
You Can Now Get That Dream Hotel Upgrade in Africa
By Gemma Hook
Published July 28, 2019
Many of us stay in hotel rooms knowing that the premium rooms and suites down the corridor remain vacant and just out of reach. What if there was an option
to upgrade to one of those rooms at a fraction of its original cost?
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But you no longer have to wish or pray as a new digital answer to your wish, dream or prayer has been launched in Africa.
The new free online system known as Upgradus that is reported to be designed to act as the communicator between the customer and hotel, allows hotel stayers,
at any hotel in the world, to show an interest in an upgraded room at a heavily discounted rate.
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Most hotels currently don’t offer a paid upgrade at the moment for many reasons:
- There’s not much communication with guests between booking and check-in. Efforts are concentrated on promotion to get the room booked, and then delivering a
service when the guests arrive. The time in between booking and arrival is almost always inactive, with little or no communication - At the check-in the hotel wants to process guests quickly and efficiently, so they often don’t have time to discuss an upgrade and even so, an upgrade
requires a significant decision by the guest as to the benefits and costs. That takes time for explanation and a decision, which often neither the guest nor
hotel staff have. The reception staff are also not generally trained, authorised or incentivised to offer upgrades, so it doesn’t happen - Hotels are also understandably concerned that it could tarnish a stay by creating a ‘sales pitch and negotiation’ at a point that should be welcoming, smooth
and enjoyable.
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Despite the realities identified here above, hotels are now grasping the huge potential revenue unrealised every single day. Ultimately, it would be better for the hotel to receive some money and enhance their customers stay instead of leaving a room empty.
Upgradus allows hotels to offer upgrades direct to their guests in advance, during the ‘silent period’ between booking and arrival. This allows the customer
to spend time on a full consideration of the offer in private, without the embarrassment of a public discussion at check-in.
Customers simply log on, type in where and when they are staying and then Upgradus gets to work. It contacts the hotel, lets them know a customer is
interested, and if the hotel wants to offer a heavily discounted upgrade just before the stay because the room is still empty, they can. The customer can
then choose to accept or decline the offer before they arrive, paying at the hotel as normal, so the process remains the same and everyone is happy.
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“I have travelled regularly for both business and with family and, when the budget allows, I like to stay in interesting hotels with great rooms, especially
when on vacation. However, I often found myself thinking that there were even better rooms or suites above my budget that were empty, sometimes even the room
next door. An offer for a discounted upgrade to a better room or suite would have been appreciated and likely taken if the price was right,” says Guy
Ratcliffe, CEO and Founder of Upgradus. “Globally hotel occupancy is around 67%3. Occupancy for premium rooms and suites is generally much lower, with some
suites having occupancy rates of less than 25%. This means that most hotels have empty premium rooms for most of the year. Selling discounted upgrades to
these rooms could easily add US$1bn+ to the $570bn hotel market4, so I thought resolving this problem is surely a ‘win-win’. I built the technology in
Upgradus to make it happen and I’m now inviting other people who like to travel in comfort and luxury to join me.”