How hotels can generate more revenue from the pre-arrival stage

Key takeaways

• The pre-arrival stage in the guest journey is one of the most overlooked revenue windows, offering hotels a direct opportunity to drive incremental spend through upsells, digital check-in and personalized communication.
• Personalization, well-timed messaging and segment-based offers are among the most effective tactics for converting pre-arrival interactions into measurable revenue.
• The right technology, including digital check-in and integrated upselling tools, removes the manual friction that causes hotels to miss pre-arrival revenue opportunities.

What if the most valuable revenue opportunity in the guest journey happens before a guest even walks through the door? For most hotels, the pre-arrival stage at the hotel is still an untapped window to drive incremental revenue, build guest anticipation and reduce front-desk pressure.

From targeted upsell emails to digital check-in and personalized recommendations, pre-arrival at the hotel sets the tone for the entire stay. Yet many properties still see this stage as a routine step rather than a source of revenue growth.

In this article, we'll cover the key strategies, communication best practices and technology solutions that help hoteliers turn the pre-arrival stage into a measurable revenue driver.

Why is the pre-arrival stage at hotels crucial for revenue?

The pre-arrival stage is vital for revenue because it captures guests at the moment they are most engaged and open to spending more.

This stage sits between booking confirmation and check-in, when guests are actively planning their stay and are receptive to relevant offers.

According to a 2024 Medallia study, 61% of consumers are willing to spend more with companies that offer a customized experience. For hotels, personalizing the guest experience at this stage can generate additional revenue, improve satisfaction and build long-term loyalty, even before the guest arrives.

5 ways to generate more revenue from the pre-arrival stage

The pre-arrival stage offers hotels a focused window to increase guest spend before anyone arrives on property. Each of the five tactics discussed below targets a different aspect of the guest journey, giving revenue managers practical ways to put that window to work:

1. Upselling and cross-selling

Upselling and cross-selling during the pre-arrival stage are among the most effective ways to increase revenue before a guest checks in. Guests who have just confirmed a booking are in a positive mindset and more likely to consider add-ons that enhance their stay.

Sending a well-timed pre-arrival email that highlights room upgrades, early check-in options or dining packages gives guests the chance to personalize their experience while boosting your average booking value.

Applying the right hotel upselling strategies at this stage means targeting guests with relevant offers based on their booking type, travel purpose and preferences rather than sending generic promotions to everyone.

2. Segment-based email offers

There is no better time to get to know your guests than during the period before they arrive.

Targeting guest profiles starts the moment they book; by understanding what services they are booking and the reason for their trip, you will be able to better cater your offer to their needs.

You can then build tailored email sequences for each guest profile, using them to upsell and promote services that are more likely to resonate, increasing the effectiveness of your upselling efforts.

3. Optimized website touchpoints

Once a guest has booked, the digital experience still matters. Confirmation pages, guest portals and pre-arrival flows should make next steps clear while creating space for relevant upsell offers.

For example, you can present a side-by-side comparison of room features to make it easier for guests to see the added value of choosing the higher-priced option. 

If guests create an account or complete online check-in, you can collect useful details about their preferences and trip needs. That makes it easier to tailor offers before arrival and use that information during the stay.

4. Targeted pre-arrival engagement channels

Ensuring you have different touchpoints to connect with guests prior to their arrival is also a great strategy to increase revenue.

Use targeted channels such as email and SMS to give guests the option to request special services or list their preferences. This enables you to offer services they are more likely to book, helping them feel valued and increasing the likelihood that they will return as repeat guests.

The more you can entice guests to come back, the less acquisition costs you will have, and the more value can be attributed to each booking. 

5. Online reputation leverage

Online reputation management may not generate pre-arrival revenue directly, but it does reinforce trust at a stage when guests are deciding whether to engage further with your hotel.

The experiences of past guests at your property may be exactly what potential customers need to decide to book your hotel. When monitoring your online reputation, be sure to be agile in your responses, responding to bad reviews just as quickly as you do to good reviews.

Use your responses to both positive and negative reviews to highlight positive features and show how your hotel solves problems when needed. Furthermore, you can use the information provided in reviews to improve where you determine your hotel is falling short.

Personalization strategies that increase pre-arrival conversions

Personalization is one of the strongest drivers of pre-arrival conversions, turning a standard confirmation into a revenue-generating touchpoint. The strategies below show how hotels can use guest data to make every pre-arrival interaction feel relevant and timely:

Using guest data to tailor offers and communication

• Booking details such as room type, travel dates and party size give hotels enough context to send targeted offers that match each guest's specific situation.
• Segmenting guests by travel purpose, whether business or leisure, allows for more relevant messaging that increases the likelihood of a pre-arrival purchase.

Creating personalized itineraries and recommendations

• Sharing curated local recommendations or activity suggestions before arrival adds value to the guest experience while creating natural opportunities to promote hotel services.
• Pre-built itineraries tied to a guest's interests encourage early engagement and increase the chances of add-on bookings before check-in.

Utilizing past stay data for repeat guests

• Returning guests who receive offers based on their previous preferences are more likely to upgrade or add on services they already know they enjoy.
• Referencing past stays in pre-arrival communication signals that your hotel pays attention, which builds trust and strengthens long-term loyalty.

Pre-arrival communication best practices for higher guest engagement

Getting pre-arrival communication right comes down to the following core disciplines that work together to drive engagement and revenue:

When these work in sync, pre-arrival communication becomes a reliable and repeatable revenue channel rather than a one-off effort.

How digital check-in and preference collection can boost spend

Digital check-in does more than streamline the arrival process. It creates a structured opportunity to collect guest preferences and present targeted offers before anyone arrives at the front desk.

Digital check-in

• Guests completing online check-in are already engaged with your property, making them more receptive to room upgrade offers and add-ons presented during the process.

Preference collection

• Capturing details such as room configuration, dietary requirements and arrival time allows hotels to tailor offers that feel relevant rather than generic.

Pre-arrival upsell prompts

• Embedding upgrade and add-on options within the check-in flow puts revenue opportunities directly in the guest's path at a high-intent moment.

When these elements work together, the impact on revenue becomes measurable. Friendly Hotel Collection saw a 17% higher average daily rate (ADR) for guests who checked in online through Mews, a result that reflects the direct revenue impact of getting digital check-in right.

Common challenges in the pre-arrival stage and how to overcome them

Most hotels recognize the revenue potential of the pre-arrival stage but run into recurring obstacles that limit results. Understanding each challenge and its practical solution is the first step toward building a more consistent pre-arrival strategy:

Maximize guest spend with Mews

Most hotels miss pre-arrival revenue simply because their tools do not work together. When check-in, upselling and guest communication run on separate systems, offers arrive too late, feel generic or get missed entirely.

Mews Guest Check-In, part of the Mews hospitality operating system, gives you the tools to address this.

Here's what it delivers:

• Online check-in and registration before arrival, including ID capture and e-signature, so guests can complete admin early
• Upgrade and add-on prompts surfaced during online check-in or kiosk flows, when guest intent is high
• A connected guest journey that reduces repetitive manual work for front desk teams and helps staff focus on service

Book a demo to see how Mews helps you get more from every pre-arrival touchpoint.