Attribute Based Selling (ABS) is a much talked about concept these days. The idea is to stop selling rooms by category, instead guests select the attributes they really want, such as a nice view, a balcony and a spa bath. Each attribute has an add-on price, similar to extra legroom on a low cost airline flight. 

This gives hotels the ability to offer guests lower prices on specific attributes, overall however they increase revenues due to a higher conversion. No longer limited by conventional room combinations, it creates opportunities to create more consumer customised products and more personalised offers.

ABS will change the industry, however there is a lot of resistance and technical challenges to overcome. Significant systems and operational changes will be necessary, as well as a hotelwide re-thinking on how rooms are sold beyond categories. 

This is a complex and long-term transition, which experts believe could take up to 5 years. However, it offers early adopters a competitive advantage, with the opportunity to refine their products and pricing, and ultimately maximise revenue.

At the Front Desk, selling these attributes can be implemented right now, with no negative impact on your daily operation, and no investments in technology required. 

We can help you identify the attributes guests are willing to pay for, and your team will learn how to recommend the room that has the attributes they are looking for.

We all know that in most hotels there are rooms within a category that are better than others. They have additional attributes, such as unique views, more space, or the best location. There might not be enough of these rooms to justify creating a new category in your PMS, but the demand for these attributes exists.

This is an opportunity for your reception team to generate additional revenue and enhancing the guest experience by offering supplementary features within the booked category. We call this ABselling™.