From $5K to $50K: How Williamsburg Lodge Increased Annual Upsell Revenue by 10×

OPERATIONS

Williamsburg Lodge, Autograph Collection grew upsell revenue from an estimated $5,000 a year to about $6,000 a month with Canary's Dynamic Upsells — more than $100,000 over two years — while speeding up check-ins and letting guests choose add-ons before arrival.

Why it matters: Just steps from the heart of Colonial Williamsburg, the 323-key Williamsburg Lodge blends historic character with modern comfort, timeless style and warm hospitality.

With nearly 30 room types, explaining upgrade options at check-in was time-consuming, forcing staff to choose between longer guest wait times and skipping revenue opportunities. The team turned to Canary's Dynamic Upsells, and Rooms Operations Manager Curtis LeBarron shared the results.

Top 3 Core Objectives: Williamsburg Lodge wanted to replace an inconsistent, untracked manual upselling process, keep check-ins on target, and promote add-ons that guests rarely knew to ask about.

Modernize upselling: Replace manual upsells that only happened at check-in, were offered inconsistently and couldn't be tracked.
Hit check-in targets: Stop lengthy explanations of nearly 30 room types from pushing check-ins past the four-minute target.
Promote more add-ons: Put the full menu of add-ons in front of guests — from late checkout to floral arrangements — without staff intervention.

Innovators Mentioned

Williamsburg Lodge

Canary Technologies

Curtis LeBarron

Rooms Operations Manager

Williamsburg Lodge

"We didn’t track upsells well before. I’d estimate that we probably generated $5,000 a year. Now we’re averaging $6,000 a month and have made over $100,000 over the past two years."

Curtis LeBarron

Rooms Operations Manager

👍 Rooms Operations Manager Curtis LeBarron said that Canary's Dynamic Upsells grew Williamsburg Lodge's upsell revenue from about $5,000 a year to $6,000 a month.:

"We didn’t track upsells well before. I’d estimate that we probably generated $5,000 a year. Now we’re averaging $6,000 a month and have made over $100,000 over the past two years."

⚖️ The selection process: During their research process, Curtis LeBarron evaluated Canary Technologies's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that Canary Technologies was the best fit solution:

Rooms Operations Manager Curtis LeBarron said, about their decision: "Canary automated everything. All we have to do is open the dashboard and say ‘yes’ to the money. It really is that simple. It practically runs itself."

📈 The results: With Canary's Dynamic Upsells, Williamsburg Lodge turned an estimated $5,000 a year into roughly $6,000 a month in trackable upsell revenue, with a process that practically runs itself.

10× increase in annual upsell revenue — averaging $6,000 a month and more than $100,000 over two years.
Faster, guest-focused check-ins, as guests see every room option and its specifics before arrival.
New revenue streams from add-ons like early check-in, late checkout, guaranteed connecting rooms and even steamers — staff simply approve requests in the dashboard.