How does your hotel handle elite hotel upgrade requests? Are you serving these valuable clients at the highest level and turning them into a hotel upselling opportunity? Or are you assuming they only want their free one room category upgrade and leaving money on the table?
If you’ve worked at a hotel front desk, you’ve met them—the guests who walk in and, before even saying hello, announce: “I’m a 5 Star Crystal Member, so I get a free upgrade.”
“When I’m speaking with front desk teams about these guests, you can practically hear the collective sigh and you can see their eyes roll back,” says Tom Diaz at Frontline Performance Group. "They love the high-status loyalty members but often consider them a non-opportunity."
“But what I say is, number one, show them the love! They’re your best guests because they spent a lot of money to get to the highest levels in your loyalty program. And number two, I can show you how to turn a free hotel upgrade request into a paid hotel upsell. The icing on the cake? The guest will end up asking you the price.”
With 17 years at FPG, Diaz has been instrumental in helping hotels around the world to optimize their revenue strategies with both virtual and on-site consulting for the front desk and their leadership teams. Here he shares the challenge, the mindset and the strategy to helping these most valuable guests to enjoy the very best your property has to offer.
The Challenge: Free Upgrade Demands Cutting Into Revenue
Some hotels are too generous with loyalty perks and upgrades are frequently handed out. Revenue is left on the table, and guests who would gladly pay for a premium room aren't even given the option.
The challenge? Shifting the conversation from entitlement to value.
The Mindset: Who Are They?
Think about who your top tier loyalty members are. They often live in amazing homes, drive incredible cars and live a lifestyle that reflects how hard they have worked to get there. Do you think they really only want a one-room category upgrade? Let's be real. For many hotels, the difference between one room category and the next one up can be a very small (if not almost indistinguishable) difference in space. They are used to the best and we should have dialogue developed and practiced offering it to them. Think of the free upgrade as a credit toward any room in the house. Give them options.
The Strategy: Reframing the Upgrade Offer
Instead of saying, “I’m sorry, we don’t have any free upgrades available,” the front desk team can learn a better approach:
💬 “Mr. Jones, thank you so much for being a 5 Star Crystal member, we appreciate your loyalty. Because of your status, we can offer you a complimentary one-room category upgrade at no cost. Or, since you’re a 5 Star Crystal Member, I can move you up three room categories for what many guests pay for a one-room category upgrade."
Then, silence.
💬 The guest, intrigued by the better deal, naturally asks: “Oh, really? What’s the price?” Now, instead of a demand for something free, the conversation shifts to a paid upsell. The front desk agent can confidently respond:
💬 “Since you’re 5 Star Crystal, that room can goes for $500 a night, but today we can offer it to you for just $300—you save $200.”
Result? A happy guest who gets an exclusive deal—while the hotel boosts revenue.
The Results: From Freebies to Profit
Within just a few months, you will see:
✅ An increase in paid upgrades from elite members
✅ Higher guest satisfaction scores—loyal guests felt valued, not just entitled
✅ More revenue captured—without needing more bookings
Lessons For Front Desk Teams
✨ Stop fearing elite status guests—position them as VIPs who deserve exclusive offers.
✨ Reframe the conversation—present a choice that highlights value (which then becomes a hotel upselling opportunity)
✨ Get them to ask the price—when the guest requests an upgrade, move the conversation toward a paid upsell.
✨ Train your team—shifting mindset and language can unlock thousands in untapped revenue. Add consistency to the mix and you're team is unstoppable.
✨ Start turning their free upgrade expectations into a hotel upselling opportunity for additional revenue—and give your most valued (and valuable) guests the opportunity to experience the best you have to offer at a great rate.
If you'd like to join 2,500+ hotels worldwide using our program, or to learn more about our virtual and on-site development programs, find out more at www.frontlinepg.com or email us at discover@frontlinepg.com—we’d love to hear from you!
