Online upselling: Moving beyond offline upselling in the hotel industry |
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| Affiliation: | 1. School of Business and Tourism Management, Yunnan University, Kunming, 650091, China;2. Tourism and Social Administration College, Nanjing Xiaozhuang University, Nanjing, 211171, China;3. School of Hospitality Business Management, Carson College of Business, Washington State University, Pullman, WA, 99164-4742, USA;4. Department of Apparel, Events, and Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA, 50011-1078, USA;5. School of Management, Xiamen University, Xiamen, 361005, China;1. University of Piemonte Orientale “A. Avogadro”, Department of Economics and Business, Via Perrone 18, 28100 Novara, Italy;2. Bournemouth University, Faculty of Management, Fern Barrow, Talbot Campus, Poole, Dorset BH12 5BB, United Kingdom;1. Bournemouth University, Department of Tourism and Hospitality, Fern Barrow, Poole, BH12 5BB Bournemouth, UK;2. IULM University, Department of Economics and Marketing, Carlo Bo 1, 20143 Milan, Italy;3. Eada Business School, Department of Marketing, Aragó 204, 08011 Barcelona, Spain |
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| Abstract: | 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. |
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| Keywords: | Upselling Online upselling Hotel industry Omni-channel |
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