Case Study

Acting on Data: Sofitel Dubai Jumeirah Beach’s upselling success in a crowded market

Cristina Collado

Oaky by Plusgrade · november 10, 2025

Already strong in front-desk upselling, Sofitel Dubai Jumeirah Beach struggled with manual, inconsistent pre-arrival efforts in one of the world’s most competitive markets.To solve this, they turned to Oaky, an Accor-certified upselling solution, recommended by other properties already seeing strong results.

Why it matters: In a destination as competitive as Dubai, every touchpoint in the guest journey matters - and even small gaps can lead to lost revenue.

For Tina Rodrigues, Director of Revenue Management, Oaky isn’t just a tool, it’s a co-pilot. By refining offers, testing ideas, and aligning upsells across touchpoints, her team has built a dynamic, guest-focused program that now generates on average AED 21,000 (~€5,200) in monthly incremental revenue.

Top 3 Core Objectives: The hotel set out to stand out in a crowded market by taking full control of their upsell strategy, creating and adapting offers in real time, while ensuring guests consistently saw and booked upgrades before arrival.

Drive Competitive Edge: Dubai’s hotel market is fiercely competitive, with oversupply, constant new openings, and high guest expectations. Sofitel Dubai Jumeirah Beach needed a way to stand out and capture incremental revenue - without adding pressure on the team.
Standardize Upselling Process: Guests often didn’t know what upgrades or services were available, leading to missed upsell opportunities. The hotel wanted a consistent pre-arrival journey to ensure guests saw and booked these offers.
Grow Ancillary Revenue: The hotel wanted to increase revenue through add-ons like breakfast, early check-in/late check-out, and room upgrades instead of relying solely on room rates.

"The system is amazing. I’m seeing strong revenue with very little effort. Just set up the packages, monitor a little, and it works on its own!"

Tina Rodrigues

Director of Revenue Management

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👍 Director of Revenue Management Tina Rodrigues said that the system helped elevating their ancillary revenue without heavy manual work:

"The system is amazing. I’m seeing strong revenue with very little effort. Just set up the packages, monitor a little, and it works on its own!"

⚖️ The selection process: During their research process, Tina Rodrigues evaluated Oaky by Plusgrade's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that Oaky by Plusgrade was the best fit solution:

Director of Revenue Management Tina Rodrigues said, about their decision: "Oaky stood out due to its intuitive interface, dynamic segmentation, and the ability to create localized offers. It’s easy to use, and I can make changes anytime."

📈 The results: Sofitel Dubai Jumeirah Beach now generates an average of AED 21,000 (~€5,200) in monthly upsell revenue, driven by a healthy mix of room upgrades, extras, and room-related services. With timely, seasonally relevant offers and less manual work for the team, the hotel consistently captures pre-arrival demand while operating more efficiently.

Achieved an AED 21,000 (~€5,200) monthly upsell revenue in H1 2025, on average.
Offers continually aligned with events and seasonal trends to boost guest engagement
Automated upselling that freed reservations team time