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Hotels seeking more profitable upgrades
San Francisco hoteliers are pushing a trend that will certainly be spreading elsewhere as they try to “upsell” travelers to book slightly better rooms.
“The practice of offering the largest rooms with the best views to frequent guests is not new, nor is the roping off of parts of the hotel for exclusive ‘club lounges,’ with free food, posh couches and skyline views for well-heeled business travelers,” says the San Francisco Business Times.
But such practices have proliferated as the large hotel groups, which are particularly dependent on guest loyalty programs, have increased their share of the San Francisco market over the past two years.
At the JW Marriott, which is now undergoing a renovation, any guest will be able to pay $75 to upgrade to one of two “club floors,” which are also available to frequent travelers and feature access to a special lounge, with sweeping views of the city, and hot food.
“Everything in that room is to a better standard,” said Joel Costa, sales and marketing director at the JW Marriott.
Other hotels are following suit.
Report by David Wilkening
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