Meetings & Events represent one of the strongest commercial opportunities in hospitality, yet many hotels still don’t maximise their revenue potential. By adopting a more strategic Sales mindset, hotels can elevate the client experience, increase profitability, and strengthen long-term relationships. Upselling is not about pushing extras, it is about helping event planners make the most of their event.
For hotels navigating an increasingly competitive landscape, Meetings & Events (M&E) stand out as a consistent, high-impact revenue stream. Planners today are looking for support, creativity, and seamless execution. This creates a unique opportunity: hotels that approach M&E with a proactive Sales strategy can differentiate themselves and grow total revenue without increasing fixed costs.
But upselling in M&E is often misunderstood. Many teams worry about being too pushy or assume planners are fixed in their budgets. In reality, most planners welcome suggestions that make the event more efficient, more memorable, or more engaging for their attendees. When upselling is done with empathy and expertise, it becomes a natural extension of good service and a central part of commercial success.
In this article, we will explore:
Hotels often focus heavily on transient and corporate room revenue, while M&E is treated more operationally. But M&E buyers behave differently:
And unlike room revenue, M&E profitability is highly scalable. A well-designed coffee break or AV upgrade can significantly improve the bottom line without increasing staff overhead.
Integrating upselling into your M&E Sales strategy is not just smart; it is essential for future-proofing revenue.
Planners often don’t know the full range of possibilities your venue offers. Recommending:
can dramatically improve the event flow and guest engagement.
These enhancements are simple to implement and have strong margin potential.These enhancements are simple to implement and have strong margin potential.
AV is one of the most profitable areas in hotel M&E, yet often under-sold. Today’s events rely heavily on:
Upselling stronger AV options doesn’t just improve revenue; it reduces event-day stress for both your team and the planner.
F&B is where hotels can truly shine. Creative upselling options include:
These experiences elevate the event and increase average spend per attendee.
Integrating Rooms & Sales is key. Delegates and speakers often benefit from:
This cross-departmental approach strengthens total revenue performance.
More planners are prioritising environmental responsibility. Offering:
…shows commitment and aligns your Sales approach with modern buyer values.
Understanding the planner’s priorities makes upselling feel natural.
If the options are easy to understand, conversion increases.
Photos and mock-ups take the guesswork out of decision-making.
Sales is a skill. Teach your staff to identify upselling cues during:
Track which upsells convert best. Focus on margin, not just volume.
Hotels that follow this structured approach consistently outperform competitors.
A strong Sales approach in Meetings & Events is not about selling more; it is about offering smarter, more relevant solutions. When teams understand the event’s goals and proactively suggest improvements, the client experience improves, revenue increases and trust grows. Upselling becomes a natural part of your service culture rather than a last-minute addition.
Including pricing, packaging, team training, and implementation?
At Taktikon, we help hotels unlock their total revenue potential with tailor-made commercial strategies.
👉 Get in touch with us today and let’s elevate your Sales approach together.
