When you try a new brand for the first time you are more sceptical, you are not sure if you will like it or not, and you have never been there before so everything is new to you. 

New guests are trying to assimilate so much new information at the same time. Where the hotel is, what services it provides, how to get there, how to go from their room to every other place, among many other details.

Science says that the human brain cannot focus on more than one thing at once. We may feel like we are capable of doing it in our day-to-day life, but the more things we focus on, the less efficient we are. 

We are able to do several things, yes, but the information that our brain holds is very limited. So when you try to upsell to a new customer, they probably just ignore what you sent because they are taking in everything else. 

On the other hand, if you try to upsell to a guest who has already been in your hotel, their goal is now different: make the most out of what they enjoyed the most and what they didn’t have a chance to try in the previous stay(s). 

This is of course in the scenario where your guests had a positive experience with you. They already know that’s what they can expect and are thus more receptive to your communication efforts. 

If you don’t enhance your guest loyalty, your campaign efforts will be less successful and your revenue potential will be much more limited.