Fourviere Lyon

Julien Schruoffeneger

Director of Fourvière Hotel Lyon

This digital upsell strategy help us to enhance the customer experience. In addition, the investment in CRM was quickly covered by the revenue generated.

Fabulous outside view of Hotel Fourviere Lyon

Context

The Fourvière Hôtel Lyon**** unveils a place steeped in history where the charm of the past meets contemporary elegance. A former 19th-century convent, the hotel offers unique services, 75 distinctive rooms, a bistronomic restaurant, seminar rooms, secure parking, a wellness area, and personalised attention. In this exceptional surroundings, the implementation of customer relations campaigns and digital upsell strategy are a major lever for highlighting each experience, strengthening loyalty, and enhancing each guest’s stay.

Challenges & solutions

  • Optimise additional sales
    Include a list of services in pre-stay communications
  • Offer a variety of services in the same place, at the right time and to the right customer
    Using the segmentation power of the CRM
  • Ensure a smooth and personalised experience
    Use data to personalise messages
  • Do not increase the workload of the front office
    Automatically return services charges to the PMS
Fourviere Hotel Lyon's room
Garden of Fourviere Hotel in Lyon

Results

The hotel achieved exemplary results as soon as the additional services were introduced in the pre-stay process!

  • 2681 services reserved in 2024
  • 83% of completed forms resulted in service booking
  • 150H operational gains in reception through the automation of sendings and invoicing services management
  • +45% turnover generated compared to the 1st year